In an age where video has become a cornerstone of effective communication, organizations are increasingly harnessing its power to enhance internal engagement and bolster their marketing strategies. A recent panel discussion at GV University provided a comprehensive overview of how organizations can leverage video to strengthen their internal culture and drive engagement. This post delves into key takeaways from the discussion, illustrating how video strategy can be seamlessly integrated into both internal and external communications.
The panel discussion highlighted the transformative impact of video on internal communications, with a focus on leveraging user-generated content to foster a vibrant organizational culture. Ilana Cheyfitz, a notable advocate for video-driven engagement, shared a compelling case study of the American Society of Transplant Surgeons (ASTS). Faced with the challenge of celebrating their president during a virtual annual dinner, ASTS opted to create a heartfelt video montage. This initiative involved gathering personal messages from staff members, culminating in a montage that was both surprising and delightful for its viewers.
Cheyfitz emphasized the human element of the video, stating, "What I really loved about that part... was he wasn’t scared to be silly and he was just talking. It was really human and not perfect, but I think that makes it a lot more relatable." This example underscores the value of authenticity in video content, demonstrating how user-generated content can evoke genuine connections and enhance internal engagement.
A key theme from the discussion was the importance of establishing allies within an organization to drive video initiatives. Joel Resnik, another panelist, highlighted the necessity of collaboration across departments to unlock the full potential of video. He noted, "Finding ways to build that partnership throughout the organization is totally key to unlock the power of content."
One illustrative example came from St. Jude and ALSAC, where the initial adoption of video was limited to the production team. Over three years, the scope expanded to include various departments such as the partnership and patient support teams. This broadening of involvement not only enhanced the content but also reinforced the organization’s commitment to a cohesive video strategy.
Cheyfitz further stressed the significance of cross-departmental collaboration, drawing from her experience with AVIXA. She explained, "It’s so important to work across departments and to really collaborate together... A video doesn’t just have a one-time use. It can be used in multiple ways." This approach not only maximizes the utility of video content but also encourages different teams to contribute and engage with the video strategy.
For organizations looking to implement or refine their video strategy, the panel provided actionable insights. One recommended approach is to start small and build momentum gradually. This involves identifying key individuals or departments to champion the video initiative, providing them with the necessary tools and knowledge, and then expanding the effort based on initial successes.
Cheyfitz offered practical advice on initiating video projects, suggesting, "One of the things I love to do is when someone new joins us, we make them a hello welcome to the team video." Simple practices like these can create a welcoming environment and foster a sense of belonging, while also serving as a low-stakes opportunity for staff to get comfortable with video.
Resnik echoed this sentiment, advising organizations to think strategically about who within the company could become influential allies. He highlighted, "Think within your organizations who are those people that have those really strong networks who are considered influencers. They don’t have to have the title."
User-generated content (UGC) emerged as a powerful tool for driving engagement and showcasing organizational culture. For instance, the Association of Rehabilitation Nurses (ARN) successfully used videos from board members to encourage others to apply for new board positions. This tactic not only boosted engagement but also demonstrated the effectiveness of user-generated content marketing in achieving organizational goals.
Cheyfitz also touched on the potential of UGC for recruitment, suggesting, "Getting videos from your staff talking about the job and what they like there... could also be used for getting new hires and finding the people who are the best fit for your organization." This use of video not only attracts potential candidates but also provides an authentic glimpse into the company’s culture.
To support organizations in developing a robust video strategy, GV University provided a range of resources. These include an Ally Building Playbook, blog materials on video trends, and a Video Culture Activation Playbook. These tools offer valuable insights into establishing a culture of video within organizations and empowering teams to leverage video effectively.
The discussion also highlighted the importance of feedback and continuous improvement. Joel Resnik encouraged attendees to share their experiences and suggestions, emphasizing, "We’ve learned so much from our clients... This is no different." This openness to feedback ensures that video strategies remain relevant and effective in meeting organizational needs.
The GV University panel discussion underscored the transformative power of video in enhancing internal engagement and strengthening marketing strategies. By leveraging user-generated content and fostering cross-departmental collaboration, organizations can build a vibrant video culture that drives both internal and external success. As video continues to play a central role in communication, adopting a strategic and collaborative approach will be key to unlocking its full potential.
For organizations embarking on or refining their video journey, the insights from this discussion provide a valuable roadmap to achieving a dynamic and impactful video strategy.
