When organizations incorporate videos into their corporate recruitment strategy, the end result can be less than inspiring. In fact, many of them turn out much like this corporate video parody from Twitter. However, Employer Branding videos, when done well, can capture the imagination of your target audience, and put your organization top of mind.
Make Greatness Happen
When Adidas set out to tell a story about their company through video, they knew they wanted to accomplish something very different, and planned for it. The organization worked to ensure there was agreement across their different companies, a willingness to set aside the time and the appropriate budget to complete this project effectively; and an agreement to invest in the creation of a highly effective video that would stand the test of time.
It is short
In less than a minute and a half, this video has a large impact.
It is properly scripted, lit, storyboarded, directed and edited to distill the message through the combination of visual and auditory mediums. It takes you on a journey that you can relate to personally, as opposed to presenting a number of employee testimonials that may not influence you. There is an emotional connection created through the employees featured in the video as they speak about the universal ideas that tie them to the brand, and tie the brand to “inventing the future of sport”. They represent a diverse population, showcasing a broad range of activities, all speaking to a unified vision.
Plan for Perfection
Part of why this video succeeds, in our opinion, is the amount of planning behind it.
The message is based on solid research around the Adidas employee value proposition and the external market view of the brand. Adidas Group spent the time necessary to uncover their true EVP. The authenticity of the message results from understanding their employees’ answers to the questions:
- Why did you join?
- What really keeps you here?
- What inspires you most about being here?
To create an Employer Branding video with a unique and compelling message, you need to invest in the planning and the execution. A genuine reflection of your EVP will differentiate you from the competition and engage your future workforce. Without that at the core, your video will lack the authenticity you need to attract the right talent.