Category Archives for Employee Video

employee communication and digital marketing

Shouting into the Void: Employee Communication and Digital Marketing

There are 287 million internet users in the United States. It’s safe to say, then, that most people, if not everyone, in your organization use the internet on a regular basis. As your employees spend more of their time online, you have more opportunities for engagement. Now you can use the same techniques digital marketers use to build your company culture, connect with workers and promote positive employee relations. But how you do it? Here are several ways to connect employee communication and digital marketing

Why Should You Communicate With Employees Online?

As an HR and labor relation pro, you know the drill. Sometimes communicating with employees is a challenge — you feel like no one’s listening. You probably get questions from workers that you’ve already answered. Did these employees just forget what you told them? Or were they even listening in the first place?
Consider thinking of your employee communications like digital marketing. This approach allows you to get your message across in an innovative way. Workers are more likely to retain important info, and you can foster positive employee relations. Digital marketing is a powerful tool that lets you engage with workers in your organization. It’s “an umbrella term for all your online marketing efforts,” says software development and marketing company, HubSpot. This term encompasses methods like Google search, email, websites, online video and social media.

How Can You Use Digital Marketing to Engage Employees?

HR pros are using digital marketing techniques today to target employees and create a UnionProof culture. One type of digital marketing method, email automation, for example, lets you send automated marketing messages to staff about relevant and timely topics. Automation can also be a powerful tool for onboarding new employees, with just the right amount of information delivered at just the right time. Automated emails can include links to video messaging, downloadable resources, company handbook, and more. Later, you can also educate employees on right-to-work laws, authorization cards, dues and other information specific to your UnionProof culture. You can communicate your union-free philosophy and inspire workers to take specific actions.
Another aspect of digital marketing, social media, can help you build your culture of engagement by featuring positive employee relations stories from inside the company. Create your online presence as an employer of choice with benefits for new hires, a new hire orientation video, and current industry and legal updates that resonate with employees at your company.
Unlike traditional advertising, digital marketing lets you track your communications with employees. Discover, for example, whether staff read your emails or liked your social media posts. “Digital analytics play a crucial role in nearly every enterprise’s digital marketing strategy, not only for tracking and measuring website traffic but for tracking and measuring other digital channels, as well,” says Marketing Land. “With the explosive growth of social media, video, and mobile, the importance of understanding the contributions and relationships of these channels to website traffic and conversions has increased significantly.”
social media monitoring

Traditional vs. Digital Marketing

In the past, HR teams sent employees paper-based communications like newsletters. These took a long time to complete, and there were no guarantees that employees would even read them. Digital marketing methods, on the other hand, increase the likelihood of staff reading your messages. Research shows that the average person checks his or her email 15 times and spends 35 minutes on Facebook every single day.
Therefore, digital marketing is a great way to promote labor relations. You can update your Instagram and Twitter feeds with the latest developments in union avoidance, for example, or attract more people to your organization with search engine optimization (SEO).

What Are the Best Digital Marketing Techniques?

You can incorporate various methods into your digital marketing strategy. Here are some techniques that you can use.
  • Promote your company’s objectives and values on social media with the right hashtags. Who knows, someone with hundreds of thousands of followers might see your message and post it on their page.
  • Advertise events that promote union-free workplaces on your website or blog. It’s just like pinning an ad on your office noticeboard, but employees are more likely to take notice of your message. Encourage your social media followers to like, share and comment on your content, too.
  • Use pay-per-click advertising to increase the number of people who visit your website and blog. This type of search engine marketing increases the visibility of your organization and its core values on websites like Google and Bing.

What Else?

There are other digital marketing methods, too. Content marketing, for example, lets you incorporate information about your company and its union-free philosophy on your blog. You can create compelling content — what it’s like to work for your company, for example — and post information about employee orientation and staff training.
Text messaging lets you send short marketing messages to mobile devices — perfect if you need to notify employees quickly. This is an effective communication tool: Collectively, Americans check their phones 8 billion times per day.
Live online events are just as effective. Webinars, for example, let you communicate union-free practices and HR-related topics to audiences around the world. All you need is a computer or mobile and an internet connection.
Finally, online video is a powerful tool for employee communications. Use it for orientation and training.
Still haven’t incorporated digital marketing into your workplace? Using marketing methods like SEO, social media, email automation, live events and video promotes your company culture, improves communications and lets you engage with employees on a much deeper level.
social media video
social media employees

Why Great Social Media Video is Gold for Your Employees

Social media is no longer optional if you want to engage your employees and build your employer brand. Mobile devices are a primary source of information and communication for most Americans, and platforms like Facebook and Twitter are central to the mobile lifestyle. In short, if you aren’t on social media and you don’t have great social media video, your message isn’t being heard – and that inhibits your ability to attract top talent and retain your most highly-qualified workers.

