September 11, 2012

Article

Video should be approached from an employee perspective

By Rob Nunes – VP of Marketing

It is not uncommon for organizations deploying complex IT systems to focus on what they can handle from a cost and operational standpoint and move on from there. While this viewpoint is vital for keeping projects within budget limitations, you can run into major problems when you focus almost exclusively on technology when developing an enterprise video program.

While deploying a video solution is often reliant on robust network solutions and background technologies, the actual success of the platform is highly dependent on how it is received by the workforce. There are a few common negative responses to video and it is important that you focus on developing your solution to avoid these problem areas.

Video as a top-down mandate

Most people don’t like being told what to do, especially in today’s workforce. The rise of mobile technologies and other solutions that give employees more freedom has created an environment in which many workers understand the benefits of getting the job done flexibly based on their preferences and with less managerial oversight. As a result, directives that come from executives and other business leaders often feel like another burden being put on a worker’s back.

When you deploy a new video program, you have to consider how to market it internally so that it does not feel like something else that executives are making workers deal with. Instead, you have to present it as a tool that will enable every employee to get involved in communication through content creation and a more engaging form of internal collaboration.

Video as a time-consuming change

For myriad reasons, most people don’t want to deal with change. This is especially evident at work, where shifts in day-to-day operations can be met with outright hostility because individuals have found the patterns that work for them and do not want to risk losing current levels of productivity.

When video is introduced, in some cases, it can seem like the technology is just being presented as another way for executives and managers to force the average worker to take time away from operations. It is vital to show employees how video can benefit them and offer them ways to improve efficiency, not just lose time to viewing content.

The potential gains offered by video can empower and engage a workforce, but obtaining these benefits is heavily dependent on delivering the solution in such a way that it can be embraced by end users.

-Rob