Why Video Increases The Effectiveness Of Executive Communications

Dana Youngren
Dana Youngren
3 mins
Executive upating team via internal communication videos

We live in an increasingly mobile society. Employees are no longer bound to stiff leather chairs, staring at their computers in separated cubicles from 9-5. Increased connectivity around the world has allowed for a more flexible worker, which has caused companies to hire remote employees, especially as they grow.

As a hiring manager and senior leader in your company, it’s your responsibility to ensure that employees across your organization understand the company mission and vision. This becomes even more important for employees without an office as a meeting place.  You need an effective executive communication strategy to engage your entire global workforce. And you need to make sure that your internal messaging and communications procedures remain consistent, all while helping employees stay aligned with company goals.

Internal Communication Videos: Your Answer to a Common Crisis

For many companies, internal communication videos are the answer to this disparate workforce crisis. In a recent study of 713 communicators, the production company Ragnar Communications identified several areas in which video improved internal communications in companies. It found that 76 percent of companies who used video found improved communications among remote employees, while 58 percent of companies found “increased alignment with company and organizational goals.” Furthermore, 39 percent of companies reported increased message retention among employees when they used video for internal communications.

Video is clearly a key component when it comes to helping an executive communicate and engage with employees. But why is it so important, and how can a company effectively deploy it?

Why Video Is Important to Executive Communications

Convey A Consistent Tone And Message

One video shared with all employees, managers, and executives can remove any inconsistencies that might occur when managers deliver separate messages to several teams – or when messages are relayed down organizational hierarchies. By delivering a message through a video, you are able to control the delivery and scripting of the message you want to convey.

Establish A Personal Connection

Video humanizes us. When an executive is delivering a video message, employees see everything, from their facial expressions to their body movements, and even their real-time reactions after responses in company town halls. An employee sees this and feels like they are working with a real person.

Establishing a personal connection using internal communication videos also leads to something that’s vital to the modern workforce: openness and transparency. When employees feel empowered to be open and more transparent with their work, it boosts collaboration in the office. When all of this is put together, you’ll find greater alignment around your company vision and goals.

Video Spans Multiple Platforms

It’s not 1997 anymore, and employees have a variety of ways to communicate today. From mobile devices, to laptops, to traditional desktop computers and tablets, employees can consume content on any device. The advantage of creating video for employee communications is that your video can be formatted to fit any device, making it consumable anywhere. With multiple delivery methods, you increase the likelihood that your employees will want to watch the video, leading to higher chances that your messaging will be understood.

Show Versus Tell

You can write a manual or explain something over and over again, but sometimes, the message just doesn’t get through. With video, you’re able to create effective tutorials to show your employees everything from how to sell a new service, to how to build a piece of equipment.

Continuous Learning And Training

An educated workforce is a powerful workforce. Video provides an excellent way to provide training opportunities to your employees. Executives can conduct live training events or build an on-demand learning library through a series of videos. These videos can help employees develop specific skills and increase job satisfaction. When employees feel like the organization is actively invested in improving their skills, they are more likely to stay with the company longer.

Collaboration is key in a 21st century work environment. With video, you’re able to more efficiently bridge the communication gap between employees and executives. A decreased communication gap leads to a more open and effective workforce, which is ultimately a driver behind your bottom line. It’s time to take your internal communications to the next level.

March 17, 2017

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