For the typical employee, it is important that he or she understands that the business is progressing in the right manner. While he or she might not be involved in the senior management processes or activities, his or her role is still contributing to the greater good – entitling him or her to know how the enterprise is developing.

To pass on this critical information, business leaders will commonly use emails, internal intranet communications, word of mouth or physical memos and notes. While these are all effective, they lack the engagement aspect vital to internal communications, and hard-working employees may miss the message.

If businesses want get critical information to the right parties in a timely manner, then they should consider developing video content. Produced internally, videos can be sent to individual employees, creating an environment where businesses are transparent with the latest news and the workforce has a clear grasp on updates higher in the chain.

What can internal leadership videos include?

As mentioned above, internal leadership videos can be used in a number of different ways. According to cloud provider Jostle, this doesn’t have to include just news and events occurring within the enterprise.

Senior management, company directors or CEOs could star in project progress reports, significant wins and tough losses in the market or offer their congratulations to particular members of the workforce. As Jostle stated, “leadership voices are crucial to the organisation, and people’s sense of people part of something important.”

For entry-level personnel or employees lower down the corporate ladder, having regular video information delivered by higher personnel creates relationships and connections – something a faceless email or note cannot.

Employees want information from those above their position.
Employees want information from those above their position.

Industry leaning towards video content

Technology is certainly a game changer when it comes to internal communications. If businesses leaders don’t want to be left behind or gain reputations as poor communicators, the adoption of new and innovative solutions are a must.

According to the 2014 Internal Communications: Emerging Trends and the Use of Technology report ,published by Newsweaver, just 70 per cent of senior management officials are confident their communication strategies align with their business strategies.

Additionally, the fact that many of the internal communication channels offer poor metrics to measure effectiveness was also cited as a concern. Only 16 per cent are satisfied with their current approach. So, where does the future of internal communications lie?

Moving forward, video content was highlighted as one of the top areas where businesses would be investing in, with 56 per cent of those surveyed agreeing with this fact. This is coupled with 61 per cent of leaders allowing employees to view content on their own devices such as laptops, tablets and smartphones. As such, the workforce can decide where, when and how they view this leadership content, allowing greater engagement in the process.

At present, around 30 per cent of businesses currently use video content as a tool, with 61 per cent either planning to use or wanting to improve these systems moving forward.

What metrics are available through video content?

“Video has turned internal communications into a two-way dialogue.”

Video content is valuable, which means understanding how employees interact with this platform is vital to make adjustments in the future. This is gained through metrics such as views per video and drop off rates. However, for the workforce, conversion percentages and interactions are just as important. Have the workforce seen the message and what have they learnt from the experience?

As Aframe’s Robert Taylor penned in a 2015 blog article, “video has turned internal communications into a two-way dialogue”, promoting discussions, ideas and questions otherwise lost. With this in mind, what is stopping your business from taking this engagement approach?

For more information about adopting video content as a platform for internal communication, feel free to reach out to the team at Viostream today.