In this article, we are going to be talking about EMPLOYER BRANDING and the steps to take when creating an employer branding video in order to demonstrate the CULTURE of the organization and SERVICES the organization renders.
Employer brand illustrates an employer’s reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and value proposition to customers. The term was first used in the early 1990s, and has since become widely adopted by the global management community.
Employer brand is “the image of your organization as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing your company’s employer brand.
There are lots of convincing reasons for companies to create employer branding videos with the most striving companies possibly developing their own employer YouTube channels. With the widely known 4G trend and the 5-inch screens smartphones, job seekers will clearly be consuming video content.
So it is up to employers to feed the new, more insightful conscious job seeker with top quality employer branding video content to enable them get familiar with and engage with the company. If you plan to recruit top modern talent, you have to display your company culture and one of the best ways to do this is by means of a great employer branding video.
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Below are 5 steps to help you create an effective Employer Branding Video:
1. Set a goal:
Setting a goal is the starting point for your video. What exactly is the reason for your video? A goal will definitely influence decisions all through the creation of your video, make sure it stays on the message. Investing in employer branding videos have enormous potentials and can actually increase the return on investment to a level you never imagined.
2. Define your audience
Like any marketing effort or any campaign, you have to indicate your target group for your video. You might be trying to target a particular profession, skill set, industry, attitude, country, seniority level, and so on? As soon as you know your target audience it would greatly determine the design and development of your video, making the outcome appealing to your target audience.
3. Be authentic
Ensure that your message is genuine and is the same as the reality of your business. When you just concentrate on the fun and good sides of the business which does not really reflect your environment, the new employee could feel misled and eventually leave. Make an effort to use your own people in the video and not just the camera lovers. Encourage involvement from all the sectors of your business.
4. Your video should be short and informative
How long should your video be?
A significant percentage of viewers click away from videos after 60 seconds. Keep in mind that people are more likely to share a 4-minute video over a video that is 15-30 minutes long. Mobile phone users will gladly watch a 7-10 minutes long video. So it is ideal that employer branding video should be 7-10 minutes long or less, it should be straight to the point and informative.
5. Create impact and action
The best employer branding videos are the ones that include some sort of emotion, be it wonder, amazement, compelling, joy, laughter and so on. For instance, if you happen to be a brand that is anticipating meeting opposition from your target audience or your brand has been tarnished somehow with a particular group, humor can certainly help you overcome the stiff resistance to your marketing effort.
Having made your impression in the video it would most likely result in more inquiries or application rate, which you need to monitor. This then enables you to measure your video performance rate against your first objectives.
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