How can you create a compelling Employer Value Proposition (EVP) video for your organisation?

As an HRD or Head of Talent Acquisition, you know that the key to finding and keeping top talent is having a compelling Employer Value Proposition (EVP). You also understand the power of video in capturing attention and driving engagement. But how do you create a successful EVP video that attracts and retains great employees? That’s what we’re going to explore in this blog – from crafting the perfect structure for your EVP video, we explore the benefits of investing in one, and learn how to use EVP marketing to promote it successfully. Let’s dive in!

What is an Employer Value Proposition (EVP) and why it matters for HRDs and HRMs?

An Employer Value Proposition (EVP) is the unique set of benefits and employee experience that your organisation offers its employees. It’s the ‘why’ behind why people should come to work for you instead of any other employer.

For Human Resource Directors and Managers, understanding and communicating their EVP is vitally important in today’s competitive hiring environment. Australia has seen a steady decline in unemployment over the last 50 years, so recruiting top talent isn’t just about having open positions – it’s also about marketing your company as an attractive option to potential applicants. An effective EVP will help HRDs and HRMs stand out from the crowd by differentiating their offering from competitors with similar offerings – and an EVP video can be a powerful tool in this regard.

By investing in an effective Employer Value Proposition (EVP) video, HRDs and HRMs can make their organisation stand out from the competition while positioning themselves as attractive employers to prospective candidates. With careful planning, creativity and technical know-how, you can create an EVP video that helps connect with top talent and communicate what makes working at your company special.

Why video needs to be a key strategy for communicating your EVP

Video is a highly persuasive medium and can be used to powerfully communicate your EVP. It has the ability to elicit an emotional response in viewers and draw them in, which helps you to create a strong connection with job seekers. Additionally, video performs exceptionally well on social media platforms – it’s estimated that people are 85% more likely to watch a video than read text content.

Using video for your EVP also allows you to actually highlight your current employees and have them explain why they love working at your company. This kind of authentic storytelling goes a long way in building trust with potential candidates and reassuring them that they would make the right choice by joining your organisation. Furthermore, having compelling EVP videos can help improve conversion rates on your job ads and career pages, as viewers are more likely to engage with them compared to text-based content.

Ultimately, an effective EVP video strategy is one of the most powerful tools that HRDs and HRMs have at their disposal in today’s competitive hiring environment. With the right planning and execution, you can create compelling videos that attract top talent and help make your organisation stand out from the competition.

Creating the perfect Employer Value Proposition (EVP) Video

Creating an effective EVP video requires careful thought and planning – after all, you want your audience to understand and remember your core message. To ensure that your EVP video resonates with potential candidates, make sure you include key elements such as company culture, values, opportunities for growth, benefits and perks of working there. Showcasing real employees talking about their experience at the company can also help bring your story to life.

High-quality footage of your employees in their workspaces and engaging with each other can help viewers get a real sense of what it’s like to be at the company. It may also be beneficial to consider including graphics or animation – these can help break up content and provide an extra layer of visual appeal. Once you have created your video, make sure that it meets best practices for optimising video content so that it performs well on social media platforms.

Here is an example of an EVP video that we created for Senex, an ASX-Listed organisation embarking on a billion dollar expansion and needing to hire more mining employees across Queensland.

Working at Senex from Senex Energy on Vimeo.

Crafting the perfect structure that speaks to your ideal candidate

To help focus your EVP video, consider breaking it down into different sections.

Many organisations make the error of beginning their EVP video talking about themselves, their company, and their culture – but what actually performs better is highlighting the transformation and experience that your candidate will experience first. You want to talk about what matters to your candidate before you talk about yourself, so you can capture their attention.

First focus on emphasising how joining your team could benefit potential candidates in terms of career growth, opportunity, and stability. You want your employee犀利士
s to do the talking and highlight the transformation that they’ve experienced in the business.

You can then move on to discussing any unique benefits or perks that employees can gain from working at your organisation – such as flexible working hours, professional development courses or other advantages that make working there special. This section should include key information about why this is an attractive place to work.

