In the rapidly evolving landscape of internal communications, Video in NHS internal communications has emerged as a powerful tool to enhance engagement.
The COVID-19 pandemic dramatically shifted the way organisations, including NHS trusts, communicate with their staff, leading to a greater emphasis on digital and remote communication methods.
The integration of video in NHS internal communications is not just a trend but a strategic necessity. As organisations continue to navigate the complexities of post-pandemic work environments, understanding how to effectively leverage video can significantly enhance staff engagement, streamline communication processes, and foster a more connected and informed workforce.
The benefits of incorporating video into internal communications are well-documented. According to a study by Ragan Communications, 75% of employees are more likely to engage with video content compared to traditional emails or text-based messages. This statistic underscores a critical point: in a world inundated with information, video stands out as a more compelling and effective medium for conveying messages.
One of the key reasons for the effectiveness of video is its ability to capture and retain attention. Unlike lengthy emails, which are often skimmed or ignored, video content is more likely to be fully consumed. Studies have shown that the average viewer retains 95% of a message when delivered through video, compared to just 10% when reading text. This stark contrast highlights the potential of video to improve message retention and ensure that key information is communicated clearly and effectively.
While the benefits of video are clear, creating high-quality, engaging video content requires careful planning and execution. Here are some strategies to help you maximise the impact of your video content in NHS internal communications:
Before you begin filming, it’s essential to have a clear understanding of what you want to achieve with your video. Are you aiming to inform, motivate, or train your staff? Defining your objectives upfront will guide the content creation process and ensure that your video is focused and effective.
For instance, if your goal is to update staff on new health and safety protocols, your video should be concise, informative, and include visual demonstrations of the new procedures. On the other hand, if you’re aiming to boost morale or highlight success stories within your organisation, a more narrative-driven approach featuring personal stories from staff members may be more appropriate.
Even the most seasoned communicators can feel awkward in front of a camera. To combat this, practice is key. Start by recording casual videos on your phone to become comfortable with speaking to the camera. These practice sessions can help you develop a more natural and relaxed on-screen presence, which in turn will make your videos more engaging and authentic.
It’s also important to rehearse your content before filming. A basic storyboard or script can help you stay on track and ensure that your message is clear and concise. Rehearsing also allows you to refine your delivery and make any necessary adjustments before the final recording.
While it’s true that video content doesn’t need to be Hollywood-level in quality, investing in some basic equipment can significantly enhance the professionalism of your videos. Three key items to consider are:
Incorporating multiple voices in your video content can enhance engagement and make your communications feel more inclusive. Consider featuring different staff members, from senior management to frontline workers, to provide a variety of perspectives and create a more dynamic and relatable video.
A conversational format can also be effective. For example, instead of a single person delivering a monologue, you could film a discussion between two or more staff members. This approach not only makes the video more engaging but also helps to humanise the communication, fostering a stronger connection with the audience.
Perfectionism can be a significant barrier to the successful implementation of video in internal communications. It’s important to remember that your colleagues are not expecting a professionally produced film. In fact, slightly imperfect videos often feel more authentic and relatable, which can enhance their impact.
The key is to focus on delivering a clear, concise message rather than striving for perfection. A video that is 95% perfect and published will be far more effective than one that is never released because it didn’t meet an unrealistic standard of quality.
The use of video in internal communications has a profound impact on employee engagement. In an environment like the NHS, where staff are often overwhelmed with information and stretched for time, video offers a more efficient and engaging way to communicate important messages.
As mentioned earlier, video content is more engaging and leads to higher retention rates compared to text-based communication. This is particularly important in a healthcare setting, where clear and effective communication can directly impact patient care and safety.
For example, using video to demonstrate new procedures or protocols can ensure that staff fully understand the changes and can implement them correctly. This not only improves compliance but also enhances the overall quality of care provided to patients.
One of the significant advantages of video is its flexibility. Videos can be accessed anytime, anywhere, making them ideal for a diverse and dispersed workforce like the NHS. Whether staff are working on-site, from home, or in different geographical locations, they can easily access video content at a time that suits them.
Moreover, video can accommodate different learning styles. Some staff may prefer to watch a video in full, while others might listen to the audio while multitasking. This flexibility ensures that your communication reaches as many people as possible, in a way that suits their preferences and schedules.
Video allows for a more personal touch in communication. Seeing and hearing from senior leaders or colleagues can create a sense of connection and trust that is difficult to achieve through text alone. This is particularly valuable in a large organisation like the NHS, where staff may feel disconnected from senior management.
