Aims of internal Business Communication

Is your organisation using video in your internal communication? If so, you’re not alone.

I recently read several articles about the uptake of video as an internal communications tool for organisations. Internal communications professionals regularly discuss the prospective uses of video, within their overall strategy, in forums including Melcrum and The Institute of Internal Communications. It seems to be all about making sure they’re communicating effectively with their staff and teams.

Whether it is using video for internal corporate communications, or collecting user generated video content - it’s hardly surprising that using video for internal communications has become much more appealing. There is a general consensus that this is a direct result of the increased uptake of the Internet and the diversification of workforces - as organisations expand locally, nationally and internationally. This can make it increasingly difficult for organisations to manage their company culture, synchronise their core values and engage with their employees, using the traditional methods of internal communications – but this is where video comes in.

Personally, I think what makes video so appealing, is that it provides a visual and much more personal channel to communicate company news, engage with staff and promote innovation. Video captures real emotions, expressions and body language that is difficult, if not impossible, to display when using traditional methods of internal communications, like newsletters, noticeboards and weekly email updates. The power of visual communication is then further strengthened when video is also combined with audio.

As internal communications departments aim to bring their employees together, it is important that senior management remains visible within the organisation. As they can’t be everywhere at once, video can help break down geographical barriers, making the job of the internal communication manager a great deal easier. CEOs can use video to communicate business, objective and new process updates, and HR teams can make new staff orientation much easier. Gathering feedback, project status, sharing ideas and so much more, can be done using video without having to have a physical presence.

And with everyone busier than ever, who has the time to sift through large business and policy documents? Many employees risk losing sight of their company’s overarching vision – but it doesn’t have to be that way. Now that portable devices are becoming the norm, it is easy to spread video messages throughout an organisation in a matter of seconds. This creates a feeling of emotional contact within a company and makes key information much more retainable.