When all meetings, storefronts, and job sites can provide real-time streaming, authenticity will no longer be an adjective, it will become a resource you either create intentionally or allow to go away through lack of intentionality. Cameras create many questions.

Who are we talking to? What are we saying we will do? Where will the images/videos of my company end up? How and when do I turn the camera on?

The answers to these questions will define how customers evaluate the credibility/honesty of your brand and how your teams act while the "red light" is on.

The Trust Shift: Performance vs Presence

Frequent filming of employees encourages them to "perform." While performance is acceptable, the intent is to have employees develop a sense of "presence."

Establish a basic guideline for any recorded activity. Show the "work," show the "why," and communicate. If your organizational culture supports plain communication over dramatic communication, then the camera is viewed as a window versus a stage.

What to Document and Why it Matters

Determine the limited number of images/segments that best demonstrate your company's value proposition. Examples include product handoffs, safety briefings, whiteboard walkthroughs, five-minute customer support solutions, and field maintenance check videos, which are commonly used to demonstrate the true nature of your organization.

Include close-up shots of the activities/processes and audio recordings (voice notes) of those performing the work. Focus on documenting the outcome(s)/decisions made and use this type of documentation to train new employees, reassure existing customers, and shorten the length of the sales cycle by providing evidence-based documentation as opposed to marketing-based hype.

Wireless live video transmitters and receivers enable you to capture and transmit video coverage of large areas without having to worry about cable management. The technology itself is not the focus of using wireless live video transmitters/receivers. Instead, the technology provides a method to remove obstacles, allowing you to concentrate on developing a clear message and protecting employee safety.

Where to Draw the Line

Create a concise filming policy that is understood by all employees. Identify non-filming locations (i.e., HR meetings, patient/client confidential areas, secure lab environments), tag sensitive recordings for access purposes at the source so they can’t be distributed accidentally, and store video with retention policies (e.g., 90 days for operational video, 1 year for training documentation, etc.). Clearly defined boundaries promote trust and eliminate regret.

When to Go Live vs Recorded Video

Go live with video when the value is related to timely information. Examples include crisis updates, product launches, Q&A sessions with customers, and restoration of services.

Use recorded video for repetitive training, demonstration of processes, and stakeholder briefing that require additional polish and captioning. An easy-to-use editorial calendar will assist in maintaining alignment between live and recorded video with your current campaign and/or quarterly objectives.

Practical Starter Checklist

Each video has a specific purpose and intended audience
All employees are aware of their consent and confidentiality rights prior to being filmed
Shot list includes documentation of the outcome(s)/decision(s)
Video storage and retention guidelines are embedded within the tools used
Captioning/search capabilities allow employees to easily locate the desired video/documentation
Employee feedback is solicited after the video is released to help improve future releases

Streaming cameras throughout your organization will not destroy authenticity. In fact, the cameras will expose authenticity. By establishing a clear purpose, creating soft edges for employee privacy concerns, and rewarding employees who clearly communicate, your organization's video documentation will serve as proof that your organization speaks the truth.