Companies are becoming more and more inclined to use video as an internal communication tool, but making sure those videos don’t “escape” the corporate walls is critical and that’s why adoption of video technologies for corporate use has been slow. However, according to Gartner, textual documents will provide less than 50% of best search results.
Engaging both auditory and visual senses, it comes as no surprise that video is more captivating and memorable than text. All companies understand that but not many are using video to engage their employees, especially representatives of the Gen Y. From enhanced executive messaging to connecting the distributed workforce, video has proven its superiority over other means of communication. According to research by h.engage, a company that runs employee programs, videos had an engagement range of 40% to 69% — the highest out of all the channels they studied, including newsletters and posters.
One of the most common challenges for organisations that are using video is the fact that videos from different departments are scattered across multiple disconnected silos. If a company wants to promote the video culture it should be looking for a centralized system with easily searchable content distributed between playlists and tagged with appropriate terms. This doesn’t mean that content can’t be locked for use by specific people or departments, but it does mean greater control and access to analytics, as well as elimination of the risk of “lost” content. On top of that, it makes the job of sharing or embedding videos in bulk much simpler.
Another common challenge that stands in the way of enterprise video adoption is the wide range of devices and operating systems that video providers need to be able to support. Using a good system that allows video recording and distribution on a wide range of devices opens a set of new applications from private to public events.
Not being constrained by device types bears another important advantage: the ability to promote the company’s video culture by encouraging creation of videos by employees. Short “unpolished” videos show higher engagement and prepare the employees to engage with customers in the same personalised way.
“Critical and time-sensitive information is the primary driver of our company’s support for the use of video.”
– VP Business Strategy, Citigroup
Companies that have been successfully using video for internal communication have reported that the best way to insure that this new type of communication takes off is to concentrate on one department or region first and then implement it in the whole organisation.