Video statements for executives: less perfectionism and more authenticity

Whether for information on the new business year, an interesting business trip or a new onboarding process: self-produced video statements convey closeness and connection to the boss. When the boss picks up the cell phone camera, the employee benefits from the honest and undisguised statements. This format is more suitable than any other for communicating relevant topics first-hand and for contemporary employer branding.

For such videos from everyday life in the company, many no longer rely on elaborate film equipment, but on so-called "in-house lean video content" or "employee-generated videos". In other words, self-produced, location-independent video statements that can be easily recorded on the employee's own smartphone. The clear advantage here is that the attractive content is created in a way that is suitable for the channel with the minimum possible effort. And what's best about video statements from an employer branding perspective: they convey closeness and create unique insights into the heart of the company, everyday working life, topics and personalities.

The focus is clearly on the speaker and his message. That's why self-made video statements are shorter and require hardly any preparation and follow-up time. They follow the motto "better done than perfect" and thrive on spontaneity. However, they are not suitable for all corporate communications topics.

We'll show you some examples of where they can work well and give tips for making good video statements:

• Announcements: Figures&facts about the company or the fiscal year, strategic developments, processes and procedures, invitations to events.

In these cases, video statements give the topics "face and voice" and create a lightened mood. The most important thing here is not to focus on the actual content-related points, but rather on emotional proximity to the employee. Further information (texts, materials, etc.) should also be linked/supplemented.

• Recognition: welcoming new team members, Christmas greetings, testimonials, a successful campaign.

There are many reasons to put positivity and appreciation at the forefront of internal corporate communications. Self-made videos create connections and show the boss as a "person next door".

Now, before you start shooting such a video statement, the following aspects should be considered beforehand:

• Who is my target audience and what do they want to hear from me?
• What emotion do I want to trigger, e.g. pride, togetherness, awareness, motivation?
• Which background is best for the shoot? What do I want the employee to see of me?
• Am I speaking to the target group "at eye level"?