An employee value proposition (EVP) reflects the value an employee gets working within your company. It is defined from an employee perspective rather than a company perspective and forms the basis upon which your employer brand is built.
In this guide we will outline how you can leverage corporate video production as part of your recruitment marketing activities to communicate your EVP and gain competitive advantage by attracting top talent and passive candidates to come work for you.
Why use video to communicate your EVP?
Quite simply there is no medium more effective than corporate video production for bringing your organisation to life in the eyes of your prospective candidates. Employer brand video content enables you to share with the viewer the stories and experiences of your employees, the values that you stand for and the culture that you work within. This ‘show and tell’ approach helps candidates to see how they would ‘fit in’ your culture and empower them to make better-informed decisions as to whether a role would suit them on a personal and professional level.
Other benefits of using recruitment video production to communicate your EVP are:
- It helps to create a strong ‘people’ brand that is attractive to potential hires.
- It is an inherently shareable form of content achieving greater reach than blogs.
- It can help you differentiate yourself against your competitors.
- It can be used as part of a paid ads campaign targeting niche job titles.
- It can be optimised for photography and blog content.
- It can be formatted for all social media platforms
- It can be repurposed into new video content in the future.
Check out our insider tips on how to get more value out of your video production here.
How do I communicate my EVP using video content?
Involve your employees
Video works best when it is personalised and bespoke to the needs of the audience you are seeking to attract. Like we said earlier your EVP reflects the value you offer to your candidate, not what you believe it to be. Therefore, you need to bin the big fancy corporate statements that mean nothing to anyone and articulate what you have to offer them in terms of their career, development, culture. Remember this is not about attracting everyone by being bland, it’s about showing what it’s really like to work for you and attract those that will thrive in your culture.
To do this effectively you need to speak with your people and get them involved to help get the best results from your video content. Reach out to them all on email, explain what you are doing and why its important. Explain that you will be collating feedback via an anonymous survey to understand why people work here and what we should be shouting about as part of our recruitment marketing activities.
Embed yourself within teams
Your organisation is essentially a network of micro cultures or ‘tribes’ based on sets of shared values, beliefs, and a collective sense of belonging. This means that your EVP can have a very different meaning depending on the different subcultures within your larger organisation.
Therefore, to communicate your EVP effectively you need to have a deep understanding of each of your internal sub cultures and their perspective or experience of working in your company and how this adds value and meaning to their life. Once you know what this is you can begin to create video content that connects the dots of what you offer to the emotional triggers and needs of your target audience.
It is therefore important to embed yourself within each team to develop a deep understanding of them both as individuals and as a collective to help you communicate the team experience and unique value proposition.
We recommend speaking to teams as part of a focus group that you identify as top talent or high potentials as they will reflect the candidates you want to attract. To understand them as individuals you need to go beyond the traditional demographic profiling and understand what drives and motivates them as a human being:
- Who are they?
- What motivates them to get out of bed?
- What are they passionate about – on a professional and personal level?
- Who inspires them?
- What are the values they live by?
- What are their aspirations?
Then seek to understand them as employees – with deep dive questions such as:
- Why do they do what they do?
- why do they work in your company?
- What attracted them to work for you?
- What do they enjoy most?
- What do they find self-limiting?
- Would they refer someone to work here?
- Can they reach their full potential here?
- Do you believe we live by our values?
This exercise will help you to understand your team as a collective unit of human beings with similar needs, motivations, and aspirations beyond that of their job title or function. It will also help you to collate the key messages that will resonate with your target audience and ultimately create unique EVP for this micro culture in itself.
You could do this exercise for each team within your company to help you to understand them beyond the team function and job titles but as a collective group of people with a common set of values and experiences.
Once you have a deeper understanding of the micro cultures within your organisation you can tailor your recruitment video content, sharing stories that will motivate them, excite them, and show them how they could belong and thrive in your company.
Analyze your data.
By this point you should have a lot of information that helps to inform the messaging of your EVP video content and what people value about working for you. To help summarise this answer the questions below:
- What is important to the people you want to attract to work for you?
- What do people enjoy about working for you?
- Are there any key differences across your micro cultures?
By the end of this activity you should have a clearer idea in your head what your key talent is looking for and then match your messaging in your video to show your audience what you can offer them.
Keep your recruitment video content authentic
Recruitment video production is the best way to show top candidates what it would be like to work in your company, within a specific team or job role. Candidates are doing their own research on your company via companies such as Glassdoor so whilst you can never control how anyone will perceive your employer brand you can influence their opinion and decision-making process by creating recruitment marketing video content that shows your authentic culture and is upfront on the realities of working in your brand from the offset.
The upside of this approach is that you will repel the many that will not enjoy your company culture and compel the few that will thrive and grow your business.
The benefits being that this will save you time screening lots of poor quality cv’s saving you time screening poor quality cv’s and money on hiring a poor culture fit candidate.
Use your employees
If you want to show what it’s really like to work in your company, then do not use stock footage or actors – people can see through this content a mile off and it builds distrust in the eyes of the viewer, leaving them thinking what you have to hide.
For any form of recruitment or employer brand video production we always recommend using your real-life employees. They are your greatest untapped resource, with hundreds of stories to uncover and share with your target audience.
Employee testimonies more than any other form of recruitment video content will build trust in the eyes of potential candidates especially if these are well chosen to reflect the particular tribe you are seeking to attract.
Check out this employee value proposition campaign we made for Outside Clinic who wanted to change perceptions of domiciliary eyecare and attract high optometrists to come join this exciting growing company by sharing the EVP through the lived experience of their Optometrists
Return on investment.
The return on investment for any corporate video production depends on the problems you are seeking to resolve and the ideal outcome you are seeking and what that is worth to you as a company to solve.
If in relation to specific recruitment video production – you need to be asking yourself what are the areas, we are failing in? Once you understand the problem you are seeking to resolve then you need to define what you want the video content to help you achieve?
- Attract an % increase in applications from engineers
- Attract more diverse candidates?
- Reduce employee turnover in the first 6 months.
The return on investment will be based on the value of the outcome minus the cost of video production x 100%. Ideally when thinking of the return on investment you want you need to determine how much you really want or need to invest to achieve your goals -10% is normally a reasonable value.
So hopefully you can see the value in using video content to communicate in a candidate first world. The key to successful video content is purposeful video content that is well researched and thought out bringing to life the reasons why people work for you to attract like-minded people inspired by this.
If you are interested in using video production to share your employee value proposition, or you would like to find out more about our corporate video production services get in touch – we’d love to find out more on how we can help.