By Russell Zack and Jordan Berman
Consider the following statistic. According to a Melcrum survey of 400 communications professionals, adding video to an employee portal makes a major impact: 50.4% of respondents stated that video creates a personal connection with company executives, and 49.8% confirmed video increases employee engagement.
Here are our top tips on using video content to enhance your internal communications.
Content production tips:
1. Make the video content relevant, informative, motivational and entertaining.
2. Plan video content availability and refresh rate frequency. Put yourself in the shoes of a TV network executive and create a programming grid that schedules content across the work week.
3. Produce custom videos that reflect your company’s culture and values. Short-form programming – aka ‘Cubicle-Sized Reality TV’ – can take a number of different forms e.g. episodic video formats that showcase top executives sharing 30 seconds of workplace wisdom, or that celebrate company superstars by highlighting their successes.
4. Involve employees in content creation, for example: sharing subject matter expertise, highlighting department/contract wins, spotlighting successes at trade shows, identifying industry trends and introducing colleagues to one another. Add a moderation layer to prevent any inappropriate videos from being posted.
5. Add third-party premium content with the help of a professional, subscription-video service that can create and curate interesting workplace-related video content on a daily or weekly basis. These might cover areas such as: motivation & inspiration, business news, tech tips, health and wellbeing.
6. Ensure the videos are clearly signposted and easily discoverable in order to encourage adoption.
7. Screen teaser videos at company-wide events while showcasing employees in front of the camera. Approaches might include:
• Creating a cubicle casting call for employees who’d like to appear in front of the camera;
• Tapping senior executives and influential employees for cameos.
8. Use social media to target key influencers within the organisation and build word of mouth and momentum.
Tips on creating a regular viewing habit:
9. Make sure employees are greeted with a steady flow of quality content once they sample your initial programming offering. Success comes by setting expectations properly and delivering a rewarding content experience.
10. Deliver reminders about new content and recruit employees to share, ‘like’ and comment on programming.
11. Recalibrate content based on employee feedback – both implicit and explicit. This can be done by reviewing your intranet site traffic, analysing video viewership and interaction metrics, and gauging employee sentiment via polls.
Tips on choosing the right video platform:
12. Look for a platform that offers powerful video creation & authoring tools, advanced social engagement capabilities (e.g. share, comment, like, rate), strong security controls, and an intuitive user interface.
13. Be sure that the platform you choose is capable of handling uploads from, and streaming to, any device.
It’s never been easier to make workplace video work for your organisation as a way of re-engaging, inspiring and motivating employees. With the power of video at your fingertips, that memo on your desk might just as well be typed on carbon paper. Welcome to the ‘YouCube’ era.
About the authors
Russell Zack is vice-president and general manager at Kaltura EMEA at online video platform vendor Kaltura. Jordan Berman is founder & CEO at OFC Office Channel (OFC.tv).
Kaltura provides the world’s first Open Source Online Video Platform, transforming the way people work, learn, and entertain using online video. The Kaltura platform engages hundreds of millions of viewers by providing media companies advanced video management, publishing, and monetization tools that increase their reach and monetization and simplify their video operations.
Kaltura improves productivity and interaction among millions of employees by providing enterprises powerful online video tools for boosting internal knowledge sharing, training, and collaboration, and for more effective marketing. Kaltura offers next generation learning for millions of students and teachers by providing educational institutions disruptive online video solutions for improved teaching, learning, and increased engagement across campuses and beyond.