By Maury Rogow
Thanks to the pandemic, a remarkable 42% of the U.S. workforce is working full time from home; this represents over two-thirds of U.S. economic activity.
Businesses—especially B2B companies—risk loss of revenue, loss of employee commitment, and can increase key employee attrition. One solution is here for us to embrace the new rules of engagement in IT video training.
The recipe for disaster is training employees like it has been done in the past. The boring 1970s-style training videos with bad acting, or even worse, the slide show presentation with bullet points and monotone narration, are detrimental approaches to any training program and retention.
Video training needs to do something completely new: follow the same core rules as advertising and marketing videos in order to succeed because every employee is exposed to multiple sources of video storytelling every single day. Why is this the case? Because advertisements are thrown to your employees as they search for answers on Google, Bing, YouTube, as well as the more obvious TikTok, Instagram, Vimeo, and any OTT.
These video platforms are engaging your employees because the content is more memorable than any outdated formats. Even a search for Cisco CCNA, shows videos and ads that grab attention.
Employees are 75% more likely to watch a video than to read a document, an email, or a web article. They are also more likely to remember it; research has shown content retention of video-based material to be double that of a conventional training session.
To be effective, your training videos need to focus on three core aspects: the story, the format, and the length. Whether you’re training your employees related to their job function, teaching new sales or operational programs internally such as cybersecurity, employees will not pay attention or learn, if you present in lecture-type subject training.
First, the key lessons must be short. Anything longer than 3 major take-aways per segment will lower retention. If you are teaching a lot of material, just break your long-form lessons into chapters. We learn the most at the open and close, the midpoint is tertiary. When you put too much emphasis on multiple points, retention decreases. Create multiple three-act structured stories.
Second, infuse animation, graphics, and make it fun. This will open and create new synapses. Your training then creates new neural pathways, and retention increases.
Third, the story—the vehicle that delivers the engagement is perhaps the most difficult aspect of every video. Anyone that has told a joke and had it fall flat understands how important it is to get the pieces of the story in the right order, and to use timing to accentuate points.
It is the time to educate yourself and your team to avoid outdated video training practices. Without updating, say hello to more time in training and decreases in productivity.
Video based employee training is essential. In terms of corporate income per employee, profit margin, and shareholder return, companies that make a significant investment in employee training vastly outperform those that don’t. Great video training is on-demand, ready for the best employee, and doesn’t need to wait for an instructor to free up a calendar.
It doesn’t matter if you’re successful in engaging customers and prospective customers if your employees do not have the knowledge to help them, guide them, and sell them.
An investment in video-based training is an investment in a company’s future. There are experts in the field who can help you. If you decide to seek help, make sure and check their track record. When everything’s working, you can create magical results.
Maury Rogow is a video marketing expert who believes that your brand will thrive or die not because of the products that you sell but because of the stories that you tell. For the past 12 years, Maury has served as Chief Story Officer of Rip Media Group, and he has helped 100s of brands such as Cisco, Ben & Jerry’s, Comcast, and Harvard thrive through the power of story. He is a member of the Producers Guild of America, an author, speaker, and trainer; and he is passionate about seeing companies succeed based on the stories that you tell. Follow him on LinkedIn and download the guide the 6 Stories That Make Money.