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A Recipe for Building Business Value

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By: Steve Vonder Haar

It’s time for us to expand our horizons when thinking about the role that online video can play in making people smarter.

For years, colleges have been pushing the video envelope in the world of e-Learning. The demands of classroom lecture capture coupled with the need for integrating online video solutions with Learning Management Systems have driven technology vendors to create increasingly sophisticated platforms for use in the collegiate environment.

In the process, the emergence of these technologies has expanded the role of online video in learning applications. Even though online video still falls far short of ubiquity on today’s college campuses, video capture is becoming very commonplace. Little wonder, then, that streaming vendors see a large chunk of their sales coming from educational institutions every year.

Despite this video market presence on campus, online video can have an impact on instruction far beyond the confines of the college lecture hall. Indeed, one can make the case that executives in the business world have far greater motivation to make online video a greater part of the employee training experience.

Consider the results from a survey of more than 1,200 executives conducted by Wainhouse Research in the fourth quarter of 2014. Among the more than 80 survey respondents participating in the survey from the education sector, 22% say that they “strongly agree” with the statement that their “organization should do more to capitalize on currently available video technologies to enhance communications.”

The same question was asked of the 25 survey respondents involved in corporate training. Of this group, 48% say they strongly agree with the idea of using video more extensively to improve communications. In short, the appetite for video adoption is strong among those involved in training in the corporate world.

Corporate - Use Video More

While the application of employee training has always been a leading use case for online video in the enterprise, it also plays a key role in driving expanded adoption of the technology. At companies deploying more than 100 live online video events per year, employee training and marketing presentations are cited as the two uses of online video that organizations plan to boost implementation of more than any other application.

Actions speak louder than words – or survey statistics – in situations like this. Simply put, those that use online video frequently recognize the impact it has on training.

Indeed, the survey trends underscore a basic truth:

  • Video-enriched training generates business value
  • Training sessions can reach more employees at a lower cost when sessions are available online
  • Communications are standardized, providing more consistency to the messaging that underlies existing training programs
  • Additionally, training sessions can be recorded, creating an information asset that employees can access time and time again
  • Adult learners in the workforce have a set of training needs that differ from the typical college learner: they need training in packaged chunks available to them based on the timeliness of the information and the availability of that information on their own terms.
Put it all together, and it’s a powerful recipe for building business value. So go ahead and hunt for ways to expand your use of this technology. Video training is too valuable to confine to the campus.

Steve Vonder Haar is a senior analyst with Wainhouse Research and can be reached at svonder@wainhouse.com.

 

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