Stories from the front lines with lots of field-proven do’s and don’ts of video for internal communications*
We came to thinking . . . we know video, we’re the video folks after all. But, how well do we really know video for internal communications (ICOMM)?
We’re pretty sure we get it. But, if you still want to substantiate what you’re quite certain about – there is no substitute for checking in with experts.
So, we decided to take this to the max and asked four fabulous ICOMM superstars to share their experiences with video for ICOMM – what works, what doesn’t, and why.
So read on, adventurous video maker, and enjoy the goodies.
Let the Games Begin: Video vs. Text
No surprise here – the response was unanimous: video, hands down, gains more engagement than text emails.
Employees consistently thank ICOMM for leveraging the video medium to communicate whatever it is that is being sent out.
Noa Garty, a seasoned internal communications consultant notes, “I believe that video allows us to deliver a message with greater authenticity – and people are really looking for that. For example, when a CEO is talking in his or her own words, and employees can hear the tone of their voice, the experience is much more personalized. A text email will never achieve that same effect.”
The Social Imperative
Noa adds that the rising reign of social networks has also greatly impacted internal communications, which are quickly moving away from formality to embracing communications that effectively establish personal connections.
Video is the ideal platform for such connections.
Clearly, the Better Choice for Clarity
Galit Mendelson, Head of Internal Communications at global financial services company Payoneer, agrees. Employees consistently appreciate the video format for its unique ability to articulate messages in ways that are clearer and more concise than any email can ever be.
“With text emails, people tend to lose interest very quickly. Video gives us a much better chance to capture attention, and to make sure that the message is conveyed clearly. People just like video better.”
Once upon a Video Time…
Abby Hirsch, Director of Corporate Communications, iTero, part of Align Technology, a global medical device company, is a real video pioneer. She’s been leveraging the medium for over ten years, even before most companies had a video channel or even an easy way to publish and access video internally.
“I started using video at a US-based global tech leader before we even had an internal platform for video. I used to produce video blogs with the company’s executives with flip cams.
I didn’t have a channel to post these videos, so I put them up on our intranet with callouts to employees to download. People loved it! They wanted to see and hear our leaders.
This is a much more personal way to experience the organization, which is all the more important when you’re working for a global company that has employees in dozens of countries all over the world.”
Tailored for Video
Leanne Bernstein, Communications Specialist, at multi-billion dollar crop protection leader ADAMA, shares that at her company they use video for many different communications, ranging from New Year’s greetings from the CEO to sharing personal growth stories from across the company.
“We also often introduce a new platform and launch various annual processes through video. We have videos showcasing our sites, what we do, onboarding new employees, and so much more.”
Bring Value and They Will Watch
When asked about the ideal communications for video, Galit commented that it’s not necessarily about which comms are ideal for video. Rather, it’s that video can be ideal for just about any comm.
But, since you can’t have all comms articulated with video, at Payoneer they tend to select the communications that would bring the most value to employees and the organization, for example:
- Summarizing an industry event
- Announcing an important project
- Promoting internal events such as hackathons
- Anything that requires particularly high employee engagement
Galit shares, “We recently launched an employee engagement survey and wanted to make sure that as many employees as possible would participate. So, we created a video with the CEO to encourage engagement. The response was fantastic, we got a lot of great comments on the video and recorded a high number of views.”
Be all that you can be
Abby agrees, “You can do anything with videos. There really is no limit,” and shares additional ideas for ICOMM video that have garnered high levels of engagement throughout her career:
- Executive Q&A’s: employees can film themselves asking questions for an upcoming town hall and then the CEO can show the video question and respond live for a more two-way dialogue.
- Holiday greetings: from different levels of the management team. It gives them visibility and their teams feel more connected.
- Podcasts/webinars/training: make the content more engaging by using video.
In our second installment of tales from the ICOMM video field, our fabulous four will be talking about how complicated (or easy) it is to create videos for internal communications, what’s the ideal video making situation for them, and nine instructive and practical do’s and don’ts.
So, stay tuned, it’s worth it!
* As of the publication of this post, neither Noa, Abby, Leanne, nor Galit have been users of Wochit, nor do they implicitly endorse Wochit by participating in this interview. They just wanted to share their love for video. And we thank them for it.