The following is an excerpt from a piece that ran in Talent Development Magazine. To read the rest, download the PDF.
Video is ubiquitous these days, but many organizations don’t realize what a powerful tool it can be for getting employees behind your company message when they first join the team. They simply see it as a way to share information—whether it’s year-end results, technical training, or other key facts.
Sometimes you do just need to get the facts out, but you’re missing a huge opportunity to connect with your people if you only see video as an outlet for information. This is especially the case for talent development professionals who handle their companies’ onboarding programs. When used to its fullest potential, video has incredible power to stir people to action. And action is exactly what talent development needs to enhance business. In other words, you don’t want your message to stop when the video ends. You want it to keep going, living on in your people so they can drive change. Through video, employees (and prospective employees) can get to know team members throughout the world, learn about their benefits packages, experience company culture, and see how the organization has empowered its people to do great things outside the office. Now, while video is full of potential, simply firing up the company camera and starting to record is not enough to create an effective onboarding experience. If you want viewers to act on your message, your video needs to spark a human connection. Don’t worry, though. Anyone can do this with some thoughtful preparation.
A call-to-action video can’t be effective unless it’s human. To movevviewers, you must get personal, and the best way to do that is by having someone tell a story. And every story needs a storyteller. It doesn’t matter who speaks on camera—the CEO, an HR leader, a rising-star assistant—but someone must. Viewers won’t feel a connection if they don’t see a person behind the company logo. Take a video I worked on with professional services company KPMG as an example. In only three minutes, the video related stories from several employees about working there. We filmed each person telling the camera about their experience with the company, and then gathered footage of them going through their days. In one part of the video, viewers hearda woman’s voice saying, “I’m a very passionate person, and I’m a very driven person” while we showed her exercising outside. This was an easy way to express that although the organization expected excellent results, it also valued its employees’ life outside of work. After watching this video, viewers could construct a narrative in their minds about the company’s expectations that was much clearer than the one a list of bullet points would have painted.