Are Your Employees Engaged? An Employee Engagement Video Can Do Double Duty For Your Healthcare Organization
Posted on April 2, 2012
By: Mike Milligan, President Legato Marketing & Communications
What is the weirdest question you've ever asked your doctor?
This is the backbone of the "Everything Matters. Everyone Counts." video we helped create for Southwest Health Center (SHC) in Platteville, Wisc.
The video debuted in March at the Chamber of Commerce's "Business After Hours" event. It shows patients -played mostly by Southwest employees -asking the doctor some very strange questions like "Why can't I see my feet anymore?"
The point? To let the community know that no question is too silly when it comes to your health. We used this humorous approach to share a serious message about the importance of your annual physical and feeling comfortable discussing anything with your doctor.
This video was possible because of the employee participation. And it lets them be actively involved in SHC's marketing efforts.
That's the first benefit of an employee engagement video - it serves as a great marketing tool.
In the case of SHC, it allows the employees to be ambassadors of the SHC brand. They are part of the message, so now it's personal to them. Employee involvement also provides a connecting point for other members in the community who may know a hospital employee.
And this video serves as the perfect complement to traditional advertising too. Place the url on your print, radio and direct mail pieces and there's your call-to-action.
SHC's video is also an effective way to harness the power of the internet. YouTube and Facebook are free to use and once the video is on these sites, the sharing opportunities are endless. Employees can post it on their personal pages and easily forward it to friends and family.
We've discussed the first role an employee video plays, but what's the second?
It's employee engagement.
What I mean is having your employees fully involved in and enthusiastic about their work and the company they work for.
What's in it for employers?
Well… higher productivity, safer employees, more customer-focused employees and decreased absenteeism are a few of the benefits. In terms of hospitals, this can mean more efficient care and higher quality care.
Effective engagement can also help cut turnover costs. Show your employees that you genuinely care about them and in turn they will feel more loyal to their jobs and less apt to leave.
How to get engaged?
There are so many different ways to engage healthcare employees. Celebrating things like nurse's week, birthdays and work-related anniversaries, as well as setting up recognition programs to acknowledge exceptional work are some traditional methods.
But today we live in a much more social world, which is why a video like SHC's is an influential tool.
The following two cases demonstrate the engagement and marketing power of an employee video.
Created in 2010, St. Mary's of Michigan's "We are St. Mary's" dance video used 2,000 of the health system's employees.
It launched at the annual associates picnic, which prompted several thousand employees and their families to attend -a huge sign of engagement. The hospital also saw a 13 percent increase in their associate survey participation between 2009 and 2010.
But hospital employee videos probably got their biggest break with Providence St. Vincent Medical Center's "Pink Glove" video.
Employees, all wearing pink gloves, danced around the hospital to boost breast cancer awareness. This video went viral and now has over 1.3 million views on YouTube. It's also been the inspiration for many pink glove sequels.
Just think - 1.3 million views means that many people are seeing what a great place your organization is to work at and work with. And it was free to market to all of them via YouTube and Facebook.
So pick a cause that your employees can rally behind like SHC's "Everything Matters. Everyone Counts." or pick a service/department in the hospital that you want to promote. Either way, your video is serving double duty. It's getting your employees involved and it's getting your message out.