January 18, 2016


Brand your company with internal improvements

Being tasked with branding can seem at first like an insurmountable order. Break down the term, though – what are you really being asked to do?

A large function of branding is creating a public image that differentiates one company from another. Aligning the interests of employees with the standards of the industry is one way to do so.

Videos can be an important tool in today’s workplace, but not without a network that can handle hundreds of simultaneous streams and downloads.

Software-defined technology helps businesses maintain consistent network uptime by diverting internal video traffic to a cloud-based network, and in the process helps to rebrand the company’s image.

The product of internal communications and video
The goal of a branding project should be to align the interests of the company with those of the employees to create a harmonious relationship of productivity and collaboration which ultimately translates to the public image.

By allowing for quicker, easier means of communication, employees are able to fully understand business goals in an engaging way. Video affords the company a viable option to do so, and it’s quickly becoming the poster child of effective internal communication in the industry. Rebecca Richmond, COO of Melcrum, pointed out in an HRZone post that optimizing employee communications produces benefits for both parties.

“…When we get engagement right, our employees can be our most powerful advocates and ambassadors both inside and outside of the organization,” Richmond wrote.

In essence, why waste money on a PR campaign when the best way to do so is by building in-house confidence? By providing your employees valuable tools to conduct business, training can be enhanced, company-wide communication is made easier to disseminate and the added productivity boost derived from a simpler office lifestyle translates to customer approval ratings.

Businesses may shy away from incorporating more video in their internal communications because of the added stress on the network. By switching to an enterprise content delivery network, more bandwidth is made available for the WAN so that vital applications don’t suffer as a result of the change in structure.

Video in the office
Video has more purpose than being shared to show a funny video or news segment. Entrepreneur reported that 75 percent of respondents in a survey believe that video will become a major focus in communications in the near future. Companies understand the value it brings for collaboration and making things easier on employees. Here are a few ways it can be implemented:

  • Company news: Telecommunication is on the rise and can sometimes lead to a fragmented office. When executive staff would like to deliver a company message, it’s easier to tape it and put it on the company intranet for on-demand consumption. The only problem is that the amount of people trying to view the video at the same time can lead to extra buffer time and connectivity issues. An ECDN caches the video locally so it only has to load once – no matter how many people view it. This allows a company to ramp up the rate at which they use video to send out company messages, which means employees get to see their faces more often than they would through text-based communication like email.
  • Onboarding: Over the last decade companies have come to the conclusion that video is invaluable in training employees. Inc. reported that 64 percent of survey respondents use video as part of their training program for new employees. By doing so, the companies create a training standard that doesn’t deviate from office to office, or person to person. This means every employee is learning the same information, which is key in building a consistent brand. If every worker is on the same page it ultimately translates to excellent and uniform customer communication.
  • Intranet: Every business is brought together by the intranet, whether it be a news website or an employee forum. This is where the most knowledge sharing takes place and it is one of the best mediums to do so. According to Inc., 95 percent of people surveyed believed video was the best medium for sharing company information. By implementing an ECDN, employees are able to post videos with pertinent information on the company intranet without having to worry about whether or not the WAN will support the influx of bandwidth usage.

The capabilities of internal communication that video provides are seemingly limitless. It can be incorporated into almost every function of a business, but not without a proper network supporting it. An ECDN allows companies to stay up to date with industry practices by bolstering the WAN for video integration.

Ultimately, branding relies on making sure employees and executive staff are on the same page with company initiatives and goals. Communication is key in doing so, and video bolsters the effort.