Video Communication Strengthens Employee Engagement
In 2021, more than 80 percent of communicators believe that internal communication is a key element of the employee experience, according to Gallagher’s 2021 State of the Sector Report. However, this is quite a challenge as research shows 85 percent of employees do not feel committed within their organization (Gallup, 2020).
Communicators had to rethink their practices to address new challenges arising from the COVID-19 pandemic. Internal communication has adapted quickly to continue to inform and connect employees as well as possible.
In this context, video has become an essential mode of internal communication and indispensable on digital workplace and employee experience platforms. Nearly 80 percent of communicators believe that it is an effective or very effective mode of communication, with an average viewership between 33 and 41 percent (Gallagher, 2021).
Employee-generated video has many use cases for strengthening a sense of belonging. Video content improves team cohesion through a dynamic and engaging form of learning. Examples include announcements from the board of directors or the C-Suite, dissemination of the corporate culture and values, cross-department presentations, awareness procedures (IP protection, cybersecurity, etc.), sharing best practices, onboarding and more.
Video content humanizes communication elements such as executive committee speeches, employee achievements, successful projects and company strategy. This format is also linked to today’s digital world. Millennials and Gen Z, the ultra-connected generations that will soon represent the majority of the working population, rely on video content daily.
Video Management Challenges: Organization and Storage
In practice, internal communication professionals face challenges managing and distributing video content.
They must organize video content from various departments, service providers, partners or collaborators, and ensure proper classification and save procedures while juggling different formats (.mp4, .mov, .wmv, .avi, etc.).
This often includes working with different tools: drives, USB keys, external hard drives, private links on sites like YouTube or Vimeo. Much to the despair of IT departments in terms of security and maintenance of IT resources.
Internal-use videos must be accessible via internal platform search and optimized for various viewing conditions and settings across a large audience. Additionally, communication teams must track engagement and measure performance.
Must-have Features: Video Management Solutions
These obligations make it difficult to integrate videos within communication platforms. Reduce this burden through an enterprise video management environment that’s fully integrated into an employee experience platform. This way, videos are automatically optimized and distributed effectively.
Video management solutions must meet several objectives:
- Ease. Collect, organize, distribute and analyze videos for internal use without requiring specific technical skills.
- Flexibility. Enrich videos using tags, descriptions, subtitles, chapters and other interactions (call-to-actions) to facilitate internal consumption and retention.
- Security. Guarantee that internal videos will not be shared or seen outside of the platform.
- Versatility. Enable video content access from any device (laptop, smartphone) and any context (limited network access, deskless workers without a company email account).
- Analysis. Measure the performance of video content (engagement, number of views, share count, etc.).
LumApps Play: Simpler, Smarter and More Secure
The mission of LumApps Play is to provide simpler, smarter and more secure management of video content across an enterprise.
As an add-on solution to the LumApps Employee Experience platform, it allows teams to centralize, classify and archive company video content. Contrary to videos hosted on private channels like YouTube or Vimeo, LumApps Play provides encryption to ensure secure access and viewing. Videos are only accessible to employees authenticated on the platform (single sign-on), as there’s no shareable URL link.
LumApps Play makes it possible to enrich videos (adding chapters, managing subtitles in dozens of languages, and interactions) to improve accessibility and maximize impact on employees.
Video content access is facilitated through LumApps integrated search results – alongside articles, posts or documents that are relevant to employees.
LumApps Play provides communication managers with metric visualizations on the audience of each video. Measure video impact and make better decisions based on the effectiveness of video communication.
Bringing together all employees is a key success factor for companies and video content is a medium of choice for promoting a corporate culture, transmitting key messages in a more personalized way, and promoting knowledge sharing.
Senior Product Marketing Manager
October 20, 2021