When a company loses a talent, it’s almost always because they didn’t feel like they’d fit in the company’s culture and environment. The company, which manages to pull the heartstrings of the candidates, is the winner in the employer markets. The basics of appealing to employees are not much different from attracting customers and giving them a reason to stay with you.
What you need is to get employees emotionally attached to your company, product and cause. Employees have many questions regarding your company as they consider a new job, and one of the main questions is “Would I fit in and enjoy working here?”
Creating a short video of your company is an excellent way to show just who you are and to polish company’s employer image. Investing in a video is investing in something which can be used in multiple occasions; from social media to company webpage and from meetings to special events.
There are multiple ways of creating a video and truly, only your imagination is the limit here. To help you out, we gathered together some ideas of how to make an effective video which piques interest and creates an emotional impact in the viewer.
Keep It Simple and Honest
The ideal length for your video is 2-3 minutes. People can tell when someone is trying too hard to impress them so cut that out and tell honestly who you are as a company; what do you do and why, what are your values, goals, visions, products etc. Kone, who is using RecRight video interviews in their recruitments, have made a basic presentation of their company in this short video. Your video doesn't have to be this fancy, but it needs to reflect your image as a company and as an employer.
Choose Your Audience
Appealing to everyone means appealing to no one. Concentrate on appealing to people with the talents and skills you need. Ask from your employees what is needed from an employee to successfully manage tasks in the open post or in your company overall.
Depending on your target audience you can mold the video’s representation to fit them better; are you appealing to “Can do!” -youngsters or rather to old-fashioned veterans? To part-timers or someone to stay permanently as a part of your company’s family? If your company has got a special personality – for example if your company operates like a family or is very humorous – you can emphasize this to your target audience.
Set A Live Broadcast into Your Working Space
Nothing can give a better view of your company’s daily culture as a recording of normal day at the job. If possible, set a web camera to live broadcast how works are done in your company, what kind of a vibe your company culture has got and what kind of personalities are working there. This is unique and effective little extra, especially for an open recruiting time.
If a live broadcast doesn’t fit your company, you can record day’s events and make a short compilation video out of it. Another option is to give your company’s social media accounts to one of your employees and ask them to film their workday instead of just uploading pictures. Many social media channels - like Facebook, Instagram and Snapchat - have special features in creating video content.
One thing that all the top employer brands know how to do is letting their employees do the talking. Have your employees voice their thoughts on how it’s to work at your company and what is needed to be successful in the job. Allow them to talk about career opportunities, benefits and the working environment your company offers them. Honest testimonies are effective and come across as genuine and trustworthy – after all, when the company makes a video where employees can talk about the company like this, it sends out a powerful message of respect between the company management and the workforce.
Tell About Company Culture
How’s the company culture helping employees to reach their best? How does the company culture enrich and inspire people? What values it represents and how those values are present? How do people behave in meetings? What kind of personality your company has got (humorous, ambitious, serious, future oriented, natural, homey, driven etc.)?
The thing people want to know the most is whether they would fit in the company’s existing culture, so be open and inspiring about it. In the video below, a Gant's employee is telling about yoga sessions they have at their office.
How Does Your Company Differ from Others?
Do you have something different up your sleeve, something unique only you can do or offer for your employees? Is your emphasis on certain values or methods? Do you aim for special goals or have unusual ways of doing things? Do you offer special benefits or career opportunities for your employees? Don’t hesitate to bring out your company’s uniqueness, which sets you apart from others. Here is an example of Dropbox's unique approach to their employer branding.
Naturality = Easy Approach and Trustworthiness
Perhaps, our biggest tip on creating a compelling company culture video is to be natural, to be yourself. A natural and easy approach in videos promotes ease and trust in the viewers. If you do employee testimonials, let them talk freely without strict scripts. Let your employees and company be what they truly are. Too much polishing kills the edge and can come across as trying to impress employees too hard.
Are you developing your employer image and need ideas? Download a Employer Branding as a Recruitment Tool Handbook and make your job easier!