Marketing & Communication

To achieve success with your employer brand video, these steps are essential:

1. Determine your target audience

Identify the specific audience you want to target the video to. Is it aimed at recent graduates, experienced professionals or a specific industry? The more you know about the target audience, the better. For this, you can use a buyer persona, in which you outline your ideal customer (or in this case, job applicant). In it you describe things like: study, work experience/current position, personality, and preferred channels.

2. Know your brand values

In addition to knowing your target audience, it is also important to know your own brand well. Define your company’s core values and culture. Make sure these values are clearly expressed in the video.

3. Employee stories

Stories from real people always do best. Get current employees to share their personal experiences. This provides an authentic perspective on working at your company.

4. Show the work environment

Give a tour of the workplace to give potential employees an idea of the atmosphere and daily environment.

5. Inclusiveness and diversity

Emphasize inclusiveness and diversity within the company. Show that all employees are valued regardless of their background.

6. Talent Development

Show how the company invests in employee development and growth. This can be in various forms, such as: training, mentoring programs and include advancement opportunities.

6. Good quality

Make the video visually appealing and appropriate to both the target audience and the brand. Invest in good quality shots and editing. In addition, choose appropriate background music to set the mood. Add subtitles for a wider audience and for people who cannot or do not want to use the audio.

8. Call-to-action ⏭️

End the video with a clear call to action. Encourage viewers to contact, apply or get more information and also tell them where they can do so.

Keep in mind that authenticity and transparency are important. A person should be able to identify with what he or she sees in the video. Avoid excessive editing and present an honest picture of the company.

After you’ve created a video, it’s time to show it to the world. You can use an employer brand video in multiple ways, such as:

Your own website

Place the video on your own website on your “about us” or “working at” page. This way, anyone interested in working at your company can get an immediate impression.

Social media

Distribute the video through your socia media channels. To reach potential talent, ad campaigns on social media are also ideal. The advantage of this is that you can target quite specifically, especially on LinkedIn, and thus reach exactly the right audience. An employer brand video is particularly good to use for brand awareness campaigns, and thus to deploy in the first phase of the funnel (also called the See phase ). Create short versions of the video and make sure you have versions in every format (landscape, square and story format).

Career sites

Is your company already visible on career and job sites? Think Indeed, Nationale Vacaturebank, Monsterboard or other websites. You can often edit your profile on such websites and also post the video here.

Events

An employer brand video is ideal to use for events and career fairs.

Within Google Ads, there are nine different types of ads to choose from, namely Search, Display, Video, App, Shopping, Discovery, Local Services, Performance Max and Smart Ads.

Each type of Google Ad is displayed on one or more Google properties, including channels such as YouTube, Google Shopping, the Google SERP, Gmail inboxes and the Play Store. Most types also have options to appear on properties of external partners on the Web.

What are Google video ads?

As the name suggests, this is purely about video ads. These ads are hosted on YouTube and also primarily shown to users there. They come in six varieties:

1. Skippable In-Stream Ads: These appear before, during or after videos and have no maximum length. They play until completed or the user skips them.
2. Non-skippable In-Stream Ads: Up to 20 seconds long, these in-stream ads play without the option to skip.
3. In-Feed Ads: For advertisers who want to promote a video on the YouTube homepage, among organic search results or in the video feed under active YouTube videos.
4. Bumper Ads: Similar to non-skippable in-stream ads, bumper ads last only six seconds and play at the beginning of a video.
5. Outstream Ads: Like Display ads, outstream ads are promoted videos played only on Google Video Partners’ network, with no maximum length.
6. Masthead Ads: The top tier of video ads, these are played at the top of YouTube’s homepage.

Good to know about Video ads

What are Google App ads?

If you’re promoting an app, these ads work in a similar way to Shopping ads. Instead of having to create entire ads yourself, all you have to do is enter simple text, indicate your language preferences and set a budget. Google then uses information from your app listing in the Play Store to automatically test different layout combinations and display the most relevant ones for keywords.

These app ads can appear in various places, including Google SERPs, Google Discover, Play Store search results, Play Store-related and featured app sections, YouTube feeds and the search partners network.

Good to know about App ads

What are Google Shopping ads?

Unlike Search ads, which require advertisers to create their own texts, Shopping ads pull data from product feeds in the Google Merchant Center. Sellers with physical inventory can use these automatically generated ads to sell products on:

1. Google SERP: Shopping ads populate the SERP with relevant keywords and may appear while scrolling or as a set of images along the right margin of the page, linking to the Google Shopping page.
2. Google Shopping: Sponsored Shopping ads appear in a carousel at the top of the page for extra visibility.
3. Google Images: Carousels of Shopping ads appear at the top of results for image searches related to products.
4. Google Maps: Local inventory ads appear at the top of listings for relevant keywords in Google Maps searches.
5. Search partner websites: Shopping ads appear in search results and directories on various search partner websites, which are not specifically mentioned by Google.

