5 ways video can boost your corporate communications

Every successful business uses videos in its corporate communications. Whether for its external communications and marketing strategies or internally. They use videos to boost engagement, their reputation, and brand identity. It’s no surprise that companies focus on video, with most of us watching up to 100 minutes of videos every single day.

And the amount of time we spend watching videos increases at an average rate of 32% per year. But even with the rise of video marketing, many businesses are still reluctant to jump on board. While creating other marketing materials may seem straightforward: creating high-quality videos is daunting. Even companies that do embrace video often forget to use it internally.

If you’re not sure whether to use videos in your communications, we’re here to help. We’ve put together this overview of corporate communications and the five ways videos can help improve yours.

What are corporate communications?

If you’re not sure, corporate communication is a fancy term for how businesses communicate with their audiences. These audiences can be external or internal and often include:

• Customers and potential clients
• Key stakeholders (Investors, shareholders, and C-suite)
• Employees
• Media outlets
• General public
• The government
• Regulators

Usually, businesses use three primary forms of corporate communication:

• Written — Reports, adverts, web copy, emails, memos, and press releases
• Spoken — Interviews, press conferences, and meetings
• Visual — Photos, infographics, and branding

Now that you’re up to speed, we can jump into how video can help your business boost your communications with your audiences and make your forms of communication more engaging.

5 ways videos can boost your corporate communications

1. Smash your hiring process and employee onboarding

The hiring process blurs the line between internal and external communications. The job advert and interview process are both external, but once you’ve got your new hire, it’s internal. Many businesses don’t use videos in their hiring process, but they should. Just by creating a video job description, you can show potential employees:

• Your brand identity
• Your company culture
• That you are not like everyone else

All that is on top of actually giving them the job description in a quick and consumable format. It shows prospective employees what your business is about and that you’re a forward-thinking business.

But using videos for new employees doesn’t stop at the handshake and signature. Starting a new job is usually a daunting experience. Sometimes just knowing where to make a cup of coffee can be nerve-wracking, and that’s before you start learning about the company and role. Often, businesses will bombard new hires with information about:

• The company
• Their role
• Safety regulations
• HR

While it’s necessary, most businesses give this information in paperwork like company handbooks and a quick office tour. This onboarding experience is common, and 88% of employees feel let down by their onboarding experience.

Using videos during the onboarding process can inspire your new starters. It can help them settle any nerves and hit the ground running when they start their work. Videos can make seemingly complex information and complicated software easy to understand, and you can use them to create on-demand training.

2. Rapid-Fire Training

Speaking of training, on-demand videos are perfect for training your entire team — not just new hires. It can be challenging to get everyone together for in-person training in the modern, often remote, working environment. Creating asynchronous (on-demand) videos can make your training program accessible and consistent.

By making on-demand training videos means your team can access training when they have the time for it. You can use videos for a range of different forms of training, such as:

• Tutorials
• How-tos
• Case studies

You can use the videos to cover every element of your business, including:

• Internal policies
• Health and safety
• Product training
• Internal communication training
• Tech training

Using training videos in your corporate communications strategy means you take complex topics and make them straightforward. 65% of people are visual learners, so by using videos, you can ensure that your team remembers what they’re learning and put it to good use day-to-day.

Plus, if you include a training video on making training videos, you can get the whole team involved in the process.

3. Get your team involved with internal and external audiences

One of the big problems with corporate communications is that they can feel detached. Even the word corporate feels separate. By actively including your team members in corporate communications, you can make them feel more pivotal and involved with the business.

Rather than consistently using trickle-down communications, get every member of the team involved. By using straightforward video creation software, you can let your employees put their expertise to good use — internally and externally. They can create videos that cover a whole range of topics, including:

• Top tips for new starters
• Team introductions
• Tips, tricks and handovers for their roles
• Team announcements

By getting everyone involved, you can free up senior leaders’ time and align all your departments. Plus, once team members are comfortable with the video software, they can create external videos to market to customers and potential clients.

4. Keep everyone informed easily

It wasn’t long ago that most companies chose to disseminate information internally like a press release. They’d send a memo with company news and updates, and that would be it. Not only was this process impersonal, but it was also ineffective. Even if they contain exciting information, memos are easy to ignore. Some businesses go the other way and bombard their staff with emails and updates, but this can be just as ineffective.

Using videos to keep your team informed is an easy way to ensure everyone is _actually _informed. Unlike memos and emails, videos are easy to digest and quicker. The videos you make don’t need to be Oscar-worthy to be effective, and modern video creation software means almost anybody can make a compelling video.

As an example, rather than sending every single employee a 10-page report on your business’s social responsibility, you can condense it into a three-minute video. Almost everyone on your team will happily take three minutes of their day to watch a video, but it’s unlikely they’ll be eager to dive into a 10-page document.

Depending on the announcements you make, you can even choose to use the videos publicly. Company announcements will often share the good news that your clients and potential customers would love to see too.

5. Let your brand identity shine

There’s often a disconnect between a company’s external brand identity and its company culture for employees. A company may appear to be forward-thinking externally but has out of date processes for its team.  This disconnect is an easy way to kill employee engagement. Internal communications and employee relationships with management can have a significant impact on engagement and retention rates.

Using videos can help boost engagement and allow your team to identify with your brand and company culture. You can use regular video updates for a wide variety of topics, such as:

• Achievement announcements
• Birthday wishes
• Team wins
• Messages of gratitude

Using videos for regular updates won’t distract your staff for long periods, but it’ll ensure they get the information they need and feel appreciated and involved.

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