Is there a future for video in employee comms and engagement?

CIPR Chair Sean Trainor does video podcast for PR Week about the use of video to engage employees.
Be good to hear your views.
Will video kill the newsletter editor? What’s internal comms got to do with the Premier League?
[brightcove vid=816655268001&exp=1509319623&w=486&h=412]

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  1. There’s definitely a place for business TV. According to, over 33.2 billion videos were watched online in December.

    Video is clearly a powerful, popular channel. But equally, everyone’s a critic – they really get what makes for good viewing, they understand the media. So the days of the 10 minute corporate promo, or some talking heads saying how good everything is are long gone.

    Yet so much business TV smacks of the Pathe-style propaganda. Although thinking about it, I’ve seen corporate service videos that aren’t a patch on this!

    Nowadays we demand truth, facts, emotion or scandal according to how our mood takes. And we expect to have our say as well.

    Good business TV combined with a decent feedback loop sits high on the media-richness scale. We can watch on demand, and comment at our leisure. It’s can even be relaxing.

    Leaders will increasingly stop seeing TV and social media as ‘social’ activities. But it’s our job to ensure our colleagues don’t switch on to find “57 channels with nothing on”.

  2. Video /business TV most certainly can be a powerful effective way to communicate with employees and the greater community at the same time.
    Sadly as Sean points out, all too often it is being ‘played at’ and not done effectively, maximising its true potential. It’s about story telling, engaging with the audience, entertaining them and then delivering the message in a subtle, indirect way.
    Take the very same podcast that we are talking about, how many key messages are there in it, its too long, visually slow in it’s pace, so will it achieve the desired effect, or did you simply watch it because you knew the interviewee?
    As Sean rightly points out a large portion of employees are tweeting, blogging, using social media. If this is how they want to receive information then you have to deliver it this way. There will always be a place for print and traditional methods of delivery, but new media is moving quickly and new delivery tools arriving daily. You only need to see how the ipad has taken the world by storm in under twelve months.
    The problem as I see it at the moment though is too many think anyone can deliver video. The production industry is being erroded by the lack lustre products delivered by many, with an attitude that because its video the viewer will watch it. Do you turn to the free paper for your business news or The Times? The reason you read a quality paper is because of the creative ability of the team behind it. It’s the same for video, do it properly in the first place. We need, as the last response said, to ensure we don’t end up with even more youtube channels with nothing on

  3. Agree that quality is key – and that mediocre film/video actually diminishes the results.

    Visiting a trade fair last week, it struck me that many companies are simply replacing the glossy brochure with a glossy corporate film.

    But from the clients I talk to, there’s also a real need to understand how to get moving image / video aligned to the culture of the organisation – so it represents a true picture (excuse the pun) of what employers, leaders and manager really want to hear about and discuss.

    Like any media, isn’t it all about creating the right content on the right channel?

    From user-generated video on a building site to telling a story with skill and ingenuity – if you grasp what lies at the core of the organisation (call it brand, values or just ‘the way we do things around here’) you’re more likely to produce engaging film and video that strikes a chord, not the off button.

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