For a long time, marketing has come to the sphere of work with personnel, and marketing technologies have taken their rightful place in the arsenal of HR. And all because the topic of employer brand over the last ten years has become (and remains) one of the most important for many companies. And it is not only one department’s interest (and focus of attention). This topic has become a regular topic in the marketing community, promoting the company’s brand, products, and services. It is one of the critical components of corporate reputation and image.
We have been working with the topic of employer brand development for many years (more than ten already), having come to this sphere from marketing. We do complex projects, from positioning and value proposition development to promotion strategy.
But today, I want to talk about companies’ video format to promote their employer brand. Video is the language of the younger generation. Therefore, it is impossible to work with the youth audience without it. But many employer`s brand video content is surprisingly monotonous and boring (I have watched dozens of videos). Perhaps it’s great content that works, though I started getting bored immediately.
But… there are happy exceptions to all the rules. So, I made a selection of my favorite videos. Not all of them are new. Some have become «timeless classics,» still cited as examples. Another interesting discovery: the format of TV series has appeared. And of very high quality. But about them next time.
In the meantime, here is a selection of cool EB videos for inspiration.
- Heineken: Show the culture and destroy stereotypes of recruitment
A great mix of marketing and PR in one «flacon» in the video «Candidate» is Stylish, viral, unusual, and emotional. One of the best media campaigns that combined employer brand and corporate brand.
- Intel: Humor for «the insiders.»
I like and appreciate the humor in advertising. Since graduating in Math, I understand the people depicted in Intel commercials very well. There is a clear focus on top professionals who live in their own world and love math jokes.
- ERG: With love for the workers and humor about the office
Manufacturing companies are my special love. I love being in manufacturing facilities. However, there are a lot of stereotypes associated with this field. And I’m glad my colleagues know how to treat this topic with humor and are not afraid of cool experiments and interesting solutions.
4 . McKesson: Without pathos about the work that saves lives
It isn’t easy to talk about what you do — more than your work. McKesson has done just that
- Barclays: Investment bankers have a good sense of humor too
On what a company is willing to do to hire the best of the best (to be number 1). A great case study from a fairly conservative indust
- Fiverr: how to gather all stereotypes in one video and make it cool
Another example of being able to make fun of the way office life is usually shown. Collect all stereotypes (which are in 90% of videos) in one video, call it a «generic recruitment video,» and thanks to it, show the company in a cool way.
- Canadian Security Intelligence Service: If you have an important job
In today’s world, the employer brand is promoted by the army, police, and intelligence services. There is a special art to showing this in a way that is not inferior to the best TV series, but at the same time, is not as a «pop culture.» I think my colleagues from Canada have succeeded.
- Intel: real stars changing the world
We are used to worship actors and musicians, bloggers and artists. But there are also «stars» born in offices. And this is a prime example of how to honor a true inventor.
- Listrak: a non-boring classic
This video is very similar to standard corporate videos. But it is done so brightly, interestingly, and unboringly that it can be recommended as an example.
- Reckitt: for those who like creativity and drive
This is another cool example of cooperation between marketers and HR people (like Heineken does). How to show your brand, your work, and your creativity and invite those who like to think outside the box and create.
- Volvo: the human face of the brand
Sometimes, a brand needs to show its «human face.» And this video perfectly shows that there are ordinary people with their lives, problems, and peculiarities behind quality products. By the way, it fits perfectly with the positioning of the company’s brand itself.
- Apple: For those who think outside the box
An example of a video for people without people. Fabulous, stylish, beautiful. Yes, Apple also has a regular video with people in the office. But this one is much more interesting
- Swedish Army: Who else but you?
I love to see how seemingly «hardened» in our mind structures suddenly do something unusual. The Swedish Army has conducted a fantastic campaign to attract volunteers and made a great video about it. The case is stronger and more interesting than Heineken’s «Candidate.» But also with critical social implications.
I hope you have enough inspiration for today. And, of course, share your favorite employer branding videos. I’ll include them in my selection.
