We typically focus our corporate communication efforts on external audiences – customers, prospects, analysts, the media. But what about that all-important audience – our own employees? What, and how, do we communicate with them? An email perhaps? A webcast town meeting? Heaven help us, a printed memorandum? Why not use the same impactful media, and regularity of contact, that we apply to our external audience?

Some companies do. At MK3, we see companies starting to leverage the power of quality video in regular communications with their own workforce. Hearing directly from company leadership, in this personal and dynamic way, can be a very effective means to convey critical information. We’ve seen internally facing videos used to:

• Share quarterly or semi-annual performance results
• Introduce a new member of the senior leadership team
• Introduce a new public product or service
• Introduce a new employee benefit, program or resource (e.g. that new intranet)
• Share company values
• Share a major company success
• Introduce a new organizational structure

And these videos not only convey information; they provide a host of ancillary benefits to the organization:

• Create a personal connection between leadership and employees
• Demonstrate leadership’s care and respect for employees
• Foster a sense of company esprit and pride
• Inspire the team
• Explain and contextualize important, complex information
• Strengthen the sense of company loyalty and belonging

These videos can be long or short, but it’s important that they be high quality. And it’s important that they happen with some regularity. Why not leverage the most popular medium of our time not only for buyers and influencers, but also for our most valuable asset – our own employees! Forward-thinking companies are recognizing that there’s a powerful opportunity in internal videos.

By Mo Effron, VP of Strategy & Interactive