Adding Social Media Video to Your Media Mix

While it is possible to connect with employees through text-based posts and long-form content, research shows that the most effective way to capture the attention of your audience is through images. When those images are delivered in the form of short, creative videos, you can count on a positive response. One study demonstrated that four times as many consumers would prefer to watch a video about a product than to read about it – and that preference extends to receiving all sorts of information, including your employer branding messages.

RELATED: Why Your Employer Brand Matters

Perhaps the most important reason to communicate through social media video is the retention factor. Your employees are 65 percent more likely to remember your content after three days when it is presented in a visual format versus a text-based format. That means more time to consider your message and share it with colleagues, extending your reach dramatically.

Consider the benefits of a strong social media presence. Creative, engaging employer branding encourages job-seekers to become applicants, and it keeps current staff members connected with the company. Employers have successfully leveraged social media video to communicate with current and prospective employees about benefits, company culture, and social responsibility. Some even use this forum to encourage strong connections between management and the workforce, effectively discouraging unions from their attempts to stir discontent.

Stories, Tweets, and Channels – Differentiating Your Social Media Strategy Across Platforms

While it is possible to use the same social media video content across multiple platforms, your social media campaigns should include slightly different strategies for each of the popular sites. Differentiate your content based on the culture promoted by individual channels. These are the basics for today’s top social media platforms:

  • Facebook – This is the first place most of your employees will look for you, so make sure your page is entertaining. This is your opportunity to get a little more casual, sharing images and videos you want to go viral.
  • Social Media Leaders – Microsoft knows how to make the most of Facebook, with two major pages. Check out Microsoft Life and Women of Microsoft.
  • LinkedIn – This site is primarily geared towards job seekers, so it is an important place to build your employer brand. The tone is more formal on LinkedIn than on other social media platforms.
  • Social Media LeadersGeneral Mills leverages LinkedIn’s video capabilities to connect with job seekers.
  • YouTube – It’s all about video on YouTube. Using text to share your message simply isn’t an option. This is a great opportunity to start up a channel and create video content that illustrates a-day-in-the-life at your company. Use this platform to house your video, then connect to it through your other social media pages.
  • Social Media LeadersPenn National Gaming’s YouTube Channel is a great example of high-quality video branding.
  • Twitter – Micro-blogging means you have to make your point quickly if you choose a written format. Fortunately, you don’t have to limit the number of characters in your videos. Use this platform to link followers to your content through your tweets.
  • Social Media Leaders – Zappos uses a dedicated Inside Zappos Twitter Page to connect with current and prospective employees.

Getting started on social media doesn’t have to be complicated. Start with Facebook, then expand to other popular platforms. For more information on connecting with your employees through innovative, engaging social media videos, visit Projections, Inc.

Gen Z Employees

They’re Here! Time to Recognize Gen Z Employees

Introducing the new workforce: Gen Z (aka iGeneration)! By the year 2020, this youngest generation of workers, Gen Z employees, will account for 20 percent of the workforce. Born during or after 1995, the eldest are 23 years old and are already working side-by-side with four other generations: millennials (Gen Y), Gen X, baby boomers and the silent generation. The oldest millennials are 38 years old, so Gen Z has multigenerational leaders, challenging your organization to develop effective and productive communication systems, leadership skills, and training and development programs.

Every generation has different perspectives about employment and careers, so it’s time for you to dive into understanding Gen Z employees in order to maintain successful HR practices that engage the whole workforce.

What Is Gen Z Thinking?

Just when you’ve finally learned how to successfully engage millennials, along comes Gen Z. As the first digital-native generation, millennials have driven significant changes in the workplace, from workplace design to embracing social responsibility. Gen Z employees are entering the workforce as employees who are even more comfortable with technology, but their perspective on and experience with technology tools are much different from earlier generations.

A Deloitte study created an informative picture of these young people. Gen Z is skilled with technology. Unlike millennials, they grew up moving rapidly across a variety of technologies — smartphones, tablets and laptops — and social media programs – Instagram, Snapchat, Facebook, etc. They are entering their careers at higher levels as most “typical” entry-level work is now automated.

Gen Z is very concerned about their ability to communicate and forge strong interpersonal relationships. This may be due to the fact that technology has negatively impacted their cognitive skill development, and they recognize that their social skills, like critical thinking and communication, are weak.

Attract Talented Employees

Small Bites at a Time

Gen Z absorbs information in small bites and is visually oriented. This has implications for your training and communication systems. Learning programs that deliver information in easily digested, intuitive modules are attractive to Gen Z employees. Adding soft skills development, such as problem-solving and leadership skills, to training and development can close technology-created gaps in communication skills. This begins with your onboarding program, which should initiate the education process for developing cognitive and communication skills — and continue through all your training programs.

