Ever since the great resignation, companies have tried to lure prospective employees with everything from signing bonuses to over-the-top compensation and vacation packages. Most HR Departments will tell you that it’s gradually becoming harder and harder to distinguish yourself from your competition, especially when every job description essentially looks the same. It’s documented, that the reason why people choose to work at one place over the other, is the perceived company culture. It’s this reason, and others that we’ve created the 5 reasons you should have a company culture video.
Everyone Watches Videos: People connect with video much more than static imagery or words, and these same people are watching more video online than ever before – in fact the amount of online video they watch has almost doubled since 2018. If you don’t have video as a portion of your marketing mix then you’re missing out a large segment of potential job candidates. Without an engaging peek inside your day-to-day operation and first-hand commentary from current employees, your candidates are relying on outdated copy and paste job descriptions and the dreaded 2-Star former employee reviews.
The Job Sites Love Them: Whether you use Indeed, Linkedin, Glassdoor, or any other third-party recruiting site, video is becoming a huge component of their user experience. In addition to the job description, they also allow for companies to post images and videos. These videos are among the highest clicked
“Per Glassdoor – Did you know that job postings with video icons are viewed 12% more than postings without videos, and that companies receive a 34% greater application rate when they add a video to their job listings?”
You Actually Have a Cool Culture: This might seem obvious, but you’d be surprised how many companies say they have a great place to work, but when it comes down to it, they don’t have any proof. That’s unless they have some wooden plaques on the wall given to them by a publication who they spend marketing dollars with. But I’m sure you don’t see any conflict of interest there at all. What we’re getting at is that if you truly have a unique and fun company culture, then flaunt it. Don’t hide behind the veil of Human Resources’ inability to make decisions. Remember that when it comes down to it, company culture is branding – and branding is a marketing function.
A Video Distinguishes You from Your Competition: You would think that by 2022, all companies would have a culture video – but you’d be surprised how many don’t. We did a little research of our own and found that many of these so called “Top Places to Work” as they’re billed online, don’t even have a video to back-up their claims. We found the number one reason for that is a failure of communication between HR and Marketing. Don’t get caught up in office politics – if you think the company needs a more professional and updated image, then make it happen.
It Can Build on Existing Culture: Creating a culture video can be a fun experience for the whole company. It can show the current employees that Senior Management thinks highly enough of them to feature them on an external marketing campaign. It also can turn an ordinary day into an opportunity to bring multiple offices or locations together to have a much needed, post-covid get together. Which leads us to our last suggestion… Make sure the people who are going to be in the video are employees that are most likely to still be with the company in the future. Nothing hurts more than having to re-edit a video because an employee left and went to one of your competitors.
Just because you think your company is a great place to work, doesn’t mean you’re doing a good job getting that message out to the people that need to hear and see it. Take the time in 2022, to reflect on what your company has done to make it so special to work for – and let your culture speak for itself.