In today’s Weidert Wednesday video, you’ll learn what’s most important to include in a company culture video as part of your recruitment marketing, and why.
Most every company on the planet today is experiencing a labor shortage…but even if you aren’t one of them, you need a culture video!
Would you ever buy a house after only reading a few paragraphs about it? Certainly not — you’d want to see it inside and out, and you’d do that during a house tour.
By the same token, you can’t expect prospective employees to invest part of their lives in your company just by reading something you write about it – they, too, want a tour… and you can give that to them with a video.
A video uses sight, sound, and motion to highlight the things that will convince people you are the employer they’ve been looking for.
It depends on the type of organization you run, but let’s talk about industrials, since most of our clients are in that space.
A typical man or woman looking for this kind of work doesn’t just want to know about pay and benefits. What will eventually motivate them to apply are things like:
They want to see what the facility looks like – is it clean, bright, and well-maintained? Is it safe? Part of your video should be a walkthrough of the spaces a worker will be frequenting most.
They also want to see workstations. Show a variety of equipment and people using them. Some applicants may have doubts about their ability to do the work, and this could help reassure them. For some, the equipment is pretty cool, and featuring it this way could appeal to them.
Prospective candidates also want to see your break room and common areas. What they see will tell them how much effort you’re willing to put into providing places to relax and connect with others during the day.
Policies & Perks
These are a little harder to show, but you can talk about the policies and perks you’ve developed to help workers maintain a good work/life balance. This message is best delivered by current employees, as they have the most credibility when talking about how happy they’ll be working at your company. Scripting and rehearsing these on-camera testimonials is never a good idea, though — keep it real and conversational for maximum impact.
Finally, prospective employees will learn the most about your culture by hearing what leadership has to say. People understand that a culture starts and is fostered by the C-suite, so it’s important to hear — straight from the horse’s mouth — what employees mean to the company.
A culture video should feature leaders talking directly, and naturally, about things like:
Their management style
Their business principles
Their appreciation for employees’ contributions to the company’s success
What they feel their responsibility to employees is
What it is they’d like employees to feel about the company
In short, as long as your salary and benefits package is in line with other employers in your area, what’s going to be most compelling to prospective candidates are the “feel-good” things…the things that show you value your employees, that you want to invest in them, that you treat them with respect, and that you recognize how important they are to your success.
If you need help outlining all the things that make yours a company people should want to work for, and bringing it to energetic life via video, we’re ready.
Producing a video that conveys professionalism and excellence can indicate to prospective employees that they’ll be treated likewise when they walk through your doors. To attract the best candidates, it’s important to make sure your company is shown in the best light possible. Make sure you shine.
Posted by Tammy Borden Tammy Borden is a copywriter at Weidert Group. With a lengthy background in insurance marketing and nonprofits, Tammy has in-depth knowledge of digital content creation and writing for a variety of industries.