By featuring leaders or colleagues sharing messages, stories, or insights, you can humanise the communication process and make your internal messaging more relatable and impactful.
To maximise the benefits of video in your internal communications, it’s essential to follow some best practices. These guidelines will help you create video content that is not only engaging but also effective in achieving your communication goals.
In today’s fast-paced world, time is a precious commodity. To respect your colleagues’ time, keep your videos short and to the point. Aim for videos that are no longer than three to five minutes, focusing on one key message per video. If you have more to say, consider breaking it down into a series of shorter videos rather than one long one.
Visual aids, such as infographics, charts, or diagrams, can help to clarify complex information and make your video more engaging. Additionally, including subtitles is crucial, especially in a diverse workplace like the NHS, where not all staff may be native English speakers or may prefer to watch videos without sound.
Subtitles also make your videos more accessible to staff with hearing impairments and those who may need to watch the video in a noisy environment.
Interactive video elements, such as quizzes, polls, or clickable links, can enhance engagement by encouraging viewers to actively participate in the content. For example, you could include a quiz at the end of a training video to reinforce key learning points or a poll to gather feedback on a new initiative.
These interactive elements not only make the video more engaging but also provide valuable insights that can inform future communications.
To understand the impact of your video content, it’s essential to measure engagement. Track metrics such as view counts, completion rates, and feedback to gauge how well your videos are resonating with your audience. This data can help you refine your video strategy, ensuring that your content continues to meet the needs of your staff.
You can also use surveys to gather more detailed feedback, asking staff to rate the effectiveness of the video and suggest areas for improvement. This continuous feedback loop will help you to create more impactful video content over time.
The integration of video in NHS internal communications is not just a passing trend—it’s a powerful tool that can transform the way organisations communicate with their staff. By leveraging video, NHS trusts can enhance engagement, improve information retention, and create a more connected and informed workforce.
As the workplace continues to evolve in the post-COVID world, video will undoubtedly play an increasingly important role in internal communications. By following the strategies and best practices outlined in this article, you can harness the full potential of video to create content that resonates with your staff and drives meaningful engagement.
In conclusion, video in NHS internal communications is a vital asset in modern communication strategies. By embracing this
1. Why should video be used in NHS internal communications?
Video is a more engaging and effective medium compared to traditional text-based communications like emails. Studies show that video content captures attention better and improves information retention, which is crucial in a healthcare setting where clear communication can directly impact patient care and staff performance.
2. What are the key benefits of using video in NHS internal communications?
3. What equipment is essential for creating high-quality internal communication videos?
To ensure your videos look and sound professional, consider investing in the following:
4. How can I ensure that my video content is engaging for NHS staff?
Engagement can be maximised by:
5. How does video compare to email for internal communications?
Video is generally more effective than email due to its engaging nature and higher retention rates. While emails are often skimmed, video messages are more likely to be fully consumed and understood, leading to better communication outcomes.
6. Can video help with remote and hybrid working in the NHS?
Yes, video is particularly beneficial for remote and hybrid working environments. It allows for flexible communication, enabling staff to access content at their convenience, regardless of their location. Video also helps maintain a personal connection in dispersed teams, which is essential for fostering a collaborative work culture.
To explore this further, refer to this external guide on remote working and video communications.
7. How can I measure the effectiveness of my internal communication videos?
You can measure effectiveness by tracking engagement metrics such as view counts, completion rates, and feedback. Additionally, surveys can be used to gather more detailed insights into how your videos are perceived and how they can be improved.
For tools to help with tracking, you may find NewZapps tracking tools useful.
8. Are there any privacy concerns when using video in NHS communications?
Yes, privacy is a critical concern in the NHS. Ensure that any video content complies with NHS Digital Governance and Information Security Management policies. This includes securing consent from participants, safeguarding patient information, and ensuring secure storage and sharing of videos.
For more on NHS information governance, visit this NHS Digital page.
9. Can video be used for training and onboarding in the NHS?
Absolutely. Video is a powerful tool for training and onboarding, offering a more engaging and effective way to communicate procedures and protocols. It also allows new hires to revisit the material as needed, which can improve learning outcomes.
10. How can I ensure that my videos are accessible to all NHS staff?
To make your videos accessible, include subtitles, and consider adding British Sign Language (BSL) interpretation or audio descriptions where applicable. This ensures that your content is accessible to staff with different needs and preferences.
For more on accessibility standards, check out this guide from the NHS Accessible Information Standard.
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…
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