1

VIDEO

MARKETING

FOR HR

2

Introduction

Video for Employer Branding

Video for Recruitment

Video for Onboarding and Training

Video for Internal Communication

Video Trends for HR to Watch

3 Video Cases to Inspire your HR Content

4 Tangible Takeaways

0

1

2

3

4

5

6

7

03

05

11

16

20

24

27

31

Table of Contents

3

HR professionals span the spectrum of recruiters, HR generalists, talent managers,

chief HR officers, and the list goes on and on! It’s exciting to see so many of these HR

professionals modernizing their approach these days to make Video Marketing work

for them. With the growth of Video Marketing today, we see video as HR’s up and

coming digital asset to improve and enhance the employee experience for the better.

In this ebook, you’ll learn which video tools work wonders for HR professionals,

as well as the best practices you need to refine your approach. Read on!

The State of Video Marketing for HR

4

4 Reasons HR Managers need Video Marketing in 2019

Many of the latest shifts in the field of human resources have contributed to the rise of video use in HR departments

around the globe. The biggest shifts include:

Candidates are craving a more personal and humanized job

search process. Video makes that perfectly possible.

These days, trust and transparency is crucial for

employees to feel fulfilled in their jobs. Video

promotes transparency and puts the human back

in Human Resources!

Companies have gone from traditional recruitment

methods to digital platforms and online advertising

to seek out talent. Video optimizes the hunt!

These days, candidates (especially millennials) expect more

than just a job; they expect a career fit with high job satisfac-

tion and growth opportunities. Video can illuminate whether

the company is a good fit, or not.

HR Is Getting More Personal1 3

2 4 Applicants Want A Thrustworthy Company

The Job Hunt Is Getting More Ruthless

Company Culture Shines with Video

5

Video for Employer Branding1

First things first: what is an employer brand, exactly? Gallup defines an employer

brand as “the way your organization’s prospective applicants, candidates and em-

ployees perceive you as an employer”. Basically, you want employees and potential

candidates to see your company as a place where they would love to work. When we

reflect on what we’ve seen first hand as a Video Strategy company, we’ve noticed

recurring challenges that HR departments face time and time again when trying to

establish a strong employer brand. Of course, by working with them we’ve also seen

how different video solutions could help them tackle these challenges.

6

The most important factors affecting job decision today are environment, people, and growth possibilities. Video helps convey all

of those things smoothly.

These days, job pages can be full of cringe-worthy stock pho-

tos and text. Video carries the awesome advantage of adding

that super human element. By putting your employer brand

out there loud and clear, your future talent will get a glimpse

into company life and therefore have a better idea of what your

company is like. This way, you’ll start attracting the talent that

best fits your organization.

The HR team at Zendesk uses this employer branding video to

show (remember: show, don’t tell) what their company stands

for.

Make sure there’s a match!

The Benefits of Better Employer Branding

Since video makes the recruitment process more efficient as a

whole, implementing effective employer branding video means

there’s a higher chance that you’ll attract the right kind of talent

sooner to the right job. Using video rather than photos allows

you to humanize your brand and scale your hiring efforts. It’s a

win-win and also a lovely lower cost per hire for your company.

See a lower cost per hire

7

Maybe you have international offices, or maybe a large num-

ber of your employees work remotely. When you use video in

your organization, the benefits will overflow into your external

efforts as well. Rather than just giving your remote coworkers

an update every so often, make sure they truly feel part of

your company. With video, everyone in your company gets a

chance to ‘see’ each other on a frequent basis, so they’ll have

the feeling they know each other better. Your employees will

get used to video as an essential part of a cohesive company

culture where everyone is well-connected and in tune with your

mission and values.

These days, there’s a fierce war on talent out there! Being

another cookie cutter company with a lackluster employer

identity won’t help your case. Outshine your opposition and use

video to increase the chances of being seen over your compet-

itors.

Some StoryMe Family videos that made us stand out from

competitors:

Create a stronger company culture

Stand out from competition

Announcing the new family members

Not your average Christmas Video

8

This shouldn’t be your primary goal as a HR professional, but

sales will increase overtime as people feel a more personal

connection with your brand. This familiarity will be a result of

content that resonates with your audience. So remember, your

employer brand isn’t only beneficial for you and your (future)

employees. Your target audience and potential clients will

also grow more fond of you with the right employer branding

strategy!

