Xoserve: Making Video a Core Communications Channel

Video wasn't on the agenda when I joined Xoserve. Getting it there and keeping it there meant earning trust at every level of the organisation, from the exec team who needed to feel comfortable on camera to the apprentices I encouraged to step behind it.

Over time, video became a genuine pillar of how the business communicated, used for executive announcements, corporate film, internal training, business continuity and culture-building. Engagement rates climbed, people who had never considered being in front of a camera found themselves in it, and colleagues across the business finally had a space to show up and be seen by the rest of the organisation. I also mentored team members in production, encouraging them to think creatively about what internal communications could look like, and watching them run with it.

The real measure of success wasn't the production quality, it was that people actually watched, shared and talked about what we made.