How to Align Your Team with Video - dummies

How to Align Your Team with Video

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

Motivating different types of people to do or say the right things in the right ways consistently is always a challenge. Video marketing is a useful way to get all team members on the same page.

A series of clever videos that intrigue and entertain is likely to be watched and talked about more than any written memo, and is likely to be remembered far longer than any verbal announcement. Address these key areas to achieve full marketing alignment with your team:

  • Value proposition: Make sure that everyone in your company understands the pain you relieve for your customers, the solution you provide, and the way you differentiate yourself from competitors. If your video is compelling, your staff will be motivated to say the right things to the right people in the right way at the right time.

  • Core values: Lots of companies have core values, but few employees remember them. Video is a useful way to demonstrate the emotional impact of your core values. Brief scenes showing the emotional repercussions of following your organizational “do’s and don’ts” will help your crew remember to do the right thing — and avoid the wrong one.

  • Workplace rules: Verne Harnish of Gazelles suggests: “If your company isn’t mocking you [playfully], you aren’t repeating yourself enough.” Why let your voice grow hoarse? The next time you tire of cleaning out the office fridge, make a quick, entertaining video, and let YouTube do the work of repeatedly telling people to take care of their own spoiled goods.

  • Human-resource issues: Many companies’ employee manuals are miles thick with all sorts of rules and regulations. In reality, few employees read the manuals, and human-resource managers have little time to police all those rules and regulations. People often feel uncomfortable discussing sensitive issues face-to-face. Video is a useful tool for showing how people should behave, and for describing the consequences when they behave badly.

  • Employee introductions to each other: Fast-growth companies can add as many as 10 to 20 people per month. Not many people can remember all those names and faces, especially when they work on the other side of the building, across town, or, sometimes, on the other side of the globe.

    A video introduction can be a helpful way to familiarize employees with an expanding company, no matter where they’re physically located. Simply shoot them introducing themselves, and let them add pieces of personal trivia that will make them memorable.

    A simple channel hosted on YouTube makes for an interesting “rogue’s gallery.”

  • Compliance: If you’re in a regulated industry, such as banking or the medical field, you must comply with a ton of regulations. The forms alone are enough to make your head spin. Video is an efficient tool for passing along important concepts that can save new employees from having to sift through mounds of pages just to tick the right boxes.

  • Company and industry news: Companies often struggle to keep their employees informed of weekly changes and important notices. The bigger the company, the more difficulty it has in disseminating information to everyone.

    Produce a simple weekly show featuring fun and exciting two-minute videos with news and stories.

Any good concept can be overdone. If your videos are boring and mediocre, they’re also ineffective. Keep them fun and lively, and use an idea such as a news show to incorporate other elements from the list. In this case, you’re marketing to your colleagues as your customers, so cater to their needs and interests to keep them engaged.