4 Steps for Creating an Effective Internal Video Program

Type: Sponsored Content
By iabc_admin
5 September 2017

4 Steps for Creating an Effective Internal Video ProgramJoin MediaPlatform and IABC Master Communicator Ron Shewchuk for a free webinar “How to Produce Effective Internal Video,” on 4 October.

An effective internal video program helps keep employees engaged with company leaders and their colleagues, and has proven to be an important component for maximizing performance inside leading enterprises.

As legacy internal communications tools—like email, newsletters and blogs—become increasingly less effective, both on-demand video and live-streaming have emerged as compelling options for executive and employee communication at globally dispersed organizations.

Members of today’s workforce are more comfortable than ever before with consuming and creating video, and its popularity presents a valuable opportunity for internal business communicators to leverage the technology to enable stronger connections with the C-suite, enhance company culture and promote knowledge sharing.

Below are four steps for creating an effective internal video program at your organization.

Select a single internal video platform

At large enterprises across all industries, video is being utilized for a wide range of internal activities. Town hall broadcasts, training sessions and employee meetings often feature streaming content generated by conferencing tools, service providers or homegrown solutions.

However, the most effective internal video programs, such as those at organizations that include Abbott Laboratories, EY, General Motors and Sprint, rely on an enterprise “YouTube” platform for live-streaming and on-demand viewing. With this central video platform, internal communicators have a secure and searchable online portal for hosting company all-hands events, content creation and managing WebEx or video conferencing recordings.

Create a video launch program

Once a single video solution for internal communication has been selected, maximizing adoption and viewership is vital to the success of the initiative. Companies across a variety of industries have found success by rolling out their video programs with a companywide launch program.

The premiere of the new video platform can be a live-streaming event featuring company executives, an employee video contest designed to encourage content creation by the entire workforce or somewhere in between. With its ability to allow employees to create and upload video from their mobile device or computer, as well as support for broadcast-quality events that can be watched by audiences of unlimited size, the flexibility of the enterprise YouTube gives internal communicators several options for creating successful launch programs.

Stream interactive live multimedia broadcasts

Interactive town hall or all-hands broadcasts are a great way to establish strong connections between company leaders and the rest of the organization.

As the expensive and time-consuming practice of flying executives across the globe to deliver the latest company address has grown less popular, many companies are leveraging the enterprise YouTube for consistent engagement and interaction with employees outside of corporate headquarters.

Multimedia presentations that feature high-quality live and on-demand video, PowerPoint slides, audience Q&A and polls have become the preferred approach for reaching employees with a single, consistent message. Broadcasts can feature multiple presenters on a single stage before a selected audience or additional speakers from anywhere in the world can participate by joining via a video conferencing system or Skype for Business.

Interactive live broadcasts not only reduce travel costs associated with CEO roadshows, but also enable more frequent engagement between executives and employees. The increased visibility into the C-suite achieved through video helps build employee trust and engagement.

Enable employee-generated content

Facebook Live, Snapchat and Instagram have become popular tools in the personal lives of employees for sharing video content. The digital storytelling skills employees have honed with these consumer products can be leveraged to enhance internal communication and knowledge in the workplace.

Enterprise YouTube platforms give employees the power to create and upload video from a webcam or smartphone. Whether down the hall from their cubicles, on the floor of a manufacturing plant or standing on an offshore oil rig, providing workers with easy-to-use video content creation tools will help improve productivity and efficiency.

Once employee generated video is uploaded to the central repository where other corporate media assets live, metadata can be added to the videos, as well as searchable transcripts. To make organization of video content easier, channels and playlists can be created for the various departments across the company.

And don’t worry! For those internal communicators hesitant to put the power of content creation in the hands of every employee, the enterprise YouTube provides roles and permissions management features, as well as options for content approval.

Join MediaPlatform and IABC Master Communicator Ron Shewchuk for a free webinar “How to Produce Effective Internal Video,” on 4 October.

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4 Steps for Creating an Effective Internal Video Program

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