DIARY: Corporate anthems fail to hit the right note with companies' employees

'Singing from the same hymn-sheet' is the cliche often used by PROs and media trainers to describe employees pumping out the same corporate messages.

But fresh research from Warwick Business School suggests that encouraging employees to quite literally sing from the same hymn-sheet - that is, chanting along to corporate anthems, usually under guidance from the PR department - does not always result in a happy corporate mass.

Researcher Martin Corbett spent six months investigating what he describes as the 'sonic branding' of corporations, investigating PR efforts such as Hewlett-Packard's version of Pink's hit Get the Party Started or tech giant Fujitsu's bespoke Ahh Fujitsu.

Corbett says: 'Motivational songs are still, at times, derided as nonsense, and employees can be cynical about ageing companies trying to gain the respect of youths.'

Although he points out that company songs, can sometimes have positive motivational effects, he adds: 'When I tried to talk to people high up (in companies), they're quite embarrassed about it.'

Says it all, really.

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