10
May
2017

Moving Images in Employer Branding Part II: Formats – Which are Suitable When and for What?

In our first blog post on the subject of “Moving images in employer branding” we’ve come to the conclusion that videos can be used in quite a profitable way. Now let’s look into a selection of suitable formats.

Showcase Videos as Emotional Bridge Builders
Modern flat screens sit on top of spaciously arranged desks. On one of the tables is a tetra pack of cocoa. “I love cocoa,” a male voice reveals as the camera zooms in on the desk. “And licorice.” For a moment, the camera lingers on a nearly empty pack of licorice wheels. The pane towards the door gives a glimpse into the common room: four young guys chat animatedly over a large dining table. Coffee cups in their hands they greet casually: “Hi Tim.”

Tim, this is the man behind the camera. The man whose job, work environment and colleagues we’re getting to know. He tells us what his office day is like; Which restaurant has the best lunch and what he particularly enjoys about his work and his workplace.

It’s the small things that make it easier for job seekers to imagine what a position would be like and for the HR managers to find the right candidate for a job. In the safe environment of his own home, the potential employee can catch a glimpse behind the scenes. That way he may find answers to questions such as “Do I fit in? Do I want this job at all? “In addition, a well-produced film of the category “A day in the life of …” builds an emotional bridge even before the first meeting. “Tim, you’ve already met. And he was a nice guy.”

Examplary Showcase Video (Customer: SAP, Production: Bavaria Film Interactive)

Testimonials Behind and in Front of the Camera
More often, testimonials actually happen in front of the camera instead of behind. The employees tell as honestly as possible, what they value at their employer’s. The aim is to promote a positive attitude towards the employer brand. Regardless of whether the testimonial is happening in front or from behind, the film can also be used for communicating general corporate knowledge such as processes, vital contacts within the company, compliance requirements and more.

Achieving Your Goals with Interactive Videos
Interactive videos can provide insights into a company in an entertaining way, for example into a company’s culture and career development opportunities. They can be used as an integral part of business games/planning games or as a classic recruitment tool for junior executives in training and study. The interaction allows viewers to get to know the characteristics of a potential employer more easily. In addition, the diverse forms of presentation, interaction and information of interactive videos prompt a deeper understanding of the content.

You can also use gamification elements similar to TV quizzes within interactive videos. For example, users are asked to edit a task better / faster than other users or as a countdown. This kind of gamification is suitable, for example, if participants of such business games / planning games have to qualify for the next round or have to compete with other participants / teams for certain tasks.

Job Ad as a Video
Particularly when addressing generation Y, who has grown up with YouTube & Co, the mix of job advertisement and employer branding video is a tried and tested means: And again, it can be used anywhere and on every terminal available – it’s as versatile as it is effective.

Examplary Testimonial Video (Customer: Porsche Consulting, Production: Bavaria Film Interactive)

Explanatory Videos Instead of Boring Memos
Communication during the so-called candidate’s journey (which encompasses the entire recruiting process with all contact points between company and candidate) requires creativity. With the help of moving pictures, it’s possible to lighten information and communication lines a little bit. One example are explanatory videos, which can be embedded in an online application tool to explain the step-by-step process of the application.

Conclusion:
There’s a wide selection of video formats in general and the appropriate formats need to be carefully chosen depending on the video’s purpose, how it will be used as well as the available budget. These videos can be implemented during different stages of a candidate’s journey in the recruiting process:

Orientation and job search
e.g. showcases, testimonials, image films, job advertisements with video

Application process
e.g. explanatory videos, interactive videos with infographics

Selection process
e.g. explanatory videos, interactive videos with gamification

Decision and result communication
“Old School” = “New School”: Face-to-face and/or in writing

Onboarding
e.g. interactive videos, image films, explanatory videos (as an instrument for staff qualification)

Integration and commitment
e.g. interactive videos, explanatory videos, testimonials, executive statements

Examplary Executive Recruiting Video (Customer: SAP, Production: Bavaria Film Interactive)

Overall, you should never underestimate the emotional impact of videos on potential as well as on existing employees. Employees generally identify with them – and thus with the employer behind them – effectively becoming multipliers for them. And what could be more desirable than enthusiastic and committed employees?

Sources:
http://www.jobcast.net/26-social-recruiting-stats-and-facts/,
http://universumglobal.com/de/2017/02/360-grad-videos/,
http://aboutus.ft.com/2016/02/17/financial-times-launches-employer-brand-video-to attracttalent/#axzz4aBDjMWOV,
https://www.personalwirtschaft.de/assets/buecher/leseprobe1_employer_branding.pdf