Training Videos - 5 Reasons You Should Be Using Them
Training videos have huge advantages over other training methods.
Workforce training and retention has become one of the hottest topics in the professional community. With unemployment levels hitting new lows, as reported by the Bureau of Labor Statistics, businesses and organizations like yours are competing over prospective skilled workers, training those who are willing but not skilled, and retaining valuable talent once they are hired.
Part of your responsibility is providing quality, effective training and communication to your workforce. Beyond your initial on-boarding experience or customer service initiatives - training could also include:
Soft skills training
How is your company communicating these messages?
How are you ensuring that the message is being received, interpreted, and absorbed? The Business and Human Capital Challenges Today and in the Future survey (link downloads a PDF in a new window) recently conducted by the Society for Human Resource Management reports that economic conditions point to more emphasis on HR, especially in recruiting, inspiring, developing and retaining talent. It also cites that employee engagement is one of their top challenges.
Safety managers, leader development practitioners and trainers also point to several challenges in conducting effective training to their employees. Interestingly, the variety of training styles and delivery methods may play a part in that training’s efficacy.
5 Reasons Training Videos Are More Effective
Consistency - creating a single video under controlled conditions and adapting it for localization is cost-effective and powerful.
Engagement - training videos have a big impact on employee retention, so why not make them interesting?
Retention - viewers retain 95% of a message when they watch it in a video.
Cost Savings - comparing the expense of travel, training resources and poor retention to the cost of video production proves video is far more efficient.
Efficacy of upcoming workforce - young workers want more training. Video training allows you to provide it to all employees.
Let’s look at each one in more detail.
1) Consistency - Regardless of the business size, the way your training is being delivered can drastically affect your employee’s reception and retention.
How can you guarantee that the supervisors conducting the on-boarding session are really digging into the details, or reading as enthusiastically as the training video scripts are written? Are workers given enough time to read the documents? How do you confirm they’ve even been read? What about staff that speak other languages?
Ideal conditions - control the message and its delivery with video training
Organizations with a standard on-boarding process experience up to 50% greater new-hire productivity (clearcompany.com). With a carefully crafted, strategized, and timed video presentation, elements of surprise are removed. The videos can be built to epitomize the training experience exactly and precisely. You choose the way the message is delivered, by whom. You control the tone of the message, the emphasis on specific points, and can provide clarity on specifics that only the content creator could know.
Localization - adapt video training to international employees without changing the message
The curated translation of your videos into multiple languages will ensure that your Spanish, Mandarin and other native speakers receive the same messaging as your English-speaking workforce. Industry slang, technical terms and proprietary names can be scrutinized and translated with your company voice in mind – ensuring no details are accidentally misinterpreted.
2) Engagement - make a training video interesting and employees are more likely to learn
How many jokes have been made about the “boring training we’re forced to do” in order to get on with the workday? Is a stack of papers, a PowerPoint, or a lecture the go-to training methods that illicit these reactions?
Consider this: The SHRM Estimates that 69% of employees are more likely to stay with a company for 3 years with a quality onboarding experience (shrm.org). How do we ensure our employees engage with our training offerings?
Video Training Is More Engaging
Why not make it interesting? According to this article on the Train Like a Champion blog, one out of every three employees say that uninspiring content is a barrier to their learning. How do we make the experience more than tolerable – but something worth our staff’s attention? With video, you can enhance training with music, voices, faces, color and sound that hold interest regardless of topic. You can add visual elements at critical moments to help ‘wake the viewer up’ when needed. Basically, you can build a training experience that both educates and engages.
3) Retention – learners remember video training much better
What does your workforce remember about your training? SAVO Group reports that just 7 days after a training session, the average employee will have forgotten 65 percent of the material covered. This article reports that after six months, that number jumps to 90 percent. Yikes!
Video Training is More Memorable
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text, according to this article by Insivia titled 50 Must Know Stats About Video & Animation Marketing. This statistic is staggering, but relevant when you consider how people consume information in their daily lives.
About Visual Learning
Presentations that include video along with text are 9% more effective than text alone when audience comprehension is tested right away. Panopto says this style of training becomes 83% more effective when those tests are delayed. This means that your employees remember more about your video training right away and retain info incrementally longer than other types of training!
4) Cost Savings - you may be surprised how much you’ll save with video training
The general consensus is that training is expensive, no matter how you slice it. Video can also be considered a high-cost medium. Let’s consider the costs from all angles:
Training Videos Save Big on Travel Costs
In traditional classroom environments, the cost to bring employees to a single location – even for a day – costs more than just the incremental loss of productivity for those who make the trip. Some reports indicate as much as 40% of overall training budgets are spent on travel costs. Bringing the experience site to site, with a video, allows less disruption and expense.
Resources Are an Ongoing Expense Without Video Training
If a subject matter expert is required for a training, the cost to retain that person and bring them site to site becomes logistically and financially taxing. By capturing and perfecting their lectures on video, we essentially ensure that the expert is delivering their best work once for the benefit of all. We also secure the ability to repeat this experience over the course of several months and years.
Cost of Ineffective Training
The total loss to a business as a result of ineffective training is $13.5m per year, per 1,000 employees according to this slideshow by grovo. Consider the long term cost to your business by engaging in less effective, outdated or traditional styles of learning compared to the possibility of video.
5) Efficacy of Upcoming Workforce - Video Training Accommodates the Millennial Workforce
87% of Millennials say that professional development and career growth are significant to them, according to this report by the Center for Management and Organization Effectiveness. Conversely, a 2015 ATD research study cites that only 38% of managers believe that their learning programs meet their learner’s needs.
This means that our staff desire more training, while our companies struggle to bring them programming that works. How can you measure success?
Accountability: Video analytics traditionally used for marketing can be used in training to track employee accountability. You can confirm an employee has watched a video in an e-learning setting through these analytics and develop retention quizzes targeting specifics in the videos that help ensure efficacy.
Iterating: Just as with traditional training, videos can be iterative. However, the speed in which a video can be improved based on feedback is significant compared to that of a traditional course offering. Video companies recommend ‘piloting’ video training offerings with small student groups. This allows trainers to uncover potential weaknesses, encourage clarity and fix possible learning pitfalls, creating more effective products over short periods of time.
Speak to your workers: A single facilitator will bring their own biases and style to a presentation. With video, it’s possible to target your learning audience with the faces and voices that resonate best – and can change between program deliveries based on your culture, style and age of the average worker. This study from Degreed show that 55% of workers first turn to their peers as a trusted learning resource - second only to asking their bosses. Consider how video training led by a ‘peer instructor’ persona could provide more effective learning.
Video training is already the emerging industry standard.
In fact, many companies are utilizing their video training beyond its primary purpose. In the construction industry, critical video safety trainings are also utilized as a PR and marketing tool. When a company submits video training samples as part of their proposal to an awarding contractor, it shows the true dedication to their employees’ safety, and the dedication to quality at large.
Video communication can also be re-worked to educate your customer and your prospective employees – on how training enhances the products you sell, the service you provide, and how your workers can expect to be developed into future leaders.
How is your company utilizing video in their training and communication offerings?
Share your thoughts, concerns or questions using the email form below, or call and let’s have a conversation!