For most office-based employees, “work” no longer represents a physical location. In fact, 84% of workers who had to work remotely because of the coronavirus pandemic said they planned to carry out a mix of working at home and in their place of work in the future.
Now, employers need to use evolving technology to adapt their internal communications, or potentially face a drop in staff morale as employees feel more disconnected whilst remote working.
When it comes to employee retention savvy HR and marketing professionals have been recognising the importance of video communication for some time now - and they were onto something, as employees are 75% more likely to watch a video than read an email. People have discovered the effectiveness of video, and they’re never going back.
In fact, an element of remote working is seen as a benefit by most candidates. We’ve written previously about some of the other benefits that employees have come to expect from their job.
How can corporate videos for internal communication help?
The post-pandemic era of work presents greater flexibility, an enhanced work/life balance, and happier employees, but it also introduces a range of challenges for employers. Employees are harder to reach and engage when working from home, which can lead them to begin to feel disconnected, and disengaged from both their job and their colleagues. This lack of direction or recognition from their management can also leave them feeling undervalued, disillusioned, and unmotivated to work.
The goal of any great company is to create a good company culture, and a positive experience for its employees - and one of the most effective ways to achieve this is through enhanced communication. In an increasingly digital world, what better way to inform and connect with team members than through internal video communication? If the pandemic taught us anything, it was that companies needed to evolve to stay connected outside the confines of a regular office, and video was there to connect employees and employers through video conferencing, webinars, online learning and study resources.
What are the benefits of using internal corporate video for staff morale?
There are multiple benefits to using internal corporate video for staff morale, which include:
Whether it’s a company update or new sales strategy, internal video is the best form of communication. Email is a great tool - and the most dominant platform for business communication - but instead of writing a hefty block of text in your next email, try embedding a video into the email with an introductory one-liner.
Video is much more engaging than written copy, meaning that it can be absorbed more quickly and effectively. You can also say much more by video than with text. If a picture is worth a thousand words, then as Dr. James McQuivey puts it, a single minute of video is worth about 1.8 million words.
Studies have shown that using videos can improve one’s ability to remember concepts and details. Viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text. Therefore, employee learning videos are a great method of education.
The success of a good business is more than just profits; it’s also about communication. Without effective internal communication, employees can become frustrated, and important information can get lost in translation. This is where videos can help to transmit information in a simple, clear, and digestible way.
Communication is a two-way street, and it is not enough simply to pass information on to team members. Particularly when working remotely, it’s important that staff actively develop a working relationship, and feel they are working towards the same goals.
By sending regular video communication updates, you are effectively bridging the gap between the team when working remotely. When employees feel more connected to you and your business, they will be more likely to perform well and have higher morale.
Where to use video for internal communications and improved company culture
To create effective internal corporate videos that will improve your company culture and boost morale, it’s important to have a library of video templates ready to go, and update them as required. Here are some recommended types of video to improve internal communications, and create a more positive employee experience:
When new employees enter a company, they are required to absorb huge amounts of information at once. The traditional onboarding process involves paperwork and in-person training, but induction through video training has become increasingly popular. Pre-recorded videos have proved to be an efficient and effective way to present this information in a reusable format, significantly cutting down one-to-one training time.
Employees can get an immediate sense of whether there is a great company culture and what is expected of them, watching and learning at their own pace. Plus, it’s important to make them feel valued and welcomed, and a proper orientation for new hires has been proven to reduce the rate of employee turnover, and get the employee more excited about the job they’re entering into.
In larger businesses, employees - particularly newer or more junior additions - will have minimal contact time with the CEO. However, such a situation is unlikely to build employee loyalty. By broadcasting messages through video, a company can demonstrate that the CEO is switched on about the company’s current objectives and challenges.
It can be difficult to achieve this same level of personal connection via a text email, not only because this might have been written by anybody, but because many people are better communicators in person than they are in writing. A video demonstrates your CEO’s leadership qualities in real time, showing that they value their communications with their employees, and are willing to set aside the time to work on them.
One thing is for certain, and that is that everything changes - but this doesn’t mean people are always comfortable with it. If employees are left in the dark about any company or corporate changes, it is likely to damage staff morale, and lead to shortfalls in productivity. A business can minimise any anxiety by being clear, transparent and timely - and video can help to achieve this.
Internal video communication can be used not only to discuss corporate changes, but also to show that they won’t have a negative impact on the business and its employees. Through video, a company can control exactly what type of message they’re sending out regarding issues that might be subject to rumours and repetition, cutting down on speculation and addressing any common concerns.
Training employees can be time-intensive. You often have to devote days - or sometimes weeks - to go over all the requirements of the role, and what is expected of them in the workplace. With new tools, training, how-to tutorials and educational courses can be easily dispersed through a company through internal video training.
Video media is particularly invaluable for continued training, as it provides the employee with the opportunity to learn at their own pace, and without disrupting their day-to-day responsibilities. If they find that they have a break in their workload, the employee can simply click on the video and continue watching from where they stopped last time. Plus, training and education can be standardised through videos in a way that one-on-one or even group training cannot be.
Video is a highly personal form of communication: after watching a video, people are more likely to feel a connection with the speaker. By creating this type of personal relationship with the employee, they will feel more as though they are on the same team.
To rejuvenate employees, make some fun and exciting video updates about the goings-on at the company. Have you recently brought on a new client? Did you just close a huge deal? Are sales up from last quarter? These are the things your employees want to hear about. They likely had a part in achieving those results. Hearing about the company’s successes will remind your employees how important they are, and increase their morale.
Communication is the backbone of a company’s success, and video media is a highly personal way to reach out to employees, strengthen bonds, and build company culture.
Corporate videos, including video communications, keep employees in the know: from new recruits to seasoned veterans, everyone will have a clearer understanding of any rules, company successes, and branding changes. Throughout it all, video messaging will reinforce a company’s brand internally - and project this out through better employee-company relationships.
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Phil Caplin is the founder of Broadcast Revolution - a specialist broadcast PR agency providing a fresh and creative way to deliver quality coverage for brands. Services include talent sourcing, media relations, video and podcast production, media training, and much more.