Employees appreciate the fact that their companies make an effort to share information with them. But the painful truth is that employees find a lot of communication to be deeply boring.

After all, when you look closely at what's communicated--long organizational announcements, corporate-speak press releases, detailed financial reports, comprehensive strategy presentations--it's, well, pretty dense stuff. And very little provides employees with information they can actually use.

That's why you need to step away from the rhetoric and rethink employee communication content. Rather than reporting facts that your people need to read, the sure-fire way to get employees' attention is to create how-to videos they can watch.

Start with the appeal of video--a powerful visual tool that breaks through clutter to engage your audience. After all, video is the fastest growing communication channel, with over 3 billion hours watched each month on YouTube. Plus, video:

  • Brings a story to life and explains complex ideas in a simple way
  • Is preferred to text: 60% of people said they would watch a video instead of reading text on the same webpage
  • Can be viewed on a desktop or mobile device

Now, take the power of video and combine it with the two most compelling words/phrases: "You" and "How to." We human beings are fascinated by ourselves ("Are you talking to me?") and are equally interested in learning how to make our lives easier and better.

And video is uniquely suited to show how to do things like:

But oddly enough, how-to videos are still relatively rare inside organizations. Too often, video is stuck in the past, used most often to feature executives in long, static, talking-heads documentaries.

It doesn't have to be that way. Instead, use best practices to create internal videos that provide an easy-to-understand explanation for complex topics like how to:

Think about how to use video to get employees' attention--and help them accomplish something important.

Published on: May 2, 2017
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