April 17, 2012


Employee-generated content a key part of enterprise video success

By Rob Nunes – VP of Marketing

The rise of enterprise video content has led to rapid adoption among countless organizations, with many still searching for the best programs to meet their operational needs. With plenty of networking, application and other technological advances available, it can be difficult to settle on what your business needs to find success with video. However, focusing on non-technical aspects of video strategy can help you identify the needs of your video solution, making it far easier to develop the right IT platform.

There are many things that must be taken into account when considering how your organization will use video, but few are more important than dealing with employee-generated content. It is not uncommon for managers and executives to be concerned with employee content, as giving workers the freedom to create videos and upload them onto the company network can lead to inappropriate use of the technology. However, the potential gains far outweigh the losses.

One of the primary benefits of an enterprise video strategy is to engage the workforce. Employee-generated video is often far more effective at this than messages from the managers and executives, though this content also has value.

To understand the full implications of employee-generated content, consider the many support employees who function within a company. They toil day in and day out to keep systems running, enter key data to support field workers, make travel arrangements and perform other mundane but essential tasks that are integral to a business’ success. It can be hard for such workers to feel valued by the company or fulfilled in what they do. But if you let the field workers create video showing how they benefit from the support work, or at least showing what they do in such a light that the benefits of the behind-the-scenes activities are clear, your entire workforce can be engaged.

Letting any employee create content gives workers the freedom to share what they do in the office in such a way that it generates a clear sense of purpose and community. These gains are far greater than the risk of inappropriate content creation.

As businesses develop their broad video strategies and recognize the role employee-generated content will play in their systems, it will be much easier to choose the right technologies to support operations. Do you plan to let employees create streaming events for meetings, or will it primarily be content that they film and upload for on-demand video? Knowing the answer to these kinds of questions can guide your broad video strategy, allowing you to gain the most from the technology.