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Inspiration, tips & stories to help you make awesome videos.
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Elena: Hey, everyone, this is Elena Valentine from Skill Scout. Welcome to our webinar series where we talk about all things workplaces storytelling and video and today, we have brought our good friend, James Ellis, the employer brand nerd bomber. Introduce yourself, James.
James: Well thanks. I'm James Ellis. I'm an employer brand, I don't even know what to call myself. All I do is think about this stuff. I've done in house, I've done agency, I've done consulting, I have a podcast, I write, I speak, I do all the work. Employer brand is how I spend my time. So I'm super thrilled to be here to answer interesting video questions.
Elena: Yeah. So the big burning challenge is this. So your team, you're all on board with video, super excited to jumpstart that employer brand or drive your recruitment. You walk into the key decision maker and they drop the bomb and say, "We have no budget for video." What do you do?
Elena: So the question then becomes, "Okay, "but we have a little something," if you had a thousand dollars to spend on video, how would you spend it?
James: I think you have to start by changing your mindset. If you look at a thousand dollars as, "Gosh, "we won't be able to film a commercial, "we won't be able to film a major motion picture."
Elena: You mean we can't be Martin Scorsese under a thousand?
James: Not even Richard Rodriguez-- or Robert Rodriquez. Or not even Tarantino. Not even just, you can't do it. You have to say, "What's a different way to approach it?" Let's embrace the constraints and say, "If the limitation is a thousand dollars, "what can we really, truly maximize?" I think if you change your mindset and say the glossiness is actually glib. The glossiness is actually fake. The glossiness is a function of over-polished and a sheen that's trying to hide something.
Elena: It's so 2000 and late.
James: You know, it looks like stock art or it looks like, you know, it just looks like something you're trying to hide things. Now, if I see a picture and everybody's smiling and it looks really glossy, I go, "Okay, yeah, great. "But what's really going on?" But if I see a picture where there's clearly someone blinked. There's clearly someone who forgot that it was picture day at the office and wore the wrong shirt and was like, "Oh, yeah, it's that shirt."
Elena: Or an old company logo
James: Oh my goodness. Oh yeah, God forbid, not the old logo. You're not on brand. And the wet noodle gets flogged. That's actually a good thing. I think it suggests that this is authentic, this is something that happened, we took a picture, we took a video, here it is. And not to say, "Well this is all we're allowed to do," but to say that that authentic video is much more meaningful and important and impactful than something glossy.
Elena: Great. So we're all in agreement, okay. If we're gonna do this for under a thousand dollars, can't be glossy, great. We're on board with that. How do we think about this next?
James: So I would split my money in half. I would say one should be an investment in a camera. Now, I think you go crazy. The cameras that are out there these days, so many different options. You can invest in a 360 camera, you can do complete wraparounds of video of people walking around an office and there's so many things you can do with that. It can be a thing you install for a party, it can be a thing you can do a walkthrough on the building. You can use it anywhere you want. At an event, at a recruiting event, there's so many different ways to tell stories and that camera's like $300. Or you get one of those really cool Gimbals I'm seeing on, you know, ads for all the time. It's like $250 and it does nice little pans and it makes your phone look like a really slick camera. You can invest in some apps that do interesting things with the video footage that make it look like someone drew it just 'cause it's cool. Or don't. Maybe use a Snapchat filter where everybody's goofy and the dog tongue lolls out. It's always that stupid thing but everybody does that, right? That's authentically human. So there's half your money. Once you invest in that, make bigger idea videos. You know, that 360 video is a three minute video of the tour, a tour of the office, or the cool Gimbal is the walk and talk as you give a tour as you walk through the office.
Elena: So it could be in one take? So it's not like there has to be any major editing to be done. Yeah, okay.
Elena: Tell me more about these small stories. Is this 60 seconds long, 30 seconds long?
James: Oh my goodness, no. I think if you can shoot something for 15 seconds that's vaguely interesting enough that say, your mom might actually wanna see it, that is something that is truly about the company, you've nailed it. That is all the criteria you need to hit. Now, the trick is not how do you make 100 of those 15 second videos, it's how do you get everybody to help you make those 15 second videos? So what I would do is ask them. Oh wait, that's not gonna work. Because if you ask everybody to make a video, they'll look at you and go, "Oh yeah, sure, I'll get to that," and they never do. So you could do it a couple ways. You could say, everybody, make a video and the first 10 gets a gift certificate, or a coffee, or what have you. Or, what I would do and what I've had success with is finding the cheerleaders in the office. Like the 10 people who are always game to do that stupid, goofy...
Elena: We all know who those are.
James: We do, right. Yeah, you already have that list in your head. Go to them and say, "Here's what I'd like. "15 seconds, interesting, real, go nuts." And if we love it, we'll give you a gift card. Just ask them directly. Not a mass email, something that people can ignore or hide from. A direct, "Hey, can you make this video?" That's really what's gonna make it happen. So if you ask 10 people to make a video, you're gonna get five. And of the five, two are gonna be pretty bad. So you'll end up with three. But those three will be great, they'll be telling a very specific story and a specific part of the office about specific people about something that happened that day. And then you put it on Facebook, and Twitter, and LinkedIn, and Glass Door, and all these other places and everybody's gonna say, "Where'd that come from? "How did that happen? "How can I do that?" And you say, "Oh, "you just have to make a 15 second video that's authentic "and really interesting and that's all we wanted "you to do."
