[TRENDS] The Role of Video in the Employer Brand
By Nicolas Pagniez
What role can video play for the employer brand?
Video, an essential element for your employer brand?
E-reputation has become a priority for Human Resources marketing and communication. Candidates, customers, employees, service providers . . . all of your stakeholders are mindful of your news and the image that you project on the Internet. In parallel, recruitment codes have changed. In their search for the best candidates, companies put in place systems to promote themselves and increase their visibility on the Web to better seek out and inform prospective employees. 74% of businesses use social media to manage their brand reputation according to the 2018 Hootsuite barometer. And 70% of them have already turned social networks into their hunting ground, according to a 2017 APEC study!
To attract new talent, companies have no choice but to use video and invest communities and social platforms while adopting a “tone” that speaks to new generations. On the other side of the mirror, the recruiting platform Werecruit.io indicates that 83% of candidates in all positions perform Internet searches on companies when looking for a job. They may even apply for a position they had not thought of after viewing promotional content. Hence the importance of video as an engaging format.
Cases of implementation to imitate at your company
According to a study conducted by Ragan Communications in 2018, 72% of the Human Resources teams surveyed plan to increase the use of video. For all matters handled by Human Resources, it is necessary to communicate the right information, at the right time and to the right target. Below are three moments when the use of video is an asset for improving the perceived value of your employer brand.
The onboarding of new employees for explaining company culture
Several video formats can be useful for your onboarding process. An interview of an employee of the department concerned as well as a general institutional video are useful to guide new employees and help them to quickly find their bearings.
This can be supplemented by an explanatory video detailing the corporate culture, the “do’s and don’ts” and the company’s processes regarding expense reports, benefits, leave, security instructions, etc. It is good practice to set up a library so that the new employee can find the right information as soon as the need arises.
Communicating on company life as well as changes in regulations and policy
In explaining complex and current topics or announcing a change in the implementation of new regulations, video provides a dynamic overview of what will changes in employees’ daily lives.
In addition, video can be used to support a communication system. After a Shareholders’ Meeting or meeting announcing structural changes to your organisation, a video on the Intranet can be helpful in clarifying and communicating the message. In a context of multi-site or international communication, video can also be used to capitalise on the event and to communicate internationally and in an asynchronous manner according to the targeted public.
Completing your in-house training programmes and microlearning
Digital education tools, such as flipped classrooms, blended learning and distance degree courses have proven their effectiveness in reinforcing in-person company systems. In this regard, video has become the core of e-learning in all its forms: tutorials, MOOCs, webinars, micro-learning modules, etc. Video makes it easy to explain the most complex ideas and highlight key points. In view of the above, the development of skills and professional mobility are two areas in which video plays a key role in helping and supporting your employees.
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