5 Quick Tips To Live By When Launching Your Very First Employer Branded Video Campaign
Welcome, young grasshopper, to your first employer branded video campaign. This will be one of the best investments you make in your company.
We do this kind of thing all the time, so we want to share five of the most important things we’ve learned about using video to launch an employer brand. Put them on a sticky, pin them by your computer, center yourself, and have patience in the process.
1. Think big, then think small
Video is the most powerful asset you can build for your employer branding campaign, so when you’re noodling over your campaign, set big goals. Talent attraction, employee retention, reputation management, employer rebranding—you can do all of these with video.
But the size of your investment doesn’t necessarily have to match the size of your goals. Video may be the most powerful asset, but it doesn’t require big, fat, fancy, expensive projects. A successful video campaign may include a big impact video or anthem video, sure, but it needs quick, snappy bits too. Consider small feature videos, social sizzles, and even user-generated content that can be produced for a fraction of the price.
There’s a lot you can say in less than a minute.
2. Think like a writer
What is the story you want to tell about your employer brand?
Are you a scrappy, fledgling company gearing up to compete in a bigger market, looking for innovate talent to take you there? Are you a legacy company who’s long been on the cutting edge, looking for critical thinkers who want to invest in your products long-term?
Who are you and where are you going? Who will you take with you?
3. Start right now
Speaking of small, you can start your video campaign right away. Mashups are a great way to repurpose existing content and get your first asset in front of your audience ASAP.
Low-cost videos like these that can be quickly created and updated are ideal for A/B testing. These are your little canaries in the coal mine of the job market, but…not nearly as morbid.
4. Don’t forget your internal audience
Employer branding is both candidate- and employee-facing, and your existing workforce deserves consideration in your plans.
Use your employer branding video campaign to enrich the onboarding process, encourage company culture, foster cross-departmental collaboration, and stoke employee enthusiasm for your brand.
5. Plan for reach
Yes, you can get your employees to organically share your employer branding video. Just include them in the creation. Employee-generated content and video that features the voices of your current staff can extend the reach of your investment and engage your team in the campaign.
Company retreats = a great source of video content as you’ll notice in our LeagueApps video
Emily McCrary-Ruiz-Esparza writes about workplace culture, DEI, and hiring. Her work has appeared in Fast Company, From Day One, and InHerSight, among others.
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Launched in 2016, Uncubed Studios is a full-service creative agency with a client list representing the most influential employers on earth along with the high growth tech companies.
The team that brings the work of Uncubed Studios to life is made up of award-winning experts in cinematography, journalism, production, recruitment, employee engagement, employer branding and more.
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