Elena: So really, for under a thousand dollars or less, what we're doing is kind of creating the snowball effect...
James: Absolutely, yes.
Elena: For video. And inevitably, making the case potentially for more budget if need be.
- Oh my goodness, yes. 'Cause it shows the success. When you have those stupid little 15 second videos and they get 30 and 50 and a hundred clicks, and likes, and shares, and you're like somebody's responding to this. And they're learning something about us and it's reaching people we wouldn't normally reach, those are all words the company goes, "Money, money, money money," and they fund all those ideas. Brand awareness, and reach, and sentiment enhancement. Those are things they fund. And if you can make that happen, a thousand dollars is gonna look like nothing in a second but really, focus on those smaller, interesting videos. Those snippets, those tidbits, those just little moments that happen in your office that were just interesting enough to capture.
Elena:You've heard it from the nerd bomber himself, for a thousand dollars or less we can jumpstart video and do it pretty successfully.
About James Ellis:
Since you’re reading this blog post, I’m going to assume something drew you in. Something made you want to click on it and read on. Was it the title? Perhaps the words Job and Video together caught your attention? But, just because you write an awesome blog post and post it online doesn’t necessarily mean someone is going to read it - something has to pull the reader in.
Job videos are a lot like blog posts: people are only going to click on them and watch them if something sparks their interest.
Creating and uploading your job video is the first step, but it doesn’t guarantee traffic. Did you know that 400 hours of video are uploaded to YouTube every minute? Your job video can very easily be lost in the sea of video, especially because of YouTube’s algorithms. For your video to be successful, you need it to actually show up in YouTube’s search results and suggested videos. Once you’ve uploaded, your work isn’t done: you still have to market your job video to ensure people actually click on it and watch it.
Why is drawing traffic to your job videos so important?
We now watch over one billion hours of YouTube videos per day, which is more than the amount of Netflix and Facebook videos we watch combined. Videos are the way people are consuming content now - not only on social media, but when it comes to job ads, too.
Video job ads are viewed 46% more than one dimensional job descriptions and job posts get 36% more applications if accompanied by a recruiting video. If you want candidates to apply, you not only have to make job videos, but you have to make sure they’re watching your job videos, too. This is not to mention that Gen Z loves job videos, and they’re the new talent we need to be hiring.
So, how do you market a job video?
That’s where our how-to guide comes in. With this guide, you will learn how to get more views than ever on your job videos. Our how-to guide explains exactly what you need to do to market your job video and make sure people are clicking on it and watching it.
We offer tips and tricks such as where to incorporate your job videos, what kind of graphics to create, and how to distribute your video.
For these tips and more, check out our new how-to guide here.
Think back to the last time you applied for a job. If you’re anything like me, you've rarely encountered a job video. Written job ads start to look the same after a while, to the point where I forget what companies I’m even applying to. The same buzzwords and internal vocabulary are recycled, blurring each job description into the next.
Rather than having an understanding of the role I’m applying for, I’m left just looking at a list of criteria in the hopes that I’m qualified. Jobs are more than just a list, though: no two roles are exactly the same. Being a shoe designer at Nike is different than being a shoe designer at Adidas, but job ads water down roles into the same old job descriptions you see each time you click on another post.
Is that really all we want job ads to offer applicants? Of course not.
What we want is action, inspiration, and most importantly, application. Yet, most people visiting your website won’t have that experience with just a job description. The bottom line is that it’s causing problems for small businesses. In fact, 48% of small businesses report that there are few or no qualified applicants for the positions they are trying to fill (NFIB, November 2015).
So, what do you do? You need a job preview that is both realistic and makes applicants feel something. It needs to bring the position and your company to life. How are you supposed to feel the warm and fuzzies reading some list of criteria and boilerplate overviews? That’s a rhetorical question.
We both know the answer: job videos.
Don’t believe us? Fine. Did you know job posts get 36% more applications if accompanied by a recruiting video?
Still not buying it? Ok, hear it right from a candidate:
But how do we translate that boring job description into a job video that inspires action? It’s simple, really:
Job videos bring a job to life in a way that job descriptions can’t, allowing candidates to really get a feel for the job they’re applying to. With candidates being much more likely to apply to a job post which features a job video, translating your job ad into a job video is definitely the way to go.
It's that time of year when we all get a little more thankful, thoughtful and giving. But many of our companies provide opportunities for employees to give back to the community throughout the year. Whether it's supporting employees through a hurricane or personal tragedy, or cleaning up a public space for others to enjoy -- community involvement stories like these move minds and hearts and show what you are made of.
Check out this video we made with ELKAY to share how they supported employees through a natural disaster. Community involvement stories matter to candidates. Film your own with the recipe below. But first, get your tissues ready and watch this video.
Elena and Abby bring you innovative stories from the workplace.