How To Use Video To Re-Engage Employees

By 3 May 2018September 2nd, 2020No Comments

If your employees are suffering from information overload, every time your company newsletter pings into inboxes across the business a percentage of employees turn off, tune out and disengage further from your comms.

That’s not what they’re designed for. Your internal comms are created to engage employees, communicate important messages, flag up opportunities, promote L&D activities, inform staff about changes to company policies, etc. etc. They’re not designed to be ignored. However, that’s what’s happening across many corporates as employees struggle to cope with the volume of digital communications they receive.

Didn’t you see the memo? If you want to engage employees, stop sending them large volumes of text to read and start delivering your comms in video clips.

In just a few minutes you can communicate key messages, ideas or instructions in a highly engaging way. Video content is not only accessible and engaging, but people also retain the information contained in a video much more effectively than any other form of communication. It delivers a lot of information in a short space of time, is very easy to consume and punches well above its weight.

According to a survey by Melcrum, of 400 communications professionals, adding video to an employee portal makes a significant impact: 50.4% of respondents said that video creates a personal connection with company executives, and 49.8% stated that video increases employee engagement.

Why Invest In Video?

Creating engaging video requires investment. While it is possible to produce some video content in house with a smartphone and a video editing app, most video comms benefit from higher production values to be effective. Making the case for this investment can be difficult but there are compelling reasons for improving internal communications.

A Change and Communication ROI Study by Willis Towers Watson found that companies that are highly effective at communication are 1.7 times as likely to outperform their peers. Financial performance and internal communications are linked. Engaged staff are more productive, perform better and contribute more. They are also less likely to leave and are more likely to advocate working for your company. An engaged workforce reduces employee attraction and retention costs, and drives more revenue for the business. There is positive ROI to be had from investing in effective video comms.

Producing Engaging Video Content

Engaging video content starts with two important things: a clear understanding of your target audience and clear objectives for the content. Who are you talking to and what do you want them to do?

Keep the following in mind when creating video comms:

What’s In It For Me? The difference between communications that get ignored and communications that get attention is whether or not they address the question of ‘what’s in it for me?’ Why should an employee click on your video link, what can they expect to get out of it and how much time and effort do they need to invest in it?

The latter question is easy to answer. You could provide them with an article or guide that will take 10 minutes to read and digest. Or you could send them a video clip that will do the same job in 3 minutes. Make sure you’re clear about the benefits of engaging with your content.

The Right Platform. Consider how easy it will be for an employee to consume your communications. If they’re at a desk in front of a large screen with super fast broadband, lots of different formats are available. But if they’re working remotely, using a tablet or smartphone, perhaps with unreliable connectivity, your comms must still be easy to access and quick to consume.

Bitsized Chunks. The aim is to reduce information overload so that employees will give your internal comms the time they require. Make content as concise as possible and provide employees with different ways to consume it. Video modules and short clips are a great way to ensure that employees get all the information they need without overloading them.

Call To Action. Simply informing employees of a change or new process is not enough, you need to ensure they take action and apply your information to their working practice. Be clear about what you need them to do, and spell out how to do it.

I’m not suggesting that all internal comms should be available in a video format, but it’s worth considering whether important messages and information would get more engagement if they were. A simple way to find out is by giving employees the option to consume your next comms in a text format, or watch a video instead.

Measure engagement and ask for feedback to see what type of approach works best. Take into account different factors such as the type of content, what your objectives are and the target audience. You can use this information and metrics to inform future communications and decide when and where to use video content, and when to stick with text based comms.

Speak to me if you would like to discuss any of this further, or explore our portfolio for inspiration.

Caroline Edmonds

Author Caroline Edmonds

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