Here’s a fun fact: social shares generate 1,200% more shares

than text and images combined! Social media is such a valu-

able tool to share your employer branding videos, because so

many people start their search on a company’s social profile

to get a feel for their DNA. So make sure you adapt your video

to the right platform: it should be short, snappy and square for

Instagram and Facebook, for example.

Naturally increase sales

Your employer branding video should live on social

Tips and Tricks

International Women’s day

9

Your employees are your most trustworthy assets, so let them

be the stars of your branding videos! Infuse some humor here

and then if you want, but above all, let them be themselves!

A job page is an ideal place for your employer branding video to

live! Most job pages feature a stories tab which introduces you

to the people behind the brand. Instead of a typical text and

photo layout, try and record video with the featured employee

and have them answer basic questions like, “what do you do”,

or “what’s your work environment like?”

Put your employees fornt and center Videofy your career page

Meet the StoryMe Family

10

Claiming things like “our people are our greatest asset” and “we

have amazing benefits and perks” is a fast way to lull your pro-

spective applicants to sleep. It’s easy to make big claims, but

if you can actually prove it and show it in video, you’ll be miles

ahead of your competition.

Show don’t tell

Philips testimonial

Sometimes it’s not enough to just say you’re a cool compa-

ny, but you have to show it for people to believe it. Have a

cool company initiative or quarterly/yearly team event? Don’t

hesitate to record it and keep playlists on your social channels

dedicated to those fun off-the-cuff moments.

When we organized a hitch-hike to Russia last year for the

world cup, we used the original social stories of our employees

and vamped them up a bit to make an authentic aftermovie.

Along the way, people could follow their whole journey through

social media - and people definitely understood why one of

StoryMe’s core values is “Rock’n’Roll”...

Be authentic

11

Rev Up Your Recruitment

and Hiring Efforts with Video!

2

Recruitment is a timely and often costly process that takes up a majority of an HR

team’s efforts. Finding the right talent means attracting the right talent, whether it’s

on your website, job site, social, or through ads. Your applicants want to feel an affinity

with the company and career they dedicate their days to, and companies need to find

the right fit for their objectives. Plus, video makes the recruitment process more pleas-

ant for both sides! Video will make it easier for you to reach your audience, and your

audience will find it easier to understand the vacancy and your company culture!

12

The Benefits of Video Recruitment and Hiring

Using video in the form of job ads, social posts, and vlogs

increases your reach online, not limiting your network to the

immediate company or personal connections you might have.

Most platforms, like Facebook and Instagram, tend to give

more reach to video content than to images.

Cast a wider net to find your talent

Example: Teamleader’s Job ad for Social

Example: Wijs’ Carousel Video ads

13

With one-way or two-way video hiring, the process suddenly

becomes more convenient and efficient. Your teams won’t

have to spend as much time in terms of scheduling an inter-

view slot, or factoring the need for the applicant to travel to

and from. Instead, you can speed things up with video within

the first few touchpoints, such as a personal video, to get the

decision rolling faster.

It’s not all about you as a HR professional making videos, it’s

about asking candidates to do so too! When our sound design-

er Leander sent this video, you can imagine what the reaction

of the team was when our HR team showed them… And he’s

still a StoryMe sound designer today!

Streamline hiring efforts from searching to hiring

By finding better applicant fits during recruitment and hir-

ing (when it matters!), your turnover rate will be significantly

reduced. Sure, some turnover is bound to happen, but with

thoughtful video recruitment, it’s less likely. In this example, De-

loitte makes sure to show the importance of their values while

also attracting candidates with an intriguing video.

Reduce employee turnover

Sometimes there’s more than one person who needs to be in-

cluded in the recruitment loop. As opposed to one conversation

that can’t be replicated, video lets you share the information

with the relevant team member so that the right people can be

in on the decision, too.

Increase shareability amongst recruiting teams

14

Practical Tips to Put Those Videos to Work

Think of job ads like any other ads! You should consider your message depending on what stage of the funnel your applicant and

viewer might be in. Or if you really want to tailor your ads, think about using personalized video!

Here’s what smart job ad targeting can look like broken down

into awareness, consideration, and delight.

1. FULL FUNNEL JOB ADS

At the awareness level, your HR video could highlight the com-

pany, show off the faces of the team, or use other fun types of

employer branding video. At this stage, companies often make

one video to guide people to a general careers page. Another

awareness video could be one that shows why someone would

like to work in your company in general or in a certain team.

