Whether it’s responding to help desk tickets or informing employees about critical updates, the way in which IT communicates internally within an enterprise is changing. No longer can IT expect employees to take time out of their busy day to try and absorb information that fails to capture their undivided attention. IT must be more innovative in their communication approach while leveraging newer technology platforms, such as video, to effectively get their message across.
While there are various communication platforms IT departments can utilize – e.g. corporate Intranet, email, and conference call – video is superior when it comes to engaging, entertaining and educating employees on important announcements and updates. This is especially true when IT incorporates more of a human element with an innovative/creative approach to storytelling.
An article posted on LinkedIn Pulse entitled, Why you should use video for internal communications, breaks down how important it is for companies to leverage video as part of their internal communications strategy. A report by Ragan Communications, a leading publisher of communications and PR newsletters, indicates that 72% of US internal communications teams are planning to increase their internal use of video. Also, a U.S. survey by Melcrum, a firm helping other companies improve their internal collaborations, points out that 92.4% of respondents agree that video is playing more of an integral role inside an organization.
The key benefits of using video for internal communications include the human element, storytelling, flexible support for the mobile workforce and innovation.
Whether it’s facial expressions, gestures or certain postures, non-verbal cues makes up the bulk of our daily communication. Visual communication via video allows for these human elements to occur, which is something that non-visual communication platforms such as email or phone conversations simply can’t replicate. Within IT this is especially critical as IT related communications tend to be more technical in nature. Communication through video invites non-verbal cues into the mix to help facilitate technical messages better, which is especially helpful when communicating to non-technical audiences.
In terms of storytelling and why this is a benefit, the article highlights the significance of digital storytelling and how this can be used to inspire, promote unity, build communities, and create constructive dialogues. As many studies have found throughout the years, people tend to remember and better resonate with stories more-so than facts. And digital storytelling, when used as part of an internal communications strategy, can be used to help employees better absorb information, enhance employee engagement, and humanize employee-to-employee relationships.
With regard to flexibility, similar to how enterprises leverage video/web conferencing for external communications, video is also used to communicate internally. With video, IT departments have the flexibility to be more proactive in addressing the most common help desk ticket requests. Instructions on how to solve common IT issues can be pre-recorded and made available on the intranet, thus ultimately reducing the number of inbound help desk tickets. IT departments can be more efficient in their approach with communicating common and critical updates using video by also storing videos for playback capabilities, which allows employees to watch videos at their convenience.
Finally, departments within an enterprise can use video to creatively share their message to employees. And it doesn’t just have to be educational content shared through webinars or training seminars. Important updates can be shared by incorporating an innovative and fun approach to help employees better absorb the information while being entertained at the same time.
For example, here at Polycom our own IT team recently wore ugly Christmas sweaters to announce the deployment of a new product suite via video broadcast. This unique approach not only helped get their message across efficiently, it also shed light among various personalities within our IT department. As a result, this creative video served as a better internal communication tactic to engage, educate and entertain versus attempting to share their message on another platform that wouldn’t have provided the same output, such as email.
“We’ve definitely seen an increase in message receptiveness and team enthusiasm by using short, informative videos to keep employees updated,” said Luc Trudel, Vice President of IT Infrastructure & Operations at Polycom. “We even use humor when we can to improve our internal communications, as you can see from our ugly sweater competition. After all, weekly emails about maintenance issues or new releases aren’t exactly exciting!”
With the aid of video, IT departments within an enterprise are in a unique and exciting position to visually engage, educate, and entertain employees internally across departments. By leveraging video IT staffers can effectively bring the human element into the mix, provide efficient and flexible support for the remote workforce, and creatively share their story/message in a way to help employees better absorb critical updates.