Marketers talk often about video, video, video. In fact, “use more video” is a recommendation we give 90% of the credit unions who ask us to take a fresh look at their marketing.
The reality, however, is that video has just as much impact internally as it does externally. Top credit union executives and trainers today are using video to connect with their staff and convey critical information.
Internal video done well accomplishes three things:
- Creates clarity
When everyone hears the same message, there’s no room for misinterpretation. Clarity ensures that no matter the role an employee plays, he or she has the same understanding as a team member at another branch or in another department. Clarity is key in everything you communicate to your staff, be it a marketing promotion, an organizational restructure or an upcoming holiday.
- Inspires action
Good internal video is emotional. Not necessarily the make-you-cry kind of emotional, but rather the kind of emotion that makes you want to get up and do something about what you just watched. Your brand cannot just be words on a page. It has to be something on which your staff takes action. Video helps them do that.
- Remembers the mission
No matter how good your one-day training event may be, it’s easy for staff to get lost in the hustle and bustle of daily credit union life and forget your brand mission. They may believe it, but they are not living it. Consistent internal video provides a regular touchpoint reminding your team why they get out of bed every morning.
In each of these, think of internal video as your chance to give your staff a loyalty-inspiring Braveheart speech (or whatever equivalent best fits your brand).
Here are three ways you can use video internally.
Monthly brand training
Staff must buy into your brand. Otherwise, the brand fizzles and dies before it leaves your senior leadership team meeting.
What we unfortunately sometimes see is credit unions who launch a beautiful new brand—complete with a new vision and mission—and then forget about it. The staff love the new T-shirts, but no one is really talking about the brand on a regular basis.
UniWyo Federal Credit Union does this differently. Their trainer attends each department meeting once a month. During that meeting, every department watches the same brand training video. It has a few tips for thought and then the group discusses. This simply monthly video has led to greater buy-in and greater accountability among the staff.
As a leader at your credit union, you cannot be the only one living the brand.
Welcome for new employees
The key here is to send the video before the new employee actually starts. Take 60 seconds to record your CEO making a personalized welcome to the new teammate and then send it on to the new hire’s email a week before they start.
And if you feel the need to have a script, try something like this:
Hi [name of new employee]! I’m [your CEO’s name], President & CEO here at [your credit union’s name]. I just wanted to take a minute and welcome you to our credit union. We are so honored you’ve decided to join our team and can’t wait for the great work we’re going to do together. Your start date can’t get here soon enough! Take care [new employee’s name] and we’ll see you next week.
Tired of explaining the same thing over and over again? Or referencing the procedure manual every time someone in the loan department has to cover for someone on vacation? That’s a great opportunity to utilize video.
With simple (and usually free) software like BombBomb or Microsoft Teams, you can record the actions you’re taking on your screen and talk through the steps as you take them. That way, next time you or someone in a critical position takes time off, everyone has access. This is a great option for risk management and crisis preparedness.
One more thing. None of these videos need to be big productions. If you or your marketing agency have the ability to produce high-level video, great. But videos shot directly from your phone are just as effective.
The point is simply to create clarity, inspire action and remember the mission.