Online video marketing done well is neither cheap nor easy, but video communications have proven time and time again to be more effective than written communications. Using video has nearly become a requirement for many businesses relying on online sales and visibility.
So we know video is important for marketing initiatives these days and that’s why so many businesses have invested in video as a way to draw attention to their products, services, and websites. There are elements in these videos, of course, that help draw the attention of their target audiences. Things like the video quality (HD or non-HD), animation, editing, how the length and form of the video fit its subject, etc. might also help internal communications videos resonate more with your target audience.
In almost the same way that a sales or promotional video wins or loses customers based on its quality, form, and content, internal employee videos are successful at engaging workers based on how they’re produced and how their production fits the messaging.
Obviously, internal marketing videos will be different from external marketing videos in many ways. Not only are the audiences for each wildly different, the way in which you present information will be different. But where similarities between outward-facing online video marketing and internal employee videos exist, the lessons they provide shouldn’t be ignored.
Internal and External Online Video Marketing
By applying certain marketing concepts to HR, you can improve employee engagement. High production quality, easy access, and useful content are the keys here, just like they are for sales videos.
By thinking of your company as your “employer brand,” you’re lending marketing insights to your employee communications collateral. When you provide easy access to information and the tools your employees need to do their jobs or take care of themselves, they’re satisfied. When they know they work for a company interested in building its brand along with their own, they’ll stick around. If your employees have to dig around for information on signing up for or using their employee benefits, you’re taking little steps toward losing them. Engagement indicators will go down. Similar to website traffic and sales conversions, you’ll see employee enrollment in benefits programs drop.
Simply mimicking your external brand with your employees won’t work. Your workers are the insiders; they can’t be marketed to the same way. They need to be shown that your internal brand is just as important and strong as your external brand. Part is simply making your employees’ lives easier by investing in communication systems to improve their workflow. Creating a portal of free-flowing information and support will improve your internal brand for your target audience: your workers.
A Video Communications Portal
Chip Arndt, a longtime Flimp sales manager, laid out the basics of setting up an effective online video marketing initiative in an article a couple years ago. Most of those principles remain true. A key way to explain how your products and services work and why they’re better than your competitors is to provide prospective customers with a video sales page. On this page, your customers can watch an introductory video of your products and services with a call to action asking them to sample or buy, and direct them to client testimonials, technical specs, and other pertinent information customers might need when deciding to buy.
The same principle applies here. Providing video resource portals for employees provide them with the information they need to do their jobs and keep up to date with internal processes (in the case of training videos and resources), better utilize company programs (such as benefits and wellness programs), or share other news and announcements (employee recognition, change management announcements, etc.).