At the consideration stage, the applicant might’ve heard of you

but they didn’t take any action on your job site or didn’t finish

watching the video. Remarketing on Facebook lets you show

the content again based on number of video views or engage-

ment. On LinkedIn, you can remarket if they click through to

your dedicated page. Create videos highlighting job function

USPs or more in-depth employer branding video.

Awareness

Consideration

Example: A Day in the Life

15

Once you reel in your talent, the video possibilities don’t stop!

Welcome to the team video, onboarding, and training video

(read Chapter 3, hint, hint!) are great ways to make sure your

new employee is one happy camper.

Delight

Example: Welcome video for Showpad

Case: Brunel’s Dynamic HR Campaign

We all know that online audiences are craving video, but now’s

the time for HR experts to leave generic messages behind

and make their communication truly relevant for each candi-

date. You’ll also increase the engagement on your job ads by

targeting the right segment with personalized content such

The Dutch HR company Brunel was looking for new ways to

attract talents in different industries, but making unique job

ads took a lot of time and didn’t deliver the results they hoped

for. That’s why they started using website and Facebook data

to deliver dynamic ads that adapted according to the location,

type of job, industry and experience level potential candidates

were looking for. The result? Many of those who didn’t convert

on Brunel’s website, now converted after seeing the dynamic

Facebook ad!

2. PERSONALIZED VIDEO FOR JOB ADS

as location, interests, industry and experience level. These

truly relevant video ads work well on both social media and job

pages.

16

Video for Onboarding and Training

3

Congratulations! You’ve found a match and a talent too good to pass up. Now what?

Don’t stop using video just yet! The more information you have to relay in your on-

boarding and training, the more it makes sense to optimize the exciting onboarding

transition with video!

17

Onboarding toolsExamples:

The Benefits of Onboarding and Training with Video

According to Moovly, companies who have already implemented video onboarding and other creative methods have experienced a

50% increase in new hire retention rates.

This point is so important! Video onboarding affords a more

efficient use of time and resources. Instead of having the

team coach or manager have to onboard one person or a group

every time (losing a half day or more), the video information can

do the hard work for them.

Save your team’s time and your company’s money TIP: On some video hosting platforms, like Wistia, you can

add chapters to your video. This way, the viewer can easily

return to any part that might not be clear to them yet.

18

Example: StoryMe Academy - How to end a meeting

Example: Onboarding video for Kinepolis

Better missions and values alignment

With a successful onboarding, you’ll have a smaller chance of

employee turnover! The better people understand your values

and mission, the more likely they are to resonate and align with

it, feeling more satisfied in the organization for the long-run.

It’s inevitable that you’ll have to say goodbye to prized team

members along the way. To make things less painful, avoid

losing that valuable knowledge by sharing it with your team

with videos. This will help reduce knowledge drop-off and

pesky document pileups. Because let’s be honest, who’s gonna

read all those documents in detail - let alone remember all that

information. Video is easier consume and the message will

stick for longer!

Reduce knowledge loss

19

Example: Driessen

Tips and Tricks

Make sure to centralize your video playlists and store them

in a dedicated place online. Wistia is a video platform that

gives your company easy access to video libraries without

them appearing in search results.

Your employees will most likely be the ones starring in

these onboarding and training videos, so get them cam-

era-ready and comfortable with the idea of being a video

forward company and practice! We promise practice will

ease their on-camera shyness!

More human approach with personalized video

Sending a personalized welcome video as part of your on-

boarding process is a great way to start off on the right foot

when a new talent comes in. Rather than making a separate

video for every new hire, personalized video allows you to easily

replace data and re-use the same video content.

20

Video for Internal Communication

4

Within your company, there could be a shift in product or services to communi-

cate, or maybe a change in management or team structure. Weekly updates and

quarterly updates keep everyone on the same page. Internal communication is a

crucial part of your business, and using video to inform and educate your team is

the perfect way to get everyone on board and avoid confusion down the line. Video

is not only more scalable than text, but it’s also a lot more likely to be watched by

everyone.

21

The Benefits of Internal Communication Video

Strengthen trust and transparancy Have less meetings, encourage more productivity

When your company hits a rough patch on a higher level like

financial problems or on an employee level with a high turnover

rate and more, communication is key to reinforce trust in your

mission and status. Sending an email is too impersonal for this

type of communication - companies need to put the human

back in internal communication. That’s where video comes

in. In the long run, your employees will thank you, we promise!

Of course, you shouldn’t only use video for bad news - talking

transparently about your company’s financial status is import-

ant throughout the good and the bad times.

