In our last post we discussed the growing business use of video for internal employer brand messaging, employee engagement and the alignment of talent to corporate goals. Many of the organizations we work with value video communication so much that they have established video content management systems, on-demand video distribution and video libraries. This can have a tremendous impact on communications effectiveness for employees and new hires as they are able to search for videos, comment and dialogue about the content, or to share internally, and sometimes externally, with potential clients.
Now, who creates the video? Businesses have options, depending on the size and scope of the video initiative. The first step is to decide whether to approach each video opportunity one at a time, or to develop a content calendar with a plan to create a number of videos over a set time frame. Developing a content calendar with an employer branding organization like Blu Ivy Group will ensure video messaging is aligned with your EVP and employer brand strategic goals.
As illustrated in the chart below from the “Engaging Employees with Video” study from Ragan Communications, companies can choose to use external video production resources or internal video resources.
Businesses may choose any of the above options or may employ a hybrid approach to their video strategy by allotting video assignments both internally and externally.
We look at each option and discuss some of the pros and cons of each.
- Have current employees create the video (6%) – Some companies ask employees to add this type of work to their current role. While there are many accessible video creation tools and cameras (iPhones or prosumer DSLR cameras, lighting kits, and easy-to-use edit programs like iMovie), there is a time, effort and organizational commitment that must be recognized.
Pros: This approach saves an organization money by not having to hire outside vendors, or paying new staff. It also helps empower employees to tell your employer brand story, inspiring cohesive and informed internal messaging.
Cons: While this may be empowering for employees, it may also distract from the employees’ true business functions, costing productivity amongst the workforce. Unless the chosen employee has a great deal of video production and editing experience, a business can expect lower production value from this approach. Messaging control is critical. Investment in equipment must also be factored into the decision to use an entirely employee-driven approach.
- Hire a professional videographer and editor in house (73%) – If you’re planning on developing and producing several videos over a set time frame, this may be a better option. Hiring a staff videographer with an editor (or a videographer/editor) and purchasing or renting equipment will allow for a dedicated staff who understands the employer brand and corporate culture.
Pros: The business hires a dedicated and informed staff that is embedded in the organization’s culture. Your videos will have higher production value and clearer messaging. Having the staff on site increases access to video production and editing in progress.
Cons: You have to pay your new crew salaries, possibly benefits as well, depending on the negotiated employment terms. Video professionals may be more difficult to source as well, depending on where the business is located. Other costs to businesses may include investment in equipment, or renting production and editing gear.
- Hire an outside employer brand agency or production company (42%) – A business’s audience of employees is now so attuned to consuming video for everything from news, to sports, to lifestyle information that outsourcing video production to external vendors is a growing option for many. Many video production companies offer production and post-production capabilities with broadcast-quality graphics to ensure employer brand cohesiveness.
Pros: Lower overhead (no salaries, benefits, equipment purchases), higher production values with a very diverse and skilled talent pool to choose from.
Cons: Time must be spent to research, interview and choose reliable, affordable vendors and to manage production timelines.
- A fourth option not mentioned is a hybrid approach. Some companies have success with video by having employees shoot event coverage, or their own video addresses, and then sending all the media to an editor to produce final videos.
Pros: High employee engagement and knowledge sharing. Organizations also have more editorial control to ensure employer brand cohesiveness and to streamline messaging.
Cons: May distract from employees’ day-to-day roles and responsibilities. Also, time must be spent sourcing the editorial talent and enforcing delivery timelines.
Here are few production tips to remember. Good quality sound is very important, maybe even more critical than video format. If your audience can’t hear the message, then your messaging has been diluted. Make sure that the video format you decide to shoot, and the edit system you decide to use, is compatible with specs demanded by your video distribution network. And develop a series of branded bumpers and graphics to ensure employer brand consistency.
When embarking on your employer brand and internal messaging videos, remember to offer content with value. Impart information that will inspire and inform your employees. In video production, simple works. Employ a simple production approach with a scripted message and straightforward edit with cohesive graphics at the outset, then grow your internal audience with more ambitious video initiatives.
About Blu Ivy Group
Blu Ivy Group is a leading employer branding and employee engagement consultancy that aligns your organization with contemporary workplace paradigms. Blu Ivy Group’s mission is to help client’s build award-winning people practices, inspire extraordinary employee engagement, and cultivate unique and desirable workplaces.
Blu Ivy Group provides integrated solutions in employer brand and engagement research, strategic consulting, employer brand integration, creative and talent communications.
Blu Ivy Group is a trusted partner to many of North America’s most respected employer brands. For more information, go to www.bluivygroup.com
- (Source: Engaging Employees with Video, Ragan Communications, ragan.com)
- (Source: Engaging Employees with Video, Ragan Communications, com)