A study by Ragan Communications found that 75% of staff are more likely to watch a video than read an email or text.
But, it is not an easy thing to do. I’ve been a public speaker for many years, giving talks and seminars in front of hundreds of people but I turn into a bumbling idiot when looking into a camera. So what are the secrets to producing interesting good quality content?
Practice
Sounds obvious but it really does work! If you are using video to communicate with staff the more relaxed and confident the person in front of the camera is the better. You must first feel relaxed and confident. Or as relaxed and confident as you can be at least!
I’d suggest they just grab their phone and start recording themself talking about anything. These videos will need never leave the safety of their phone storage! Their purpose is to get them used to looking at the camera rather than them in the screen and feeling more comfortable with the result.
Suggest they let their eye line roam a little to avoid staring at the camera intently whilst reciting content. Otherwise it can come across a little… well, creepy!
Depending on how nervous they feel they may prefer to start alone at first, to get used to the feeling of recording themself. Then, when they feel more confident, encourage them to move to a public space and repeat the process. At this point it shouldn’t be a secret recording. Suggest they hold the phone boldly and take the bull by the horns!
Equipment
3 items that will make your internal communication video look and feel more professional.
Lighting. A must on every filmset in the world is good lighting, even when filming outdoors and it will make a real difference to your videos. You can buy selfie ring lights that clip onto a mobile phone for as little as £15. Alternately you can get mini stands with halo lighting built in. Good lighting makes everyone look good, which in turn will improve confidence!
Tripod. Set your phone or camera into a stand so there is no distracting wobbles, no moving out of shot and no arm ache! Using a tripod with a phone or monitor mounted webcam also frees up the hands for conversational gesturing. Hand movement is an unconscious thing we all would do if speaking face to face so freeing up your hands will also feel relaxing.
Microphone. Either invest in a good microphone or utilise the one in a good set of earphones. A microphone eliminates external noises like wind and prevents unnatural or loud speaking.
Do your preparation
Have a storyboard in mind before the video is started.
Film makers don’t just turn up on day one with the actors and start filming. They have scripts, storyboards, rehearsals and plans which they produce before filming begins.
Speak to colleagues or maybe run a quick survey to conclude the best way to go about using video to communicate with staff. What information would make their working day more enjoyable or productive? Find out who they want to hear from; is it the Managing Director or direct line managers.
I know this may seem a bit much for your weekly internal communication round up but your video content will be produced far quicker if you have a basic storyboard and agenda to follow rather than the classic “winging it” approach. Once you’ve got a storyboard have a pre-recording run through without the camera rolling. When you’re all happy with the flow you can produce the content with no interruptions.
Don’t fly solo
Release your inner chat show host.
Getting multiple people involved with your video content is a great way to relive any filming tension and increase overall employee engagement.
Without the emphasis on the camera your internal comms content will look and feel more natural in an informal chat setting. Making it more watchable and less staged.
Paralysis by analysis
Using video to communicate with staff is a really valuable tool in your internal comms strategy but remember you’re not remaking Love Actually.
Unlike written or image based internal communication content, work-related video seems to fall under a whole new level of post-production scrutiny. Resulting in very long lead times and worse, not releasing the content at all!
We now live in an era of selfie videos. Staff no longer expect a video at the quality equivalent to Steven Spielburg standard. Videos that are slightly rough round the edges and have bits that you’d really like to redo will actually be well received by your staff. They will feel more real. More human.
Ultimately just make sure you, and the stars of the video, don’t overthink it. A video that is 95% perfect and released will achieve a great deal more than a video that you perceive to be lacking and not released!
Operations Director
Passionate about using my 30 yearsof owning my own businesses to help create better workplace environments. A Bon Jovi loving TikTok junkie. I spend most of my time thinking about the impact technology is having on our society. And my pug Winston…
Microsoft Outlook is adept at sending and receiving emails but it has its limitations and successfully handling internal communications is one of them.
For internal communication teams within the NHS, finding the right channel to share and engage with Employees, Volunteers, Employee Representatives, Senior Managers and other internal stakeholders can be problematic; with ever increasing numbers of tools competing for attention, each claiming to be the ultimate engagement tool.
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