Think about the last time you read a simple, yet memorable blog post. That probably takes a second. After you read it, did you share it? Now think about the last memorable video you watched. Probably a lot easier to recall. There’s a reason for that: video provides a lasting impression on visitors.
Video combines the senses of sight and sound. We’re far more likely to connect with someone telling us a story than if we read about that story. We’re more likely to form a bond with someone when we can see the excitement on their face or hear the passion in their voice. We’re simply more likely to feel inspired ourselves. This ability to form an emotional connection puts video in the unique position for brands to leave meaningful impressions on potential customers, employees and investors – especially if they tell authentic stories that resonate with their audience.
If you use video to strengthen your company’s brand, quality matters. With social media being as popular as it is, the amount of advertising and marketing content that users see daily is overwhelming. This means it’s more important than ever to create collateral that connects with your audience. Quality videos combat short attention spans with compelling visuals, soundbites, and music. A well-executed video can easily convey more information in 30 seconds than a 500-word blog post.
But once you’ve produced your perfect brand story… how are people going to find about it? Videos make this easy on your audience because they’re so much easier to consume. Let’s face it, you’re far more likely to discover a story from a friend or colleague via video than a blog. Which are you more likely to share? This ability makes video the most popular way to advertise across devices. Newspaper, billboards, and radio are simply less effective and more difficult to track your ROI.
Because video is able to capture the attention of viewers far more effectively than written text, it creates a better means for getting your brand’s voice out there. The internet allows you to reach a wider range of audiences, as well as the ability to target the right personas for your product. This optimized marketing generally leads to more qualified leads, which in turn helps boost sales and notoriety. It’s worth the investment.
Video also allows provides the widest canvass for crafting how you want your brand to be perceived. It enables you to capture your company’s essence with powerful visuals, a strong voiceover, or sharp motion graphics. This helps create an authentic, meaningful connection with viewers.
How is your audience influenced by this connection? Video helps companies move the bottom line for their business. Traditional marketing doesn’t offer the ability to resonate with customers and potential employees. This leads to better hires, more donations, or higher comprehension rates. A strong corporate video shows a commitment to a strong brand.
There are so many stories and opportunities waiting to be shared in business today. These opportunities open gates for creators and corporations alike to develop a genuine connection with visitors that translates to a lasting impression. Not only does video help market a brand, it allows the viewer to get a sense of company culture, to see the true goals and values of the company, and ultimately connect on a human level that other forms of communication simply do not provide. For these reasons, corporate video provides an excellent place to start if you’re looking to strengthen your company’s brand.
Recruitment videos are a fantastic way to get potential employees to get an inside look at your company. It’s an ideal way to showcase the most appealing aspects of your company, such as culture, the physical space you work in, and the amazing employees that currently work there. Recruiting videos have become far more common in recent years. Here are a few Do’s and Don’ts for creating a recruitment video for your company.
DO these things when creating a recruiting video for your company:
DO Convey Core Values: Core values are the standards your company abides by. Be sure you let potential applicants know the values your company holds dearest, so they know what type of environment to expect from your workplace. You don’t need to list them out, but they should be apparent, or adhere to them. If you have a core value that describes a vibrant work environment, make sure your video has a lot of energy.
DO choose the best talent to feature and portray: Do you have an employee that exemplifies your core values, does an excellent job, makes the office a brighter place, or has a recent success story? Let them shine in the video. Applicants want to hear from those who are experiencing your company first hand. Tell stories that allows potential applicants to see your company from their perspective. Tell stories about people in the positions that they will likely have – not about a senior level executive. (Recruiterbox)
DO broaden the spectrum to get additional content for the future: Rather than posting about one specific job and dedicating all that time just for one specialized position, it helps to capture content for a variety of uses. That way, in two years when you need to hire again, you can reuse footage that might not have appeared in the old version to help you get applicants for your company. Reusing this footage can save your company significant time and money from not having to go out and shoot more material.
DO put people on camera who should be on camera (don’t inflict pain from bad people!): The fact of the matter is, some people love being on camera, and some people would prefer not to be. Don’t force anyone to get on camera – chances are they would be timid and give off a bad impression because of their discomfort. Include those who are enthusiastic and have great things to say about your company.
DO give a call to action: By the end of the video, if viewers like what they see, make it easy for them with a call to action. Tell them exactly where they can apply, or show them where they can find out more information. Either way, the content from your video will be fresh in their mind, so capitalize on it before they forget.
DON’T DO these things when creating a recruiting video for your company:
DON’T start with the top down (think about who’s applying and take it from that perspective): Essentially, don’t have your recruiting video be a short documentary on the CEO, with the higher-ups as the supporting cast. Make sure you have employees of all levels, showing the well-roundedness of the company. Try to think about what types of people will be watching your video, and tailor your video to the persona of who you see being the best-fit hire for your company.
DON’T lie – be honest.: If you falsely portray your company or the culture your employees are working in, you won’t attract the right people. This leads to turnover. If applicants have expectations based on your recruiting video, make sure they get what they expect. They won’t want any surprises when they show up the first day in the office.
DON’T think about what you want to say – focus on what the viewer wants to hear: An accurate depiction of the jobs available is a great place to start, but it never hurts to tell a viewer what they want to hear to intrigue them. Think about the most frequently asked questions candidates have during the interview process. Find out what folks want to know by speaking with your HR team. Put yourself in the shoes of the viewer and ask yourself what would you like to hear if you were looking for jobs and watching recruiting videos.
DON’T forget the approval process: Before you go ahead and post your recruiting video to social media or video hosting sites like YouTube, make sure you get approval from all those involved. The last thing you want is to post something only having to take it down (perhaps permanently) because someone didn’t approve of the video. For example, make sure everyone on the team is onboard with the goals of the video. Also, make sure that all material in the video builds your brand, and is sensitive to all those who may be checking out your video.
DON’T get wrapped up in time: Don’t go crazy trying to trim or expand the length of your videos to hit a specific time. Focus on the goal of the video, keep the messaging tight and on point, and say what you need to say. Don’t get long winded, or your viewers will get bored. This doesn’t mean that you should freak out and slash pieces of valuable information. Trim the fat only.
If you’re creating a recruitment video for your company, keep these do’s and don’ts on your radar so your video can attract the talent your company is looking for!
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