How internal comms video can improve employee retention

In HR circles, employee retention has been a hot topic for some time. It’s all pretty obvious and sensible when you think about it: talented individuals bring more to an organisation the longer they work there. With the amount of knowledge and experience accrued by staff, there’s more than a financial cost when someone established leaves an organisation. So, a business can save money and improve performance by retaining their employees. 

But keeping hold of employees is about more than high salaries and chunky benefits packages. Indeed, these things aren’t always the top priority. It’s about creating a work environment in which teams feel valued, developed and fulfilled. A lot of this comes down to how information, policies, ideas and stories are communicated within the organisation, and beyond. We’re looking at why video can really help here, and how you get it right.  

The impact of employee retention

Employee turnover is a costly problem for businesses worldwide, particularly in the UK. Recent statistics reveal that turnover can cost businesses up to 33% of an employee’s annual salary due to recruiting, training, and lost productivity. This financial strain highlights the urgent need for effective retention strategies.

Effective internal communication plays a vital role in reducing turnover rates. By maintaining open channels of communication, companies can build a strong sense of belonging, encourage employee loyalty, and ultimately improve business performance. This is where internal comms videos shine, offering a dynamic and engaging way to connect with employees like never before.

Benefits of internal comms video

So, how does video differ and perform better than, say, company newsletters and bulletins? Using video to communicate messages has increased radically across the board, from advertisers to educators. This is with good reason, demonstrating that using video is clearly an important tool to harness when it comes to communication across an organisation.  

Engagement

Video content is inherently engaging, making it easier to capture and maintain an employee’s attention compared to traditional text-based communications. According to Forbes, viewers retain 95% of a message through video, making it a really effective medium for delivering important information. Short, impactful videos can communicate your company’s culture, values, and objectives in a way that resonates with employees.

Accessibility

The rise of remote work and global teams necessitates communication platforms that go beyond time zones and geographical barriers. Videos provide on demand access to important information, allowing employees to consume content at a convenient time and at their own pace. This flexibility is crucial for modern workplaces aiming to accommodate diverse working schedules.

Personal touch

Unlike emails or memos, videos convey a personal touch that fosters a sense of connection and trust. They can humanise leadership by allowing employees to see and hear from executives directly, reinforcing transparency and openness. This connection is instrumental in creating a sense of belonging within the company, which in turn strengthens employee loyalty.

Internal comms video best practices

There are a few key things to remember when creating videos intended to communicate internally. A lot of it springs from putting your audience first; this will inform other decisions that will naturally make your videos more digestible. 

Platform and tools

Selecting an appropriate platform is crucial. Whether you’re using tools like Zoom, Microsoft Teams, or a bespoke video hosting service, ensure it meets your needs for quality, accessibility, and security. Ensure your video can be easily shared amongst staff to enhance the reach of your message.

Content creation and storytelling

Content is king, even in internal communications. Keep your videos concise, engaging, and relevant. Drill down into what you’re communicating about the business and then use storytelling techniques to convey your message. Stories help make information relatable and memorable. A great method is to incorporate interviews and real life examples or success stories from within the organisation. This really enhances relatability and impact.

Accessibility and inclusivity

Ensure your videos are accessible to all employees, including those with disabilities. Explore the use of closed captions and audio description, provide transcripts, and consider language alternatives if necessary. This inclusivity not only broadens reach but also reinforces a culture of equality and respect.

Implementing a video strategy

We all know that planning is integral to success in any project. Communicating internally with video is no different. You must be clear with your messages and take time to understand what types of storytelling will best engage with your workforce. Working with an experienced production company can really help here, since their advice can inform a lot of your own strategic priorities. 

1. Assess current communication channels: Identify where video can have the most impact. For example for team updates, training, or culture-building.
2. Define objectives: Be clear about what you want to achieve with your video communications: improving engagement, enhancing understanding, or boosting morale.
3. Plan content regularly: Schedule regular video content to maintain engagement, whether it’s monthly updates from the CEO or quarterly training sessions.
4. Invite employee participation: Encourage feedback and possibly even content ideas from employees. Engagement rises when employees feel like they’re part of the narrative.
5. Integrate into other communication: Communal viewing is really good for creating bonds. So use internal videos in company or team meetings, and within other forms of communication like newsletters. 
6. Prioritise quality: Low quality or ill thought out video can be extremely detrimental to engagement. For this reason, take advice from professionals and ideally have videos produced.

Anticipating challenges

Implementing a video strategy can present challenges such as technical limitations or content creation hurdles. It’s important to avoid going into a video strategy without anticipating some of these challenges. Appoint dedicated personnel or teams to manage content production so that doesn’t fall by the wayside. Then, work with a professional production house who will ensure that the end product fits well within your strategy and is optimised for useability. You’ll soon find that the ‘price per use’ of your footage demonstrates high value for investment.  

Internal comms videos offer a dynamic approach to employee engagement and retention. By seamlessly integrating these into your communication strategy, you can foster a company culture characterised by transparency, trust, and loyalty. The business stories that you share with your workforce can keep everyone invested and prevent unnecessary staff turnover. Contact us at Ally & Mo to see how we can help to revolutionise your internal comms.