November 15, 2012


Video use can gain strategic advantage over competitors

By Kevin Crayton – VP of Product Management

Many companies miss an important opportunity when they look at video as a technology that would be nice to have, but not as something that is especially important. If you use video in the right way, you can leverage the technology to gain a strategic advantage over the competition. As a result, an enterprise video strategy can enable organizations to improve their revenues and establish themselves in their market. To accomplish this, consider using video for employee engagement and as a meeting enhancement tool.

Video for employee engagement
Many companies claim that their employees are their most important asset. In most cases, this is true. The knowledge and expertise of a workforce can set an organization apart from its peers by enabling it to perform better. But what do you do when you have a great workforce, but they aren’t buying into the corporate vision for the organization? Or, to simplify matters, if they simply do not care about what the company is trying to accomplish? This is an engagement problem that can take the best workforce and turn it into an underperforming group that holds a business back.

Video engages with workers. It doesn’t just give them top-down directives in emails that they will resent. It also doesn’t demand that they drastically change their work style without fully understanding what is going on. Instead, an enterprise video platform allows everybody from executives to new hires to get involved in sharing information, best practices, client stories and other content that can keep employees feel like they are valued by the company. This is vital in obtaining a strategic advantage over the competition as it enables you to get the most out of your workforce.

Video for meeting enhancement
Meetings can be tedious events that distract workers from their day-to-day activities and severely damage productivity. In some cases, workers will get pre-meeting emails to prepare them for the event, attend the meeting and have the entire discussion simply repeat the emails. When try to get back to work, they get another summary email repeating exactly the same information. This type of inefficient meeting process is not only detrimental to productivity, it can also curb any sense of engagement.

On one level, these issues can be overcome by having better meetings. Make sure meetings aren’t overly redundant, treat workers like intelligent adults, not grammar school children that need things repeated, use visual aids intelligently and make sure things start and finish on time, and the meetings will be better. But improving the quality of the presentation is slightly different than improving the quality of the meeting.

For the meeting to be a success, it cannot just get the right information to the people present. Instead, it has to reach the right people with content in the easiest and most efficient way possible. In many cases, this is a logistical problem that comes from connecting employees in branch offices and teleworkers with other individuals. Webcasting enables organizations to establish meetings that can reach a larger audience in a simple way while also providing vital social tools.

While video can just be used as a nice technology to enable some casual interaction in the workplace, a robust video program can give companies a strategic advantage, making the technology an essential tool for many companies.