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Leveraging video for strategic intra-organizational communication

1 August 2018

Moran Maravi

My previous articles on the field of video, I described the combination between video clips and Knowledge Management (for full article click here), presented tips for writing a script for a video (for full article click here), tips for shooting a video (for full article click here), and platforms for video management in organizations (for full article click here). This review will focus on the question: why is it worthwhile for an organization to leverage the video as an intra-organizational strategic communication channel.

A survey of 1000 participants in the field of intra-organizational communication shows that video is currently the hottest subject. Approximately 64% have noted that they use video on a regular basis in intra-organizational communication. While videos are still being produced traditionally, in which an organization executive is filmed reading from a teleprompter, video as a medium has substantially evolved due to the ease in which organizations can provide online videos. Video's surge in popularity in organizations stems from the use of external channels on the internet and new opportunities to communicate using a global channel. This has become so simple only in recent years.

Video has increasingly become a very useful tool for extra-organizational communication. It is therefore wholly unsurprising that it has become an equally popular tool for intra-organizational uses. Back to the aforementioned survey: 54% of its participants agree that the workers now expect video in intra-organizational channels due to its widespread application in extra-organizational contexts, while 92/4 agree that visual communication has become a vital part of intra-organizational communication.

The more organizations become global and develop new work methods (flexible jobs, working from home, etc.), the workforce diversifies as well regarding the way workers choose to receive and internalize central messages, which in turn affects their choice of channels through this is performed. Due to the manner in which organizations deal with financial constraints which forces them to invest less in travel budgets (i.e. less face-to-face meetings with teams located elsewhere) and the fact that worker commitment has become more important to organizations than ever before, video can serve an increasingly evolving channel for intra-organizational communication.

A survey performed by Melcrum shows that nearly 70% of its participants have responded that they see their workplace invest more time and money in video in the near future.

Hereby are 5 factors which Media personnel in organizations should consider when leveraging video as a worthwhile media channel:

  • Designation: how can we assess whether the clip provides added value to the organization's overall media strategy? What is the video's business model and how can we construct it? How can we consult to intra-organizational "customers" when to use video? And finally, how should we think of developing a plan for a video channel?

  • People: How should we define our target audience and decide whether video is an appropriate channel for advertising? How can we support distribution and access if our objective is to globally reach all workers?

  • Production: What are the criteria for an effective video and what can be done in order to ensure consistency in high quality production? Is it wise to invest in video productions or make use of video-shooting means available to all workers? What technical difficulties should be taken into consideration? How can media personnel work optimally with external suppliers and/or IT teams?

  • Trying and experiencing: What creative ideas and opportunities exist? To what examples of video clips can we receive access? What methods of implementing video content are suitable for different organizations? What should be considered when formulating this channel's policy?

  • Proof/justification: how can we validate the investment of time and money requires for producing a video, whether as an inside job or by using a content producer/external partner? How do organizations evaluate a video's usefulness? Has the investment been proven as justified?


It is important to point out that these five factors serve as milestones for a successful application of video in intra-organizational communication.

One of the strongest advantages for a channel such as video is the engagement it offers and its use of face-to-face communication. This can make some intangible matters tangible, such as values. Workers may have a hard time genuinely connecting with organization values and seeing an actual connection between the organizations ethical principles and their work routine. Video can provide organization values a more humane element; especially if we can leverage the creation of content by workers thus bring these values to life- workers speaking to other workers about what it really means (to them) to be part of the organization or why they believe in the organizations objective, all while sharing personal experiences.

Using videos produced by the workers themselves can be a more cost-effective method and can sometimes be more effective in intra-organizational media channels. There are certain organizations which request their workers to film their stories and perception; leveraging emotional effect and reliability by workers showing how people "just like me" deal with the new strategy or change plan or how they integrate a new product into their work processes and can thus remove emotional barriers. Some organizations have even decided to invest in briefings on video production or budget for related purchases such as portable video cameras for workers interested in becoming organizational 'reporters'; they enables them to capture central messages or events and share them around the organization as 'amateurs' since videos are often perceived as more authentic and so in turn more persuasive than a professional production catered by the organization.

In conclusion, video is the next hot trend in intra-organizational communication. An increasing number of media personnel admit to using video for these purposes, more workers are requesting a greater investment in video. An authentic video is far more effective than a high-quality video produced by the organization. Visual communication is the next hot trend and therefore organizations are developing towards establishing an intra-organizational video channel to serve their objectives.



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