With the omnipresence of the internet, mobile devices, and social sites, brand messaging more than ever is not just what you say but how you say it. The medium itself is a key part of the message, speaking volumes about a business before any actual information is revealed. Video messaging has been widely embraced by the biggest, most popular companies and helps convey that a company is successful and on the leading edge of trends and technologies. In addition, studies show that video enhances the effectiveness of the message as well, with audiences retaining up to 300% more content through watching video than reading text. This may be one of the reasons that website visitors are 64% more likely to buy a product on a retail site after they’ve viewed a related video.
Hot on the heels of the success of online video in the consumer marketplace, more and more best-in-class companies are leveraging the built-in benefits of video in the human resources space, particularly in the area of recruitment. For instance, text job descriptions are being transformed into video job descriptions to engage and attract the best candidates; company culture videos are being created to boost employment brand recognition; and video screening tools are being used to save time and money getting to know candidates. With its proven effectiveness and popularity, video messaging is now making its way into the next phase of the hiring process: onboarding.
A Better Way to Welcome
The purpose of onboarding is to make sure that new employees feel welcome and prepared for what lies ahead, but in reality, bogging-down new hires with handbooks and stacks of paperwork – even if it is well-intentioned – often has the opposite effect. Online video poses a friendlier, less overwhelming way to break the ice, providing audiovisual information that is not only more engaging but also more likely to be remembered. In addition, since video can be viewed on mobile devices, it allows new employees to progress through the onboarding process anytime, anywhere. Compelling audiovisual content combined with flexibility makes for a favorable first impression, especially with today’s fast-paced, on-the-go workforce.
There really is no limit to what onboarding material can be covered using video. Explanations of insurance options, benefits packages, diversity & inclusion practices, and compliance are popular subjects companies are currently covering through video. Video tutorials introducing employees to proprietary technologies and systems are also common since it’s easier for people to understand new systems when they can see them in action rather than through a series of still pictures. Other topics include the company’s history, values, products/services, and important people within the organization or your department.
Onboarding Videos for Senior Executives
According to ConsultingMag.com, it is estimated that 60-80% of newly hired executives leave within the first 24 months. The cost associated with these departures is tremendous, not only from a monetary standpoint but also through lost productivity and negative publicity. Onboarding programs can help with this detrimental turnover, but many companies flinch at the idea of asking executives to participate. If you don’t feel comfortable having senior-level staff taking part in the same programs as other new employees, video can be a great way to streamline the onboarding experience specifically for higher level audiences, demonstrating just how much you value them and their time. And since 75% of executives watch business-related videos on a weekly basis anyway, an onboarding video easily falls within their comfort zone.
Tracking & Calls-to-Action
An added benefit of using video for onboarding is that tracking technology can be embedded into the video’s player, allowing you to keep track of employee activity. Depending on what type of information you need, tracking technology can be programmed to generate more general data, such as who has viewed each video and who hasn’t, or data as specific as when, where, and what type of device the videos were viewed from. The most effective videos also feature a call-to-action, which prompts viewers to complete interactive forms or questionnaires. This ensures that employees not only viewed the videos but also understood them.
Addressing Technical Concerns
It’s important to keep in mind that although videos have a huge impact on audiences, they also have a huge impact on internal bandwidth. In other words, the sheer size of video files eats up a lot of server space and could make the videos slow to load. This is a serious problem, considering that viewers give up on an online video if it doesn’t load in two seconds or less. Using YouTube is one way around this, but security can be an issue if you’re dealing with confidential subject matter. YouTube also negates any tracking other than the overall number of views. The best and easiest approach for video hosting is to go through an all-inclusive technology company, which will provide you with fast downloads, secure links, and customized tracking.
As technology snowballs, society’s expectations of employers are evolving at an equally fast pace. Based on other trends within the HR industry, such as social and mobile, web-based video will be the norm for both recruitment messaging and onboarding in just a few years. It will quickly filter to other areas within the HR space as well, such as redeployment, employee transitions, and benefit open enrollment season. As a result, there’s no time like the present for HR professionals to begin adopting this versatile and effective technology into their existing processes.