As more and more people get vaccinated for COVID-19, the “new normal” will look different for your organization – and every organization for that matter. Some have gone completely remote with no plans to return to the office. Some may require employees to be back in the office or job site full-time if they worked from home during the pandemic. While others may adapt a hybrid work approach. Despite what your work situation looks like, one thing remains clear: video benefits communication is here to stay.
Videos have been a staple for many companies for a while now, especially when it comes to marketing. However, the pandemic has pushed this form of communication to the forefront for human resources and benefits professionals. With nearly 60% of adults in the U.S. regularly or occasionally consuming video or TV on their mobile devices, now is an ideal time to make the transition from in-person meetings to going virtual with videos or online meetings that can be recorded.
For example, First Person’s partner, Briljent, used short videos this year in place of three, 90-minute mandatory meetings, letting their employees navigate their Open Enrollment experience.
“It’s always been important to Briljent’s leadership and HR that we provide our employees with the resources to make smart healthcare consumer choices,” said Desiree Edwards, Human Resource Manager. “We ultimately made the jump to short microlearning videos. Our employees can now access the information any time they want – even outside their workday – and can involve their spouse or financial advisor! We plan to reuse the videos year-round for new hires, educational reminders and qualifying events.”
So, what makes videos so successful for companies?
Reason #1: Flexibility
Whether it’s a 30-minute recorded video of a presentation on Zoom or a handful of edited three-minute videos highlighting changes and new benefits for Open Enrollment, the feedback is similar. Employees like the flexibility of watching a video on demand – when it’s convenient for them.
With videos, employees can watch in their office, at home with their family or even rewatch if they don’t remember what was communicated. They can pause the video and come back to it later if they need to, or skip over a video completely if it’s something they’re not interested in enrolling in.
Videos also make it easy for employees to share with family members. If one of your employees isn’t the only decision-maker in the family, they can easily send the video link to their partner for additional input on what the right decision is for their family’s needs.
Videos put the employee in the driver seat when it comes to their benefits. It gives them the information they need, when they need it. And, if they need more information, there should always be accompanying materials to go along with the videos or office hours with HR to discuss any questions.
Reason #2: Increases Productivity
Videos not only create flexibility for employees, but also for human resources. If you’re using videos to communicate benefits instead of conducting multiple one-hour meetings, it gives you more one-on-one time with employees who have questions or to attend to other pressing items for Open Enrollment. Not to mention, the videos can then be used for new hires or recruitment throughout the year, freeing up even more time for your HR team.
HR also doesn’t have to worry about incoming calls being missed because their staff is in an Open Enrollment meeting. Employees can watch the videos when it’s convenient for them, so if they have a client meeting, they don’t have to worry about missing out on important information.
Reason #3: Visualizing Employee Benefits
Approximately 67% of employees find that completing complex tasks is easier when the instructions are communicated by video than just plain text. Videos are an effective medium for benefits communication, because they can visualize complex information, breaking down difficult information into easier-to-digest pieces. Adding images or infographics to a video can help employees understand their benefits better leading to more educated enrollments, which can save your organization money in the long run.
Reason #4: Video Resonates with People
Video is a unique medium, because it can combine music, voice, humor, motion and art to create the emotional connection people need to feel confident making an important decision. Using video can put faces and voices to information that your employees may not typically be involved with. For example, having the CEO or President of your company talk about why some benefits may be changing or praising employees for doing their part in keeping costs low can have a huge impact on employees and help them feel engaged in your company’s decision making.
Reason #5: Videos are Engaging
Forty-eight percent of all employees consider video the most engaging form of communication. Have you noticed the glossed-over eyes in an Open Enrollment meeting before? Switching up voices or faces can keep employees engaged and not bored from one video to the next. Using your CEO for the “Welcome to Open Enrollment” video, then using an HR leader for the more detailed benefit videos connect with your employees because they will recognize the speaker.
However, using professional voice talent in videos can also keep employees engaged for many reasons. For instance, a professional voice over actor will have their own recording studio or equipment so you won’t get distracting background noise as you may have on other videos recorded with a phone or camera.
Reason #6: Unifies the Company
Videos are a great way to connect employees across your company. As of 2020, more than half of the global population is connected to the internet. If you have multiple offices across the country or globe, or employees that work remotely or on a job site, videos eliminate communication barriers. They are an effective way to communicate information without losing the message that is most important to your company.
Videos will continue to play an integral part in communicating important information for the foreseeable future. From keeping employees engaged by simplifying complex ideas to saving vital time and money, it’s understandable why they’ve been the go-to method for benefits communication. If you’re interested in adding video to communicate your benefits offerings, contact us or reach out directly to our advisory team to see how we can help!