Your employees are brilliant, bright-minded individuals with the drive to improve your company both internally and externally. That’s why you hired them, right? So why is it that so many enterprises silo the ideas and feedback of employees who are perfectly capable of contributing to internal corporate education and communication?
We see a shift in the mindset of the enterprise lately. Employers are starting to break the silos and accept – and promote – employee generated content (EGC). A recent article in ITProPortal revealed that 75% of C-level and IT Professionals think that “the capability to easily incorporate video into all of the organizations’ tools/applications will play an important role in the near future.”
We even recently talked about how future executives see video as critical to the success of their companies. If you believe this is just hype, take a closer look at why your enterprise should encourage employee generated content.
EGC Allows the “Cream to Rise”
Every company employs exceptional team members that can become shining examples in the workplace. Enabling employee generated content allows that “cream to rise” and influence average employees. Unfortunately, without the ability to produce EGC, much of this talent remains siloed.
Some ideas for these exceptional team members include:
- Motivating co-workers
- Product announcements
Whatever the case, these remarkable staff members have the power to positively affect both productivity and profitability. After all, “a rising tide lifts all boats.”
EGC Enhances Employee Engagement
When measuring the success of employee generated enterprise video, it’s important to note not only the number of videos produced, but also the level of employee engagement. When it comes to online video, regardless of its purpose, engagement reigns supreme in determining your ROI.
When IBM first enabled EGC, less than .01% of the workforce produced their own videos. However, within only a month of the content launching, employees shared the videos internally nearly 4,800 times and left 3,212 comments.
When you introduce employee generated content into your enterprise, make sure that viewers can share and comment on your videos. The true value of your internal EGC lies in these interactions.
EGC Improves the Impact of Internal Communication
Not only does EGC bring a human element to the table, but it also packs an emotional and credible punch. These videos highlight employees’ stories and perspectives, offering coworkers insight into how people ‘just like me’ are coping with change and incorporating new products into their processes.
In 2006, Pfizer experienced great success with its employee generated video content initiative. After adopting a global “transformation” program to create a leaner and more competitive company, Pfizer selected ten employees representing every dynamic in the new structure. Pfizer then asked them each to record the personal journey they went on as the changes began to take effect over the three months leading up to the launch conference. By the time the conference came around, these ten employees had practically become celebrities within the company.
“It was a real, human win in terms of change engagement,” said Nigel Edwards, Pfizer’s UK Internal Communication Manager. “When they went on the stage, people recognized them, and they were talking in their kind of language, not management jargon.”
In the enterprise, employee generated content is often much more compelling and authentic than professionally-produced “corporate” communication. As such, it boosts internal engagement and the overall impact of the messaging. Allowing employees’ expertise and diversity to shine through EGC is a win-win strategy for enterprises. Viewers will absorb and retain more information, and companies will ultimately reap the rewards that often come as a result of a better educated, engaged workforce.