Videos are important in establishing and improving your company culture.
Company culture isn’t about foosball tables, beer and pets roaming freely in the hallways. It isn’t just about compensation and benefits either. I’ve often heard it’s the full package. A combination of extrinsic and intrinsic rewards. I’ve heard it summarized as a feeling employees get when they enter and leave the building. But really? Is it just about feeling good when punching in and punching out?
The problem with feelings is that it’s easily manipulated by proximity. In other words, whatever is closest to us affects how we feel. We could be at a great company with amazing company culture overall, but if our immediate manager and team suck, then our experience at the company will suck. This applies to time as well. Let’s say we work at a company for 10 years and the first 9.5 years were great, but if the last 6 months have been terrible for whatever reason, then we’re not feeling so great about the company anymore, even if nothing had fundamentally changed with its culture.
So company culture is not necessarily about feelings, though emotion does play a role. A strong company culture will be something more embedded, something more constant that regardless of how an employe feels, it remains true.
For this reason, video plays a key role in how you convey and embed your company culture.
Communication is important in establishing and maintaining your company culture. The level of transparency is a key factor on how an employee views a workplace. And it’s not just about a town hall meeting once a quarter or a global email from the CEO. It’s about a constant flow of dialogue. This may not always be practical so that’s where video comes into play. First of all, a video is more personal than an email or a blog. Seeing someone speak and hearing his/her voice is more effective than reading words on a page. These days, it’s very easy to create and post videos using phones or DSLRs. Effective and personal communication goes a long way in creating an embedded company culture.
Power of Visualization
A brand’s character is conveyed in a marketing asset. Whether it’s a still campaign or a series of videos, the company’s culture is portrayed effectively on outward facing material. This should be the same approach with anything internal-facing. Videos are very effective in showing how a company views the world. Whether it’s the way it treats customers, or approaches community outreach, or how it recruits employees, videos are the best way to show how it all gets done. Much more than a blog post or newsletter.
Videos can be seen anytime, anywhere. Especially if you have remote workers, the best way to reach your audiences is through videos. This will ensure your company’s message is effectively communicated to the broadest audience possible.
Of course, before you think about how you’ll spread and embed your company culture, you need to have a strong company culture in the first place. Transparency, fairness, effective leadership and a strong compensation structure are all areas you’ll need to focus on first. But once you have those things in place, definitely use video to get your message embedded in the heart and minds of everyone you come across.