Why Video Should Drive Your Digital Transformation

Ryan Harrivan
Ryan Harrivan | October 26, 2020 | Company Culture

One of the greatest challenges that organizations face when it comes to digital transformation is people’s resistance to change.

This probably sounds familiar, right? 

For most people, change means pain. Learning new processes, flipping the script on the way you’ve always done things, and challenging the status quo can be painful things. However, growing pains are a good thing – and they’re absolutely necessary.

When it comes to undergoing a digital transformation, it's important to proactively address the changes to your company. Why are you beginning this journey? Why is it important to have a digital culture? Who benefits – and what are the benefits?

Once you’ve done that, start by sharing a short, honest, authentic video with your team to get them excited about the journey – and watch how much better that resonates with them compared to sending an email. 

Taking the steps to incorporate video into your internal communications strategy is an incredibly powerful change. Communicating visually with short, impactful videos will help your team cut through the noise and share their knowledge like never before.

"Communicating visually with short, impactful videos
will help your team cut through the noise and
share their knowledge like never before."

 

However, change doesn’t always come easy. If you’re challenged with a multigenerational workforce, for example, then you already know that older employees are often more resistant to change and less tech-savvy than their younger counterparts. 

Video communications, though, works for everyone within the organization. It’s familiar and impactful.

BLOG: 4 Videos You Need to Make to Improve Your Company Culture

 

Disrupt... or Be Disrupted

 

As the saying goes, “Adapt or die.” We’ve all seen the famous examples of companies who didn’t recognize their value prop or adapt their business model and went out of business.

So when you’re undergoing your digital transformation and incorporating video as a core communication strategy, it’s critical to have a constant flow of information through training, content, and technology. 

A common driver of the fear of change is the unknown – and that’s certainly one of the obstacles you’ll have to overcome. The good news is that there’s no better tool for sharing information and helping people overcome their fears than through video.

It’s just like the first time you visit a foreign country, right? If you don’t know the language, culture, or customs, it can be pretty scary. But if you do understand those things – even if you’re not an expert – you’ll feel more comfortable and confident in finding your way around. 

So with regards to getting your team to embrace digital transformation, it's all about communication – specifically structured content. Without structure, it will be almost impossible to deliver the right message to the right audience, and when that happens people stop seeing the value

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You also need to have the right technology in order to do that effectively because that’s what will drive the efficiencies. 

If you’re not leveraging the right technology that streamlines this process for you and makes it easy for users to share employee-generated content, then you’re making things much harder than they need to be.

As we laid out in another blog post, Top Features to Look for in a Knowledge Sharing Platform, the right knowledge sharing solution will give you all of the tools that you need to succeed. The best knowledge sharing platforms all have: 
  • Interactivity
  • Personalization
  • A search engine
  • Integration
  • Responsiveness
  • And a team of experts that can guide you along the way! 

What I Learned the Hard Way...

 

Previously, I had worked for another tech company in another industry. They provided a technology that was forward-thinking, and disruptive to how business had been done in that sector for several years.

Initially, we focused on being a service provider that was all about hand-holding the client, so as not to disturb the status quo while building market share. Then,  almost overnight, the leadership team decided to embrace digital transformation messaging, and pivoted to position the platform as a SaaS (software as a service). 

One of the issues we faced at this pivot was that we had several legacy clients who were used to the “old way” of doing things and refused to adapt to using the technology and serving themselves. It was something the company struggled to handle and it put a lot of pressure on employees to communicate the transition, both internally and externally. 

And, the senior leadership tasked just the head of marketing, the head of human resources, and the CRO to help the team and clients to understand and embrace the pivot to positioning the SaaS platform. As you can imagine, it caused a lot of headaches for that small team.

However, if they had crowd-sourced that communication and leverage the entire organization instead of just three people, it would have been a lot more effective and far less strenuous. Employee-generated content and peer-to-peer knowledge sharing, especially through video, is much more scalable.

I’ll leave you with this statistic which further illustrates the points raised in this article….

87% of senior business leaders say digitalization
is a company priority. However, only 40% of
organizations have brought digital initiatives to scale.

 

If you want to be one of the 40%, we can help. Schedule a brief consultation with our team of experts and we’ll show you the ropes on leading your digital transformation charge with video. 

In the meantime, check out our free eBook, 100+ Prompts to Drive Knowledge Sharing, to help kickstart your journey!

100+ Prompts for Video Knowledge Sharing

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