Did you know… 92% of consumers around the world said they trust word-of-mouth, or recommendations from friends and family, above all other forms of advertising.
Did you know… 85% of the U.S. internet audience watches video online?
What do you get when you put these two whopping figures together? Employee-generated videos! The job seeker audience craves authenticity and transparency. They want to hear from real people. As an employer, you want to reach these job seekers. Employee-generated video is the way to do it and make your message stick.
Here is everything you need to know about employee-generated video and how you can try it.
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Employee-generated video is exactly what it sounds like – video content created by your very own employees. (There are several ways to go about creating and collecting these videos, but we’ll save that for the “how to” section!)
For talent acquisition, employee-generated video contributes to your recruitment marketing efforts by allowing your employees to share about company culture and what it’s like to work at your company. For content marketing, it will help you curate content that can be repurposed on social media, your career site, recruitment communications, job postings, and more!
In addition, it’s a given that a lot of your employees are on social media, and they are likely already talking about you, whether you ask them to or not. Having an employee-generated video strategy will help you empower and guide your team to share their stories while reinforcing your employer brand.
Understandably, you might be concerned about handing the wheel (or camera, in this case) to your employees. Any employee-generated video strategy should address potential concerns like staying on message, resources, and legal compliance.
You should also keep in mind that not every employee is going to be camera-savvy, or they may be camera shy. If you’re having a hard time drumming up participation, start small. Identify employees who are top performers or who you know are socially active and would be great on camera. Don’t hesitate to ask around – department managers will likely be able to point you in the right direction.
As I mentioned, there are a lot of different ways you can go about setting up an employee-generated video strategy. Your strategy will depend on a few factors: company size, culture, industry, and existing policies. Here’s how we did it, with the help of Altru Labs.
First, we established some goals:
Then we considered the talking points we wanted to hit and came up with a list of prompts, such as:
These were just a few!
Next, a little bit about how implementation with Altru worked…
Because we wanted to see just how many videos we could collect in a short period of time (four weeks), we gave the team a little incentive. We love some healthy competition, so what would be better than a contest?! We came up with a prize and awarded the team members for the number of videos they submitted within the four weeks. Extra points were given for videos submitted in the first two weeks of the contest (“early bird” incentive!).
In four weeks, here are the results we saw…
The approved videos were featured on our careers site in the Altru widget.
Don’t be afraid to think outside the box when it comes to employee-generated video! Content about company culture and benefits are great, but you can try taking it to the next step for special campaigns.
For International Women’s Day, we used Altru to empower our team to create videos.
Through Altru, our female team members were given this prompt: “Share your experience as a woman in the professional world and how it relates to your goals and career development.” Men received this one: “Tell us about a woman/women who inspire you.”
Almost half of the team participated! We got a lot of great content out of this campaign, which we used in several ways, examples below. Since we used Altru, the team was also able to share their content to their personal social media – win/win!
International Women’s Day Compilation Video
Special Campaign Landing Page
We shared the video compilation on social media, plus an individual video to round out Women’s History Month. The post below garnered 1,200 video views and a 3.08% engagement rate.
UPDATE: KRT Marketing was acquired by Recruitics in July 2019. Now Recruitics is partnering with Altru in the same creative ways.
Are you ready to try employee-generated videos? Let us know – we’d love to hear more about your goals!