July 24, 2012


Dealing with employee-generated content key to video success

By Rob Nunes – VP of Marketing

One of the most challenging elements of an enterprise video program is addressing policies for employee-generated content. On one side of the issue, you will often see managers worrying about the liability created by freeing workers to create their own video. On the other side, you tend to see employees who want to engage with their peers and make the most of the content creation opportunity.

When balanced correctly, employee-created content can be a critical element of a video program. There are a few best practices that can help you set a foundation for success with employee-generated video.

Set basic policies and oversight

There are a few worst-case scenarios that come with employee-generated content. These range from having workers post a video of an inebriated executive singing karaoke at a company party to a disgruntled employee letting off steam in an unprofessional way. These kinds of issues can be overcome by establishing simple and easy-to-follow policies and providing oversight to the solution. For example, having department managers approve videos before they are posted can help.

Avoid overly restrictive policies

You need basic policies, but you also have to remember that you are dealing with professionals. As a result, you should be able to expect professionalism to be maintained at all times. A friendly reminder of this is all that is really needed. If the policies are too restrictive, they could insult workers or simply take the sense of engagement out of the program, negating the benefits that come when empowering employees to create their own content.

Showcase examples of good video content

If you want to inspire employees to create good content that is professional and avoids risk, showcase what ideal videos are like every once in a while. This can be accomplished through sample projects with different departments or by ranking the best employee-created content every few weeks. Such practices not only reward workers for creating standout videos, they can also motivate workers to generate good videos, especially if there is an award for being recognized for quality content.

One of the greatest benefits of employee-created content is that it empowers workers, making them feel better about their jobs and engaging them. But if you refuse to trust employees and demean them through overly restrictive policies, you could derail the benefits of such a program. Finding the right balance of simple policies, oversight and motivational direction toward good content can help ensure success.