Employer branding videos are an increasingly popular way for companies to showcase their unique culture, values, and benefits to attract and retain top talent. While they can be a valuable tool in building your company’s reputation as a great place to work, it’s crucial to avoid common mistakes in order to make the most of your investment.

In this blog, we’ll explore the five biggest mistakes to avoid when creating your company’s employer branding video. We’ll discuss the importance of clarifying your Employee Value Proposition (EVP) before starting the production process, the benefits of targeting your video to your ideal employees, the impact that showcasing individual employee transformations can have, the importance of investing in amplifying your video, and the potential pitfalls of over-relying on the CEO to present to camera.

Right now in Australia it’s more challenging than ever to find and attract the right talent into your organisation, with a 50-year low in unemployment rates.

With these tips in mind, you’ll be well on your way to creating an effective and impactful employer brand video that accurately represents your company and attracts the best talent.

Not Spending Time Upfront Clarifying Your EVP

Your employee value proposition (EVP) is the unique set of benefits that an organisation provides to its employees in exchange for their work. It encompasses everything from salary and benefits to company culture, work-life balance, and career development opportunities. When creating an employer branding video, it is crucial to have a clear understanding of your EVP in order to communicate it effectively to potential employees.

One of the biggest mistakes companies make when creating an employer branding video is failing to spend time upfront clarifying their EVP. Without a clear understanding of what sets your company apart and what you can offer employees, it is difficult to create a video that effectively communicates this to potential hires.

To avoid this mistake, HR leaders should spend time upfront working with their teams to clarify the EVP and understand what makes the company unique. This could involve conducting surveys, focus groups, and interviews with employees, as well as reviewing company policies and procedures. The results of this research can then be used to inform the messaging in your employer branding video and ensure that it effectively communicates your unique value proposition to potential hires.

Missing the Emotional Connection

it’s crucial for companies to create an employer branding video that not only highlights the practical benefits of working for the company, but also connects with potential hires on an emotional level. While it’s important to mention factors such as pay, location, training, professional development, and career opportunities, many job seekers are looking for a deeper sense of connection and purpose in their careers.

A successful employer branding video should tap into the emotional motivations of your target employees and communicate how your company can provide a sense of community, friendship, and a shared purpose. This emotional connection can be the deciding factor in whether or not a potential hire chooses to join your company.

To achieve this emotional connection, companies can highlight the company culture, values, and mission, as well as showcasing employee testimonials and success stories. This will give potential hires a sense of what it’s like to work for your company and help them see how they can fit in and contribute to the company’s success.

Failing to Tailor Your Employer Branding Video to your Target Hires

One of the most frequent blunders organisations make when crafting an employer brand video is failing to cater it to the specific type of employees they’re aiming to attract. It’s crucial to grasp not only the demographic and job requirements of your ideal hires, but also what drives and motivates  them, in order to develop a video that will make a connection with them and convince them to join your company.

For instance, if you’re targeting tech-minded millennials, your video should showcase the company’s cutting-edge technology and flexible work arrangements. On the other hand, if you’re seeking to attract seasoned professionals, you may want to emphasise the company’s professional growth and development opportunities.

To sidestep this mistake, HR leaders should make a concerted effort to understand their target employees and what drives them. This might include analysing data on the demographics and job requirements of your ideal hires, as well as conducting research on their motivations and priorities. The results of this research can then be used to guide the messaging and tone of your employer brand video, ensuring that it connects with and appeals to your target employees.

Failing to Focus on Individual Employee Transformations

One of the most important aspects of an employer branding video is showcasing the employee experience. This can help build an emotional connection with potential candidates and give them a sense of what it would be like to work at your company. To make the most impact, it is important to highlight the individual employee transformations that take place within your organisation.

For example, a technology company could feature a junior engineer who has been with the company for a few years and has been able to progress in their career through professional development opportunities. This not only showcases the opportunities for growth within the company, but also highlights the company’s commitment to its employees’ personal and professional development.

Another example could be a retail company that showcases an employee who started as a part-time sales associate and has since been promoted to a management position. This highlights the company’s commitment to internal promotions and the opportunities for career progression within the organisation.

To ensure that you effectively highlight individual employee transformations, it is important to gather employee testimonials and showcase real-life examples of employees who have benefitted from the company culture and opportunities. This can help bring the message to life and make it more relatable to the target audience.

Not Investing in Amplifying Your Employer Branding Video

Having an eye-catching and impactful employer branding video is just the beginning. To truly maximize its reach and effect, you need to invest in amplifying it. Without effective promotion, your video may fall short of reaching the right people and making the desired impact.

There are various ways to spread the word about your employer brand video, including utilising social media platforms like LinkedIn, Twitter, and Instagram, and incorporating it into your recruitment marketing strategies. For instance, you can place it on your company’s careers website, share it on your social media channels, and include it in your employee referral program.

In addition to social media platforms, consider investing in paid traffic, such as LinkedIn Ads and YouTube Ads to further amplify your employer brand video. By targeting specific demographics and job roles, you can reach your ideal candidates and showcase your company as the employer of choice.

The right promotion can make all the difference in attracting top talent to your organisation.

Over-Relying on the CEO Presenting to Camera

While having the CEO present in the video can be a great way to showcase the company’s leadership, it is important to not over-rely on them as the sole representative of the company. This can give the impression that the company is top-down and not focused on empowering employees.

Instead, it is important to showcase a range of employees and give them the opportunity to speak about their experiences and the company culture. This not only showcases the diversity of the organisation, but also gives potential candidates a sense of the variety of opportunities available within the company.

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. This approach not only showcases the company culture, but also highlights the opportunities available to employees, which can be a powerful draw for top talent.

Eloquent Can Help You Deliver A Compelling Employer Branding Video

By avoiding these five common mistakes, you can ensure that your employer branding video effectively showcases your company culture and attracts top talent. Remember, the goal is to build an emotional connection with potential candidates and differentiate your company from its competitors, so be creative, tell a compelling story, and invest in amplifying your video to reach your target audience.

Creating an effective employer brand video requires careful planning and execution. By avoiding the common mistakes outlined in this article, you can create a video that truly showcases your company culture and values, and attracts top talent. However, creating a video that effectively communicates your employer brand can be a complex and time-consuming process. That’s why it’s important to engage with experts who can help you navigate this process.

At Eloquent, we have deep experience in creating and amplifying employer brand videos. Our team of experts understand the importance of defining and communicating your EVP and know the right questions to ask to elicit the essence of your company culture. We also have the experience and expertise to help your employees shine on camera, even if they’re not professional actors 😉

We understand the challenges of creating an effective employer brand video, and we’re here to help. 

So if you’re looking to create a compelling, high-quality video that showcases your company culture and values, then get in touch with us today. We’d love to help you create a video that truly stands out from the crowd and attracts top talent to your company.