How Video Fosters a Culture of Empowerment, Innovation, and Purpose

In recent years, changes in technology and culture have made video an increasingly valuable tool for organizational learning. Spurred on by the commoditization of video cameras in smartphones and laptops, the cultural normalization of social video among millennials, and the rise of virtual teams, we’re fast approaching the point at which it will be easier to share knowledge with video than it is with text.

Video for Knowledge Sharing - Panopto Video PlatformVideo, however, can be far more than just another supplemental training tool. Video can break through organizational communication. It can accelerate innovation and creative problem solving. And it can give employees a greater sense of connection and purpose within their organizations.

When video is used as a company-wide asset for knowledge sharing and communication, its real value is in cultivating a healthy workplace culture. Here’s how.

#1 Video Empowers Employees to Be Seen and Heard

When an employee has a new idea, how do they socialize it? In a traditional organization, they may discuss it with their manager, who can, in turn, run it up the management chain for further review.

But what about all of the other people across the company who could benefit from that idea – refining it, expanding its scope, or simply offering support to see it come to life? Too often, tightly-controlled communication models and management hierarchy inhibit the flow of ideas across team boundaries.

Video is changing that, and it’s expanding the scope of impact employees can have within the organization. A few years ago, Microsoft launched an “internal YouTube” that allows any employee to record their ideas and share them with co-workers. Within three years, more than 10,000 videos had been posted to the portal.

Employee-generated video fosters a sense of individual contribution and empowerment. It enables anyone, regardless of rank or title, to share their ideas and insights in a way that has traditionally been reserved for higher levels in the organization.

#2 Video Fosters a Cycle of Continuous Innovation

In a recent study from Indiana University, a team of cognitive scientists reported that the most effective way to drive innovation is not through sudden flashes of insight, but rather through simple imitation and incremental improvement. People innovate by observing the subject matter experts around them, learning from them, and then applying their own improvements to the original solution.

Most of us are continually testing and finding new ways to be more effective. The key to turning those improvements into organizational best practices and competitive advantage is sharing that knowledge with others.

When organizations encourage employee-generated video, they recognize that every employee is a subject matter expert in something, and that sharing that expertise will lead to a virtuous cycle of imitation, improvement, and innovation.

#3 Video Can Give Employees a Sense of Purpose

Successful companies know that a clearly stated purpose (beyond financial performance) is critical to driving employee loyalty.

Yet simply stating organizational purpose isn’t enough. To inspire employees, leaders at all levels need to connect their teams’ day-to-day activities with that mission.
Video can help.

Short videos recorded by managers and executives can draw this connection in a way that engages and motivates their employees. Fortunately, for most executives, using video to communicate isn’t new. According to Cisco, 4 in 5 executives already use video on a weekly basis.

The opportunity, then, is to make video more than a simple medium for communication—using it to inspire a greater sense of meaning in the workplace.

Ready to give video a try?
If you’d like to learn more about how your organization can establish a new culture with video, contact our team for a demo, or sign up for a free trial.

This article by Panopto originally appeared in Society for Human Resources Management, SHRM Online.

Published: July 14, 2014