Is your chief executive rallying the troops through video?
Are your senior leaders recording one-minute pep talks, interviewing interesting staffers on camera or even appearing in in-house parody movies?
If not, it’s time to change—and soon—in an increasingly visual and moving-picture-oriented communications world, experts say.
CEOs from companies such as Wal-Mart, Accenture and Ensono are using video to reach internal and external audiences, because videos humanize executives, says Elizabeth Cogswell Baskin, chief executive and executive creative director of Tribe Inc.
“They want to know the person behind the title,” she says. “They want to connect a face to the name. If you have a Fortune 100 company with a zillion employees, you can’t always be face to face with the CEO, but video helps that.”
So how to get your shy executives in front of the camera? A free guide from Ragan Communications and Kollective, “8 types of CEO videos that employees will want to watch,” offers insights and inspiration for newbies and old hands as well.
The new guide describes videos—and the elements that made them hits, quoting experts and citing examples from Wal-Mart, GE, Blinds.com, Hamilton Health Sciences, Home Instead Senior Care and others.
You’ll learn about:
- One-minute updates. How to crank out a quick update for your staff, whether it’s from the steps of the Boston Public Library or a conference in Germany.
- Live-casts. Learn how Wal-Mart turned a shareholders meeting into a worldwide event.
- Senior leaders as journalists. Would your top boss be willing to don a press hat and buttonhole experts or fellow executives for their wisdom?
- CEOs who learn a new job. CEO Rob MacIsaac of Hamilton Health Sciences, a Canadian hospital group, is recording a popular video series in which he masters the skills of his specialists.
- The boss as narrator. Find out what humanitarian nonprofit has its chief executive provide voiceover for scenes of the organization’s work abroad.
- Multi-executive videos. Round up your leaders and shoot a year’s worth of footage in a day.
- Spoof videos. Find out why Home Instead livens things up with executive actors in parody videos.
- Green-screen videos. Find out why this tool can bring a new dynamism to talking-head videos. “It’s just the worst thing ever to shoot somebody in a chair against a beige wall,” Baskin warns.
Wherever you look, savvy executives are discovering the power of video, whether it’s live-casts, highly polished memos or quick missives recorded on smartphones.