Creating Corporate Legacy with Video

In the last few years, the world has proven its ability to change on a dime. It’s more important than ever for corporate executives to be masters of communication during periods of fluidity in their company, industry, or across the globe.

Use Video to Master Your Corporate Legacy

In the corporate world, legacy is everything. The impression your company leaves on the minds of its consumers, employees, and investors can make or break your financials. Video is one of the most valuable tools that executives can use to shape an organization’s legacy.

Internal Communications Bring Your Team Together

For companies seeking to solidify or build a legacy, employee communication is essential. An internal video should leave employees feeling like a valuable part of the whole.

It’s your opportunity to align employees along your mission and connect them to the goals their work contributes to.

  1. Keep it authentic: This means showing your face, avoiding corporate jargon, and speaking from the heart. Try to communicate in a way that feels natural and relatable.
  2. Be clear and concise: Tailor your core message and the way you send that message to your audience.
  3. Use a variety of formats: People learn in different ways, so it’s important to use a variety of video elements to communicate with your team. You might explore explainer videos, training videos, or interviews with subject matter experts. And within videos, you might emphasize important points using voiceovers, descriptive b-roll, and graphics.
  4. Be consistent: Regularly sharing internal communications in various formats helps employees feel valued and informed. Long-form video, short-form social media content, town halls, and emails can all show employees the value of the work they’re doing. And it can offer them the recognition that they deserve.

External Communications Shape Perception

Video can also be a powerful tool for communicating with external stakeholders, including investors, customers, and the media. Once you connect your audience to your mission, they’re incentivized to act.

  1. Tell a story: People connect with stories, so try to tell a compelling story that resonates with your audience. This might include highlighting the impact your organization is having on the world with interviews, showcasing customer success stories, or sharing your company’s values and mission.
  2. Be transparent: In today’s digital age, transparency is more important than ever. Use video to share updates on your company’s progress. And consider sharing stories about obstacles or challenges that your organization has or is working to overcome. Transparency, authenticity, and vulnerability are deeply interconnected.
  3. Keep it engaging: To keep your external audience engaged, try to make your video content visually appealing and engaging. This might include using animations, graphics, or music to create a dynamic and memorable experience.
  4. Use social media: Social media platforms like LinkedIn and Twitter are powerful tools for reaching external stakeholders. Use video to share updates and insights on these platforms. And beyond the video, engage with your audience through comments and direct messages.

Navigating Corporate Legacy as a Leader

Finally, think about how video can help you create a corporate legacy that reflects the modern expectations of leadership.

  1. Embrace diversity and inclusion: Diversity and inclusion are essential to success. Use video to showcase the diversity of your team and highlight your commitment to building an inclusive culture.
  2. Highlight environmental social responsibility: Corporate social responsibility is becoming increasingly important to stakeholders. Use video to showcase your organization’s commitment to ESG issues, and highlight the positive impact your company is having on the world.
  3. Focus on long-term success: Video has a long shelf life if you know how to craft it the right way. One effective video can continue to carry your message to new audiences for years to come.

Sign up for The Slate: A Twice-a-Month Tip for Using Video to Achieve Your Business Goals.

“It’s one thing to understand the role of video in business communication, it’s another to know how to use video to solve actual business problems. Vern Oakley gets that.”


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