Posted by Brian McKay on Jan 28, 2016


It was not so long ago that when job hunting, people would apply to the job first and the company second.

Getting, and having, a job was more important than who it was for. However, now employees are far more discerning about who their next employer might be. Ethical, socially aware, morally unquestionable, technologically friendly - these are just some of the requests people have when looking at prospective employers. Essentially, they want to work somewhere that is an extension of their own beliefs and values. 


With long established companies it can be difficult to change the corporate culture into one which your employees are fully invested in, and energised by. Deciding what a company culture is actually defined by can be tricky but generally, the history, goals, values and ways of working equate to a company's culture. 

Changing a company culture should not be undertaken lightly but if you believe the current culture is detrimental to the employees performing at their best, then it is a change that should be made. Before leaping in and making changes here the most common points to consider:

  1. If you believe the company culture is ineffectual and is hindering the employees ability to perform their jobs then don't shy away from realising and recognising it. Like any problem, the longer you leave it to fester the harder it is to resolve. 
  2. It isn't easy to make a corporate cultural change - it needs to encompass everything, from the ground up. Because of this it should planned and managed in a logical way, with measurable targets so that the changes can be monitored and tracked - if you are just relying on 'feel' then you'll never truly know if you have made the desired changes.
  3. Being at the forefront of implementing this change be difficult as you are entrenched in the business and it's day-to-day activity. Sometimes it should be considered whether an independent, neutral, individual should be brought in to champion this change.
  4. Employees will see how their managers and senior management team act and quite often, believe that is acceptable - rightly or wrongly. If change is to take a firm, permanent, hold then it needs to enacted from the top down. Champions and role models are needed to ensure that the right behaviour is witnessed and therefore, replicated. 
  5. Just because of the above point, don't be fooled into thinking one or two people can make the change a success. It needs everyone, at every level, to embrace the change. By involving everyone you spread the feeling of ownership which helps to solidify the buy-in. Cultural change is an evolving piece, don't think you've ever finished. As society changes and different generations join the workforce, so should the values, goals and ways of working that you employ.

So, with the above points in mind, how you can use video to help change corporate culture?


Well, in a number of ways. By creating an awareness piece you could firstly make it known to the workforce that you, the business, the senior team, are aware of the problem. In the same video you can use an effective Call-to-Action as a rallying cry to motivate and energise the employees into buying-in to the process which will be needed to make an effective corporate culture change. 

A follow-up explainer video could outline the processes you mentioned in the earlier piece, detailing what will happen and when. It could be tailored depending on the audience, based on seniority, department etc - with it automatically loading on their computer screen. Although many businesses will prefer more traditional meeting/announcement type of communication, these present inherent problems.


It can be difficult to ensure everyone attends a meeting which can result in confusion as news of an announcement filters out. There is always a risk that people can't hear, don't believe it is relevant or are unsure of the messaging - people have limited attention spans these days after all.

With a video, one that pops up on their computer, it is instantly personable and engaging. The viewer can watch it multiple times and pause it to digest the information before carrying on. More information can be communicated and absorbed through video as opposed to meetings, emails or powerpoint presentations. With animation, video can actually show how people should implement new processes - similar to how HR much use a training video for new starters really.

By communicating via video the business can see who the champions are, that the senior managements are invested in it and that the business is clearly committed to making this cultural change a success - they've invested in video after all (we won't tell them that it's not that expensive!).


If you're in the position of needing to change your corporate culture then video can be used, as I've shown, as a hugely effective medium by which to make a change a successful, and embedded, one.


To find out how the financial services industry can create, and use, great content please do watch our webinar by simply clicking the button below!


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Topics: Corporate Video, corporate change, Culture

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