What Is Employer Branding and How Can Video Help?

Attracting and retaining top talent is a challenge for businesses across the globe. This is why the concept of “employer branding” is so important.

Employer branding is not just a buzzword but a strategic imperative that can make or break an organization’s ability to secure and maintain a high-caliber workforce.

In this article, we delve into the concept of employer branding, while also talking about the role of video.

 

What is employer branding?

Employer branding is a way of cultivating a positive image of your organization as an ideal place to work. It encompasses the various elements that make up the reputation of your company as an employer.

Employer branding goes beyond traditional marketing and focuses on portraying your company culture, values, work environment, and employee experiences authentically and appealingly.

In essence, it’s all about making your company stand out in the eyes of job seekers and employees. Let’s watch this video from Zendesk to get an idea.

 

The importance of employer branding

 

Attracting top talent

A strong employer brand is a magnet for high-quality candidates. In a survey by Glassdoor, 84% of job seekers stated that they would consider a company’s reputation as an employer before applying for a job.

 

Employee retention

A compelling employer brand not only draws candidates in but also keeps employees engaged and satisfied, reducing turnover rates.

A well-defined culture and appealing work environment lead to better job satisfaction.

 

Competitive edge

In a marketplace where talent competition is fierce, a robust employer brand differentiates your organization from competitors. And makes it more appealing to both potential hires and customers.

 

Improved productivity

Employees who align with the company’s values and culture are more likely to be engaged and productive, positively impacting the bottom line.

 

Employer branding videos

Employer branding videos are an essential tool in your strategy for creating and maintaining a positive image as an employer.

These videos offer an engaging way to convey your company’s values, culture, and unique attributes to potential candidates, employees, and the broader audience.

Here’s one we made for a client that also explores values!

If you want a similar video for your business, get in touch.

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Now, let’s explore the types of videos commonly used for employer branding:

 

Company culture videos

These videos provide an inside look into your company’s culture, showcasing the work environment, office spaces, and the daily life of employees.

They can include interviews with current employees sharing their experiences, values, and what makes your company special.

Here’s a company culture video from Kabbage.

Read more: Top 12 Corporate Culture Videos

 

Employee testimonials

Hearing directly from employees about their journey within the organization, their growth, and the positive aspects of working for your company can be incredibly persuasive for potential candidates.

For example, this employee testimonial video by BradyIFS.

 

Recruitment videos

These videos can give an overview of your hiring process, highlighting your commitment to fairness, diversity, and inclusion.

They can also explain the benefits of working for your organization and the opportunities for professional growth.

 

Behind-the-scenes videos

Take your audience behind the scenes to see the day-to-day operations, special events, and team activities that contribute to your unique company culture.

 

Thought leadership videos

These videos showcase the expertise and thought leadership of your employees through various means.

It includes webinars, panel discussions, or informative presentations that can enhance your reputation as an industry leader.

 

Community involvement videos

Highlighting your organization’s community involvement and social responsibility can further improve your employer brand, showcasing a commitment to making a positive impact.

Read more: The Importance of Inclusive and Diverse Marketing

 

How to create effective employer branding videos

 

Start with a strategy

Clearly define your goals, target audience, and key messaging for your videos. What image do you want to portray, and what action do you want viewers to take?

 

Authenticity is key

Authenticity is the cornerstone of effective employer branding videos. Be transparent about your company’s culture and values, and ensure that the videos reflect the real experiences of your employees.

 

Quality production

High-quality production values are essential. Invest in professional equipment, software, and video experts to make your videos visually appealing. Here’s one we made to highlight our video production company values.

 

Storytelling

Use compelling storytelling to engage your audience. Share real employee stories and experiences to make a lasting impression.

 

Distribution

Promote your videos on various platforms, including your website, social media, and job listing sites. Consider paid advertising to expand your reach.

 

Monitor and adjust

Regularly analyze the performance of your videos, collect feedback, and adjust your strategy as needed to improve your employer brand.

Read more: How to Ask for Testimonials: A Comprehensive Guide

 

That’s a wrap

Employer branding is an indispensable tool to secure top talent and stay competitive in the marketplace.

By using the power of employer branding videos, you can effectively communicate your company’s value to prospective candidates.

In case you’re looking for someone to make an engaging video for you, get in touch! Our team of professionals are here to help.

Want a video for your business?

GET A CUSTOM QUOTE

Posted by Samra Tiwana
11.01.2023

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