Good to know about Shopping ads

What are Google Local Services ads?

Local Services Ads are not technically part of the core of Google Ads, but it is still a type of Google ad. Advertisers with local products and services can create these campaigns within the Local Services Ads hub.

When people click on those ads, they can directly call the company or send a message. As a result, advertisers get very specific leads from people who are ready to buy something. It is also good for users because lower response rates and poor reviews can hurt ads. So, it is advantageous that the best companies appear first.

Good to know about Local Services ads

What are Google Discovery ads?

Discovery Ads make smart use of scalable machine learning that focuses on intentions. By combining customer intent signals, artificial intelligence and your preset bids and conversion goals, Google Discovery Ads automatically adapts to the needs of end users.

Good to know about Discovery ads

What are Google Performance max ads?

Google Performance Max automates ad campaigns across all Google Ads channels by combining advertiser goals and material with Google’s AI and machine learning for optimized ads on each channel. No choice of ad type needed; just give all the elements to Google, and it handles the rest with machine learning for maximum visibility with qualified users.

Good to know about Performance Max ads

What are Google Smart ads?

Good to know about Google’s smart ads

Rigidity 🚫

The danger of a social media calendar is that you can be too focused on the schedule you have already made. It is important to remain flexible and respond to unexpected events or opportunities. If you stick too strictly to your calendar, you risk missing opportunities or appearing irrelevant when unexpected events occur.

Abundance of content ⚠️

Catching on too much can also work against you. If you always try to connect with current events, you run the risk of bogging down your message in the flood of information. It is important to be selective and only pick up on events that are truly relevant to your brand and target audience.

Misinformation 😒

There are lots of social media moments to choose from. Some hook-up moments are just a little more famous than others. So it is very important to do good research on the background of the event, holiday, special day, milestone or occasion. After all, you don’t want to make the wrong association or give the wrong information. This not only comes at the expense of your trustworthiness, but can also provoke negative reactions.

There are many great hook-up examples of brands using a social media calendar the right way. Therefore, we highlight some great catch-up examples. ☀️Take advantage of them and get inspired!

Wondering which hook-up moments are a good fit for your organization? Look up existing social media calendars and write down for yourself which moments are relevant to your industry, organization and target group. Also look at what your competitors are doing and try to remain original. Think about what you can add to your catch-up calendar to reflect what kind of organization you are, what you stand for and what your core values are. For example:

Seasonal promotions 🌞

Plan special offers and content around different seasons, vacations and holidays. For example, if you own a clothing store, you can capitalize on the start of the summer season with summer discounts and style tips.

Branding milestones 🎉

Mark important dates in your company’s history, such as anniversaries or product launches. This can be an opportunity to share your brand story and engage customers in your journey.

Trending topics ✨

Stay on top of current trends and events relevant to your industry. For example, if you are in the tech industry, you can catch up on the launch of new gadgets or software updates.

Content series 📝

Create content series that run throughout the year, for example, “Tip Tuesday” or “Throwback Thursday. This gives you a regular stream of content to keep your audience interested.

Research #hashtags #️⃣

Connect with popular hashtags on social media to increase your reach. If there is a trending hashtag relevant to your brand, use it in your calendar to get more visibility.

Conclusion: a social media calendar is an indispensable tool for effective marketing. 🌟 A well-planned social media calendar can not only improve your marketing results, but also increase engagement with your target audience and strengthen your brand. It is a powerful tool that helps you deliver your message at the right time and in the right way. It allows you to communicate with your target audience in a timely, relevant and consistent manner. Most importantly, however, stay flexible and seize opportunities as they arise. Also, be critical about what catches up suits your organization. After all, it makes no sense to capitalize on moments that are not relevant to your target audience or organization. That can actually be detrimental and is often a waste of your time since there will most likely be little interaction with it.

The Cialdini principle of reciprocity is based on the idea that people tend to do something in return when someone does something for them. The feeling of obligation arises when someone receives a favor and motivates them to do something similar in return.

Make someone feel like they want to give something back. To do that, it’s important that you give them something first. So offer value to potential customers before asking for anything, such as a free trial or exclusive offers. Or, for example, give free samples or extras with purchases to encourage reciprocity.

The Cialdini principle of authority is based on the idea that people are more likely to obey individuals who are considered authoritative and knowledgeable. Using authority figures in marketing is an effective way to build credibility.

You apply this by showing evidence that you are an expert within your industry. Display certificates, awards, or reviews to highlight your expertise and authority in a particular field. Also, use other experts or authority figures to promote your products or services.

The Cialdini principle of sympathy is based on the idea that people are more likely to do something for people they like. Creating sympathy is a powerful way to influence the behavior of others.

You apply sympathy in Cialdini’s influence principles by creating a personal connection with potential customers. You do this, for example, by giving compliments or sharing common interests. For example, make sure customer service representatives are always friendly and helpful.

