July 25, 2013


Building engagement easier with video communication tools

By Rob Nunes – VP of Marketing

Building a rapport with an individual is difficult when face to face communication is impeded. Whether it’s due to distance or scheduling issues, it’s not always an option to speak directly with a coworker or client, a scenario that can damage relationships or impede sales. Many organizations have tried to integrate conference calls and email resources into these communication channels as a way to bridge the gap, but being able to see a person’s face can help others relate to the overall message being conveyed by a business in a much more personal way.

In order to facilitate these kinds of interaction, using enterprise video solutions is an increasingly popular option. These outlets let companies create a single recording and spread this message to everyone in the business or to all clients. Such transmissions are more cost-effective to produce and allow for a singular understanding of what the company is trying to convey, reducing the chance of confusion or miscommunication.

Boosting audience engagement
A recent study showed that video communication tools also help boost overall engagement. The San Francisco Chronicle reported that the Case Study Report, issued by a leading video provider, showed that employees were more likely to tune in to video deployments containing important corporate information than if they were only issued written documentation.

The study looked at almost 80,000 personnel who were engaged in selecting their 2013 health benefits. The enrollment process is a stereotypically cumbersome and time-consuming process, with dozens of variables and confusing medical, legal and other kinds of jargon for personnel to get through. Understanding all these options can take hours to break down and process, resulting in stress and the potential for picking the wrong plan. This situation was made worse by changes to employee plan options that take effect by the end of 2013, wherein staff members have to decide whether they would prefer to use a business-backed healthcare service or find their own insurance providers.

Methods for better video deployment
In order to cut through all these various elements and provide workers with a comprehensive and easy to understand resource, the Case Study Report looked at how well personnel did when presented with enterprise video solutions. The participating organizations launched video postcards and other short recordings regarding the new deployments and options for health services available through the business. These video communication tools also explained the various benefits and drawbacks for personnel finding their own insurance providers. Such messages featured an on-screen speaker and text that helped further explain all the intricate details of these new resources.

The study found that more than 75 percent of all participants viewed the recordings. Among those who clicked the messages, each person spent about 3 minutes on each video before responding to the questions the recording presented and moving on. The engagement rate across all 12 participating businesses was quite high, in conclusion, and personnel were provided a far more comprehensive and accurate understanding of their new HR benefit options before selecting the solutions they wanted.

Meeting various business demands
These video communication tools can be helpful in a variety of different departments and capacities, as the Case Study showed, including HR, IT and employee engagement factors. Such flexibility and resourcefulness make video assets ideal for companies of all sizes, since every organization has to deal with these facets of operations. What’s more, recordings can be customized to fit the needs and messages of the firm creating them, so each video is more personal because it specifically targets the employees of an individual company.

One of the key strengths of enterprise video tools is that it shows personnel exactly how an option works, whether it’s a new healthcare option or a new product line that the company intends to offer. Videos present the topic of discussion in a visual way and walk viewers through the important aspects of the deployment. Creating such a recording gives organizations the power to show staff members the things they want employees to most remember and direct the ways in which they think. It also grants the audience an opportunity to see a skilled individual at work with the device, deployment or service, providing a unique opportunity to gain access anytime to third-party, hands-on experience.

“I’ve gotten much more done by showing someone how it works rather than showing twelve PowerPoint slides on how it’s going to work,” Eric Hardis of Lockheed Martin told Online Video.

As Online Video stated, training opportunities are far more available and easily implemented by personnel when placed into video capacities. These resources allow staff to access and review messages whenever is most comfortable for them, meaning they stand a better chance of absorbing more of the information they’re seeing and hearing. What’s more, if any inconsistencies in employee performance show up in the future, managers can easily direct workers back to the original video message in order to reassert the points that people may have missed on a first viewing.