You should use mixed training media that is visually stimulating, easy to access and use, flexible and available 24/7. Providing mobile access is critical to successful Gen Z training, and enables you to deliver continuous learning opportunities. Your managers will also need to hold in-person meetings to supplement the technology-based training and encourage Gen Zers to collaborate on designing work environments that enable people to work as teams, in person or through collaborative technologies.

Gen Z employees also value diversity and are attracted to employers who have similar values and will provide learning and experiential opportunities to work with people who have diverse backgrounds, origins and preferences. In this regard, they are quite similar to younger millennials. The Ernst & Young survey of Gen Z interns found that they prefer millennial managers over Gen X or Baby Boomer managers, likely because some of their perspectives intersect. Since it’s estimated that millennials and Gen Z employees will make up approximately 75 percent of the workforce by the year 2025, this will become a fact of life anyway.

Creating a Generational Bond

Your leaders need skills that enable them to create a cohesive, collaborative workforce within the context of a culture that embraces diversity and innovation. Could anything seem more challenging from an HR perspective?

Managing and motivating a four- or even five-generation workforce that is growing younger and older at the same time requires leaders who can build respect and trust among them. With top-down support, it’s the front-line leaders who maintain a positive corporate culture and engage employees. You want to develop leaders who can identify and promote shared values across the generations, creating a bond. A good leader is accessible, helps each employee understand the importance of their role, holds people accountable, challenges employees to perform at their highest level and meets their unique needs. An effective leader understands generational differences and leverages that knowledge to engage employees.

For example, baby boomers prefer face-to-face communication and Gen Z needs to develop interpersonal communication skills. Millennials and Gen Z are deeply interested in working for organizations that are socially responsible. Millennials use social media to collaborate. Gen Z employees are natural collaborators and use social media to facilitate real world connections. Both baby boomers and Gen Z desire face-to-face meeting opportunities.

Fact of Life

Do your leaders develop mixed-age collaborative teams? Are younger and older workers given opportunities to interact with knowledge sharing from both directions? Do your managers know how to leverage the differing generational motivations to engage all employees? Do your leaders understand the importance of personalized communication skills? Do they have inclusive skills that strengthen employee engagement among all employee generations? These are the kinds of questions you should be asking about your organization’s leadership skills now to develop positive employee relations in a multigenerational workforce.

Finding common ground to bring people together based on their preferences and needs in a productive manner promotes cohesiveness and creates a foundation for leading a multigenerational team. You can develop customized employee videos, web training and eLearning programs that deliver information in a desired format and leadership training programs that address connecting with and managing a multigenerational workforce.

A multigenerational workforce will be a fact of life for decades to come. Consider this: In 16 years, the oldest of Gen Alpha, the next generation, will be 21 years old and entering the workforce. Learning how to connect with a multigenerational workforce now will prepare your organization to engage all employees well into the future.

DIY Video for Employee Communications

DIY Video for Employee Communications

You might think it’s a bit strange for a company who produces professional-quality video for companies to give advice on “do it yourself” video for HR. But employees, especially millennial employees, crave engagement, and HR departments are increasingly expected to communicate regularly with their workforce on both routine and critical issues. Videos can be a great way to communicate with employees and deepen engagement, but, really, should you create your own content? This article will consider the pros and cons of HR departments shooting their own employee communication videos – and you might be surprised!

1. There Are Plenty of Ways to Make Great Employee Videos From Scratch

Do you have an iPhone? Good news, you’re an amateur filmmaker. Gone are the days when you needed to buy dedicated camera equipment. That phone in your pocket can take high-definition video and can usually autocorrect for poor lighting. There are a number of simple things you can do to make those handheld videos look better. Try spending 30 minutes to create consistent lighting conditions throughout your set (or if outside, try to minimize glare from the sun). You can also use multiple iPhones to get different angles. Newer models even shoot video in 4K, though this resolution will consume a great deal of memory. Even these basic techniques can give your videos greater credibility but once you use editing software, the quality of your content improves exponentially.

2. Tips and Tricks for Making Great-Looking Videos

Many amateur filmmakers use Apple’s iMovie, an incredibly powerful software platform that can make short films look fantastic. The software even allows you to start editing on your iPhone before finishing on a Mac. Once you start using iMovie, it makes sense to upgrade your other equipment to get the most out of the software. A good microphone will help capture high-quality audio, and a proper lighting rig goes a long way to make sure your subjects and set are appropriately lit. You can find royalty-free music on sites such as Premium Beat and Pond unless you intend to create your own. iMovie includes a large suite of editing tools such as time lapses, color correction and special effects. While these tools make your videos look great, it can take many months to fully understand how to use the software to its full potential.

