Employment9 Jan 2024Simon Druery

Corporate Videography - How to engage your employees / internal stakeholders

How do you inspire, motivate and educate your employees? Engaging your employees is a necessary and powerful action required in every organisation. Indeed without employee engagement, organisations may experience a loss of productivity and profits.

One of the most effective ways to communicate and engage with employees at scale is through video. Corporate videos have become an increasingly used business tool to connect with employees and boost engagement across a wide range of different business initiatives. Videos can enhance employee engagement in many ways, such as; helping them learn how to perform essential tasks, educate and inspire on new initiatives and policies and feel a stronger sense of belonging as contributors to the company culture.

Videos can be all shapes and sizes! Animated, footage-based, or even in the form of memes or slides, or indeed a combination of all these things. More complex tasks and information is communicated more easily for employees through video as a powerful visual medium that can be digested almost anywhere at any time at the user’s discretion.

Combined with email campaigns and ‘town hall’ meetings, video can help enhance more traditional internal communication channels.

Corporate videography and employee engagement

Definition of Corporate Videography

Corporate videography is a video produced for a company for the purpose of either internal and/or external communication. Corporate videography can boost engagement in internal communication by conveying messages in a simple and engaging way. Employers use corporate videos for employee training and development, recruitment, onboarding, customer service, internal news, team bonding and policy education.

Importance of Employee Engagement

Employee engagement has gained prominence in recent years owing to its link to employee performance. Employee engagement can create a positive work environment where employees are emotionally invested, motivated, and satisfied. This, in turn, leads to higher productivity as engaged employees are more committed, collaborative, and innovative in their work, ultimately benefiting both the individual and the organisation as a whole.

Employee engagement offers many benefits to the organisation such as:

1. Reduced employee turnover

2. Improved employee morale

3. Reduced employee absenteeism

4. Enhanced productivity

5. Improved work culture

Recently, through the Covid-19 pandemic, remote work culture has forced organisations to think of new ways (like video - which is easy to distribute) to make workers feel involved with the team and nurture a sense of belonging to maintain engagement.

The role of video in internal communication

Companies have realised that investing in employee engagement can have many positive benefits. Employers are constantly looking for new ways of engaging employees and corporate video production is one such method.

Video plays an important role in internal communication, particularly concerning training and development, onboarding and team updates. It enhances corporate communications and keeps the team on the same page, helping all departments to work collaboratively while at the same time improving employee motivation.

Videos are easily circulated within an organisation through internal social media, emails, push-up messages and intranets to all internal stakeholders.

The benefit of video in internal communications

Video provides many benefits to all the departments across an organisation.

Benefits to the Service, Sales and Marketing Departments

1. Helps in improved sales through product demonstration videos

2. Enhanced customer service through systems and process videos

Understanding your audience: know your employees and stakeholders
Different types of video content

Explainer videos with animation

Animated explainer videos help organisations convey complicated messages with ease. Animation translates text messages into characters and iconic concepts that convey the critical message in a more digestible and memorable way. 

Animated explainer videos can help all departments of an organisation to communicate with each other in a way that makes sense to different audiences.

Leadership videos from C-suite

Leadership videos from senior management of an organisation can be used to inspire, guide and announce new strategies to all levels of an organisation. These videos are usually motivational, about the changing dynamics of the company and what needs to change, or shift in focus for the sustainable growth of the organisation. Having your C-suite on video makes them more accessible to a wider audience and provides authority and credibility, so employees feel that this new information is coming right from the top!

Onboarding and training videos

Onboarding and training videos help the human resource department provide an orientation of the work culture and can guide employees at different levels and from different departments to improve the quality of work such as productivity, wellbeing and safety.

Corporate Values and Behaviour videos

Many employees look to align their personal values with those of the organisation. Using videos to showcase an organisation’s Corporate Values can help bring the right employee behaviours to life in a more relatable way. You can even go a step further and produce videos that show what NOT to do. This is about nurturing a cohesive set of ‘cultural norms’ that employees can take onboard and reflect back to each other; i.e. ‘this is how we do things around here’. From a managerial point of view this can be a powerful way to condition your workforce to operate in a way that fuels your business purpose and drives performance towards the vision.   

Employee Value Proposition videos

Employee Value Proposition videos create connection and belonging amongst the employee base. They may be a series segmented into strategic EVP pillars (i.e. what sets our employee experience apart) or could be by talent role types, or different divisional work groups. These videos can be a powerful reminder of ‘why work here’ and help improve retention of the right people who value what you have to offer as an employer.

Implementing and distributing your corporate video

After producing a corporate video, the next step is to effectively distribute it. The following factors need consideration when distributing a video internally:

Why you need an internal communications video strategy

Internal communication videos can help make your organisation more cohesive and productive. However, how effective your video is, comes back to the strategy. The need for internal communications video strategy arises due the following reasons:

1. It helps to bridge the gap between the business objective and how video can be implemented to achieve these goals 

2. It helps identify and implement the desires, needs and consumption habits of the intended audience into the right sort of video

3. The video content gets circulated effectively through right channels

4. The video performance gets properly evaluated using suitable KPIs and learnings are optimised for following video content

At Belong Creative, we feel privileged to have helped organisations such as Allianz Australia, Roche, TPG Telecom, Toll and EY enhance employee engagement through corporate video production since 2009.

Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.