You finally did it. You defined your organization’s vision, its mission and the core values. It wasn’t easy, and it probably took you a while. But you dug deep and really thought about what it is that makes your organization so unique. Now whenever you see those simple statements, they conjure up stories and images of something meaningful. Those statements become very powerful symbols to your leadership team. But what about your employees? Were they aware of the conversations that went into shaping your organization’s direction? Do the statements conjure up a story for them? Probably not. The reason for this is simple – the power of your core values, vision and mission are not the words on the page but the stories and emotions that make them authentically yours.
So how do you get your employees to connect with your culture?
While there are many approaches you can take, I recommend something a bit more tactical: Video.
We all know about the power of video as a marketing tool – a good video can bring us to tears, make us feel joy, fear and all emotions inbetween. Video communicates more than the words written in the script – it communicates emotion and story. We understand the power of this tool with our outside audiences, but we often miss the opportunity to use it for our internal audiences.
Here are five ways that you can effectively use video to improve your corporate culture and your business:
1. Communicating Vision
Create compelling video around your vision, mission and goals. No one knows your company better than you do and who better to share that vision than you? Use video as an opportunity to help bridge the gap between your stories and the employees’ understanding of vision.
2. Defining Core Values
You’ve developed a set of core values that speak to who you are and how your team is expected to operate. While words on a page start the story, employees also need to understand how to live the values. Try creating a video for each one of your core values. This will help bring them to life for all levels of your team.
3. Recruiting and Onboarding New Employees
There are a lot of companies who get these videos right. The over-the-top, “look how amazing it is to work here,” pieces that make us feel like something moved deep inside of us.
These videos represent an opportunity to get creative and show a side of your company that may not always get to shine. For example, instead of showing just the good stuff about your company, show some behind the scenes action as well. We’ve all seen the sexy boardrooms and bike racks on the walls, but what about showing the CEO in the copy room? Let people know you’re down to earth and that you’re an “all-hands-on-deck” kind of company. If transparency is important to you, try having a client host your onboarding video – they can give you the tour, tell you what’s great and what’s not-so-great about your business. Recruiting help from a client rather than your HR pro shows people you’ve got to operate with integrity and treat the client as a true partner.
Most of us have experienced some kind of training video in our career history and, let’s be honest, most of them were pretty bad. Look for creative ways to train employees on specific tasks. Take it further by creating training videos for new products, new policies or how to manage changes in your organization. You may want to bring in an expert to help on these, otherwise they can become the stuff of Youtube legends.
5. Staying Connected
It’s really easy for teams of any size to lose touch with each other – you get busy with work and deadlines and forget about the culture. We know that a connected team is a functioning team, so look for opportunities to use video to facilitate that connection. A few quick ideas include creative staff profiles (sent out each month), video blog updates from your CEO or work sharing – highlighting successful projects or people who contribute to your culture.