The power of continuity: this is how Crowdale uses webinars successfully

What is the best way to use webinars? Crowdale, specialist in engagement within organisations, strongly believes in the serial approach. Not the occasional webinar, but consistency at fixed times. ‘Only then will you build something,' says Camiel Notermans, co-founder of Crowdale.

Continuity is the key to success. It is Camiel's holy conviction. ‘Think about the programmes you watch, the podcasts you listen to, the vlogs you follow. They all have a rhythm. Your favorite talkshow is on every night during the week at a fixed time, the podcast comes out every Friday and you know the vlog will be back on Sunday morning. And all these programmes also have a fixed format. We people like rhythm and structure. They provide clarity.’

“"It is precisely the continuity and recognisability that make webinars part of the corporate culture. And that's how you achieve your goals."

Camiel Notermans, co-founder of Crowdale

Continuity with webinars

Camiel makes grateful use of this rule when he develops programmes for clients. Crowdale works for larger organisations like Vodafone/Ziggo and GGD to help them increase internal knowledge and involvement via digital ways, and often uses webinars for this. ‘The webinars are on fixed moments, for example every other week on Wednesday at 4 o'clock, in a fixed format with a recurrent theme. The continuity and recognisability ensure that they become part of the company culture. And that is how you reach your goals.’ For Crowdale there is another reason to choose for a fixed format: 'It takes a while before you really master a format as an organisation. You want to take the time for that.’

Webinars as a tool for attention

According to Camiel, the great advantage of webinars over other media is that they trigger interaction. ‘They are not scripted like many videos, which makes them sincere. And sincerity creates involvement. You shouldn't start imitating your favorite talkshow, but rather stay close to yourself.’ Employees also experience this interaction as real attention. ‘And attention also increases involvement.’ A Friday afternoon drink where the CEO stands on a soapbox is not organized attention. When people are heard and can participate, they really feel they are getting the attention. A webinar facilitates that.’

Ask the underlying questions

Another advantage of webinars is of course the data. ‘With webinars, it is good to keep in mind that they are a means to an end. The fact that people like to watch a webinar is of course nice, but the underlying questions for us are always how we can improve the organisation and engagement. Are employees proud of their company and can they perform their role well? How did they experience the onboarding? What are the differences in knowledge levels between various locations? And how do you connect people who no longer work in a physical office for a large part of their week? Webinars provide quick and smart insight, which makes our customers very happy.’

Collaboration with Online Seminar

Camiel has been working with Online Seminar on webinars for a long time - he started in 2009 when he was still working at Nyenrode. Meanwhile he organizes about 40 webinars per month for his clients. Crowdale has its own in-house studio and works with the Online Seminar platform. ‘What I like about Online Seminar is that they keep developing the platform. They don’t think: it's done. No, they have a solid development department that continuously optimizes the platform. There are good people, they work hard. I don't know of anything better in this working area in the Netherlands.’

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