The Cialdini principle of unity is based on the idea that people tend to identify (and feel connected) with others who share similar characteristics, beliefs or goals. This principle was later added to the original 6 Cialdini principles and emphasizes the importance of shared identity. Something incredibly important in the times we live in today. Consider, for example, the influence of influencers.

You apply Cialdini’s unity principle by identifying and expressing shared characteristics, beliefs or goals with your target audience. In doing so, you create a sense of unity and connection. Your target audience must recognize themselves in you as a brand and in the rest of the audience to feel they can rely on you.

While the Cialdini principles can be extremely effective in influencing consumer behavior, there are also legitimate concerns about ethics and manipulation. It is essential to apply these principles responsibly and ethically to avoid damage to the reputation of a brand or organization. The goal should always be to provide value to customers and build relationships based on trust.

In conclusion, the seven Cialdini principles have changed the way we think about persuasion and marketing. Understanding and applying these principles can lead to more effective communication, higher conversion rates and greater success in marketing, communication and sales. However, it is critical to use these principles with care and ethics so that they have a positive and lasting impact on customers and society as a whole. 🌍

So different colors evoke different emotions and associations. But which colors evoke which feelings? 🧐 We share below an overview of the psychology behind different colors. Please note that this is generally true. However, it always depends on several factors such as your target audience, what you want to portray yourself, the competition and what the data says. So we always recommend testing the colors through a/b testing and extensive research.

Color psychology is a powerful tool in the world of marketing and branding. Understanding the emotions and reactions that different colors evoke can give your brand a competitive advantage. 🏆 Remember, though, that context is very important. Look carefully at your values, what you want to convey and what is important to your target audience. Then keep on testing, researching and optimizing. What do you want your brand to convey?

In the See phase is your target audience who do not yet know your brand, company, product or service and do not yet have a specific need or clear interest. They are coming in contact with your company for the first time. The objective in this phase is to capture their attention and spark their interest. You want to let them know you are there and what you have to offer, without trying to sell directly. The goal of the See phase is to create brand awareness and name recognition. So make sure you reach as many people in your target audience as possible during this phase. Once you have captured their interest, you can gradually lead them through the next stage of the buying process.

In the Think phase, potential customers are aware of what you have to offer and have already shown interest. Think by interacting with your ads (from the See phase), interacting on social media, visiting your website, etcetera. However, they are still researching at this point, and want to get as much information as possible before deciding whether to move to the next phase. This is the time to offer valuable, informative content that will help them make their decision. Consider blog posts, informative videos, social media posts and ads, comparison guides, white papers, user-generated content, reviews and customer case studies. Make sure you are visible in a positive way so you are top of mind once they move to the next stage, taking an action.

In the Do phase, your potential customers are ready to convert. They’ve done research, and are now choosing which company to take action at. This is where you focus on conversion-oriented content, such as offers, discount codes and clear calls to action that win them over. Why should they choose you and not the competitor? Incorporate this into your content with a clear call to action: what do you want them to do after seeing the content/advertisement? Use the warmest target group in this phase: the target group that has already seen your company several times, has shown interaction with the ads (See- and Think phase), has visited the website, and of whom you are sure they have picked up enough information and are ready to convert.

After the purchase, the Care phase begins. This is the phase where you strengthen customer relationships. Think about having excellent customer service, valuable support and personalized communications. The goal is to create loyal customers who are going to recommend your brand to others, make repeat purchases and leave positive reviews. Email marketing plays an important role in this. Just make sure you do this in a positive way so that it is not perceived as annoying. After all, no one wants to be spammed with irritating banners and emails every day for months after buying a product.

Google’s See Think Do Care model thus provides an effective strategy for engaging your target audience at all stages of the customer journey. By being aware of your target audience’s needs and interests at each stage, you can create effective content and offer it at the right time. This will increase your chances of conversions and build strong customer relationships. So, leave behind those “annoying banners” that push people to buy something, and embrace the potential of an online marketing strategy based on the See Think Do Care Model. 🌟

An effective social media strategy and content strategy are essential to achieving success on social media. By understanding your target audience, creating valuable content, interacting, and constantly analyzing and optimizing, you can get the most out of your social media activities. Create a detailed social media plan and follow the steps to implement your strategy. To set up an effective social media strategy, follow these steps:

• Define your goals, what exactly do you want to achieve?
• Get to know the wants and needs of your target audience
• Select the social media platforms that best match your target audience and content
• Develop a content strategy, including the type of content, frequency and tone of voice.
• Analyze your competitors’ social media accounts and posts
• Think about the added value you offer with your own content
• Plan your content through a content calendar
• Interact with your followers and build an online presence
• Reach more people within your target audience through ads
• Engage in collaborations with partners, customers and influencers
• Monitor and analyze the performance of your social media posts
• Optimize your strategy based on the results
• Keep experimenting with new forms of content