In today’s highly competitive job market, having a strong employer brand is more important than ever – and the perfect employer brand video is the ideal tactic to attract the right talent into your business. With Australian unemployment at a 50-year low, it’s becoming increasingly difficult for companies to attract and retain top talent. This is where employer branding comes in. Employer branding is the process of creating a positive image of your company as an employer, and is essential for attracting and retaining the best employees.

One of the most effective and persuasive ways to build your employer brand is through video. Employer brand videos allow you to showcase your company culture and values in a way that words alone cannot. They give potential employees a glimpse into what it’s like to work for your company, and can help to differentiate you from your competitors.

In this blog post, we’re going to share 10 secrets to crafting the perfect employer branding video. We’ll cover everything from defining your target audience to measuring and optimizing your video. Whether you’re a small startup or a large corporation, these secrets will help you create a video that effectively communicates your company’s values and culture, and connects with your target audience.

Clearly define the target audience

Understanding the target audience is crucial in creating an effective employer branding video. The message and tone of the video should be tailored to the specific demographics, interests and pain points of the target audience. For example, if the company is looking to attract recent university graduates, the video could focus on the opportunities for growth and development within the company. On the other hand, if the company is looking to attract experienced professionals, the video could highlight the company’s track record of success and the potential for career advancement.

Tell a compelling story

One of the most effective ways to craft a compelling employer brand video is to tell a story. Storytelling allows you to create an emotional connection with the viewer, showcase your company culture and values in an engaging way, and communicate the unique value proposition of your organization.

When crafting the story for your employer brand video, consider the following tips:

• Use employee testimonials: Employee testimonials are a powerful way to showcase the culture and values of your organization from the perspective of those who experience it every day.
• Show behind-the-scenes footage: Allowing the viewer to see the inner workings of your company, such as the day-to-day operations, team dynamics, and company culture, can help to build trust and credibility.
• Highlight the impact of your company: Share real-life examples of the impact your company has on the lives of your customers, clients, and communities. This will help to demonstrate the value that your organization provides and how it makes a difference in the world.

For example, a technology company could feature a team of engineers working on a groundbreaking new product, while a financial services company could highlight the positive impact its work has on clients and communities. These real-life examples will help to bring your employer brand story to life and make it more relatable and impactful for the viewer.

It is important to remember that your employer brand video should be authentic and reflective of your company culture and values. By telling a compelling story, you can effectively communicate the unique value proposition of your organization and create an emotional connection with the viewer.

Show, don’t tell

Showing, rather than telling, is an effective strategy for creating a strong emotional connection with the viewer and making the message more relatable. Visuals, such as footage of employees working together, collaborating on projects, and enjoying company perks, are a powerful way to bring the message to life and make it more engaging.

For example, a healthcare company could use footage of employees providing compassionate care to patients, or a retail company could show employees providing excellent customer service to shoppers. These visuals help to showcase the company culture and values in an authentic way, and can help to attract the right kind of talent.

In addition to footage of employees, companies can also use visuals such as images of the company’s offices, products, and services to give the viewer a sense of what it would be like to work for the company. This can help to build trust and credibility with the viewer, and can help to attract top talent that aligns with the company’s values and culture.

Another important aspect of showing, rather than telling, is to use real-life examples of the company’s impact. This could include case studies, customer testimonials, or statistics that demonstrate the company’s success. Using real-life examples can help to build trust and credibility with the viewer, and can help to attract top talent that is looking for a company that is making a difference.

Overall, using visuals and real-life examples is an effective way to bring the message to life and make it more relatable to the target audience. It helps to showcase the company culture and values in an authentic way, and can help to attract the right kind of talent.

Keep it concise

Attention spans are shorter than ever, so employer branding videos should be short, usually less than 2 minutes, to keep the audience engaged and prevent them from losing interest. This means that the video needs to be carefully edited and paced to ensure that the most important information is included and that the video is engaging from start to finish.

Highlight the benefits of working for the company

Highlighting the benefits of working for the company is an important aspect of crafting the perfect employer branding video. By showcasing the perks and benefits of the company, you can attract top talent and differentiate your company from its competitors. This can include information on a wide range of benefits such as competitive salary and benefits packages, professional development opportunities, and a positive work-life balance.

For example, a technology company could highlight its cutting-edge facilities and flexible working options to appeal to potential employees who value innovation and work-life balance. They could show footage of employees working remotely or using state-of-the-art technology to showcase their progressive approach. Additionally, the company could include information on the various professional development opportunities they offer, such as training programs, mentorship, and networking events.

