Video can be one of the most engaging types of content – because it combines visual and auditory elements. And it packs a punch! It’s said that a 1-minute video can equal as much as 1.8 million words.
Further, it sets the tone immediately. Which is effective for conveying organizational culture. Viewers retain 95% of a message after watching it in a video, compared to 10% when reading it in text (Wirebuzz). And everyone is doing it. According to Hubspot, 81% of businesses use video as a marketing tool, up from 63% last year. So, it’s no longer a nice-to-have; it’s a must-have.
If you’re not sure where to start, we’ve compiled some ideas of how to describe your company culture through video. You won’t want to mash these together in one video. Let me repeat: You should not try to include all these elements into one corporate culture video. Instead, segment them and make a series of videos that wholly convey your organizational culture.
Creating organizational culture videos are fun – and help you flesh out your company culture in the process. Have at it:
Let Employees Say Their Piece
Employer branding is no longer about your company sharing filtered content to your audience. Let your employees speak for you, especially on video. This will prove to your audience that your company culture is authentic. And it gives you the opportunity to show a variety of company culture elements that employees value for different reasons. Bonus: Your current employees feel more valued for being asked to participate in a company initiative.
Incorporate Diversity & Inclusion Initiatives
It’s not about showing ethnic diversity on video. Instead, think bigger. You want to show prospective employees that you foster an environment of inclusion and belonging within your organization. Let your employees tell viewers how meaningful it is for them to feel part of your company and describe how they’ve been made to feel like they fit in – and how their unique perspectives bring value.
Show A Day-In-The-Life
Especially for high-volume positions, invest in creating videos that showcase a day-in-the-life perspective. It will put applicants at ease to see what they’ll be expected to accomplish – and help them visualize being in the position. According to Strategic-IC, 90% of users report that videos are helpful in decision processes. While you should be sure to incorporate enjoyment a variety of employees find in the position, be sure you’re showing candidates an accurate snapshot of the position. Consider creating a video for a high-level open requisition you have too – it may help to attract more candidates.
Boast About The Fun
Do you have a kickball team in the local corporate league, or do you have monthly happy hours at all the city’s hottest spots? Candidates expect to enjoy their time at work these days – and the corporate culture video is the perfect opportunity to show them how you do it. It’s also a nice visual to shoot in areas outside the office.
Try Your Hand At Storytelling
We live in a world full of information. To stand out, you need to tell a compelling story. The stories that grab people’s attention are personal, inspirational and sometimes simple. Keep in mind your goal of telling the story and focus on one angle throughout. Don’t keep the story dragging on too long: Try to keep it under two minutes as research shows videos less than two minutes generate more views.
You might not need a video to talk about your dental plan, but how about a new extended maternity leave policy or “pawternity” policy? A video will make for a more interesting way for candidates to learn about your benefits – particularly those benefits that are unique to your company. And you can do it in an engaging way. Think about showing how some of your benefits made an impact on your employees. This is an opportunity to focus on one story in your video that highlights a well-liked benefit.
Highlight Your Core Values
As video becomes an increasingly more popular platform and is more easily consumable, companies everywhere are turning to video to highlight their culture. How do you stand out? The same way you do as a company in the market: your core values. By incorporating your core values into the company culture video, it will differentiate you from all the other corporate culture videos out there.
Show Corporate Social Responsibility (CSR) In Action
Cone Communications reports that 75% of millennials say they would take a pay cut to work for a responsible company. Don’t be shy in showing what social and environmental issues you support and how you empower employees to make an impact in their communities. This is another opportunity to shoot footage outside the office too and showcase the balance your company provides to its employees.