3. Mission-Critical Videos Require Outside Professionals

Technology has evolved to the point that with limited skill, you can create a great looking employee video. With a little editing and touch-ups, homemade videos can be distributed throughout your organization. However, mission-critical communications require a professional touch. During periods of heightened tension such as union organizing, layoffs or restructuring, you want to make sure your video surgically communicates the right message to the right audience. You only get one shot in corporate communications, and mistakes can be quickly broadcast on national news and social media. Everyone wants to go viral, but not for the wrong reasons. The good news is that there the team at Projections can provide first-class employee communication videos when the stakes really matter. Projections specializes in labor relations and provides award-winning, highly effective corporate communication tools for onboarding, union organizing campaigns, benefits rollouts, changes (such as facility closings or corporate restructuring), and especially for training and educating your workforce.

A great way to deepen employee engagement is first-class videos, websites and e-learning. Showing your team members that you value their ongoing education is vital for morale and employee retention – not to mention your reputation as an employer of choice. The equipment needed to create quality videos is increasingly affordable, and there are a number of software tools to make your videos look more professional. For routine communications, creating your own videos is probably fine. For critical communications with your broader workforce, such as union avoidance, look to a professional that specializes in corporate communications to ensure your videos are focused enough to convey the right message to the right audience when it really matters.

New Hire Orientation

5 Advantages of New-Hire Orientation Videos

When you bring new people into your organization, your goal should be to attract and engage them. Assuring them that they have made the right decision by joining your team is achievable with videos. Five key advantages of using videos to onboard new hires are training consistency, flexible topic presentation, creative content, efficient delivery and informative engagement.

Advantage #1: Training Consistency

Typically, during orientations, different employees give presentations on the same topics. This can send different messages to your new hires who are just learning the ropes. To avoid this confusion, you can improve training by using videos and creating similar experiences for new hires. Maintaining a high-quality messaging standard with videos helps companies consistently train new employees both in-house and at remote locations. Original videos can present all your company information in an efficient way, reducing the time required for employee onboarding.

Advantage #2: Flexible Topic Presentation

If you’re a company trainer and are bringing new-hires up-to-date about company policies, you want to present information in a clear format. With the flexibility of videos, you’ll cover a wide range of topics. For example, a library of videos, arranged in order of length, might include: equal opportunity employment, medical leave, harassment, phone use, internet use, drug testing and workplace safety. Offering company videos, you can either show a separate segment for each topic or store segments for employees’ later use. This flexibility gives employees all the time they need to select and view each video individually or in small groups.

Advantage #3: Creative Content

Videos that increase employees’ enthusiasm about their new jobs have something in common: They have creative content and teem with engaging elements. One popular video format is documentary-style. Featuring interviews with company employees, documentary-style videos help to introduce new hires to their colleagues. A second format is known as script-based. In this type of video, actors deliver talks concerning organizational topics, like compensation and benefits. Another useful style of video is the virtual office tour. This format helps those just starting out feel comfortable with their new surroundings. Facilitating onboarding, any of these video formats shares creatively designed content that makes new hires feel welcome.

Advantage #4: Efficient delivery

Most of the time video delivery—online or in person—is an efficient process. Whether you’re uploading a video to a social media website or, for privacy, to a Learning Management System (LMS), it is easy to deliver a quality video online for your new hires. For in-person showings, staff can use TVs, computers, laptops and hand-held devices, such as cell phones. Further, PowerPoint presentations with audio voiceovers can also be used to present videos. Overall, all these video platforms effectively bring tools together for content creation, sharing and management.

Advantage #5: Informative engagement

Did you know that most workers retain knowledge while they are actively engaged in a learning environment? When your new employees experience orientation through video, they learn. This learning process evolves as they are introduced to older employees, team leaders and management via videos. By watching coworkers’ video-based presentations, your new employees will not only understand policies but also focus on the importance of their own jobs. Similarly, videos of company events help new hires learn about company culture. So, for informative engagement, the best onboarding videos promote company values, not just training goals.

Take Away

Knowing these five advantages of using videos during your orientation sessions is the key to smooth new-hire transition. Letting new employees know that you value and care about them establishes a welcoming atmosphere that encourages low turnover and high productivity. As a result, producing a successful onboarding experience with videos benefits employee morale and bolsters company performance, creating a win-win situation for everybody.

Ready to create a consistent, creative, memorable and actionable onboarding video? One that can also help keep your company union-free? For nearly 40 years, Projections has specialized in connecting employers and employees through powerful video, web and online messaging! Get started today!

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