What makes video the fatal weapon of training?

24 December 2020

Today, companies are expected to take social responsibility seriously. Internally and externally, they must communicate their concrete actions. Without BS but with an engaging and mobilizing tone. Their trump card for successful CSR communication? The video!

The context in which companies are speaking out is changing. In recent years, there has been a weakening of intermediary bodies affecting political parties, unions and the media, while there is an increased demand for meaning on the part of civil society with the emergence of a consumer and a citizen collaborator.

Giving meaning

This is fortunate, since the adoption of the PACTE law, any company can now claim to carry part of the general interest. Legislators have introduced the notion of “raison d’être” and the status of “enterprise with a mission”. Beyond the big words, companies are expected to take concrete actions. A recent study by Accenture reveals that 62% of clients expect companies to make commitments on burning issues such as sustainable development, transparency and non-discrimination in hiring. It’s clear that when it comes to CSR, it’s important to do something, but also to make it known.

Doing and letting people know

CSR communication has become a highly strategic issue. The Edelman Group has established that 65% of French people consume branded products according to their convictions. The same goes for the employer brand: the societal commitment of companies is now a differentiating criterion for recruiting. 79% of “millenials” make CSR a major criterion in their job search! This does not mean that we should communicate wrongly and through losing contact with the reality of the actions carried out: nothing worse than declarations of intent not followed by action and suspicions of “green washing”.

Building a discourse of proof

Putting video at the heart of your CSR communication strategy can be diabolically effective when it comes to building a discourse of proof. Video, more than any other media, makes it possible to show the reality of actions carried out in situ. By filming its environmental or social initiatives, a company also increases the reach of its speeches. On social networks and more generally on the internet, video is supplanting both text and image. If you read these words, bravo! According to Nielsen Norman, you are a case in point: this research firm has established that Internet users read only 20% of the text on a 593-word web page. At the same time, the ‘Global Internet Phenomena Report’ report sets the share of video in Internet traffic at 60%. A wave on which companies wishing to communicate on their CSR initiatives would be well advised to surf.

Vidéo killed the rapport RSE

When it comes to CSR communication, the use of video allows audiences to be taken on board both internally and externally. It is well known that video is the most effective medium for conveying emotions. It offers companies the opportunity to humanize their communication while giving life to their raison d’être and their societal commitments. Take this CSR report in pdf format!

To embody their CSR initiatives, companies can interview employees and also film the actions implemented on their premises. In the same vein, video is intended to become a strategic tool for employees to become stakeholders in the company’s CSR communication. They can take responsibility for filming eco-responsible initiatives themselves, using their cell phones for example. From then on, CSR communication no longer takes place vertically, but becomes the fruit of a collective effort where everyone contributes to the edifice.

Of course, companies have to face a principle of reality. Having videos produced externally has a cost. And the need for video is growing, driven by the evolution of uses and the need to produce more and more segmented content. Squaring the circle? Not necessarily. Using a simplified online editing solution like JustEdit.Studio allows you to improve the quality of the videos produced thanks to easy-to-use features (templates, translations and subtitles, transcript, typos and animations, royalty-free audiovisual resources…) while multiplying the number of videos without breaking the budget.

What if internalizing video production with the active support of employees, coupled with the use of an online editing solution was the magic formula for effective and successful CSR communication?

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