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Increasing adoption of internal video in your organisation…

7th January 2015

For the past few years, video has been widely cited as a key internal communications trend. It has now shown it is more than just merely a trend; it’s gone mainstream and is becoming a dominant tool for communicating and engaging with employees. But many organisations are still struggling with low video adoption levels.
 
Below are four areas we believe require serious attention in order to improve the adoption of video in your organisation.
 
 

Discovery 

Ideally organisations will have their own private video platform, where all the company videos are stored, managed, distributed and viewed.   An enterprise video platform will certainly aid discovery, as employees will know exactly where to go to search for a required video. But search is key. Videos need to be appropriately managed and tagged to aid search. Otherwise employees will be unable to find what they are looking for, and so will likely see the platform as inefficient, leading to a reduction in usage and ultimately low video views.
 
Social integration of the videos that reside on the internal platform is an important aspect too. Employees should have the ability to like, comment and share videos, again this will improve discovery as employees will have a greater chance of coming across videos that may be of interest to them based on their internal network preferences.
 
Enterprise video platforms also aid the next factor that must be met to aid adoption…
 
 
 

Delivery

With the rise of internal social networks and employees using an array of (often personal) devices for work purposes, it is imperative videos are made accessible and viewable to the employee on whatever device they may be on – with an internet conection. As we mentioned in the discovery section, enterprise video platforms can achieve this, by optimising a video for the specific platform the user plays it on.
 
Something else that could be an issue (and is something we have written about in a previous post – How to reach difficult audiences with internal communications) is ensuring the internal audiences that sit beyond the corporate network are able to watch enterprise videos. Again as a tactic we offered in the previous post, there's an opportunity to make use of public video sharing platforms. They offer excellent search tools, options for privacy, and videos can be viewed across all devices. Plus they are free, at a basic level. There are also services such as Newsweaver, which in essence, are advanced email newsletters.

Remember, employees often access video when they are trying to pass time, and they predominantly snack on video, so it’s always best to acknowledge this by making short videos.
 


 
N.B

One other thing worthy of mentioning is that many organisations have raised concerns over security and the negative effect increased video traffic can have on their network, meaning many organisations will have to change their network infrastructure to cope with the improvements to the video service they intend to offer. A cloud-based video management platform could be the solution.
 
 

User generated content

One other thing being fuelled by internal social networks, smartphones in the workplace and enterprise video platforms is user-generated videos.   Corporate videos don’t always have to be professionally (often expensively) produced. There is room for corporate videos that may be rough around the edges, but are real and so reflect the true identity of the workforce – and importantly they can be fun!
 
User generated content can greatly aid employee engagement, as again it gives employee video makers a voice within the organisation and enhances a collaborative culture.
 
Competitions can help motivate employees to generate their own videos. But it’s best to focus on intrinsic motivation drivers. Employees will understand that by sharing their own videos they will be seen as a trusted source in the organisation, on a particular topic. This again is fuelled by internal social networks, as this is where they will be able to see the influence there video has had. Organisations can also integrate gamification applications within social networks, which in effect translate the level of their influence into a tangible ‘score/level’. And this ‘score’ is made available for others to see, giving the employee in question a level of status among their fellow employees. This can therefore increase creation of employee-generated videos (the majority want to be seen as an influential, trusted employee) and so in turn increases general adoption of video in the enterprise.     A basic level of training should be given to employees on best practice in creating their own videos. And an organisation must decide on whether when a video has been produced the employee is also responsible for the publishing, managing and sharing of it. Again, many enterprise video platform solutions have tools in place that assist user generated videos.
 
 
 

Training

As well as training employees on video production, videos are a key tool for employee training. Video offers a more engaging and emotional learning experience.   Having a dedicated resource of training videos again taps into employee’s intrinsic motivation to achieve, and progress with their career. Here at our agency we use Lynda.com, it’s a great resource. We definitely prefer watching videos on whatever device we like, whenever we like – It certainly beats wading through an abundance of copy.
 
 
 

Conclusion

Adoption of any desired employee behaviour is achieved through cultivating culture. Building a successful culture is naturally achieved by starting small and continually growing. Therefore if you are still at an early stage of video adoption in your organisation, it is worth focusing on a specific group of employees and using them to heavily invest in video. There success can then be communicated to others. Obviously key to understanding success, is measurement.
 
Measurement of all internal videos is crucial, as it will identify the videos that work/don’t work and allow for continuous improvement/effectiveness.
 
According to Gartner, in 2017:

‘The best result for more than 50% of searches at global 2000 companies will not be a textual document’.

That tells you everything you need to know. Video is the ‘new document’.

 

Until next time…

Rima

 

 

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