
Sam Crumley, vice president employee experience at video streaming company Panopto, shares his prior work experience and how video technology could have helped drive higher engagement and overcome challenges faced by HR and benefits professionals.

Capture and share knowledge.
There also was no way to assess the impact of any processes. As more programs were developed internally by employees, more information was lost and there was a growing stack of documents shelved in each department.
Reusable videos could have helped solve these problems by capturing knowledge, so employees could access it anytime, anywhere. Instead of taking time out of important meetings reiterating the same content, videos were provided ahead of the session so that staff could focus on more value-added discussions.
Video can also be used to capture data on customer satisfaction and provide reports for employees, Crumley said. Employees have expert knowledge at their fingertips and can easily search for specific information with the use of content archives.

Manage performance expectations.
New processes, Crumley said, could be clunky and would require constant coordination between HR and the communications team.
Through on-demand video, mid-level management can easily access strategies, rather than the information cascading down from manager to manager. Viewers “quite literally” can see what a good performance conversation looks like.

Implement micro learning.
Small, easily accessible, task-based videos could instead be used for employees who need training in the moment, which minimizes time away from patients, he said.

Better train new talent.
A video-enabled solution would be able to capture the expertise of workers who have been solving issues for 30-plus years, and retain their expert knowledge before they leave the workforce. And as regulations change, he added, videos can be easily edited and updated.

Connect regional, corporate office training.
Video could have helped solve this problem, Crumley said: Regional offices would still be able to keep that concept of the content generation happening locally by those who need and understand it. And with video, companies could also integrate with corporate learning management system and quickly keep track of the generated content.

Change management.
The client had a cultural issue where several roles were experiencing high turnover rates, so there was a constant need for onboarding and training new workers. The company was sending to offices across seven regions, costing a pretty penny.
If a video solution had been in place, employers would have been able to share case demonstrations across departments and locations, as well as gaining immediate feedback from the new hires. Video capabilities also would have ensured content remained consistent and did not vary depending on the external instructor’s capability, as well as reduce costs incurred from travel.

Connect remote, distant workers.
Through video technology, there was an ability to create content in a distributed model, with end users and experts creating content that could be distributed to other locations. In addition, for the isolated staffers, video provided a face to the corporate headquarters that were supporting them, increasing engagement.

Employer tips for using video tech
When choosing, he says, look at your pain points: where isn’t something happening as effectively as it could? Engage your users in a solution and leverage the technology you have in place.
When adopting a new process, there is almost always a culture impact, he said. Leave room for flexibility, he advised. “I’ve seen many organizations implementing video who end up using it in a completely different way than intended because it was driven by employees or a customer. Start with the content, then worry about format.”
And lastly, he said, measure results. Most platforms that deliver video tech can capture user satisfaction. And look at social interactions — comments, or social media sharing. “But ultimately,” he concluded, “the greatest measure of impact of a new method is you’re getting the business results you’re looking for.”