5 Ways To Use Video To Improve Employee Engagement

How many internal emails do you bother to open? If you are honest, the answer is probably most but not all.

A report by internal comms experts Poppulo says that only around 66% of internal emails are opened. That means about a third of emails from co-workers are ignored. Worse still, only about 10% of links in those emails are clicked.

Why is this? The simple answer is that emails we are swamped with emails and let’s face it, many of them are boring. For the most part, they do the opposite of it what they are meant to do, namely, engage.

No surprise then that every internal comms team we speak too says that their number one challenge is to improve communication with their staff. And they are right to make this their focus. A report by global professional services company Towers Watson says that companies with highly effective employee engagement give a 47% higher return to shareholders.

What we are happy to tell any comms team that asks us is that there is an easy way to spike employee engagement: video.

What’s interesting is that although most companies now embrace video as a way to connect with clients or customers (as you can read about in our White Paper) many are not yet doing so to communicate with their staff.

Luckily for us, more and more businesses are now doing so, and in a variety of ways. Here are five ways you can use video to improve your employee engagement.

1. A Message From The Boss

1. Depending on how big your organisation is, you may never have seen the big boss. Or even know what they look like. True, you may be more likely to open an email from the CEO than anyone else but how inspiring is a written message likely to be? Certainly not as rousing as a video presentation, where you can see and hear someone talk with passion about the company you work for.

It doesn’t even need to be a polished performance or have high production values, as this legendary video of Steve Jobs speaking to his Apple employees in 1997 shows.

2. Onboarding

The first day in a new job is daunting. Everything is unfamiliar and you have no idea how anything works. Fortunately for you, those friendly people in HR have sat you down at a desk and told you to read the company’s induction handbook. After 10 minutes of this you are probably thinking your previous job wasn’t so bad after all.  

Most people give up and end up being shown the ropes but someone in their team, taking time out of their busy day. Multiply that scenario for every employee that joins the company and you can see how many people hours are likely to be wasted. And, it’s unlikely the company’s message is consistent or even correct.

How much better would it be if the company pins down everything a new employee needs to know in a video or series of videos? Not only will this save precious staff time, people are more likely to remember what they’ve seen compared to what they read – the so-called ‘Picture Superiority Effect’.

3. Share Best Practice and Internal Workshops

In 2016, 43% of American workers worked remotely – the figure in the UK is likely to be similar. With so many people working away from their office, getting people together for meetings can be at best a nightmare and at worst impossible.

Yet being able to share information with colleagues is important. This could be product demos, sales enablement or establishing best practices. Video works superbly for this. It allows people to explain things in a personal and human way that can be difficult to put across in writing.

One law firm we know videos its internal workshops and brainstorming sessions so that absent team members can see what they missed and attendees can refer back to what was discussed.

4. Consistent and effective training

Training is important but it’s costly to bring lots of employees together in one place. And, if there are lots of sessions on the same topic it can be difficult to ensure consistency of message.

Training videos save time as well as the cost of hiring training venues and travel. Another advantage is that the message is always the same. Plus, employees can learn at their own pace by stopping the video and rewatching any parts that weren’t clear first time round.

5. Create a community

“Culture eats strategy for breakfast,” is a well-worn quote for good reason – it’s true. Many leading businesses highlight their culture as critical to their success. This starts by making staff feel valued and part of something special. In large businesses, especially those spread across several locations, that can be a challenge. Some people rarely meet their colleagues face to face, if at all, and communication becomes an endless series of emails or group chats.

Video adds that essential human element and can be used for all sorts of things including celebrating awards and successes, sharing footage of events, and making news announcements.

To discuss how video can help your employee engagement and internal comms, please get in touch.

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk

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