Online video is growing its popularity in corporate communications. Thanks to the inspiration by YouTube and the increasing number of videos produced and the range of platforms and devices used to view them, companies are looking for simple ways to share and manage videos internally.
This need has led to the birth and growth of the enterprise video content management business. A centrally managed online video platform enables a company to manage and organize its video library, manage video releases and analyze video usage. Typically a video platform is owned by the marketing or communications function and supported by IT.
Today, companies are embracing video as a tool to support education and training, as well as corporate communications.
According to Gartner’s consumer study about 22% of the employees in Europe and the U.S. in the organizations with 100 or more employees say that they have access to video library to increase their skills – compared to about 2 % a decade ago (Gartner: Magic Quadrant for Enterprise Video Content Management, 30 November 2015).
I spoke with Hanna Karppi, Group Internal Digital Communications Manager, about how Skanska utilizes its online video platform in communications, provided by Kaltura. Skanska is a project development and construction company with nearly 50 000 employees, 14 business units and operations in several countries.
At Skanska, online videos are seen as a key corporate communications method.
Online videos help Skanska share information more effectively throughout the organization. Videos are used in change processes such as communicating new company values, and in sharing best practices related to work safety and accident prevention at Skanska construction sites. Video is also a good way to present brief financial and market survey reports, and provide online trainings when taking into use a new collaboration tool for example.
Karppi says that Skanska’s online video platform has been used for a year now. The experience is so far very positive. Altogether 1200 videos are available on this group-wide platform for any employee. The platform is also connected to the global intranet and news items with videos are getting increased views, likes and comments.
Thanks to the platform, the threshold to produce in-house videos has significantly decreased. Even top management is producing their own videos.
When asking about the future, Karppi plans to extend the platform to external marketing and communication use in the future as well as encourage employees to produce their own videos. More emphasis will also be put on developing metrics to understand the impact of video communications.
To summarize, video can be a powerful and vibrant tool to reach employees in geographically dispersed organizations, drive change, train and commit people, and make an impact on employee behavior. Therefore, also we at Affecto want to help our customers adopt online video best practices that can generate significant business benefits.
Continue the discussion with me on Twitter: @Katja_Vuokila