September 29, 2015


5 types of video content that can keep employees engaged

Video gets a great deal of attention as an employee engagement tool, and with good reason. However, so much marketing hype across the industry is spent focusing on why video is important that you may struggle to find information about how you can use video effectively. We’re here to help. Enterprise video strategies have the potential to connect your employees to the organization in powerful ways by reinforcing culture and providing advanced training experiences. All of that said, video’s potential is somewhat limited by the quality of the content that you create. You don’t just want to give your workers video and hope it is good enough to get their attentionĀ – you want to create compelling, interesting content that will generate excitement around the company.

Excellent video content isn’t easy to make, but focusing on the types of video you are creating is a solid first step to get your project off the ground. There’s so much that you can do with video that it is easy to get unfocused and distracted, leading a production to end up accomplishing little. Understanding these five common types of effective videos will help you keep projects focused and ensure they deliver as much value as possible.

1. The top-down message
Usually, the idea of getting a message from a C-level executive of similar leader within your company is frustrating. These letters, emails and similar messages are usually filled with corporate-speak and leave many workers wondering what they can believe and what is just there to help them stay motivated. Video can make a difference here. Whether you want to livestream a meeting so your whole company can be involved or you want to record one of your executives talking about a key issue, video can be valuable.

The video advantage comes through in a few ways for top-down messaging, including creating a more personal connection between the executive and workers and reaching employees in a more engaging way than other forms of content. The key with this type of video is to make sure it comes across as genuine and personal. You want your workers to see the passion your leaders have for the company.

2. The instructional video
You’ve probably tried to assemble a desk, bookshelf, media center or similar piece of furniture before, only to find written instructions and diagrams puzzling. What do people often do when they run into this situation? They hop online and watch a video. This is increasingly the case for any kind of instructions, as written walkthroughs leave plenty of room for interpretation and confusion, while video lets you combine verbal instruction with actually showing viewers how to complete a task.

Installing new software? Create training videos that walk users through its new functions so they can learn the solution at their own pace. Want to challenge your workers to take the initiative and become flexible problem solvers? Film instructional videos that showcase diverse business functions so they can learn the skills they need to move forward.

3. The team-building exercise
Many businesses want to create a sense of camaraderie and togetherness in the office, especially as good relationships play a critical role in maintaining employee engagement. One of the best ways to connect your workers is to shoot video of them working together in teams or interacting in fun ways (such as going a bit crazy, in a work-appropriate way, at a holiday party). For example, filming a mini-documentary of a sales team traveling for an in-person client visit can not only showcase the exciting work the company is doing, but help the support staff in the office see the key ways their work empowers sales to interact with clients effectively.

A good team-building video will not only create personal connections, it will also show how different employees contribute to the big picture of the company.

4. The get-to-know-you video
Like we discussed with team-building videos, getting to know co-workers creates important connections in the workforce. It is one thing to ask an employee to complete a task to support the sales team. It is another to ask them to handle something that will make life easier for a co-worker who they recognize and have a solid professional relationship with. Keeping employees engaged depends on maintaining relationships within your staff, and videos that help workers get to know each other a bit can be invaluable.

This content type can take the form of individuals who are new to the company introducing themselves. For example, having people complete a one-minute video all answering the same few questions can be fun for everybody. However, you can also do spontaneous video runs through your different offices getting candid footage of people working and showing different departments who they are communicating with via phone and email. There are many ways to make work more personal, in a good way, through video content.

5. The culture video
If you asked all of your workers what defines your company, would they all give a similar answer? Corporate culture is critical for employee engagement, and you need to not only reinforce that culture, but make sure actual operations reflect your overarching goals. Videos that showcase what the company wants to be, perhaps by asking a bunch of people what they find valuable about the organization, or maybe creating content around why the company acts like it does, can prove extremely powerful.

You can reinforce culture through video in diverse ways, some overt – like content that details how the company was founded and showcases how those initial values are still in place – and some subtle.

Making the most of video for engagement
No single piece of video content can do everything. A team-building video may reinforce company culture, and so could a top-down message, but when you try to do too much with a short video, the content can easily end up feeling unfocused. Identifying which of these five video types your different projects fit into, and emphasizing those perspectives, can help you keep your video efforts valuable for employees.