Embracing Video for Effective Corporate Change Management in 2024

Change is inevitable. Effective change management strategies are crucial for organizations to successfully navigate transitions. Traditional change management approaches are evolving, thanks to digital tools and faster communication methods.

Ineffective communication is one of the largest reasons 70% of change programs fail to achieve their goals. Luckily, video is an incredibly powerful tool corporations can use in 2024. Rewrite your change management strategies and engage employees on new levels to sail through any stormy patches of change.

Leverage Video for Transparent Communication

Your employees can sense inauthentic communication a mile away. Transparent, honest communication is the only way to truly build trust and gain employee buy-in. This mitigates resistance during periods of change, when you most need everybody on board.

Video allows leaders to convey important messages with clarity and consistency. The visual elements of video are a great way to reinforce the brand identity and editing can ensure that the speakers are always on message. However, the efficacy of your communication is dependent of the authenticity of the speakers. If the people delivering the on-camera performances appear stiff and scripted, the video will fall flat. Authenticity is the best way to get your audience on board.

Be as open as you can about how leadership plans to navigate the change you’re facing. By leveraging video, leaders can communicate change initiatives in a more engaging way, enhancing employee understanding and alignment. Outline the steps forward so your people feel included, not in the dark. Research shows that increased transparency leads to greater trust, and leaders will need a unified team on the other side.

Build a Collaborative Culture through Virtual Engagement

Effective change management requires active participation from employees at all levels, but a strong internal communications strategy is mandatory to earn their participation. A whopping 85% of employees feel more motivated when they regularly receive company news.

High-level changes can often feel confusing and overwhelming for those outside the meeting room. Video is an ideal tool to send a memorable and digestible explanation to employees.

For example, on-screen text and graphics can emphasize important facts and figures. And captions or voiceovers can be translated into multiple languages to make sure your message is heard by all.

With hybrid and remote schedules being commonplace, video can also allow employees who are not in the office to hear the exact same message, delivered in the exact same way from anywhere around the world. This consistency ensures that every employee feels informed and valued.

Enhance Leadership Visibility and Accessibility

Leadership visibility is critical during times of change. Employees look to leaders for guidance and direction. Confident leaders understand how to show up for their teams when their people need that reassurance.

Video communication provides leaders with a platform to connect with employees on a more personal level. The good news is, people would rather hear from leaders than read: People are 75% more likely to watch a video than read an email.

With this in mind, leaders can enhance their visibility by making consistent on-camera appearances to share updates. Virtual Q&A sessions can allow employees to share feedback and allow for leaders to calm nerves. An increased effort toward transparency demonstrates leaders’ commitment to guiding their organization through change.

Measure Success and Drive Continuous Improvement

By incorporating video into change management initiatives, companies can measure the effectiveness of their communication strategies. Video platforms offer valuable analytics data, quantifying engagement and participation levels. Surprisingly, while many companies have already jumped on the video bandwagon, 69% of organizations don’t measure their video’s engagement.

By leveraging these valuable insights, organizations can refine their approaches based on what works (and what doesn’t). This opens up opportunities to address gaps in communication and ensure the success of their change management initiatives.

Just like any communications effort, video allows for continuous improvement. And fortunately, the more your company uses video, the more receptive your audience will be to it.

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.”


When you work with Tribe, you’ll get…