Video is revitalizing internal communications from the inside out

As part of our #insidestory awards programme we’ve been in touch with our sponsors and have asked them to share some of their experience and insights with us.

This week, having just announced our shortlist, we hear from Martin Nurser, VP & General Manager of EMEA Qumu. Qumu is sponsoring of the ‘Best use of video award’.

At Qumu, we’ve had a front-row seat as video has grown from a tactic into a strategic communications initiative at large corporations.

We see it at a global telecommunications company.  This progressive firm recognized that they were reaching only a fraction of their employees with important company news. They are now using video to expand employee reach of real-time executive communications from thousands to 90,000 employees.

We see it at a global pharmaceutical company. This business was celebrating their 150-year anniversary and needed a way to bring together their worldwide staff.  They created a video contest, engaging 110,000 employees in creating or watching these videos.

We see it at a U.S.-based national telecomm retailer that needs to train tens of thousands of in-store retail associates on fast-changing merchandising direction. They deliver weekly videos to their in-store staff on their smartphones that provide real-time direction and deeper insight than traditional training can.

In the Right Setting, Video Will Grow

Video typically starts within an enterprise with an acute need – a CEO webcast, or a significant corporate initiative. But it most often doesn’t stop there.

If it is established in a scalable, repeatable way, it tends to grow and spread into a variety of use cases within the organization. The key is to address the basics first, and adoption will come:

  • Build a scalable solution that can serve the entire companies
  • Integrate with existing enterprise portals and platforms
  • Automate management and distribution
  • Dedicate staff and resources

By making video part of the current ecosystem, adoption is much more likely to grow as employees experience the improved communication and knowledge transfer that video provides.

Not For Everyone

Not every company is ready to commit to these steps. We see it as a level of maturity towards video.  Until a business internalizes video in the culture and in their strategy, it will remain a tactic that is occasionally resurrected, with little to no leveraging of previous investments or learning.

Implementing video as an internal communication tool is a big commitment. Those that view video as a strategic initiative and thoughtfully invest – in both technology and culture – reap the benefits of a long-term strategic asset.

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