April 22, 2016


Reaching out to employees with broadcast video

Leadership isn’t as easy as it used to be. In the old days, all a Roman Emperor needed to spread his edicts were a few good praecones or public heralds in the town square. In the 20th century, well-timed fireside chats enabled Franklin Delano Roosevelt to lead the country through the worst conflict the world have ever seen. Things have gotten a bit more complicated.

Nowadays, every leader from the President of the United States to the CEO of a major company has to have full command of every form of digital media if they are going to have any chance at all of implementing a successful engagement strategy. Leveraging digital technologies is essential to reaching the audiences that make a business (or a country) work.

Tech Crunch recently published an article discussing how President Obama has had such success in implementing digital media strategies since his campaign for the Oval Office began. Regardless of political persuasion, it would be difficult to argue that Obama and his team haven’t taken advantage of every communication tool available in the 21st century. CEOs would be wise to do the same.

The issues and challenges faced by company leaders are obviously different than those faced by the leader of the free world, but as Tech Crunch noted, the objectives are usually the same. These include getting their people’s support for a new strategy, convincing those people to work together toward a shared goal, communicating with stakeholders and explaining decisions to them, projecting a confident, forward-looking self-image and reacting effectively in a crisis.

Many CEOs will recognize themselves in this description. They may also recognize that even after months of effort and careful consideration, a perfectly crafted message can fall flat if the infrastructure for engagement isn’t fully in place. Having a solid corporate communication strategy in place – and just as importantly, a means to deliver it – is crucial to success.

Back your strategy up with the necessary resources
Plenty of companies have stated an interest in video-centric communication strategies then failed to allocate the actual resources that these campaigns needed to thrive. Maybe your own company has done so. This mistake can be avoided in the future by understanding and emphasizing the necessity of video to employee engagement efforts.

By assigning a communications team with ownership of a video strategy and then backing that up with the financial and talent resources required to see it get done, Tech Crunch described how companies can, much like the current White House, become their own in-house media production facilities. With the right budget, vision and IT department, effective engagement is possible.

Think outside the box with video
Live video is often pegged as a corporate tool for broadcasting events like quarterly investor meetings. That is certainly one of its uses. But video can also be so much more. Companies can blend traditional methods with new, innovative ones. Consider how the president uses regular media like newspapers and CNN as well as new media, like YouTube and Google Hangout.

Corporate video departments can do something similar. By utilizing enterprise video content, they can deliver live broadcasts to every office and every employee all over the world without any sacrifice in engagement or delivery. Video addresses from leadership, information on new products, highlighting exciting projects or spectacular employees – it can all be done with video.

Keeping employees engaged and in the know is invaluable for CEOs. Video is authentic, individualized. It allows employees to connect with leadership while simultaneously giving CEOs the ability to promote initiatives, discuss business developments openly and enhance lines of communication.

Employ an enterprise video portal
Installing an enterprise content delivery network is easy and affordable. It is also absolutely necessary for broadcasting high resolution live video to thousands of viewers at once. Trying this over the WAN can spell disaster. Employ an SD-ECDN and you’ll find your fears of overloading the network are a thing of the past.

Having an enterprise video portal provides a means to upload employee generated content, and is the only way to host a truly effective digital engagement strategy in 2016 and beyond. The entire organization – not just the CEO – is the beneficiary of switching to an SD-ECDN.