Uniting workers around a business strategy: the role of video

In modern enterprises, traits like transparency, collaboration, feedback and strategy must connect to drive customer satisfaction, employee engagement and business growth

As part of this wider internal culture, communication is key when it comes to helping businesses thrive in the digital economy.

But unifying employees on business strategy isn’t always easy, especially when it comes to ensuring each and every member of the team is clued in on the company’s culture, vision and overall mission.  

Long gone are the days when company information was posted on a pinboard alongside other internal announcements. If you want to contact or connect with someone, you can now choose from email, social messaging apps, newsletters or a quick video call. There is a caveat though. With so many channels open and available for internal communications, information can quickly become segmented, ignored or lost in translation.

With workforces across the world now being forced to adapt in the current situation, remote working is now becoming the new normal for many companies. However, due to current technology advancements and necessity, remote working could soon become indistinguishable from being physically present in the workplace. Aside from allowing those working at home to feel more included and accessible, these advancements could have positive environmental or social implications – by reducing unnecessary business travel or closing the earning potential gap between cities and rural communities, for example.

In the working world, as with our personal lives, face-to-face collaboration will always have the edge. While the tech industry can imitate this, there are currently still some limitations to what remote collaboration and communication can achieve. While it’s important that employees are able to speak with each other openly and in whatever way is preferable and most convenient, this presents a unique challenge for the enterprise.

The distributed workplace

Over the last decade, workplaces have become increasingly decentralized to suit the shifting needs and preferences of today’s employees. Aided by tech that allows for higher broadband speeds, lower latency and greater capacity, businesses across the world have seen a cultural change where remote or flexible working is now expected. This, in turn, has changed how employees communicate, collaborate and work.

With organizational structures adjusting to accommodate this desire for workplace flexibility, it’s both more important and more challenging than ever before for internal communications leaders to make sure employees are united in their understanding of business strategy.

For international organizations with multiple offices and teams dispersed across different countries and time zones, this is particularly challenging.  

Taking all of this into account, how can business strategy messaging be shared with remote and global audiences in a way that’s consistent, engaging and informative?

Unifying workers on business strategy

Video is one of the most effective communication tools a business can employ to resolve this issue. While not a new technology, it is an evolving one, and there are numerous ways that it can be used to bring teams together while they’re working remotely.

Firstly, it is an extremely cost-effective solution that can be rolled-out across a company’s network quickly, easily and at scale, all without cannibalizing the network’s entire bandwidth. With workers already watching more video than ever as consumers, it has become a powerful way of visually engaging audiences and creating connections in real time.

Workers now both expect and demand these same consumer-like experiences in the workplace, whether they’re at a central office, working from home or working from a remote office for the day.

From livestreams to Town Hall meetings, video newsletters to webinars, these highly visual internal communication formats all play a key role in providing updates and aligning teams on vital aspects of the business.

Taking this to the next level, 5G wireless further enhances video communications, enabling even higher speeds, a new generation of remote collaboration features and universal access from any location, for example.

Maintaining productivity and business relationships with video

When speaking face-to-face, important clues such as body language, hand gestures and facial expressions indicate how a conversation is progressing. But, with so many business exchanges happening via email, messaging apps and over the phone, the importance of speaking face-to-face can easily be overlooked or undervalued.

Similarly, when using email or speaking over the phone, those vital cues are either lacking depth or missing entirely. Video technology, however, brings these visual signals back to the forefront, allowing conversations to flow more naturally and misunderstandings to be addressed quickly. This is especially important in cross-cultural communication, where strategic goals can get “lost in translation” more easily.

Video is also effective at increasing employee productivity, helping to maintain internal business relationships and guaranteeing that workers from different departments, branches or even continents are completely aligned on business strategy. 

Using video analytics, communications teams can monitor and analyse metrics such as which staff members have engaged with a message and who has watched it all the way through, for example. Using these insights, businesses can tailor information to individuals for maximum impact.

Video as a solution to strategic communication challenges

In order for comms leaders to resolve strategic business challenges and unite large workforces, smarter and more compelling solutions for delivering internal messages are crucial.

Today’s workers expect communication tools to work in the same convenient and accessible way that they do in their social lives. For this to be successful, every worker needs access to multiple communication channels across numerous devices, allowing teams to remain in touch no matter where they’re based. However, keeping team members strategically aligned in these circumstances can be a significant challenge.

Video tools allow organizations to evade these problems by fostering a stronger collaborative spirit between employees while removing the slower, ‘wait-and-reply’ nature of emails. This method of communication also reduces the potential for important information to be misread, misunderstood or mislaid.

Comms leaders can also use video to build a rich internal communications culture across multiple offices, allowing company plans and news to be communicated to broad audiences quickly, efficiently and at scale.

As a communications method, video is best placed to help organizations articulate strategy and align remote or even overseas employees. Plus, with technologies evolving constantly, the process is becoming smoother, faster and more immersive, meaning the future of video collaboration looks bright.


About the Author

Dan Vetras is CEO at Kollective. As enterprises continue to expand with global locations and remote workforces, its never been more critical for a company to be connected and secure. Kollective’s cloud-based, smart-peering distribution platform leverages existing network infrastructure to deliver fast, reliable content with less bandwidth.

Featured image: ©leungchopan

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