To attract talent faster and more effectively, it is crucial that potential candidates become familiar with your company as an employer. Common questions such as “What kind of company culture can I expect?”, “What is it like to work for you?” and “What is the company’s vision?” are essential for job applicants. With an employer brand video, you answer these questions early on and position your brand as an attractive employer at the same time. ✨
What is an employer brand video?
An employer brand video is a video that companies use to inform and convince potential employees of their attractiveness as an employer. It serves as an effective tool to communicate the company culture, core values and workplace environment in a positive and engaging way. The video can include various elements, such as interviews with current employees sharing their experiences, images of the work environment and relevant work activities, and a focus on the company’s mission and values. The ultimate goal is to present an authentic and positive image of the organization, attracting potential candidates and giving the company a competitive advantage in the talent market. The effective use of an employer brand video helps strengthen employer reputation and attract qualified professionals who can identify with the company culture.
What should you pay attention to when creating an employer brand video?
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.
How do you deploy an employer brand video effectively?
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.
Need help professionalizing your employer branding?
Sander has 25 years of experience in devising and executing branding & marketing campaigns, including Employer Branding. Are you looking for support and want to know how he can help you? Then get in touch.
