In a video accessible (as of this writing) online, Midwest Airlines CEO Timothy Hoeksema addresses employees with the news that the airline is in trouble and that the employees are facing serious sacrifices. Those sacrifices include (according to the Small Business Times) a suggested pay cut for some pilots from an average salary of $90,000 to $35,000– that is, if said pilots are not among other 50% laid off.

He blames the doubling of fuel costs and indicates there will be a major reduction in aircraft, routes, and flights.

In the message, he says in grim tones, ""It’s really a whole new ball game now. We don’t have a lot of time. This is urgent … It’s going to be very painful."

Company officials said they must take drastic actions this week to
avoid having to file for bankruptcy. Hoeksema said Midwest must be
"restructured completely."

Who’s to argue? Not me. But if I were an employee, I might. Based solely on the video:

• Why does he look off-screen and tell all of this to an unseen person, when this is directed at the viewer– the employee?
• Why, at the end, to further undermine the sincerity of the piece, does he suddenly finally look directly at the camera, as if to say, "This interview was fake, but now I’m being sincere…"?

I’m not doubting the sincerity of Hoeksema or the severity of the situation. But I hate it when PR or Video cleverness fouls up the message.

I’d rather see a slightly shaky camcorder and a guy with his tie loose looking straight at me, telling me FIRST how important I am to the company, secondly, what sacrifices he is going to make (or has made), and then, finally, what sacrifices I will be asked to make.

But after viewing this message as it is now, I just wouldn’t feel that motivated.

After all, if I owned stock, I could have cashed out a year ago and would not have had to deal with any of this. Or at least I’d be working for AirTran, the company that is eating my lunch.

This appeal from our Milwaukee’s "HomeTown Airline" simply strikes me as being too UpTown.

(Send your corporate videos to brienlee@videostory.com for review.)