Using Internal Comms Video to Drive Employee Engagement
Properly taking advantage of live streaming to your employees can have a very positive effect on employee engagement, but it’s important to know how to use it well before making an investment into live video.
The growth of internal comms live streaming
The Gatehouse State of the Sector report 2018 shows how the use of the internal comms webcast (or ‘internal TV’) as a channel for internal comms has increased significantly in recent times. Growth is expected to continue to increase by 57-68% over the next 12 months.
Video is of course, heavily used in the marketing mix, but now internal communicators are becoming more aware of how they can invest in UGC and internal comms video to dramatically improve the impact of their campaigns. And professionals now expect to see video within their organisation: especially millennials who will soon account for nearly 50% of the workforce.
Internal comms live streaming: the basics
Engaging employees with live video requires careful planning and building in time for technical rehearsals. In terms of the production values, we need to give our colleagues the same quality of experience they would expect outside the workplace. Nobody wants to watch a blurry, low quality live stream, after all!
That may sound like a rather obvious point, but we have first-hand experience of our clients taking the hit from senior management for below-par filming, lack of backup infrastructure and failures to integrate with complicated AV installations.
The good news is that with sufficient prep and attention to detail (plus input from expert streaming technicians who love problem-solving) we can make an internal comms webcast look and sound incredible without breaking the bank. Read more about production options in Live Streaming to Facebook Workplace for Internal Comms.
The benefits of live video
Video is one of the fastest-growing marketing channels, and a major reason for this is the ability it has to effectively engage audiences and build trust: this is something that will apply equally to company-wide updates.
Investing in live video messages or interactive webcast sessions with senior management makes communication more authentic, immediate and direct. For employees looking for increased transparency and ‘face time’ with management, what can be better than a direct link to the CEO or project leader?
Global businesses use live webcasts as a simple, effective way to ensure everyone stays on the same page and remain engaged with the goals of the organisation. This can prove crucial during times of change, or expansions into new regions.
Although it may take a while to hone skills and develop a format that works for your company, we find that our clients get great feedback from employees, with a regular live stream of the Town Hall becoming a key feature of working life.
Guarantee your staff are engaged and inspired by your live streams
In order to engage and inspire your employees, you first need to motivate them to watch your webcasts. Here are a few tips:
Use short video messages of 10-20 seconds to promote a longer internal comms webcast. This is a fantastic way to give people a small taste of what you’ll be discussing and pique their interest.
Arrange ‘viewing parties’ where you invite employees to gather around a large screen to watch the webcast together. This helps to build a buzz for the stream and foster a sense of community amongst employees, it also gives employees the opportunity to ‘officially’ take time away from their desks. It also reduces the load on internal bandwidth.
Start simple and scale up as your capabilities improve. There’s nothing wrong with a simple, one-camera shoot to start with, as long as the video is well shot and the audio is clear. Once you’ve hit your stride, you’ll then be able to add an extra camera or two and more professional graphics and even live captions, all of which can make a huge difference to your audience. A multi-camera internal comms webcast has much more impact and keeps your audience engaged for longer. We discuss this further with our case study on why Hogarth scaled up from using webcams and WebEx to multi-camera live streaming with a bespoke, secure video player.
Plan interaction. Whether you’re using Slack, Yammer or Workplace as a back-channel for live comments and questions, you should ensure to have a dedicated moderator, who can manage incoming messages quickly and efficiently. Think about how you will manage feedback in a live environment. How often will you take questions? Could someone have a microphone and read out questions from the online audience? Will you need an extra monitor or iPad for presenters to see questions? Plan time for a proper tech run through to avoid any hiccups!
Look for diverse ‘talent’. It doesn’t have to be the same person presenting throughout. Adding a diverse range of voices from across the business is a powerful tool for keeping employees engaged.
Entertain. Your colleagues are just like everyone else: they enjoy being entertained. If appropriate, add some light-hearted, fun moments to your internal comms webcast. This article discussing how Virgin Atlantic uses video contains some great ideas for promoting and integrating video content into campaigns.
Plan fast post-production. Get the recording online quickly. Break it down into chapters to give those unable to attend the livestream the ability to choose sections that affect them most. This should be simple with forward planning. Ensure that your recording is securely backed up and ready to upload to your intranet or ESN immediately upon completion.
Are you looking to improve employee engagement? Contact us to find out more about how Kinura works with large organisations to stream company meetings and inspire employees.
Call us: 0203 151 5870