Smartphone video is on trend and also becoming popular in B2B communications. This is not surprising, as in the time of vlogging, corporate videos are being seen as too scripted, so less convincing and reliable. But how do you create an impactful employer branding video with just a few tools and a small budget?

A strong employer brand, say what?

Because of the current tight labor market, many organizations struggle to fill their vacancies. So now, more than ever, they are forced to think of new ways to show that they are an attractive employer. Most companies are already working on their EVP’s, employee journeys and user-friendly career websites with an ATS integration. Job ads contain fewer vague employment buzz words and more perks, LinkedIn and Instagram company accounts show colleagues playing ping pong and their happy hours. Yes, we get it: the company’s culture is the number one reason to work for an organization or to apply for a new job. (The balance careers 2019). Whilst employer strategies being set up, HR-professionals realize that in order to show their true culture they need to add video to their strategy.

“Let’s do something with video!”

It’s a fact that video already leads to a better and efficient preselection of candidates, but why do the candidates only meet their colleagues on their first day of work? With a personal video of your team or department, you can give a glimpse into your culture before someone even applies for a job. And nowadays your smartphone is everything you need to create such a video!

Follow these 5 steps and create your first employer branding video!

1. Set an objective
What is the purpose of the video you want to record? Is it for a specific job ad, to promote your employer brand on your career website or social media, for onboarding of a new employee, to share knowledge or to inspire? Your objective is the starting point of the video, make it clear and simple.

Example 1: attracting a m/f, age 30-45, for a senior marketing role. The channels that you will use are: career website, LinkedIn and Instagram.

2. Determine the content
You want to make an authentic video that is no longer than 60 seconds. What do you want to tell in your video and who will do this? Your employees are forming the identity of your company, make them your ambassadors and show their personalities! This way a candidate can easier relate to your company culture. For example, you can ask your colleagues to answer the question: Why do you enjoy working here?  Spontaneous answers work best, so no script or reading from paper!

Example of USP’s: beautiful location in the heart of Amsterdam, a healthy lunch, an “in-house Academy”, a budget for online courses, a gym membership,  a museum card, unlimited holidays or karaoke Fridays.

 

Tip: use different formats: team testimonials, personal introductions, interview about a specific subject, team or department, behind-the-scenes, social media takeovers.

Check this playful campaign ‘Crew seeks Crew’, in which McDonald’s employees are helping to recruit new colleagues:

The recruiters of NN Group use video to introduce their colleagues through profile videos instead of the traditional profile pictures, making the job ad look more alive.

3: Technology

In order to make bad-ass smartphone videos, it’s important to master the basic film techniques. Before you hit record, go through this checklist:

Audio check: choose a soundless environment, since nothing is more annoying than a video with a noisy background. For a few bucks, you can improve audio with a microphone. No budget? Use the microphone of your earbuds when recording a video.
Light check: always film in the daylight. The best hours (also known as the golden hours) are in the morning until 10 and late afternoon when the sun goes down. Make sure you are facing the light source, so there are no color differences or shadows in your video.
Framing/Format: choose a background that does not distract and use the rule of thirds to show a bit of the background. It is possible to record videos in different formats. Determine the format based on the channel on which you will place the video:
Website: horizontal

LinkedIn: square, with this option the video will appear in a larger format on the timeline. Horizontal videos are also always good! When uploading a vertical video, know that the sides will be blurred, making the video look not very professional.
Facebook: square of horizontal (landscape/‘landscape mode’)
Instagram: square or horizontal, for Instagram stories: vertical, but nowadays you can scale the videos (and photos), so for a more playful effect you can also place them horizontally. In that case, there will be space above and below, but you can make use of this space by adding text, stickers of gif’s.

Focus: turn on Airplane mode on your phone so you won’t be distracted by the incoming notifications.
Eye contact: we automatically tend to look at ourselves when recording. Remember that the lens is your viewer and you want to keep them involved.
Prevent blurry videos: clean your camera lens for a crystal clear image.
No shacky videos: use a selfie stick or a gimbal to stabilize the shots and make them a little more professional. I personally think the Zhiyun Smooth-3 Smartphone Stabilizer is great!
Take your time: for a good first frame, press the record button and wait a few seconds before you start talking. Do the same at the end of your video. This will result in a good first and last frame (of you smiling ;).

Step 4: Tools
This is the most fun part; here you can let your creativity run wild! I have made a selection of my favorite apps that will allow you to edit videos quickly and easily.

1. iMovie: free video editing app (default app for your iPhone or Mac) that allows you to easily combine multiple frames together. You can also add music, text and transitions to your video.
2. Quik: (both iOS & Android) this video editing app makes it possible to combine various videos and trim them. You can choose from different themes, transitions, and effects as well as add text and music. Quick makes the video run on the beat of the music. Below an example video of our trip to Krakow, for an event of our partner Lumesse.

3. Instagram Stories: my all times favorite! With nice features such as boomerang, stop motion, free drawing or handwriting, adding filters, text, stickers and giphy gifs. Below some examples:

  Homerun Instagram Stories Stopmotion use

Check later.com for tips & tricks with which you can grow your Instagram account for business.

4. Clips: with this handy app you can record live square videos and these will be subtitled as you speak. Make sure to not speak too fast, the app might struggle with following what you’re saying. Check a video review of the app done by Tech blogger Nina.

5. Crop video: FREE and amazing desktop tool to add subtitles. In the free version, you can add subtitles to a 1-frame video up to 2 minutes (max 100MB) which is super nice if you are making a video like call-to-action for social media or a testimonial video for your website.

Step 5: Publishing time!
You have recorded a perfect video and beautifully edited it. You are ready to share it with the world. Where to start? In addition to platforms such as YouTube and Vimeo, you can also publish and distribute the videos via, for example, the Flipbase’s Employer Branding platform. This platform also makes it possible to invite your team to record a video, through an on brand recording page. Fully web-based and mobile ready! The videos are automatically saved in the dashboard, from which you can share them on different channels.

Make sure to add an attractive title and description before you share your video, so it can be indexed and founded by Google. Can someone tell me what went wrong in the example below?!

LinkedIn and Facebook set the trend for native video, which makes it possible to upload a video directly to your timeline. This way the video is played automatically when you are scrolling down the timeline; definitely a way to get attention!

Keep an eye on the statistics as well! Which videos are performing better and why? Is it the length, the time of posting, the message? This way you trial and error and improve the results the next time.

Last but not least: 

Use what you got! Making a recruitment video is easier than you think!