Use of video grows in internal communications

Organizations such as Boeing and Mayo Clinic are not only informing employees, but also engaging them and eliciting their feedback, through the dynamic visual medium.

Corporate video for internal communications once amounted to setting a group of new employees in front of a TV to watch actors play workers facing ethical decisions.

Now it is a dynamic means of capturing employees’ attention—and it is increasingly becoming a YouTube-like platform for internal dialogue.

Employees were once inclined to delete an email that showed up at the wrong moment, but now they are more willing to click on a video link, especially if it means they can post comments underneath or add a link of their own.

Companies no longer face a high cost barrier to get involved in video, says Paolo Tosolini, a consultant who launched and managed Microsoft’s YouTube-like internal platform to share knowledge among the company’s 90,000 employees.

Showcasing staff expertise

Such a video exchange can create incentives for staff to get involved; they can attract a following internally and showcase their expertise by posting their work.

“You establish yourself as a subject-matter expert in your particular arena, just because you created all these materials that people have been able to download, to watch, to comment upon,” Tosolini says.

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