Topics: Marketing, Digital Tactics, How-Tos, Video, B2B, B2C, Marketing Metrics, NFP, Marketing Tools, Content Marketing, Lead Generation, Advertising

Growing Your Business With Internal Video Content

Communication has come a long way. When you consider how much more collaboration and transparency exists in the workplace today than just a decade ago, you can understand why companies are looking for more streamlined ways to communicate with their team internally.

What else has come a long way? Video content in the marketing world. So it only makes sense that videos would make their way inside the company as well. Using video for corporate communications can strengthen company culture, build community within an organization, and add a more personal touch to otherwise dull communication methods.

There’s no shortage of the ways companies are incorporating video into their cultures. In some cases, they’re even replacing their traditional communication methods entirely with new tech-savvy models.

Compared to memos or emails, videos are more digestible and engaging, helping viewers absorb more information more quickly. By producing internal videos, leadership can communicate with their teams at a moment’s notice with quick snippets and a concise message.

Employees respond well to highly personal content built around the company culture with the intention of strengthening internal bonds. Whether it’s video documentation of an in-person team building exercise shown to prospects, or a speech from a CEO talking about the future of the organization, video content reinforces the brand and strengthens the bond among colleagues—or even the bond between your company and your audience.


How-to and training videos can replace time-consuming in-person training and give all new employees the same training, quickly distributing training and educational material to everyone who needs it. For any lessons that are replicated when employees join or shift roles, video content can save you loads of valuable time and manpower. Plus, it allows each employee to learn at their own pace and more easily revisit the material. Video content also ensures that training becomes standardized, not dependent on who’s running the training that day.

Also, keep in mind that video doesn’t have to be static. If you need to make changes, it’s easy to record a quick update and distribute it to all employees to watch rather than holding an hour-long meeting, or multiple meetings, for small, new updates.

Training videos can easily be interdepartmental or span the entire company, covering policies, health and safety training, and human resources procedures. You can even distribute professional development training via webinars and content outside of the organization to promote education and growth. And, as a bonus, build some brand equity in the process.

HR and Recruitment

Using video to attract new talent can add dimension and a level of excitement to the prospects entering the recruitment process. It’s easy to capture video content regularly at team outings, meetings, or events, then use that to create promotional material for recruitment purposes.

This gives prospects a peek into your company and shows that you care about culture.

Using video in the recruitment process is also a good selling point. It positions you as being technologically savvy and willing to invest time and money into new technology, attracting younger employees and millennials who value technology and progressive tools when considering job offers.

Team Building and Engagement

Employees who are engaged and feel a sense of community are more active and valuable to the team. They also want to feel in the loop and know that the company is keeping them in mind during the decision making process. Whether it’s about updates or teammates, video is a highly personal and engaging form of communication that can build morale and make the group feel more connected. Teams can share video updates with the rest of the company or collaborate on company-wide content, strengthening company bonds and reinforce the company culture.

Brand Identity

Brand identity is something that can slip through the cracks when not given dedicated time and effort to build. Your company’s messaging and alignment is necessary to identify, but it’s equally necessary for all employees to be on board and immersed in the brand.

When incorporating video into internal communication strategies, it’s good to include branded content to reinforce the identity of the brand even beyond explaining brand guidelines. Brand-immersive videos can also come in handy as promotional tools to show at events or during the recruitment process.

Also, during rebranding efforts or when sharing new brand items, video content can easily inform internal teams how the rebranding affects them.


Employees want to know that the leaders of their companies are accessible and transparent, but as you get into larger corporations, direct employee-to-CEO contact can be challenging to maintain. The size of the organization shouldn’t affect which employees are staying up to date on the latest happenings within the organization. And no CEO wants to be a nebulous figurehead no one ever hears from. Well, most don’t, at least.

While it might not be realistic for every employee to be present at board meetings or quarterly planning sessions, it’s very realistic to share the key notes via video. Broadcasting these messages via video streaming or a produced video will bridge the gap between leadership and employees. When employees trust a CEO, it has a significant positive impact on satisfaction, retention, and performance.

It’s less conducive to everyone when you distribute these messages through emails or letters. In text, tone and emphasis can get lost in translation. Video content makes leadership more human—and, therefore, more trustworthy—and, by getting a literal full picture, viewers know how to perceive messages without speculation.

Video also reinforces that the CEO was willing to take time out of their day to personally record the message. Comparably, a generic email or memo could indicate the job was delegated to someone else.

These informative videos from CEOs and other leadership can be used to discuss company progress as well as changes within the organization. Changes can be good or bad, but using video to divulge the message lets the speaker take the words into their own hands and give the message with clarity and confidence.

It’s also a great way to announce structural developments or changes that can worry employees if they’re not communicated properly. With video, the company can decide what type of message they want to send out and control that message without creating cause for rumors or speculation.

In addition to giving video updates when something big happens, providing regular progress updates or status reports can help maintain a sense of connection and promote transparency within the organization. That alone is reason enough, but these updates also keep employees educated on what’s happening within the organization and on board with the company’s current goals and objectives. Being able to transmit these messages through video will make the employees feel more part of the process, and they’ll be able to retain the information better.

Once you start using video to communicate within the company, you can start experimenting with different forms of videos like live-action, animation, or webinars. If you have the staff, videos can be produced in-house. Or, you can find a partner (like, say, Epipheo).

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By: Epipheo

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