Seven ways video creates employee engagement
Engaged, invested employees are the foundation of any business and employee engagement is a key priority for any organisation wanting to grow in today’s economy.
Creating successful and transparent employee engagement across diverse and disparate workforces and business lines is both challenging and potentially expensive. Technology however, video in particular, could be the solution for businesses to bring employees closer together and leave them feeling engaged and motivated to do their best work, to communicate with everyone within the organisation efficiently and effectively and to share vision and inspiration with colleagues all over the world in a secure and transparent way.
These seven factors are just the tip of the iceberg that is driving the adoption of video to generate positive and successful engagement in the enterprise:
1. The Millennials’ Demand for Video
Next-generation workers expect modern technologies to be readily available to them in their workplace as they are in their daily lives. They want to be able to access video content on their mobile devices for information and entertainment, anytime and anywhere. This trend has led to a demand for video within the enterprise not just as a communications tool but also as a medium to access, digest and comment on information.
2. Video as a Social Tool
Video is a social form of content that can be shared, liked or disliked and remarked upon. It creates interaction and encourages dialogue and exchanges of opinion. The video social factor ensures content reaches a wider audience facilitating engagement and collaboration. Where employees are for instance engaging with a live video broadcast, they can simultaneously interact socially by posting relevant comments or questions that can be answered during the live event.
3. Easier Collaboration
With workforces that are often spread over multiple locations and time zones, video can be used to break down geographical and time barriers and create collaboration and communication between colleagues and remote teams. Being able to easily communicate with colleagues in real time helps to build relationships, to engage workers and to make them feel part of a team.
4. Training and Development
Employees feel engaged and motivated when their employers invest in developing their skills. Enterprise video solutions are increasingly being used to provide dynamic training content. Live training events can be run without the need for anyone to travel to a specific location. Additionally, video on-demand training can be provided through a library of training content which employees looking to learn specific skills or update themselves can access at a time most convenient to them. Knowledge transfer from retiring employees is also an effective use of video for increased productivity and learning.
5. A Mobile Workforce
40% of all YouTube global watch time happens on mobile devices, which makes video the perfect medium to access content on smart phones and tablets. It is now possible to securely access videos on mobile devices even if they are on an internal network and this has created a way of working which was unimaginable only a few years ago – you can access content and be productive even when sitting in an airport lounge or commuting on a train. It is nowadays possible to experience events even if you cannot ‘be there’ in person.
6. Visibility of Senior Management
In large organisations, senior management rarely have direct contact with or visibility to the wider workforce. The CEO’s name may be known, but they might otherwise be perceived as unapproachable. This is a problem for executives as they struggle not only to engage with the workforce but also to communicate company vision, culture, direction and their own personality. Enterprise video offers senior management a simple way to engage with everyone within the company, enabling employees to see and hear directly from them, both through live events or by regular on-demand video messages. Video offers a more personalised way of conveying a message and of telling a story which results in the workforce feeling closer to the senior management team, engaged and consequently valued.
7. Measurable Success
Being able to measure impact on business is an essential element of any successful employee engagement strategy. Internal Communications and Human Resources teams can easily determine what impact the video content is having by accessing key data such as the total number of views a video has received or even from which workstations and devices a certain video has been accessed. This data creates a measurable metric of employee engagement. Additionally, teams can analyse how individual videos performed and fine-tune programmes over time focusing on content that achieves maximum engagement.
In summary, employee engagement is crucial for the success of any business. An engaged workforce is more motivated, more productive and more likely to stay. This in turn makes a business more profitable. Those companies that have chosen to invest in the right technology to enable engagement are already beginning to see the benefits.
Martin Nurser is VP of Qumu EMEA