WE WANT OUR EMPLOYEES TO EMBODY THE ORIX BRAND.
ORIX was founded in 1964. Starting out in the leasing business, the company has expanded into related fields. Today, it has a major presence in a variety of fields, including finance, maintenance leasing, and real estate. The company is not only involved in business for corporations, but is also familiar to us through its management of a professional baseball team, operation of an aquarium, and car rental services.
The company’s founding management philosophy of “standing on one’s own feet” and “creating new value” has been shared within the company. Employees working under this management philosophy have a strong spirit of challenge, and the company has grown significantly. With over 30,000 employees now working for the company, in order to achieve further growth, it is necessary for all employees to share and put into practice the value that the company wants its customers and society to feel = the value of the brand that the company provides.
Takahiro Otsuka, a senior member of the Advertising Team in the Group Public Relations Department, says, “The purpose of internal branding is to gain recognition, understanding and empathy for the value of the ORIX brand that we want our customers and society to feel, and to encourage action. We started using videos to make it easier for people to understand what makes us good and what kind of value we provide to the world, and to make it their own. Ultimately, we want all of our employees to embody the ORIX brand and work with enthusiasm, and we are working with the aim of delivering the good points of ORIX to the world through our employees.
The company’s value proposition is expressed in terms such as “solid trust,” “diverse awareness,” and “fresh comfort. However, it is difficult to imagine these values in terms of one’s own work using words alone. With video, you can introduce scenes where you have gained the trust of customers or episodes that have arisen in the context of new business, and you can connect these to the values you provide.
THE PEACE OF MIND OF BRIGHTCOVE VIDEO CLOUD
As a company that started out in finance, we are strict about how we handle information. Brightcove Video Cloud gave us peace of mind in terms of security too.
Takahiro Otsuka
Senior Manager, Advertising Team, Group Public Relations Department, ORIX CorporationUntil then, ORIX had been involved in initiatives such as uploading TV commercials and video messages for internal use to the company website and internal portal, but they had not produced any video content for internal branding. In April 2018, the decision was made to start a full-scale video initiative, and production began.
However, there were concerns about distribution. It was predicted that multiple problems would occur with the existing infrastructure. For example, at the time, when viewing videos from the company portal, it took several seconds from clicking the play button to the video actually starting to play. In order to ensure that as many employees as possible could watch the videos without stress or dropping out, this part of the system needed to be improved. For videos that would be shown to all employees, it was necessary to work with the IT department to consider the network load on the company’s internal network. This is why the company decided to select a video platform.
Mr. Otsuka says, “In addition to the technical requirements, it was essential to have a function that could analyze viewing conditions. We will continue to produce videos based on an annual plan. In order to continue to produce content that is easy to understand and watch, we needed a system that would allow us to review the points at which viewers drop out in detail and apply the results to future productions.”
After considering several video platforms, the company adopted Brightcove Video Cloud. Network load can be addressed with the control function, which finely controls the traffic allocated to videos. Tests have proven that the waiting time until playback is reduced to one-fifth of the previous time. Detailed viewing status can also be analyzed. The company also evaluated the fact that ORIX Life Insurance, a member of the ORIX Group, had already had success using it as a product education tool for its agents. “Since we started our business in the financial sector, we are strict about handling information. We were also reassured by the security aspects of Brightcove Video Cloud” (Otsuka).
Brightcove Video Cloud went live in October 2018. In addition to the videos produced from April, all the videos that had been published previously were also registered and distribution began through the company portal. We were also able to securely publish videos on multiple portals, such as the internal company newsletter, which can be accessed by employees’ families and alumni, and the internal portal of a group company that had just joined the group and whose systems had not yet been integrated. In January 2019, we published a video of the CEO’s New Year’s message. We were also able to increase the number of group companies that directly share the top management’s thoughts through videos.
INCREASING ENGAGEMENT SCORES
At present, there are 65 videos available, including those on the corporate website as well as those for internal branding. The company has prepared content that helps employees understand and empathize with the value provided, as well as content that conveys the various business scenes of the group from an employee’s perspective with a strong sense of realism. The former is intended to help employees reaffirm their basic stance by watching it regularly, while the latter can be seen as a practical version of that. The company group regularly transfers employees between companies, and the ability to make proposals that bring together the strengths of the group is also one of the company’s strengths. For this reason, it is also popular with employees who want to know about the various businesses being conducted by the group companies.
When analyzing viewing trends, they found it convenient to be able to use an index called the “engagement score”. This is a system that calculates a video’s score based on multiple KPIs, such as video length and number of views. They have published three case study videos so far, and the first scored 42 points. By analyzing it in more depth and resolving multiple issues, they were able to raise the score of the third video to 65 points.
The completion of the video platform is becoming known within the company, and we are currently making arrangements so that all the videos that are being managed separately by each person in the department can be uploaded to Brightcove Video Cloud. Once the content has been consolidated, we will be able to use Brightcove Social to publish videos internally, externally, and on social media, with secure and thorough license management.
The project is only just beginning. At the moment, we are in the process of figuring out what things are better communicated through video, and what things must be communicated through video. In this process, the CEO’s New Year’s message was a hint for us.
Mr. Otsuka said, “The message was that the ORIX Group must continue to create innovation at all levels. In response to this, I understood that it was important to present guidelines for thinking and action, as well as to build relationships that allow people to learn about the work of other departments through internal branding. The value we provide is exactly what provides guidelines for thinking and action. I would like to prepare a variety of content that people need to see and that will be useful for their work, and I would also like to think about ways to encourage employees to participate, such as by distributing videos with a sense of realism and inviting people to post videos.
