Why should you introduce video into your employee engagement strategy? Let’s consider a fact. Employees are 3.2 times more likely to be at their most productive when they feel they ‘belong’. An engaged employee is less likely to call in sick, more willing to put in the extra hours and speak highly of you. Your organisation, in turn, sees better job candidates and enhanced productivity. In fact, one research report found companies with highly engaged employees outperform their peers by a staggering 147%!
It’s no wonder then that every company wants an engaged workforce. But where do engaged, impassioned, committed employees come from? Does HR acquire them? Or does your company ‘culture’ them? Before we consider the role video plays, let’s visit Richard Branson’s views on an engaged workforce:
“What’s your business’s competitive advantage? I’m not talking about top-secret, proprietary information – and neither am I thinking about award-winning products. No matter your industry, your employees are your company’s real competitive advantage. They’re the ones making the magic happen – so long as their needs are being met.”
It sounds great, doesn’t it? But it is incredibly challenging to do when people are bombarded with email updates and over-populated intranets. That’s where video steps in.
Nearly 90% of online marketers use video as a powerful vehicle to reach consumers. Why? Because it’s incredibly engaging and relatable. It makes the audience feel like you’re taking them on a journey and that they are privileged to be there. So, if you want to culture engaged employees, treat them to the way you treat your customers. Give them a memorable, lasting experience. Video is an incredible way to do just this and here are five reasons why:
Work life is getting more fast-paced – especially with AI and technology firmly taking hold. Employees are having to multi-task to get things done; they simply don’t have time to read company communications. But they could be missing out on vital information that connects them with their peers and engages them with the company.
Video, however, engages employees like no other medium. It piques interest, demands attention and offers an altogether new visual and audio experience.
It’s a much more flexible way of communicating. If you offer video, you are providing access to content at any time and on any device. For millennials (those aged 18 to 34), who spend a little over six hours per week on social media, video content is a natural way to engage. They want interactive experiential content. Video satisfies this appetite with calls-to-action and interactive elements such as surveys.
What’s more, for younger employees, video offers an accessible, distraction-free experience.
It’s hardly surprising. Interactive video content generates twice as many conversions as passive content (Kapost) and 4-5 x more pageviews that static content. Imagine how video could transform your intranet engagement levels!
When you send out a company-wide email, post to your intranet or write an article in your employee update, you’re probably using the written word. Now, of course, text is important. But if you use it for everything, you’re missing out a crucial way in which we all communicate; tone and body language. Words are important, otherwise we wouldn’t be posting this blog, but a video is much more relatable, memorable even.
When you hear and see people on camera, your instincts take over. You make subconscious decisions and reactions, which are carefully cultured by your video production company.
Where video is particularly powerful is in communicating change, since a change of any kind can be difficult for people to process. With video comes a level of honesty and transparency that’s almost impossible to replicate in other mediums. Consider an MD communicating a rebrand or merger. If you have multiple offices, they might not be able to speak to all employees at once. But they can through video. A person on screen is talking to you in ways that they can’t through text. This builds trust with your employees and strengthens their loyalty.
How many of us are sent a link to a 200-page employee handbook when we start a new company? It’s not very motivating or inspiring is it?
When employees understand exactly how the organisation works and where they fit in, they feel more connected. An engaging, on-brand video that takes your new employee through the onboarding process and beyond will make it easier for them to settle into their new role.
It also shows your employees that management genuinely cares about them because that MD or CEO took the time from their schedule to be filmed speaking - on what feels like an individual basis - to employees.
It’s a fact. Those who feel connected tell others about how they feel valued. They share their experience with family, friends and others in the same line of work. But sharing a workplace’s website link or blog post is no way near as satisfying as company video. That’s why video generates 1200% more shares than both images and text.
Tap into your employees' love of video content and create something that’ll resonate just as much with them as it would to the outside world. Any if you are about to go through a growth phase, those video social shares might just slash your company’s talent acquisition costs. It’s incredibly powerful when it works. Consider this little fact – when an employee shares your brand message, it is 24 times more likely to be re-shared than if it was distributed by the brand.
It’s possible to build analytics into your communications videos to find out exactly how employees are responding to your content. You can record how long employees watched it for, at which points they felt most engaged, and even if they replayed or skipped elements.
With data comes the possibility of much greater insight into how employees feel and interact with your brand. It’s so much harder monitoring how many employees read your entire email communication or intranet post. With video, you have the option to learn from the engagement levels are telling you and refine your content each time to meet the ever-evolving needs of your workforce. Only then will they feel truly understood and valued.
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