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Recruitment technology

Stamping Your Brand on Employer Videos

Clare Hopping

Sudhamshu Hebbar/flickr Sudhamshu Hebbar/flickr

With recruiting on the rise, many companies are turning to visual media to project their brand and seek new talent. Here are some of the best ways to marry visual appeal with your company message.

Employer brand is an essential element in any company’s recruitment drive, allowing for the promotion of its values, aesthetics, and culture to potential candidates and with some hope, improving the talent coming through the door to find just the right fit.

However, potential hires on the job market have to sift through an endless array of information, and it’s sometimes hard to tell one company’s benefits from another. A brand video’s ultimate goal is to make a positive, lasting impression on the candidate who will prove to be the best and most productive fit.

Here are some helpful techniques that will position your employer video a head above the rest.

Choose a Visual Style

In any video, the overall visual quality is by leaps and bounds its most recognisable and resonant feature. You want to ensure your video’s aesthetics draw in the viewer and communicate your brand. Jeff Platt at the Animoto blog outlines some of the most time-tested and effective styles:

1. Clean. This style cuts away any superfluous information and leaves the bare-bones, all-important message. Use clean, modern fonts, solid-colour backgrounds, and keep text and narration to a minimum. This type of message will convey that your company is efficient, tech-savvy, trustworthy, and established.

You envision your employees as smart, fresh, and informed. This tends to be the most popular option because of its simplicity and versatility.

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2. Bold. You want to make a big impression. Here, you’ll use large, bold fonts, often in all-caps, and big, vibrant colours. Your message says your company wants to get noticed – it’s modern, trendy, confident, and isn’t afraid of making a splash. You want your employees to embody these qualities as well.

3. Elegant. This style should convey your company is timeless and lasting, that your product is refined and of a premium quality. This style will often make use of elaborate fonts, ornamentation, and slower pacing – the video isn’t in a hurry because your company isn’t going anywhere.

You are looking for an employee with taste and expertise, someone who can put a polish on things while making them run like clockwork.

I Want You to Work for Us

But before you begin selecting a font for your video, you want to make sure you’re presenting the right message. According to LinkedIn, the best way to sell your brand is to be conversant.

Instead of trying to sell your brand per se, envision your video as a dialogue between you and your ideal candidate. It should provide useful information while adding brand value. It’s also useful to actually picture who you want to hire, giving them a face and a name. Addressing your ideal hire personally will only increase the odds that this actual person will walk through the door.

The goal here is to capture the spirit and atmosphere of your company. You want to draw in the employee who will both identify positively with your brand while thriving from day one. Accurately demonstrating who you are as a company will attract the best, most productive fits and weed out those who are not.

Simplicity is Key

According to research by Visible Measures, 20% of an average video’s viewers will lose interest after only ten seconds – almost half by a full minute. This means you need to engage your audience as quickly and concisely as possible.

Pare down your message so that only the bare essentials remain, and don’t let the video ramble. You don’t have to tell the whole story in one video, but make sure what you do say is important and to the point.

Whatever route you choose with your employer brand video, always try to make it consistent with your brand and your message as a company. And remember, as HBR observes, the highest quality content will attract the highest-quality candidates.

Clare Hopping

Clare Hopping has been involved in the recruitment of both full-time employees and freelance staff for ten years. She specialises in recruiting staff via social media and digital platforms.