What are Employee Video Profiles?
For many years now businesses and public sector organisations have understood the value of profiling their employees on their website. Giving customers the opportunity of “Meeting the team” has long been recognised as both a valuable marketing asset and a means of attracting new employees of the right calibre. In the main, these pen pictures have been just that – a brief written outline of the person, often written by someone else within the company, and sometimes accompanied by a photo. This is all well and good but these are not exactly engaging pieces of website content. This is why more and more organisations are turning to Employee Video Profiles – and for many good reasons.
Who benefits from Employee Video Profiles?
Employee Video Profiles deliver so much more than text versions – benefiting the organisation, their clients and their employees – both present and potential. They are relatively easy and cost effective pieces of video to create – albeit daunting and alien to those appearing on screen. However, the rewards for all those concerns far outweigh any challenges they present. Let’s take a closer look at the benefits of Employee Video Profiles to each stakeholder, starting with the most important group – the Website Visitors.
Website visitors are far more receptive to messages and information shared through video these days rather than having to read through reams of text-heavy web pages. It would be easy to say that website visitors have become lazy, but the truth is that there’s so much content online these days that everyone is looking for the quickest and easiest way to gather information and form an opinion – and nothing comes close to video in achieving this.
The target audience for Employee Video Profiles is going to be wide and varied. There will be those who are simply trying to find the right person to speak to within the organisation – be they customers, suppliers, investors or those looking for employment. Whilst all website sections offer relevant information to various visitor types, a section marked up as “Meet the team” or “Our people” has relevance to everyone visiting the site. Even though we often transact in a faceless world these days, people do still buy from people – so any chance a visitor has of making a personal connection with those within the organisation is often grasped at. No matter what their enquiry is about, having a named person – with a real face and personality – makes the process that much easier.
The flip side of this is one of the benefits to the organisation. Employee Video Profiles should help them ease navigation for website visitors so they get to the right person first time and thereby reduce the strain on other resources in the business in dealing with misguided enquiries. Employee Video Profiles, if planned and executed correctly, should also give the organisation an opportunity to promote their business or objectives and company ethos through their employees. Bright, happy and welcoming employees will give the impression of a bright and welcoming organisation. In other words, nice people to do business with – nice people to work for – nice people to know!
For the employees themselves, gaining experience in front of camera is increasingly important and valuable. Whilst this might come easy to some people, if you’re working with an experienced video production company on your Employee Video Profiles this should also come with a certain level of media training. You should be given guidance on scripting, body language, backdrop design and performance. This training will not only help junior members of staff, but should also be valuable to everyone up to director level in helping them with their on-screen performance.
And of course, let’s not forget those who are looking for employment. Their objective is to assess whether your business or organisation is one that they should be working for. Nothing can compete with hearing from other happy, contented and personable people who already work for you. Well produced and delivered Employee Video Profiles are as good as personal recommendations from someone you know and are far more likely to appeal to precisely the type of person you are trying to attract to your organisation.
Distributing your Employee Video Profiles
Whilst the distribution platform of your Employee Video Profiles will primarily be your website, they also provide the opportunity to expand your social media content. Hosting your own YouTube channel is the obvious place to start. As part of the Google platform, YouTube content features highly on search returns and will augment your general Search Engine Optimisation efforts. But don’t stop there. Separately uploading your Employee Video Profiles to your company Facebook, LinkedIn, Instagram and Vimeo accounts will also help the videos gain traction – as well as sharing them on Twitter and alike. You should also encourage participants to share their performances on their own social media accounts – again adding to the potential audience and helping to raise awareness of your brand and business.
The cost of producing Employee Video Profiles
As I mentioned towards the beginning of this article, Employee Video Profiles are relatively cheap and cost-effective to produce – if scripted and planned for properly. With the use of greenscreen backdrops, professional cameras, lighting and audio recording technology, these can easily be filmed at your premises with little interference to your operation. If the participants are well prepared and rehearsed, it could be possible to film more than ten profiles in a day with a single-man video crew. Post production should take a couple of days to make them perfect, giving you a unit cost of around £150 per employee at this volume level – and possibly less if you want to create more.
If you are thinking about producing Employee Video Profiles, please give us a call today 020 3602 3356.