
Whether during a speech, staff training or project update, every manager
fears being met with vacant, bored stares.
Unfortunately, it’s human nature to tune out during a presentation. Prezi’s
Science of Attention report states that “50 percent of people cannot recall one point after two
days.”
However, the same report notes that using a variety of delivery
methods—charts, images, music and video—can boost knowledge retention.
Visual content is memorable messaging; video is especially powerful.
Using a variety of video techniques in your internal communications can
educate and inspire your people. Visual content stands a much greater
chance of resonating and being remembered.
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With that in mind, here are
three kinds of videos to consider:
Brand positioning pieces
Showcasing your company in a manner that stirs emotional responses can
galvanize your team and foster pride. The video below positions the law
firm's brand and documents its pedigree:
From the firm’s humble beginnings in Victorian times, the opening montage
takes viewers on a journey through its history.
Overlaying snippets of bold text on a backdrop of high-speed cityscapes
contrasts with the images of sportspeople, mountaineers and engineers,
painting a vivid picture of an ambitious, active, swashbuckling enterprise.
The evocative soundtrack complements striking graphics to convey integrity
and authority, framing the organization as a passionate, dependable,
courageous team that prides itself on being “more than just lawyers.”
This type of video gives new hires a solid grasp of the company’s story and
brand values. Aside from internal comms purposes, videos like this can be
used to attract talent.
Either way, it’s much more effective than plain text and still images.
Explainer videos
Several
academic studies highlight how video content can help you create a rich learning
environment. An explainer video can help you clarify staff benefits,
explain company rules or deliver straightforward training.
For example, Asda does a great job of this using animation to break down
benefits and show how team members can get on board:
The topic of managing finances and buying share options would be a
snoozefest for most people, but this simple video encapsulates Sharesave in
an engaging fashion. It subtly anticipates queries to allay concerns and
illustrates the advantages of taking part.
Explainer videos are like a spoonful of sugar to help the information
medicine go down.
Case studies
Although you can use these to show prospective clients how you achieve
real-world results, you should also share case studies internally.
Employees should see hard evidence that the company’s products or services
are worthwhile. This reinforces loyalty and demonstrates what a difference
their work can make.
This example from Power Electrics shows the process in stages, with praise
from happy clients to boot.
Giving employees a voice in your video content helps
boost training results. Why not get feedback from people who have done the work and know what
they’re talking about?
The key to integrating video content into internal comms is to keep it
short and simple. Hourlong training sessions, for example, can be broken up
into 20-minute clips. However you choose to do it, video is your best shot
at getting your message across.
Jon Mowat
is the managing director of
Hurricane Media. A version of this post first appeared on
Training Journal.