Employer Branding Video: Everything You Need for a Successful Shoot

In today’s competitive job market, companies must distinguish themselves not only to customers but also to potential employees. A powerful tool in this endeavor is the employer branding video. This form of content offers a dynamic way to showcase company culture, values, and the workplace environment, which can help attract top talent and foster loyalty among current employees. However, creating an effective employer branding video requires careful planning, creativity, and attention to detail. This guide will walk you through everything you need to know to ensure a successful shoot.

Offing Media is a leading video production company based in Singapore, specializing in crafting high-impact employer branding videos. With extensive experience in the field, Offing Media helps companies tell their unique stories through visually compelling and authentic content. Whether you’re a small business or a large corporation, Offing Media has the expertise to elevate your brand and attract the best talent in the industry.

1. Understanding the Purpose of an Employer Branding Video

Before diving into the logistics of production, it’s crucial to understand what an employer branding video aims to achieve. Unlike traditional corporate videos, which may focus on products or services, an employer branding video highlights the company itself as a desirable place to work. The goal is to communicate the company’s identity, its values, and the unique aspects of its workplace culture that make it an attractive environment for employees.

Key Objectives:

• Attract Top Talent: Show potential employees why they should consider your company as their next career destination.
• Enhance Company Reputation: Position your brand as a leader in its field, with a strong commitment to its workforce.
• Improve Employee Retention: Reinforce to current employees why they made the right choice in joining your company.
• Boost Employee Engagement: Encourage existing employees to share the video, enhancing its reach and impact.

2. Pre-Production: Planning Your Employer Branding Video

2.1. Define Your Message

The foundation of any successful employer branding video is a clear and compelling message. This message should resonate with both potential hires and current employees, reflecting what makes your company unique. Start by identifying your company’s core values, culture, and the key attributes that differentiate your workplace from others. Consider the following questions:

• What do employees love about working here?
• How does your company support professional growth and development?
• What are your company’s values, and how are they practiced daily?
• What kind of work environment do you offer (e.g., collaborative, innovative, supportive)?

2.2. Identify Your Target Audience

Understanding your target audience is crucial in shaping the tone, style, and content of your video. Are you aiming to attract recent graduates, experienced professionals, or specialists in a particular field? Each group will respond to different messaging and visual cues. Tailoring your content to the audience ensures that your message is both relevant and engaging.

2.3. Scriptwriting and Storyboarding

Once you’ve defined your message and audience, it’s time to develop a script and storyboard. The script should be concise and aligned with your core message, avoiding corporate jargon that might alienate viewers. The storyboard will outline the visual components of your video, scene by scene, ensuring that your ideas are organized and coherent.

2.4. Budgeting and Resource Allocation

Producing a high-quality video requires resources, including equipment, talent, and post-production capabilities. Determine your budget early in the planning process to ensure you have the necessary resources to achieve your vision. Consider:

• In-house vs. Outsourced Production: Decide whether to handle production internally or hire a professional video production company like Offing Media. Outsourcing can provide expertise and high production value but may require a higher budget.
• Talent Costs: If you plan to feature employees, ensure they are comfortable on camera and may require some form of compensation or time allocation.
• Location Costs: If you’re shooting offsite, factor in location fees, permits, and logistics.
• Equipment Rental: High-quality video production often requires professional-grade cameras, lighting, and sound equipment.

3. Production: Capturing the Essence of Your Company

3.1. Choosing the Right Location

Your video’s setting plays a significant role in conveying your company’s culture. Opt for locations that reflect your work environment—whether it’s a modern office space, a creative studio, or a collaborative workspace. If your company offers flexible or remote work options, consider featuring employees working in diverse settings.

3.2. Selecting the Cast

Authenticity is key in employer branding videos. Instead of hiring actors, consider featuring real employees who embody your company’s values and culture. This approach adds credibility and relatability to your video. When choosing employees to feature, select individuals from diverse departments and backgrounds to showcase the breadth of your workforce.

