Leading on Camera

In today’s retail marketplace, more than ever, companies need to be ready to adapt. Fluctuations can happen rapidly and unexpectedly. It’s critical for employees at every level to understand a company’s strategy, particularly in times of change. The real challenge lies in making sure that strategy is conveyed clearly, consistently and authentically.

You might be surprised at how often there’s a breakdown in communication within companies, even with the simplest messages. Sometimes it’s an unintended miscommunication: a message morphs as it’s passed through company channels. Other times, it’s more deliberate: a midlevel manager might decide to alter your message so that it better fits their vision. If you want your employees to hear exactly what you want to say, then you need to speak to them directly.

We live in a world where people are constantly receiving information. It’s easy to get lost in the shuffle. A memo from the CEO isn’t going to resonate with employees, even if you spend hours crafting it. Sure, it will land in everyone’s inboxes, but it won’t motivate or inspire. Employees need to hear their leaders speak authentically, from the heart. That’s when you’ll connect with your tribe. That’s when your employees will embrace your company’s strategy, rather than simply acknowledge it. And that’s where the power of video comes into play.

Reaching out to viewers through a well-prepared and practiced video is the closest thing to a face-to-face conversation — the gold standard of human communication. It’s also an effective way to reach a dispersed workforce. Your message can be viewed online, through your organization’s internal network or on a host of internet platforms.

Container Store Co-Founder and Chairman Kip Tindell has seen such a good return on communication, he’s come to see it not only as a tool but as an essential act of leadership. His passion is clear as he states in the book "The Corner Office," “we believe in just relentlessly trying to communicate everything to every single employee at all times, and we’re very open. We share everything. I always make it a point to give the same presentation I give at the board meeting to the staff, and then that trickles down to everybody in the company.”

More and more CEOs are going on camera to reach out to employees to foster a deeper meaning and purpose to the work they do week after week. This may not lead to immediate revenue, but the long-term benefits of building employee relationships and morale are invaluable — and immeasurable.

Through video, you can speak directly to your employees. You cut out the middleman. There’s no room for someone to alter your message. And, perhaps most importantly, you have the opportunity to make an emotional connection with your tribe. That emotional connection is the big difference between videos that simply share information and those that evoke action. Leadership communication is about aligning your tribe with your vision, and inspiring them to become champions for your shared cause.

Vern Oakley is the CEO and creative director for Tribe Pictures. Read more of Oakley's tips on using video to bring the best out in your leadership here.