Use video to communicate change, connect with audiences, and create a unified change story

We get it. Change is hard.

According to research, one of the main reasons change efforts fail in business is the lack of effective communication. If there’s anything that employees and clients dislike more than uncertainty, it’s silence.

Video is the richest, most engaging communication medium. It’s the opposite of silence. So when inevitable changes occur, video can help you cut through the perceived silence with powerful, nuanced communication.


Here are three ways you can leverage video to communicate change.

1. Live broadcasts 

Deliver short live interviews with employees or clients – use these events to address changes and the impact of new regulations, merger and acquisitions, staff changes, etc.

For example, there is a lot of uncertainty regarding post-Brexit vote outcomes in the UK and EU. Legal services and financial firms – and others – are leveraging video to reach their customers promptly to help them navigate Brexit. Live streaming video is a great way to interact with your employees and customers in real time. It keeps your organization agile and helps you reach targeted audiences across regions.

Make it personal  video brings the human side of the organization into change initiatives.


2. VOD and collaboration tools

Use video to deliver a unified change story across the enterprise.

Create short videos with brief updates – provide information on the current situation and future plans. If possible, create target messages – staff will want to know how specific changes will impact them. Post weekly videos on your intranet or video portal. Know the best time to release video communications; avoid Monday morning or Friday afternoon.

Mix it up – offer multiple ways to provide feedback and comments. Give employees the ability to recognize each other on devices with which they’re comfortable. Incorporate corporate collaboration tools like Yammer, Jive or IBM Connections.

Make it easy – Make video on demand available on your portal. Target or restrict videos from certain groups or regions.


3. Record meetings

See it, record it and live it, again – meet with the change management committee and record meetings to keep track of developments and success.

Use recorded meetings to train frontline managers or influencers – enable your change champions to cascade the message.