Some companies tend to go overboard with meetings. We all

know what it’s like to have your day divided up into small parts

thanks to these meetings. While some are totally necessary,

video can eliminate needless meetings that get in the way of

your team’s productivity.

The soapbox video below was made by a HR and legal part-

ner at Attentia to answer some FAQs about employees going

on strike. This is typically something that would usually be

presented to different people in real life, taking up a lot more

time from both sides. In any company, gathering FAQs and

responding to them in a video that can be shared anywhere,

at any time will save heaps of time and effort!

ING: Quarterly update

CLICK ME!

22

Bridge the distance gap

Is your company spread over multiple cities or countries? In

order to have a smooth sailing remote working culture, video is

great to connect everyone -- no matter where your team is.

Use live stream updates for instance to communicate changes

within the company. Video is the next best thing to being in

person with your coworkers!

At Deloitte, there are 250.000 employees working in 150 coun-

tries. To humanise its global brand, the company launched

Deloitte TV Network, a video portal that features videos of

impromptu conversation between hosts and Deloitte manage-

ment, giving employees a sneak peek into the everyday person-

alities of their leadership staff. The portal was a huge success,

with a playrate of 75% and 21.000 minutes viewed in total!

Of employees are better at completing tasks

when information includes text with images

or video than by communications

featuring text alone.

67%

23

Starbucks’ New network for employees

Tips and Tricks

Internal video doesn’t have to be a big production! Making

a soapbox video is quick and easy and will go further than

just text alone.

Uniformity is important: set up some general rules for

internal videos so that everyone makes them in the same

way.

Keep employees up to date

With all the constant changes and company happenings, video

is an easy way to send clear and concise information. Have a

quarterly update to share? New tool to implement in your pro-

cesses? Use video to increase recall and engagement when

you have important information to share!

Make sure important internal videos are always checked,

for example by someone from communication or HR.

Video announcements can be both private and profes-

sional. Why not announce some personal good news with

video?

Scripted or on the spot? When it comes to video scripting,

make sure you have three main bullet points set. As you

record, you can touch on those points with structure, but

without sounding too rehearsed. Don’t forget to outline how

you want to end your video: what’s your call-to-action?

When you’re filming yourself, keep your eye at camera or

phone level, keep the camera steady, and keep a fist-full of

room between your head and the top of the frame.

For videos longer than 30 seconds, think about doing some

post-editing to make it easier for viewers to follow along

and to keep them engaged. For example, add some text on

screen to announce different topics.

24

Video Trends for HR to Watch5

Just as online video is evolving every year, so are HR video trends! This chapter is all

about what you should consider when it comes to using video in your HR strategy in

2019.

25

First and foremost, it’s time to catch up with other companies!

The fact is, more businesses are using video to improve the

candidate experience. More applicants are expecting a videof-

ied experience, so even if no other companies in your industry

are doing it, it’s a great way to stand out from your competitors.

The first point of contact in the recruitment process should

be made more human and efficient, and the easiest way to do

that is by using video, period. Many companies are starting

to require a simple 1-3 minute video introduction in place of a

motivation letter.

People are consuming more and more

video content as years pass by, and

not leveraging on this trend can lead

for your digital presence to just get

ignored by your target audience.

Platforms like Sparkhire, SmartRecruiters, and more are going

to start sending personalized video to re-engage applicants

who are undecided. By using data like work preferences (salary,

responsibilities, etc.) companies can better re-engage candi-

dates via email when an interesting job opportunity pops up.

Personalizing your approach doesn’t always mean using that

(rather expensive) data technology, though - just making some-

one feel personally involved like in this example from Tribe can

work really well.

1.

2.

3.The time is now!

Recruit with video

Personalized video for HR

26

Long-form video content is on the rise. Short video has a time

and place in your content plan, but keep in mind that if people

are connecting with your content, they’ll be willing to spend the

time for videos that are a bit longer than usual. Think of docu-

series, vlogs, or behind the scenes content that shows off your

employees or company mission and values.

More and more companies are using humor in their videos for

HR purposes. Humor makes viewers more inclined to share,

while it also shows that you have a fun company culture.

StoryMe Spotlight is a series of episodes that

4. 5.

Example

Example: Kantega

puts a different role in the spotlight every time.

Longer form content Funny works!

27

3 Video Cases to Inspire Your

HR Content

6

1. Recruitment case for Realdolmen

2. Company culture & Recruitment case for Audi

3. Employer branding case for Renewi

28

Here’s what smart job ad targeting can look like broken down

into awareness, consideration, and delight.

