In recent years we’ve seen video gaining more traction as a digital channel for internal communications. And that trend looks set to continue throughout 2019 and beyond. If your organisation isn’t currently engaging employees with video, now is the time to explore the benefits of this approach.
Our clients, that use video to communicate with their workforce, report that employees are more likely to engage with this content than many other forms of content. Not only do employees press play, they’re more likely to watch the entire video and act on the information contained. Compared to interactive articles, newsletters and other traditional IC materials, employees are clearly demonstrating a preference for video, and internal comms teams are seeing more positive outcomes as a result.
So what’s going on? Why should video be part of your IC strategy now and into the future? The following trends explain why…
3 trends in internal communications and how video fits in
- Instant gratification
Why do employees stop reading your long form content before they get to the end? Because they don’t have the time, or patience, to give it their focused attention. Simply reading this blog post requires concentration, it’s hard to do anything else and it’s easy to put off until you have more time.
Whereas a video provides instant gratification, it’s much easier to consume and you can even multi-task up to a point. That doesn’t mean that employees aren’t paying attention if they’re also checking their emails at the same time! The unique combination of audio and visual elements, plus any graphics that highlight key points, improves the retention of information even when the viewer is distracted by other things.
Short videos can also be delivered and consumed in the same way instant messages are. They’re quick to access and get to the point, which is what busy people need.
- Remote and flexible working
A key trend in working behaviours is the increase in more flexible and remote working. Whether that’s employees working from home, from coworking spaces or cafes, or even working from breakout areas or hotdesks within the office. Employees don’t want to be so tied to their desk if they can avoid it, instead they want the flexibility to work in a way that boosts their productivity, motivation levels and creativity.
Consequently the desktop computer is increasingly becoming redundant as employees use laptops, tablets and mobiles that are portable. That has meant that internal comms teams have had to find new channels to keep remote workers in the loop and promote a feeling of being part of the company even when they’re working in different locations.
Apps, text messages, push notification tools, and social media are all effective ways to communicate with remote workers, and video also has an important part to play in keeping them engaged.
It does this in two ways.
- By promoting company culture – videos that feature the company, other employees, branding and culture can help remote workers feel part of the ‘family’.
- By optimising IC for remote devices – if remote workers are using devices such as tablets and mobiles for communications, long form content is not as accessible. Try reading a PDF on your mobile and you’ll understand why! Video is ideally suited to these platforms.
- Company culture
It’s not just remote workers that want to feel like they’re part of the family. Most employees do. This is especially true of Gen Z and Millennials, generations that in many surveys and studies are shown to be more engaged with organisations that share their values and promote their company culture proactively. Internal communications teams see more engagement with content that positively reflects culture and values.
As mentioned above, video is a great way to communicate values and promote company culture, even for messages that are not specifically about those qualities. It can be a method to practice what you preach and give your internal comms some personality. For example if a company value is ‘authenticity’, a video featuring employees sharing their insights and ideas is a lot more authentic than the HR team or a manager communicating the company line.
This type of content sees a lot of engagement (views, shares and feedback) as it really resonates with employees, and gives them a voice too.
Is video part of your internal communications strategy? If not or you would like to review it, get in touch with me to discuss your objectives and current strategy. I’d be happy to share my experience, and a few case studies demonstrating the impact video can have. Call 01252 717707 or email firstname.lastname@example.org