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What makes a great employer brand video?

Video is part of most marketing strategies these days; there’s no arguing with the fact that it’s an engaging way to convey a brand’s message. According to Hubspot, 54% of consumers want to see more video content. But what about using video to appeal to potential new employees or reengage existing personnel?

Video is a fantastic way to tell your employer brand story. After all, companies with highly engaged staff outperform their competitors by 147% and those who excel at customer experience have 1.5 times more engaged employees.

So, what makes a great employer brand video? Well, a video that truly captures everything that’s special about an organisation must be authentic, create an emotional connection and take the viewer on a journey.

Keep it real

In any employer branding, it’s important your messaging is consistent with your overall company vision and values. You’ll want to be genuine about who you are as an organisation and what the benefits are of working there.

Don’t have snooker tables and beer Friday? No need to fret. A great video production company will take the time to get to know you first, understand what makes your place of work so special and plan the filming from there. Your focus might be on innovative technology, great team working, limitless opportunities for promotion or community work, to name just a few.  A well-executed video can showcase exactly what your employees love about working at your company.

Remember, to make an employer brand video relatable, you need to think beyond including just your senior leaders. Their presence is important, but so too are the many voices of employees across the organisation.

Think about theming your video. One of our favourite videos, for its simplicity of message, is a ‘day in the life’ at TrustFord’s contact centre. Contact centres are traditionally known to be large somewhat cold environments, but we wanted to convey the great team-working atmosphere at TrustFord, and this video does just that!

Framing a video will provide real insight into life at your company. Just be careful not to over-script employees’ voices. Some of the most authentic emotionally charged sentiment comes from having somewhat of a free-flow conversation. A great interviewer will make your employees feel as if they’re having a personal chat.

Elicit an emotional connection

As experts in producing business videos, the most successful projects create an emotional connection with the viewer, drawing them in and taking them on a journey.

It’s crucial you have in mind the exact target audience for the video. It can really help with the talent acquisition process. Your employer brand video should equip potential employees with information that helps them decide whether they want to apply for a role or not. It’ll make it easier to attract and recruit the people that are motivated by your company and brand values. They’re the ones who will be in the 28% who plan to stay with you for over five years and contribute greatly to your organisation.

Take the viewer on a journey

A great employer brand video gives the viewer the opportunity to discover what it’s like to work at your company. They need to feel as if they are in the room and being taken on a journey; in much the same way as they would be if they were to join your organisation.

Do you have a great outlook? Are there welcoming break-out areas? How do your employees feel? Is team collaboration important? Do you build amazing products? If so, make sure these elements feature within your video.

Set the tone with the right music

The music you choose is incredibly important. It’s the finishing touch that will elevate your overall message. If you think about the big screen, some soundtracks are so powerful that they outsell the movies themselves. Background music for employer brand videos is designed to provide a sub-perceptual lift.

If you’re a B2B tech company looking to attract the best developers, you might want something with an even tempo that adds interest without drawing attention. But if you are a vibrant company looking to promote an apprenticeship scheme, you might want something younger with an upbeat tempo.

Now that you’ve got an idea of what makes a great employer brand video, you’ll likely be buzzing with ideas.

As a Drum Recommended corporate video production company, we can work with you to create something special to help you recruit and retain the best people.

Simply contact us on 01787 378422 or send us a message here to get started.

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