A business doesn’t just compete within its market. Sure, the focus of competitiveness in the enterprise tends to center around staying ahead of other organizations in the same field. However, that only covers competition for profits, not competition for staff. Every business competes for people, and in many cases, companies with the best, most engaged workforces end up getting ahead. In the recruiting and retention game, engagement and culture are king.

Creating a workplace where employees feel connected to one another and the business as a whole isn’t a simple matter. Organizations need diverse, cohesive strategies that create a holistic engagement platform. This plan needs to emphasize the corporate culture and ensure that employees understand why they matter to the company at all times. Video is one tool that can set your business apart in this competition for the best employees, as it plays a vital part in retaining the skilled workers you already have on staff and maximizing the value potential of your workforce. Three ways video makes a difference in these areas are:

1. Reaching people in a convenient way

Everybody likes to be entertained. Even the most grumpy curmudgeon in your office probably has preferred methods of communication and will be drawn to certain media formats. In an increasingly digital world, video is rising as an extremely popular content medium. Sure, people still like to read or listen to recordings, but in general, video is the ideal for short, quick messages that engage individuals in powerful ways.

The reasoning is simple – a hardworking individual goes through the workday and comes out mentally fatigued. Focusing on demanding tasks for hours at a time is exhausting, and trying to make oneself deal with a mentally demanding task after such effort can be tough. Video engages the brain in multiple ways simultaneously, making it easier for your workers to pick up on the key messages without as much mental energy as, for example, a long letter from an executive. Very simply, video is convenient for people who sometimes need a bit of a break while at the office.

2. Communicating personality

Everybody interprets what they see, hear and read a little differently. Ask five people to read an article and summarize it, and chances are you’ll get vastly different summations. This makes reinforcement key, and video is ideal here. Reinforcing a message via text can lead to repetitive, dull documents. Saying the same thing over and over again in audio can create the same boredom, but you can at least use vocal tone and the actual words to double up on meaning. With video, you can have body language, integrated images, the spoken word and graphic effects all come together to reinforce messages in diverse ways, avoiding boredom while making sure people come away from the content with the right ideas.

3. Device diversity

Let’s face it, every device interface tends to work a little differently with various media types. Some smartphone email platforms will display text perfectly, while in others, email text will be so small that reading a long message is incredibly tedious. The varied interfaces that come into play in the digital world make video especially valuable in keeping workers engaged. When somebody can quickly watch a video while taking a break at a cafe instead of having to stay at a desk reading an email, you will likely have a happier, more relaxed workforce that is engaging with the business in diverse ways.

People are the key to staying ahead as a business, and video presents information in such convenient, human ways that it gives organizations a key edge in the employee engagement game.