Bringing your Employer Brand to Life
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Nick Francis, Managing Director at Casual Films, talks about the importance of video in conveying intangible aspects to bring the employer brand alive.
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Bringing your Employer Brand to Life
- 1. Bringing your Employer Brand to Life
- 5. • Authentic • Engaging • Energetic • Sharable • Informative What makes great EB content • Emotive • Memorable • Appropriate quality • Original • Distribution
- 14. • Audience • What is it • Objective • Background / big picture • Key message • Call to action Things to think about when writing a video brief • Budget • Timeframe • Measurement • Channels • Digital marketing • Environmentals
- 17. Nick Francis Co-Founder / Managing Director nick@casualfilms.com @casualfilms
Editor's Notes
- Be Specific Senior leadership PRIZE – What was the paper called? Daily Informer
- PRIZE – What was the paper called? Daily Informer Why video – it’s massive. Massive growth: - same as elsewhere Engaging, bring EB to life – unmatched. Preferred source of information Intangible, tangible Some statistics Cisco 3 billion/day - YouTube 500 tweets pm - YouTube link 42% growth in time – last year 86% global consumer traffic by 2016 [Forrester Research] 28s vs 5’ 50’’ 80/20
- Facebook Text Images Video Posts containing media much more likely to be shared. 757 million daily active users – sends a strong message LinkedIn & Google New interface to make it much easier Individual profiles and company pages Targeted content by market sector and job position We’re in a unique position to see what others are doing – end up making the same film Think about it upfront
- PRIZE - What was the dwell time with video? Glossiness can be seen as stage managed and inauthentic User generated material can be damaging due to lack of quality.
- No such thing as EB video by itself Clarity, brevity – good at the specific – Totaljobs Not so for nuance and too much depth
- Centre piece of new EB Traditional family business to modern employer w global opportunities Film brings this to life Different materials % of global hazelnuts
- Counter offers - first 90 days – Induction and education Make the intangible – Tangible 50 ivs Tent pole event Number of outputs allows the project to keep on giving Enables participation in abstract concepts Part of campaign spend Which horse won the Grand National this year? Passing Clouds.
- Keep it simple BMW – what moves you Emotive - Personality
- Authenticity £1,000,000+ - pulled 301 views YouTube
- Keep it real YouTube – 135,255 Facebook views – 1,689,842
- Recruitment process – are you right for this? Reduction of cost per app EVP – screen people out - Self-selection out Graham - Talented, Driven, Ambitious people Show not tell
- Keep it relevant Rise of brand journalism Increase in amount of shares of reactive content PRIZE - When did Andre get the Phone Call? 8:05
- Video brings EVP to life – Make the intangible, tangible Video – show not tell Be specific Keep it Simple Keep it Real Be bold
- Importance of differentiation