Enhancing Employee Understanding with a Strategic Video Approach

From Presentation to Video: Engaging Employees Through Strategic Communication

For this exciting project, the client approached the MLC consulting team with a need to explain their advanced performance evaluation system to employees. Initially, the plan was to create a simple presentation. However, after detailed consultations and a deep content strategy analysis, it became clear that a more dynamic and engaging medium was necessary to effectively convey the information. This led to the decision to create a comprehensive video.

The shift from a straightforward presentation to a video was driven by the recognition that the latter would better satisfy the customer’s needs by providing a clearer, more engaging, and easily understandable explanation of the performance evaluation system. This strategic pivot ensured that employees not only understood the evaluation process but also embraced the importance of continuous improvement and support.

cLIENT BACKGROUND

The client, a prominent company in the chocolate industry, sought to enhance their internal communication, particularly concerning their performance evaluation system.

This system is critical for maintaining continuous improvement and support among employees.

cHALLENGE

The main challenge was to clearly communicate the complexities of the performance evaluation system, which is based on three dimensions, each measured on five scales. The overall performance is an average score across these dimensions. The ultimate goal was for employees to have a genuine performance evaluation system in order to understand the importance of continuous improvement and support within this framework, without the need to excel in every aspect.

EXECUTIVE SUMMARY

The client approached MLC consulting to explain their complex performance evaluation system to employees. Initially planned as a simple presentation, the project evolved into a comprehensive video after detailed consultations and strategic content analysis. This shift was aimed at creating a clearer, more engaging, and easily understandable medium to convey the performance evaluation system, ensuring employees comprehended and embraced the importance of continuous improvement and support.

Challenge

The primary challenge was to communicate the complexities of the performance evaluation system, which includes three dimensions each measured on five scales, resulting in an overall average score. The goal was for employees to understand this system’s complexities and the significance of maintaining continuous improvement and support without the necessity of excelling in every aspect.

Solution

The solution was to transform the initial concept of a simple presentation into an engaging, comprehensive video. This strategic pivot involved creating a dynamic communication flow with animated graphics and professional visuals, effectively capturing employees’ attention and enhancing their understanding of the performance evaluation system.

RESULT

The video successfully conveyed the performance evaluation system to employees, leading to better engagement and comprehension. The clear and engaging video format was well-received, making the information more accessible compared to a traditional presentation. Employees appreciated the clarity and found the video format more engaging and easier to understand.

SERVICES

#Strategic Communication
#Content Strategy
#Video Production

SOLUTION

The solution was to transform the initial concept of a simple presentation into an engaging and comprehensive video. A simple presentation was insufficient because the complexity of the performance evaluation system, with its three dimensions and five scales, requires a detailed explanation that could easily become confusing in a static format. Among the various communication media considered, video proved to be the optimal choice because using animation, images and narration, videos can simplify intricate details and present them in an accessible and convincing manner.

At the end of the day, it was not just the creation of a video, but the setting up of a communication flow that together with the animated graphics, ensured the message was conveyed in a more dynamic and impactful manner, effectively capturing the employees’ attention and enhancing their understanding of the performance evaluation system.

THE MLC APPROACH

The MLC consulting team began by thoroughly analyzing the initial communication flow of the proposed presentation. They identified key areas where the complexity of the content could overwhelm the employees and hinder understanding. Through multiple consultations and a deep dive into the content strategy, it became clear that a more dynamic approach was needed.

The MLC team reimagined the delivery method by adopting the Lean methodology and focusing on storytelling-oriented communication flows, transforming it into the design of an engaging video. This pivot was based on the benefits envisioned for the client, such as enhanced engagement, better comprehension, and a more memorable delivery of the complex performance evaluation system.

THE INSIGHT

The insight emerged from recognizing that a simple presentation would fall short of capturing the employees’ attention and effectively conveying the complexities of the performance evaluation system in this specific context. The MLC consulting team realized that a video could provide a more dynamic and engaging medium, capable of simplifying complex information through visual aids and narration.

By analyzing the shortcomings of the presentation format and the potential benefits of a video, the team proposed this shift. Videos offer the advantage of breaking down complex topics into easily digestible segments, using animations and graphics to illustrate key points clearly.

THE PROCESS

The journey began with multiple meetings with the client to understand their needs and the content complexities. MLC Consulting developed a strategic communication flow to ensure the message was clear and impactful.

Through a deep work of content strategy, there was a change of direction by transforming a simple presentation into the development of a script for a potential video with detailed explanations of the three dimensions and five scales of measurement and of the importance of staying in a continuous improvement dimension.

At this point, there was the production of a high-quality video with professional visuals and clear narration, ensuring that the communication flow was engaging, informative, and easy to understand for all employees.

RESULTS

The video successfully explained the performance evaluation system to employees. It was well-received and understood, leading to better engagement and comprehension. The employees appreciated the clarity and found the video format more accessible and engaging compared to a traditional presentation.

CONCLUSION

The shift from a simple presentation to a strategic video was a significant change that effectively met the client’s needs. By adopting a more engaging communication medium, the MLC consulting team was able to deliver a solution that not only conveyed the necessary information but also ensured that employees understood and appreciated the performance evaluation system. This project highlights the importance of choosing the right communication strategy to achieve the desired impact.

PROJECT OWNER

Emanuela – Junior Project Manager

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