November 8, 2012


Video performance plays vital role in employee engagement

By Rob Nunes – VP of Marketing

One of the most prominent uses of an enterprise video program is to engage employees. This process involves making them feel connected to their work in a meaningful way so that they are more motivated to get the job done effectively. It replaces the fear-focused management styles with methods that not only push workers to get the job done better, but empower them to be their best. However, achieving engagement can be challenging, technically and logically. Overcoming these difficulties is key to success.

Dealing with the technical problems in employee engagement
The technical side of the engagement equation is focused on the video delivery and management part of operations. Essentially, if video is not delivered at consistently high performance levels, workers will likely shut the content out because they don’t want to deal with buffering issues.

The challenge here is that the enterprise network does not always deal with video well. Most enterprise connectivity infrastructure is designed to move large numbers of small data packets to end users. Minor problems can escalate when you start throwing in the large data packets needed for video.

However, performance is vital to video success. This is especially evident in a 2011 study from researchers representing a video delivery company, Intel, the University of California at Berkeley, and a Carnegie Mellon University spin-off of the video delivery organization, which empirically studied the impact of video performance on engagement.

According to the research performed by these industry experts, even a small amount of buffering can have a major impact on how engaged viewers are when watching content. It may not have a major impact on whether or not they view the video, but it does influence how much they pay attention to the messages included in the content.

As a result, it is vital that organizations invest in powerful video-specific network solutions when they develop a program designed for employee engagement. While there are rare instances in which a company does not need an upgrade, organizations that need to enhance their network for engagement should do so with video-specific solutions, as broader options, such as basic WAN optimization, don’t always get the job done.

Addressing the logical side of employee engagement
So you have the content being delivered effectively, now you have to get your employees interested in what they are watching. There are a few ways to do this. One of the most prominent is to enable employee-created content. Getting a field worker to film efforts to interact with customers is one great example. Such a video can inform other field workers about that specific account and give them new ideas about getting the job done. At the same time, support staff and back-office personnel get a chance to see how their efforts actually pay off for the company, motivating them to do a better job.

When planning video types for employee engagement, consider how the content will motivate workers, which employees it will likely impact and how you can ensure that the overall message is powerful with the desired audience. In many cases, workers can do this naturally by creating their own content. Supplementing that with messaging directly from executives, managers and different departments can also pay dividends.

By combining the technological resources needed to deliver video effectively with superior ideas about the types of videos to make, organizations can set themselves on a solid footing for enterprise video success.