3.3. Filming Techniques

The way you shoot your video can significantly impact its effectiveness. Here are some key filming techniques to consider:

• Interview Style: Conduct on-camera interviews with employees, allowing them to share their experiences and perspectives. This method works well for conveying authenticity and personal stories.
• Candid Shots: Capture employees in action—collaborating on projects, engaging in meetings, or participating in company events. These shots help paint a picture of daily life at your company.
• B-Roll Footage: Supplement interviews with B-roll footage that visually represents the themes discussed. For instance, if an employee talks about teamwork, include shots of team meetings or collaborative work.
• Lighting and Sound: Ensure that lighting is consistent and flattering, and that sound is clear and free from background noise. Poor lighting or audio can distract from your message.

3.4. Directing the Shoot

Directing an employer branding video involves more than just managing the technical aspects; it requires guiding your cast to feel comfortable and natural on camera. Encourage employees to speak candidly and be themselves. If necessary, conduct multiple takes to ensure they’re relaxed and the content feels genuine.

4. Post-Production: Bringing Your Video to Life

4.1. Editing

Editing is where your video truly comes together. It involves selecting the best takes, cutting unnecessary content, and arranging the footage to tell a coherent and compelling story. Consider these editing techniques:

• Pacing: Keep the video engaging by varying the pace. Use quicker cuts to maintain energy and slower moments for emphasis.
• Transitions: Smooth transitions between scenes help maintain the video’s flow. Avoid jarring cuts that can disrupt the viewing experience.
• Graphics and Text: Incorporate on-screen text or graphics to highlight key points or introduce employees. Ensure these elements are consistent with your company’s branding.

4.2. Adding Music and Sound Effects

Music and sound effects can enhance the emotional impact of your video. Choose music that complements your company’s vibe—whether it’s upbeat and energetic or calm and professional. Ensure that the music doesn’t overpower the dialogue or distract from the message.

4.3. Incorporating Branding Elements

Your video should reflect your company’s brand identity. Incorporate branding elements such as your company’s logo, color scheme, and tagline. These elements should be subtly integrated to enhance brand recognition without overwhelming the content.

4.4. Final Review and Feedback

Before finalizing your video, conduct a review session with key stakeholders. This review process ensures that the video aligns with your company’s vision and objectives. Gather feedback on the video’s tone, messaging, and overall impact. Be open to revisions if necessary, but keep the core message intact.

5. Distribution: Maximizing the Reach of Your Employer Branding Video

Once your video is complete, it’s time to share it with the world. A well-planned distribution strategy will ensure your video reaches the right audience and achieves its intended goals.

5.1. Platform Selection

Choose the platforms that are most likely to reach your target audience. Popular options include:

• Company Website: Feature the video prominently on your careers page or homepage.
• Social Media: Share the video on platforms like LinkedIn, Facebook, Instagram, and YouTube. Tailor the content to fit the platform’s format and audience.
• Job Portals: Incorporate the video into job listings on platforms like Indeed or Glassdoor to attract candidates.
• Email Campaigns: Include the video in recruitment emails or company newsletters to engage current and prospective employees.

5.2. SEO Optimization

Optimize your video for search engines to increase its visibility. Use relevant keywords in the video title, description, and tags. Consider adding captions or a transcript to improve accessibility and SEO ranking.

5.3. Measuring Success

Track the performance of your video to gauge its effectiveness. Key metrics to monitor include:

• View Count: The total number of times the video has been viewed.
• Engagement Rate: The level of interaction (likes, shares, comments) the video receives.
• Conversion Rate: The number of viewers who take a desired action, such as applying for a job or visiting your careers page.
• Audience Feedback: Gather feedback from viewers, especially current employees, to assess the video’s impact on internal engagement.

5.4. Iterative Improvement

Use the data and feedback collected to refine your approach for future videos. Understanding what resonated with your audience and what didn’t can inform your next employer branding video, ensuring continuous improvement in your video marketing strategy.

Conclusion

Creating a successful employer branding video is a multifaceted process that requires strategic planning, creative execution, and thoughtful distribution. By following the steps outlined in this guide, you can produce a video that not only attracts top talent but also reinforces your company’s identity and values. Remember, the key to an effective employer branding video lies in authenticity—showing the real people, culture, and values that make your company a great place to work. With careful attention to detail and a clear message, your employer branding video can become a powerful tool in building and sustaining your company’s reputation as an employer of choice.