The Story
Toxic work cultures are bad for business. When employees feel excluded, productivity takes a nosedive, causing company strategies to unravel. And according to a McKinsey study, 73% of employees leave their jobs because they don’t feel trusted and valued or that their contributions matter.
Few people know this better than ibelong CEO Rajkumari Neogy, an epigenetic coach and executive consultant who uses neurobiology to foster inclusion and belonging at work. Armed with unique perspectives on psychological safety, managing conflict and leadership best practices, Red Fan piloted a thought leadership program for Neogy that landed more than a dozen articles in Fast Company—including one of the most-read Work Life columns—and bolstered his launch of the Then, Now & Tomorrow podcast.
Today, ibelong helps companies improve employee satisfaction and loyalty and increase revenues through on-demand resources for workplaces dedicated to building inclusive and resonant cultures.
Challenge
At the height of the pandemic, employers sought services to help employees adjust to COVID-related trauma, social unrest and the new reality of remote work. Many had never worked with an epigenetic coach nor considered how the biology of belonging could impact their bottom lines.
Neogy needed to reach business leaders through a reliable and reputable media platform that values innovation in technology and leadership. Exposure in such an outlet would provide credibility for Neogy’s services while attracting new clients, forging fresh partnerships and bolstering Neogy’s position as a sought-after speaker.
Solution
Red Fan crafted a thought leadership program that positioned Neogy as a groundbreaking expert at the intersection of neurobiology and the workplace. Neogy’s unique style enabled business leaders to understand the science by breaking it down into practical applications and scenarios. By leveraging Neogy’s workshop content, Red Fan crafted a roadmap of articles that showcased the value of ibelong programming—thus driving demand for Neogy’s services.
Fast Company’s editorial focus on business and innovations—plus its 11.5 million average monthly page views—made the outlet a perfect fit for Neogy’s expertise. Red Fan’s strong relationship with the contributor editor opened the door to Neogy’s articles, leading to more than a dozen placements including:
