Recently, during a YouTube binge for employer branding video content, I came across a video from Combs Enterprises. It’s called “Do You Want to Work for Diddy?” It aims to attract talent to Combs Enterprises, a portfolio of businesses and investments owned by music mogul Sean “Diddy” Combs.
I was stunned by the power of this video. Here’s what makes it so amazing.
If your content isn’t genuine, your audience will know it. This video doesn’t start with the typical employer branding spiel about why it’s wonderful to work there. By now, that approach persuades almost no one. If I got a gold coin every time I heard a pitch like that, I’d be hanging out with Scrooge McDuck right now.
Instead, this video conveys values without mentioning them. In the first 15 seconds, you get a vivid sense of the company’s fun, informal, team-oriented culture. You can instantly tell if you’re suited for that environment. That’s something every job candidate cares about.
When creating employer branding videos or content, you shouldn’t just try to impress people. It’s more important to be genuine. Why attract employees who won’t feel comfortable in your workplace? Plus, 91 percent of consumers are likely to reward brands they view as authentic and share their content.
Showcasing Diddy here was a brilliant move, and it enhances the employer brand video’s authenticity. (It never hurts to leverage a rock star CEO!) Millennials, who’ll make up 50 percent of the workforce by 2020, expect CEOs and upper managers to be accessible. Generation Z feels the same way. If you have content that puts your CEO front and center in relatable ways, you win.
All over the internet, a war is raging: the war for attention. To attract eyeballs, keep it brief.
On social media, friends and brands barrage us with more content than we can consume. Not to mention, we understandably have shorter attention spans than earlier generations.
Often, companies are so focused on messaging that they forget the user experience. They fail to ask themselves how or where people will consume their content. For example, on Facebook, the average watch time is less than 17 seconds. Your next Facebook video will have a much better chance of success, then, if it makes its points as quickly as possible.
Sure, some longer Employer Branding videos work well. The important thing is to strategically match your pieces of content to the platforms where they will live.
Who doesn’t want to produce terrific content for the lowest possible cost?
Remember that the Diddy video featured no special effects, no actors, no sets and no costumes. Combs Enterprises just captured a few candid company moments. Yes, today’s technology makes it easier than ever to film outstanding material on a small budget. Sometimes making a great video is as simple as pulling out your smartphone or low-end DSLR.
Employer Branding Videos can bring your employer brand to life in ways that other forms of communication can’t. And videos are becoming increasingly popular on social media.
A Cisco study concluded that videos will comprise 82 percent of internet traffic by 2021. People around the world are posting 75 percent more videos to Facebook now than a year ago. That growth is even steeper in the United States, where users are uploading 94 percent more Facebook videos. Further, the number of hours people spend watching YouTube is up 100 percent year over year.
Going forward, companies will need to generate captivating videos all the time. It’s the only way to truly engage talent on social media in a cost-efficient way.
If you keep the tips above in mind when shooting your next employer branding video, you’ll save time and money, and your brand will come across as authentic and exciting. Diddy would be proud.
ACCESS THE NEW WORLD OF TALENT. Universum is a global leader in employer branding. Over the past 30 years, we have established ourselves in 50 markets globally and our diverse workforce is physically present in 20 countries. Our services include actionable research, strategic consulting, and data-driven communications and social media solutions for talent branding, sourcing, and analytics. We are a trusted partner to over 1,700 clients, including many Fortune 500 companies, as well as to global media partners that publish our annual rankings and trend reports. We work with over 2,000 universities, alumni groups, and professional organizations to gather insights from students and professionals in order to advise employers on how to attract and retain talent that fits their culture and purpose. On an annual basis, Universum surveys over 1,500,000 students and professionals worldwide. Find out more at www.universumglobal.com