Similarly, a retail company could highlight its employee discounts and company culture as a way of appealing to potential employees who are looking for a positive work environment. They could show footage of employees working together, collaborating on projects, and enjoying company perks such as team building activities or social events. Bringing these benefits to life through an employer brand video can help attract the right people into your business.

Use a variety of footage

Using a mix of footage, such as interviews, b-roll, and animation, can keep the video interesting and visually appealing. This can include footage of employees on the job, in meetings, and enjoying company perks, as well as footage of company events, such as team building activities or charity fundraisers. Avoid 8 minutes of your CEO talking straight to camera talking about the vision and mission for the organisation, as this isn’t persuasive or compelling for the viewer. Instead, highlight the transformation stories of your team members to help paint a picture of what’s possible.

Showcase the company culture

It is important to note that showcasing the company culture is not just about highlighting the positive aspects, but also being transparent and authentic in presenting the company as it truly is. When showcasing the company culture, it is also important to consider the target audience and tailor the message to align with their values and aspirations. For example, a company that values innovation and creativity may appeal to a younger and more tech-savvy audience, while a company that values stability and security may appeal to an older and more conservative audience.

Incorporating real-life examples and employee testimonials can also be a powerful way to showcase the company culture. These can include employee-led initiatives, volunteer work, and team building activities that reflect the company’s values and mission.

To effectively showcase the company culture, it is important to have a clear understanding of the company’s unique selling points and to effectively communicate these in the employer branding video. This will help to differentiate the company from competitors and make it a more attractive place to work for potential candidates.

Use consistent branding

Using the company’s branding consistently throughout the video is important in creating a cohesive message and reinforcing the company’s image. This could include incorporating the company’s logo, colour scheme, and messaging into the video. For example, a company with a strong brand identity could use its brand colours and typography throughout the video to create a consistent visual identity.

Here at Eloquent we always collaborate extremely closely with both your HR, Talent Acquisition, and Marketing teams to ensure that the messaging and brand consistency is on point and reflects your entire business.

Measure and optimise

Measuring and optimising the performance of your employer brand video is crucial in order to ensure that it is effectively reaching and resonating with your target audience. By tracking metrics such as views, engagement, and conversions, you can gain a better understanding of how your video is performing and identify areas for improvement.

One of the most basic and effective ways to optimise your employer brand video is by tweaking the title and description. This can have a significant impact on the number of views and engagement your video receives, as the title and description are the first things that potential viewers will see when searching for or stumbling upon your video. By making sure that your title and description accurately reflect the content of your video and include relevant keywords, you can increase the chances that your video will be discovered by the right people.

You can also make changes to the video itself to optimise its performance. For example, if you notice that engagement with your video drops off after a certain point, you may want to consider making edits to keep the viewer’s attention. Alternatively, if you see that your video has a high view count but low engagement, you may need to re-evaluate the messaging or storytelling of your video to ensure that it is effectively communicating your employer brand and resonating with your target audience. Your Google Analytics account will show you relevant video marketing analytics,

Amplify your employer brand video to the right people

Creating an effective employer branding video is just the first step. To truly leverage the power of video, it’s important to invest in amplifying your video and putting it in front of the right people at the right time. After all, a video is only effective if it’s seen by the right audience.

One of the most effective ways to amplify your employer branding video is through YouTube Ads and LinkedIn ads. These platforms allow you to target your video to specific demographics and job titles, ensuring that your video is seen by the right people. Additionally, LinkedIn allows you to target specific companies, making it an ideal platform for recruiting top talent from your competitors.

Another powerful way to amplify your employer branding video is by embedding it in your job ads. This way, potential candidates will see the video before they even apply for the job, giving them a strong sense of what it’s like to work for your company. This can help to attract candidates that are the best fit for your company culture and values, resulting in a higher retention rate.

Investing in amplifying your employer branding video is essential for reaching and engaging your target audience. By using platforms like YouTube and LinkedIn ads, as well as embedded in job ads, you can ensure that your video is seen by the right people, at the right time. This will help to attract and retain top talent, and ultimately support your business success.

Eloquent are the experts in creating and promoting your employer brand video

Creating an effective employer branding video requires a combination of creativity and strategy.

By following these ten secrets, you can craft a video that effectively communicates your company’s values and culture, and connects with your target audience.

If you’re looking for an expert in crafting employer branding videos, look no further than Eloquent, Sydney’s leading marketing agency with deep expertise in the talent industry.

We have unique experience in crafting effective employer brand videos, and understand the right sequence to promote your message. In particular, we are experts in asking your employees the right questions, helping them get comfortable in front of the camera, and coaching them to help them really convey the value of working at your organisation.

Contact us today to learn more about how we can help you create the perfect employer branding video for your company.