Online video has garnished significant results for publishers across many industries. Most large publishers measure video success by views and engagement on YouTube, Facebook, and other external channels.
Views and engagement on external platforms are essential, but online video can significantly affect internal communication. We've worked on many internal video campaigns over the years; here are a few exciting ways we've seen brands capitalizing on them.
Making the CEO Personable: We recently worked with a tech company that had gone through a massive personnel change at the executive level. One of the goals of the newly appointed CEO was to open up the lines of communication. Essentially, he wanted to make things more transparent in a company that has been around for more than 100 years.
We made this happen with our client by producing monthly videos with the CEO that play on-demand on the company’s TV network and across its internal website. The videos are simple, straightforward, and never scripted.
The videos have a light edit, and the CEO prefers to keep in mistakes or flubs that happen during the shoot.
This approach humanizes a high-level executive. The feedback has been so positive for the client, and they now produce these styles of videos with other members of its executive staff.
Interestingly, this client ran an internal culture survey showing that most employees favored this type of presentation and communication.
Creating A Town Hall Experience: Another way this same tech company used online video for internal use was by live streaming quarterly communication meetings.
Naturally, the live-streaming process is more cumbersome than the video-on-demand approach. Still, it has allowed the company’s executives to present critical company information to large audiences across the world. And built-in tools from the streaming platform make audience questions, polls, and engagement possible.
The live approach creates a sense of urgency for time-sensitive topics such as quarterly financials or new product releases. While many companies use audio, the video element is more engaging and allows for a two-way experience between the crowd and presenters. In addition, these events help get employees involved and establish trust within the company.
Company Tutorials & Training: Large companies have a lot of moving parts. Multiple departments, specialists, and teams span the company roster. Online video is a great way to educate employees.
Whether the training is part of a certification program or if you need to deliver one clear message to an audience, video can do the job!
One approach we like to encourage is creating a LinkedIn Learning style training model.
These are short-form videos that present in a chapter-style hierarchy. The video lessons cover a topic or two that contribute to one main subject.
Production can be simple with screen capture software such as Camtasia or iShowU. Both programs offer built-in audio features that allow for voice recording. Webcams are perfectly acceptable for these internal videos and allow presenters the freedom to shoot on their own time.
This model helps boost productivity and eliminates the need for instructors to answer the same questions. The ability to point employees to video lessons streamlines the efforts of human resources professionals, too. From the employee’s perspective, the videos are available on demand and easy to watch by being watched in short, “snackable” formats.
Telling The Brand Story: There is often a misconception that internal videos must be dry or fail to include high production value. That is not the case! Internal audiences will be more engaged with good storytelling.
A few years back, we produced a campaign of videos with Microchip Technology. At the time, they were growing and acquiring international companies. One of the company's core values was to keep employees connected. As you can imagine, this was a difficult task considering they had facilities and employees worldwide.
Working with their human resources department, we produced a video campaign highlighting each manufacturing facility. The videos focused on the worldwide locations through dynamic footage of each facility and interviews with a wide range of employees. The videos gave viewers a behind-the-scenes look at the company's production facilities, labs, and other inner workings.
Do not underestimate the power of showing employees how products get made. Some people may never get to see these things, which can help them understand the larger company strategy.
Another unique portion of each video was that they spent time introducing viewers to the culture and surroundings of each destination. We took the viewers to remote locations and featured local music, cuisine, and doses of everyday life.
Employees felt like they had a better understanding of worldwide teams and colleagues. They could see what went on at each facility and better relate to their foreign counterparts. All this created an alliance amongst employees and put to bed some of the unknown myths they previously believed.
These tips have worked for these companies, but it’s important that each brand test and analyzes its video strategy. These companies have gathered feedback through surveys, polls, and other communication forms to ensure that their strategy is heading in the right direction.
Feel free to experiment with the internal video. Taking risks is OK if you understand your employee base and represent the company brand properly. Reach out to us to discuss your internal video strategy.