Some companies blame March Madness for distracting workers and sapping office productivity, but other firms say the college basketball tourney actually boosts morale and can be a team-building tool.
ZeroTurnaround, a Hub-based Java productivity tools maker, is among the companies that uses the tournament to boost competition between sales staff to generate new opportunities and deals.
"Our 'March Madness' is about hitting our March numbers, and if people are hitting their numbers, I don't care if they check ESPN," ZeroTurnaround President and COO Alex Laats told the Herald. "If you just recognize that it's on people's minds and if you can turn that around and turn it to your advantage, then you can boost productivity and have fun with it."
At Jumptap, employees rally around March Madness through group polls and viewing parties after work. Later this month, Jumptap's MobileSTAT, a monthly report that shows mobile audience trends, will include March Madness-themed data, said spokeswoman Christina Feeney: "For Jumptap as a business, it's absolutely a positive."
The hoops competition heats up today and tomorrow as 64 teams face off on the road to the national championship.
A recent Challenger, Gray & Christmas study found that the tournament's first two days of play will cost American companies at least $134 million in "lost wages" as an estimated 3 million employees will spend one to three hours following the basketball games instead of working.
Even President Obama took time out of his busy schedule to release his tourney picks. The commander-in-chief has Indiana beating Louisville to win the national championship.
But Katie Loehrke, an editor at J.J. Keller & Associates, said March Madness can give workers with little in common something to bond over.
"One of the things that can really influence morale in a positive way is employees who feel like they're trusted," she said. "If they're trusted to get their work done and still be able to flip over to ESPN.com for five minutes ... that can boost morale."
Hub-based online fantasy sports startup DraftKings has an internal bracket challenge going on among its 13 employees that's designed to help them generate better products and experiences for customers.
"There's no better way to know what a sports fan wants than to live it," said CEO Jason Robins.
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