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05 Feb 2016

What employees want: Part 3 – Video, collaboration and understanding

Posted on February 5, 2016 by

This week we’ve been sharing the findings from our latest research into what employees want from internal comms.

So far, we’ve explored humanisation, social media and inside out comms and what these mean for IC teams this year.

In this third and final post, we’re discussing video content, collaboration and the importance of understanding your internal audience.

4. The opportunity for visual content

In almost every IC trend piece we’ve read, video content has featured, but according to our research it seems there’s still an opportunity for more companies to realise the benefits of video.

12% of people said their employer occasionally communicates using video, 24% said they use video hardly ever and 64% said their company never uses video internally.

So why aren’t more companies embracing video content?

It could be that some comms teams consider video as being complex content to create, especially within a limited budget.  We’ve produced lots of video content for clients – both employee and consumer facing – and whilst it needs to be produced well, that doesn’t mean it’s got to cost the earth. But why invest in a video when you could communicate a message for no extra cost?  It’s the benefits of video that really prove it’s worth. Not only does video give employees something to share (if it’s a message you want to be told externally) but can be a much more engaging way of telling a story, quickly and easily.

I also think video can help achieve humanisation in digital comms by bringing people to the screen, or taking employees on a journey in an engaging way.  The next best thing when face-to-face communication isn’t viable.

5. A collaborative approach

We were pleased to hear that 73% of participants always have the opportunity to share ideas in their role. However, only 23% said they always have the chance to share ideas and opinions beyond their role in the wider business.

Considering 70% of our respondents said they weren’t part of a social network at work, this could indicate that people feel unable to share their opinions in the wider business due to the lack of platform for two-way conversation.

Two way

This means businesses should be using a number of different channels to communicate internally. While people might prefer email or face-to-face for corporate messages, social media allows businesses to connect with staff on more of an ongoing, conversational basis – enabling collaboration.

It all comes down to understanding your internal audience, knowing their preferred channels and also providing wider channels, depending on the message and different comms objectives.  Employees told us they want their company to understand them better, and communicate in a way that shows a level of understanding.

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