Five Ways To Promote Your Employer Brand With Video | Venn Digital

Over 1 billion hours of video content is watched every day by people across the world and with nearly one-third of the internet using the platform, it’s clear just how dominant video content has become. According to HubSpot, 72% of customers would rather learn about a product or service through video and as 2020 is set to see 1 million minutes of video being streamed every second, your business is going to struggle to survive without a solid video content strategy.

Viewers retain 95% of a message when they watch it in a video compared to only 10% when text is read, so if you’re planning on sharing some big company news, industry insights or start an internal recruitment drive, video content should be at the forefront.

One of the biggest challenges in the recruitment industry is making sure your website stands out from the crowd and this is where video can make a real difference. Typically, your audience can be broken down into 3 different personas:

  • Corporates
  • Consumers
  • Future Employees

So, to help you attract each persona, we’ve got 5 video content ideas that can be tailored to different audiences, especially since videos have been proven to attract 300% more traffic and help nurture leads.

1/ Prove how good you are

Before anyone decides to work with or for you, they need to trust you. Audiences tend to respond better to what they can see, so don’t just tell them about success stories, show them. Testimonial videos allow potential clients and candidates to see the impressive results you’ve delivered time and time again.

We’ve already touched upon viewers retaining 95% of a message when it’s portrayed as a video, so it makes perfect sense to create video testimonials. However, to create something that truly builds trust with your audiences include genuine interviews with clients and candidates to help add an extra layer of authenticity.

2/ Teach your audiences something new

Every single person you employ has a unique insight into your industry that is valuable to your clients and candidates. Building loyalty will keep your audiences coming back to your website and one of the best ways to do this is by sharing the knowledge and resources at your disposal.

Once your audience is engaged and learning from your video content, they will grow to trust your professional advice. When they are ready to start searching for a new candidate or job, you’ll be the first name they turn to.

Whether it’s a video to explain your service, the latest industry trends or a round-table event, there are plenty of avenues to explore when educating your audiences. Recently, we helped international tool manufacturer Bahco educate their audiences on the benefits of becoming a Bahco Premium Tool Partner.

3/ Bring your culture to the forefront

Today, a company’s culture can be one of the biggest internal recruitment tools with millennials willing to take a £5,700 salary cut to work in an environment that provides a better quality of life. So, help any potential employees discover if they’re right for your business by showcasing the office environment, day-to-day benefits and real people who work for you.

Be genuine and your audience will be able to decide whether they’re compatible with your business. However, it’s important to make sure you’re creating an honest look into the company or else you risk going viral for all the wrong reasons, as Haig Recruitment found out.

We’ve worked with many of our recruitment clients to deliver an insightful look into their business. One example is the video we made for MRL which led to a 417% increase in social traffic and their careers page receiving over 600 visits within a month of the video going live.

4/ Engage with thought leaders

When it comes to thought leadership, honesty is always the best policy. It’s impossible to know everything, so don’t pretend, instead show that you’re willing to build upon your knowledge by interviewing other experts, hosting webinars and organising round-table discussions.  

Conversations with experts and influencers don’t just show a willingness to learn and grow, it also lays the foundation for knowledge-sharing video content where you and your audience can learn together.

5/ Make your event available to everyone

If your company hosts events, then it’s a real possibility that you can’t accommodate everyone. So, video recaps for those who couldn’t make it present a great opportunity to turn your audience into a community.

Highlighting the key talks, promoting guest speakers and recapping any new information will create engaging video content that will drive people to your next event. We worked with IT Lab to help create content that allowed everyone to learn more about their exclusive IT Strategy Briefing event.

At Venn, we’ve been extremely busy creating engaging video content for all our clients including Monzo, Brewdog and Square One. To find out more about how we can help you tell your story in a unique and engaging way, take a look at our showreel and get in touch today

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