Java developers are a coveted good, so RealDolmen knew

they’d have to target effectively and with the right content if

they wanted to hire someone new. They used Video Marketing

to get in touch with ICT consultants in a creative and effective

way, because with 14.000 open vacancies for that function the

war on talent is no joke!

The overall goal was to lead several segmented target group to

a dedicated landing page where java developers could apply.

Realdolmen

We created short animated videos that were tailored to each

specific audience on Facebook. Each segment saw a different,

personal message in the ad copy and a tailored thumbnail. The

distribution was also planned and implemented by our Distri-

bution specialist, Michiel.

Quote michiel: “Together with A/B testing of different ad ver-

sions, we were really sure that we were giving the right ad to the

right person, at the right time.”

The success of the video was high! Our animated videos helped

RealDolmen hire 200 new Java developers after a three-

month campaign.

1. RealDolmen’s recruitment ads

The Situation:

The Plan of Attack:

The Result:

29

Audi took a unique road to recruitment: they wanted to show-

case their current talent and company culture to attract new

talents. That’s why we made a convincing testimonial video

showcasing what it’s like to work for a huge and innovative

brand like Audi.

The Plan of Attack:

With their dynamic testimonial video, Audi was able to reach

their target audience and encourage applications for their Auto-

motive Engineer vacancy. 7% of people who saw the video also

clicked through to the landing page and 36 people applied after

stating that the video was an important motivation to apply.

The Result:

Watch the case videoAudi Brussels wanted to recruit top talent for the manufacturing

of their first electric car, the e-tron. To help build this exciting

new product, they were looking to attract automotive engi-

neers who were highly qualified and who also fit their company

culture. With video, they wanted to reach thousands of the best

engineers in the field and get them to apply for the position.

2. Audi’s company culture & Recruitment video

The Situation:

30

We created a video showing the faces behind the company with

motivational words. This way, Renewi could thank employees

as well as make them feel proud and encouraged. We filmed

the video at two different Renewi locations and used genuine

footage to make the video as authentic as possible. At the

same time, we wanted to create a video that makes Renewi’s

company culture shine!

For Renewi’s internal company event, the board wanted to do

something to thank and motivate their employees. They decid-

ed the best approach to this would be using video!

The Plan of Attack:

The Situation:

The video was perfect to thank employees, but also serves its

purpose for external communication. It can be used to show

Renewi’s employer brand on the website and on their other

online channels. So rather than making a single-use video,

this video also helps the company strengthen their brand and

attract the right talents!

The Result:

3. Renewi’s employer branding video

Watch the case video

31

Start with your video goal Always keep the platform and audience viewing behavior in mind

Use video throughout your HR funnel Personalized video is the future

1 3

2 4

Marketers around the world were the first to flex their Video

Marketing muscle. Today we see that this department is still

taking chances, trying new things and charging into unchar-

tered territory, but HR departments are now following in their

footsteps! Here are some key takeaways to inspire your Video

Marketing and motivate your next HR campaign’s success.

As you saw in the previous chapters, there are different ap-

proaches to video for recruitment, employer branding, onboard-

ing and employer branding. Knowing your goal upfront influenc-

es the type of content you make and where you’ll distribute it,

increasing your overall chances of HR success.

If your viewers are on social media, make sure the video is

tailored to their viewing behavior. For instance, choose a square

or vertical format and make sure the video is not too long.

If you want better conversion, there’s not just one video that

will do the trick! Line your funnel with videos broken up by goal.

Don’t leave your viewers hanging with just one awareness vid-

eo; take them all the way to delight! This ties into the campaign

way of thinking, in which different dedicated videos can serve

a purpose for each stage of the customer journey.

Companies who are serious about Video Marketing see the

benefits of personalized video as the next level of engagement

and result driven video! Don’t miss the train on this one.

4 Tangible Takeaways

Founded in 2013, StoryMe is a Belgium-based Video Marketing company with a passion for video production and video strategy. With 65+ video experts specialized in video strategy, production and smart distribution, StoryMe is a one-stop-shop for companies who want to win with video. Today, they’ve created video strategies for over 1,000 clients such as

Uber, Alpro, Audi, Disney, Deutsche Bank, Test-Aankoop, Microsoft, BNP Paribas Fortis and more.

StoryMe has its head office in Ghent and offices in London and Sofia. Over the coming years, their focus is to become even more international.

Check out storyme.com or contact marth@storyme.com