When crisis occurs, effective communication is key. Making sure that your customers, partners and the public at large are aware of your stance when your business is in turmoil is obviously of high priority, but ensuring that your employees are also in the know is crucial to being able to bounce back quickly at full strength.

I recently read an article by Aberfield PR’s Rebecca Armstrong in which she addresses five ways companies in crisis can rebuild internal trust to repair internal culture in the wake of a public crisis. Ms Armstrong asserts that, “It’s the beliefs, values and behaviours of a company’s workforce that creates an organisational culture,” and that once those values are put into question, the foundation of a business needs to be reset.

At Qumu, we believe that the enterprise video platform is the core element for the future of business communications, both internal and external. With that in mind, let’s take a look at the five bullet points from the article and see just how much of an impact video can make in each:

1) Talking!
• First and foremost, Ms Armstrong says that a company should be, “talking openly with the entire workforce, to make sure everyone knows what’s happened and what will happen next.” Especially when a company has distributed employees across the country or the globe, talking to each worker can be difficult.

Using an enterprise video platform, businesses can connect to workers anywhere in the world. By using on-demand video, an organization can reach employees whenever is most convenient for them, conveying information quickly and efficiently for maximum impact.

In addition, live webcasts can reach tens of thousands of people in an instant. Enterprise video platforms make it easy to conduct a live broadcast to multiple networks without sacrificing quality.

2) Listening Carefully
• But rebuilding doesn’t just happen from the top down. Giving employees, “a chance to express their feelings and concerns,” is also a critical element to creating an atmosphere of growth within an organization.

Now that almost every smartphone and laptop comes equipped with a video-ready camera, creating videos is no longer relegated to the studio. Employees can create their own videos to express themselves in an authentic and immediate way. This leaves them with the ability to ensure their voice is heard, no matter if they work in the central HQ, a branch office or remote.

One of our customers has even given its internal users the ability to create “video comments” so anyone with the proper authentication can respond in-line to comments with videos, bringing an increased human element to discussions among team members and other employees.

3) Informing to eliminate uncertainty
• “In times of uncertainty and mistrust, a lack of information will add to the internal issue.” Ms Armstrong writes, “(A company) should ensure all employees are well informed and know exactly where to find the latest information, where they can talk and where discussions are taking place.”

A completely customizable enterprise video platform is the ideal location to provide information. Featured videos can be changed to according to changes in the news or priority. In addition, users can create videos of their own and upload using pre-designated approval workflows to join in the conversation

If an organization already has a centralized internal social hub like Microsoft SharePoint, IBM Connections or Jive in place, an enterprise video platform can handle all the content management and heavy lifting of delivering video while integrating seamlessly into the enterprise social platform. This means the business can meet its employees where they already get the rest of their internal news, enhancing it with the power of video.

4) Giving ambassadors the tools to communicate
• When a crisis happens, writes Ms Armstrong, “people will want to re-group to turn things around for the brand they have invested in. It’s likely that the majority of its people will feel the same and want to collectively turn the ship around.” In order to accomplish this, she goes on to say, the company, “should be identifying its internal influencers and ambassadors and equipping them with the tools to tell their story and discuss the brand’s recovery in the most genuine and personal way, from the inside out.”

By using video through an enterprise video platform, internal influencers can expand their reach while remaining genuine and personal. The thing that video can achieve that text or even voice never could is to put a human face to communication.

Rebuilding a trusting and powerful internal culture needs to come from the people that make up that culture. Video is the ideal way to bring those humans closer together, even if a business doesn’t have the luxury of having all of them in the same room.

5) Revisiting its values
• Rebuilding after a crisis event needs to start at the ground floor. In the article, Ms Armstrong notes that a company that has suffered a serious crisis, “should think about how it can go back to what mattered most to its workforce and rebuild the values everyone believed in.”

One of the most incredible things about an enterprise video platform is that once it has been used for a while, all of the data that was recorded to video and uploaded to the platform remains. It’s as easy as a quick search to find video evidence of the good things that the company has done, whether its charity efforts or company retreats, access to an organization’s positive history can be just a few keystrokes away.

Beyond simple metadata search, users can track down specific moments with Speech Search, a tool that indexes the audio tracks of videos so they can be searched, giving faster access to specific videos as well as pinpointing the moment in the video when the word was spoken. So no matter how long ago a video was created, if it was recorded on video and uploaded to an enterprise video platform, it can be found. This gives the business the ability to rediscover its roots, and easily share them with everyone in the organization in a clear and human display of the values to which it is looking to return.

“It’s an exercise in rebuilding trust and revisiting all the things that staff believed about their employer, to rebuild the organisation’s culture,” writes Ms Armstrong. Video is the perfect tool to begin that rebuilding process, and an enterprise video platform can support all of the steps along the way.

If you’d like to learn more about how an enterprise video platform can revolutionize your business communications, drop us a line or contact us on Facebook, Twitter or LinkedIn.