How to start with your employer's content creation?
First of all, forget about that blockbuster recruiting campaign for one of the major brands that you saw recently. Yes, the photography, editing and artistic directions were sensational. So, why should I forget about it then? First, you would spend your lifetime marketing budget to produce such a movie. Second, investing a lot of resources on one piece of content has never been a guarantee for good results. But for what matters to us, don't all these videos look like commercials rather than genuine workplace presentations?
Applicants feel that these high-budget productions are sanitised marketing campaigns. Therefore, they only meet their target for tech companies such as Airbnb, Apple or Google. Otherwise, candidates pass as they are looking for authenticity. They want to get what they see, not discovering the actual company culture after finishing their probation period.
However, the good news is that you have all the resources to create content that sounds authentic: the people, knowledge, culture, clients portfolio, uniqueness, supply chain, values and so on. If I had only one advice to give you, it would be to bet on your employees. Your staff is the critical resource to convey your company culture and, therefore, your employer's brand. Who can better talk about their role and your company after all? Your team can create a solid and trustworthy link with aspirational applicants. It might sound counter-intuitive, but your employees are three times more credible than your CEO.
However, studies show that employees' engagement rate is abysmal. Only 2% of employees share their employer's social media content. More importantly, that 2% account for 20% of any company's total engagement rate online, proving how valuable your employees' recommendations can be.