The Importance of Video in NHS Internal Communications

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.

Strategies for Creating Engaging Video Content

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:

1. Start with Clear Objectives

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.

2. Practice and Rehearse

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.

3. Invest in Essential Equipment

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:

• Lighting: Good lighting is crucial for creating high-quality video content. Poor lighting can make your video look amateurish and unprofessional. Consider using a selfie ring light or a mini stand with built-in lighting to ensure that your face is well-lit and your video looks polished.
• Tripod: A tripod will keep your camera steady, eliminating the wobbles that can distract viewers. It also frees up your hands, allowing you to gesture naturally, which can make your delivery more engaging.
• Microphone: Clear audio is essential for ensuring that your message is heard. A good microphone, or even a quality set of earphones with a built-in mic, can help eliminate background noise and ensure that your voice comes through clearly.

4. Collaborate and Include Multiple Voices

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.

5. Don’t Overthink It

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.

While the primary goal of internal communications is to keep staff informed, it’s equally important to promote a unified culture and establish robust two-way communication channels. Consider these five essential questions to optimise your internal communications approach.

Who Is Your Communication Aimed At?

Always prioritise your audience when crafting your NHS internal communications strategy.

NHS staff juggle a range of responsibilities, from the demands of their roles to concerns about the future, all while managing personal matters. Your challenge is to cut through the noise and ensure your key messages are heard.

To engage staff effectively, you must understand your workforce and identify what information resonates with them. Segmenting your audience into groups based on factors like age, location, team, and attitude can be beneficial. For instance, communications about pensions may be more relevant to older staff, while younger employees might be less concerned.

Your staff have a lot on their minds, from the stress of the job to worries about what the future has in store. Supporting staff wellbeing is crucial for effective communication.

A one-size-fits-all approach won’t work. Incorporate a variety of communication techniques to cater to individual needs within your workforce.

Why Are You Doing It?

To maximise the impact of your internal communications strategy, clearly define your goals.

For some, the objective might be to enhance staff retention; for others, it could be about boosting productivity. While goals may differ, having clear objectives from the start allows for a focused approach and the ability to set measurable benchmarks.

Utilising internal communication platforms like NewZapp Trusted Delivery enables you to track engagement and measure progress against your goals.

With well-defined objectives in place, the rest of your internal communications strategy will naturally align.

What Are You Communicating?

Always consider the two key questions your staff are likely to ask: “Why should I care?” and “How does this affect me?” Staff will interpret communications through the lens of their own experiences and concerns.

Your communications will be most effective if they address outcomes that matter to your audience—such as making their jobs easier or more enjoyable.

This is where fostering a positive, unified culture becomes crucial. When difficult news arises, it’s easier to share the burden collectively.

How Is the Message Delivered?

The delivery method is a crucial consideration when developing your internal communications strategy.

Consider whether your staff will respond best to a department-wide email, a video, a social media channel, or perhaps a messaging service like Microsoft Teams. Offering multiple channels allows staff to receive information in the way that suits them best.

When Are You Communicating?

Timing is critical in both external marketing and internal communications. It’s a delicate balance between communicating too early with incomplete information and waiting until the rumour mill has taken over.

Moreover, if your communications are irregular or only occur during a crisis, engagement levels will likely drop as staff feel overlooked and marginalised.

Strive for a consistent and regular flow of communication within your strategy. Leverage the available tools and reports to determine the optimal times for sending messages to your employees.

By addressing these five questions, your NHS internal communications strategy can achieve its full potential, ensuring that your staff remain informed, engaged, and aligned with the organisation’s values.