Finally, end your video by introducing who you are as a company – your history, mission and values, then end with a strong call to action inviting them to express their interest in joining the team.

When crafting your EVP video, it is essential to keep the message clear and concise; after all, you want to ensure that the video is not too long and people stay engaged. Additionally, you should also consider the channels you will use for promoting your EVP video. By leveraging the power of social media platforms, email marketing and even online job boards, you can reach a wider range of potential candidates and get your message across to them more effectively.

Book a Free 15 Minute Consultation With Us To Discuss Your EVP

 

How to promote your EVP video to attract higher-quality candidates

Once your EVP video is created and ready to be shared, it’s time to promote it. Promoting your EVP video can help you reach the right candidates and attract higher-quality applicants.

Start by adding your EVP video to your careers page; it should be easy for potential candidates to find. You can also encourage employees to share the video with friends and colleagues who may be interested in joining the organisation as well – this will increase visibility and reach a wider audience.

Next, share your EVP video on social media platforms such as LinkedIn, Twitter or Facebook; create attractive visuals that draw attention and make sure that you target the right audience using keywords. Additionally, consider adding the link of your EVP video to all of your job postings. You can also use email campaigns to reach out to candidates who have viewed your job ad or have subscribed to your newsletter to let them know about the EVP video and what they can expect from working with your organisation.

Finally, consider running ads for your EVP Video on social media platforms such as LinkedIn Ads, Twitter or Facebook – this will help you target potential candidates more effectively by focusing on their interests, location, industry experience and other factors that may make them a great fit for the role.

By leveraging the power of an Employer Value Proposition video, Human Resources Directors can be confident that their message is reaching their ideal candidate and that they are attracting higher-quality applicants.

How to measure your EVP video performance

The last but not least step for a successful Employer Value Proposition (EVP) video is measuring its performance. Tracking metrics such as view count, engagement rate, click-through rate (CTR), website visits and time spent watching will give you valuable insights into what’s working and what’s not.

For example, if your EVP video has a high view count but low engagement rate, it could be because the content doesn’t resonate with viewers or isn’t well-structured to grab viewers’ attention. In this case, you should consider optimising the video by making changes such as adding visuals, condensing the content and restructuring the story arc.

In addition to tracking performance metrics, you can also measure your EVP video success by analysing the number of applications received or even conducting surveys with applicants who viewed your EVP video. This will provide valuable feedback on how successful your efforts have been in creating an effective Employer Value Proposition that resonates with candidates and encourages them to apply for a role.

By taking the time to track and analyse performance metrics, Human Resources Directors can identify areas that need improvement in their EVP content strategy, refine their approach and ensure that their message is reaching their ideal candidate.

Conclusion:

Creating an effective Employer Value Proposition video is essential to any successful talent acquisition strategy. Human Resource Directors should consider creating a compelling video by capturing the essence of the organisation’s culture, values and offering in a way that resonates with potential candidates. Additionally, they should promote their EVP video across all appropriate channels and measure its performance using relevant metrics to ensure that it reaches the right audience. Doing so will help attract higher-quality talent to the organisation and ultimately help them reach their hiring goals.

By taking these steps, your organisation can be sure of creating a successful Employer Value Proposition video that effectively communicates their message to potential candidates.

The art of a compelling EVP video will not only bring success to the organisation’s recruitment efforts, but it will also set the tone for future hires who are looking for an employer with clear values and offerings. With a powerful EVP in place, your organisation can rest assured that they are giving potential candidates an engaging and impactful glimpse into what it is like to work at their company.

Eloquent are experienced experts in creating beautiful Employer Value Proposition videos

If you are looking to create a compelling Employer Value Proposition video, look no further than the experts at Eloquent. With years of experience in crafting effective EVP videos that highlight an organisation’s culture and values, they can help ensure that your message resonates with potential candidates.

Get in touch today to get started on creating the perfect EVP video for your organisation.

 

 

Book a Free 15 Minute Consultation With Us To Discuss Your EVP

 

Keywords: EVP, Employer Value Proposition, EVP Video