In this day and age, video is widely recognised as an essential tool for an effective leadership strategy. As ubiquitous as YouTube is in our personal lives, when you apply video to a global corporation’s communications strategy, it becomes far more relevant and powerful than sharing amusing videos of cats. For a variety of reasons, managers across all sectors are increasingly seeing video collaboration as a standard part of their company’s corporate communications infrastructure.

Businesses are seeking impactful employee communications solutions to better manage projects, customer service, product launches, training and sales by workforces that are mobile and separated by time zones. Putting a face to a voice, sharing knowledge via images and words – there is no denying that a global team functions more effectively with video.

Employees are integral to building and sustaining any company’s success. Video builds a sense of community among them and connects people in a way that enhances culture and accelerates productivity. It is easy to use, cost-effective and innovative and it creates an environment for collaboration. It empowers employees by giving them the ability to generate their own content and share knowledge. Not to mention the fact that the young, social media generation embraces it with ease.

It therefore also attracts young talent. Companies which are not big on mobile communication will soon realise that most new graduates are more likely to apply for jobs with employers that are embracing the mobile revolution and that can communicate and engage with their employees using video.

They are often appalled by the backward technology that potential employers use to run their businesses. They want to be associated with the best in their sector and have real-time access to information, the way they do in their personal lives. They want to be able to create their own video content and leave their own mark. Digital Natives, Generation Y, are motivated by recognition and sharing.

Video can provide a common collaborative platform for all employees, helping them function as an efficient single entity. Video communication can also be more personal than written communication and should therefore become the new way of talking. In fact, my company recently carried out a survey which asked business executives how they organise and search for information, including looking at the benefits and uses of speech search in videos. The survey showed that 73.7% of executives say most of the business knowledge that a person relies on at work is spoken rather than written.

Another undeniable advantage of video communication is that it helps reduce costs. The economic benefits of decreasing travel and events costs, whilst improving employee productivity, are incredibly attractive to businesses.

Enterprise video has been on the rise for the past five years. With many companies having already adopted at least one social feature, stagnant intranets have been transformed into flourishing social media networks. Adding video into the mix of enterprise collaboration tools is an option all smart businesses should be exploring.

The video revolution is well underway and video is here to stay. The question is, whether your business is ready to embrace its potential?