Interactive video as a mode of internal communication about change: What are the implications for employee engagement?
2009 (English)Conference paper (Other academic)
Contemporary organizations are often permeated by changes that involve decentralization. Organizations’ PR practitioners are consequently searching for communication processes that promote interactivity and employee engagement. The company in this study has implemented an interactive video website in order to internally communicate the company’s core values and to get access to how employees have already implemented the core values in their daily work. The interest for using new technology within organizations has surged as IT infrastructures has improved. Surprisingly, there have been rather few studies on such emerging technologies in organizational settings. In this research-in-progress paper, we explore the impact of the use of an interactive video website, comprising four videos promoting a company’s core values, on employee interactivity and communicative engagement. Two web surveys are being designed for the study. We are also conducting interviews and observations. Here we present initial results from the first survey and from observing the communicative engagement around the first two videos. The results show that there is an interest for the interactive video website although the employee engagement on the website is modest.
Place, publisher, year, edition, pages
Computer and Information Science
IdentifiersURN: urn:nbn:se:uu:diva-120400OAI: oai:DiVA.org:uu-120400DiVA: diva2:303294
The 19th Nordic Conference for Media and Communication Research, Karlstad, August 13-15, 2009.