[Webinar Recap] How Video is Reshaping Employer Branding in the Digital Age
Exploring the vital role of video in employer branding, metrics to track, and how to set a budget.
The video has emerged as a powerful tool for employer branding, captivating and engaging audiences in a way that no other medium can.
With the ability to evoke emotions and create a memorable impact, video enables companies to attract top talent, foster stronger connections, and differentiate themselves in the competitive job market, making it an indispensable asset for successful employer branding.
This week, we teamed up with Xobin in Xobin Talks to dive more in-depth into the role of videos in employer branding.
Led by Amrit Acharya, the Co-Founder and COO of Xobin, and our CEO, Andre, the session was filled to the brim with invaluable insights, strategies, and insider tips.
But fret not if you missed out on this enlightening event, as we have meticulously gathered the most exhilarating highlights just for you.
What’s employer branding?
Employer branding focuses on creating and promoting a company’s unique identity and reputation as an employer.
It’s simply about how to market a company to desired job seekers by crafting an image that communicates what it’s like to work for the company and the overall culture of the organization.
The company that gets it right
Google is one of those companies that deserve a shoutout when we talk about employer branding.
Besides its “big” name itself, the company is well-known for building a strong employer value proposition by highlighting all the perks, campus-style workspace, swift leaders, and more of working at the company through professionally-done videos.
They even have a YouTube channel, Life at Google, dedicated to showing aspiring Google workers or job seekers the company's cultures, values, and kinds of people.
What metrics can an HR manager show management to point to a clear improvement in employer branding?
Here are several metrics that HR managers can use to gauge the effectiveness of their employer branding efforts:
- Employee satisfaction → Regular employee surveys or feedback sessions can provide insight into how employees feel about their work environment, culture, and overall experience.
- Employee retention → High turnover rates can be a sign that employees are not engaged or satisfied with their work environment.
- Candidate quality and quantity → Employer branding can impact the quality and quantity of candidates applying for open positions.
- Social media engagement → Monitoring social media mentions and reviews can provide insight into how potential candidates and the broader public perceive the company.
- Cost per hire → Strong employer branding can lead to a more efficient recruiting process, reducing the cost per hire.
Why use videos for employer branding?
- Visual storytelling → Companies can showcase their workplace environment, employee testimonials, and success stories, giving candidates a real sense of the company’s culture and values. It allows them to see and experience what it would be like to work for the organization.
Authenticity and transparency → Featuring real employees, showcasing their daily work life, and allowing them to share their experiences, companies can build trust with candidates. Candidates can make informed decisions about whether the company aligns with their values and career aspirations. - Wider reach and shareability → Candidates are more likely to share compelling videos with their networks, extending the reach of the company’s employer branding efforts. This organic sharing can increase brand visibility and attract more potential candidates.
How to set the right budget if you want to use video for your employer branding strategy?
Here are a few factors to consider when determining the budget:
- Size of the company → Larger companies may have more resources available and could allocate a higher budget
- Industry and competition → If the industry is highly competitive for talent, allocating a larger budget might be necessary to stand out and attract qualified candidates.
- Current business perception → If the brand perception is negative or weak, it may require a larger budget to make significant improvements and change the narrative.
- Strategy and goals → Different employer branding efforts have different budget allocations.
- Channels and platforms → Each employer branding channel and platform (social media, website, job boards) may require different levels of investment.
If you missed the webinar or you’d like to relive it, check out the full recording:
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