In today’s radically changing and competitive workplace, organizations are facing a call to action to improve corporate culture and employee experiences.
A recent Forbes article shares: “We see how digital has transformed media, retail, transportation, and education. Now it’s HR’s turn. Digital and consumer marketing are permeating new ways of recruiting, working, learning, and engaging employees.”
So it makes sense that nearly every business can benefit from creating culture videos. It's an easy way for people to gain a sense of what your business is like behind the scenes while encouraging team members to become raving fans of your brand as an employee. Even better, it’s a rebuttal to negative employee reviews on sites like Glassdoor or industry forums.
While making a culture video can seem intimidating, using a video production team that can help position your brand for success will move the initiative forward with confidence (and some fun!).
There are a number of key ideas that you'll want to define and give to your video production team. These can vary by industry, but the following goals and ideas will help you get started in the right direction.
Will this video be used to increase morale within your organization or as a recruiting video? Just as advertising videos vary based on the target audience, so will your corporate culture videos.
There’s a difference between a video created for your existing team members to generate pride and excitement in their work and a video that encourages applicants to take the next step in the interview process. Defining your audience and goals will help to better determine your needs throughout the production of each video.
A video production team cannot capture your corporate culture if they don’t know your organization’s core values, the philanthropy initiatives that are important to your team members, and things they like best about working for your company.
Instead of starting with HR to craft the message, start with an employee survey. Create a multiple-choice questionnaire with answers that are close to the corporate culture message and several variations that are similar in overall meaning with subtle differences in the details. Once you receive the messaging that is backed by employees, it will be easy for your video team to capture what the audience wants to see.
It may seem like an unnecessary step, but aligning the video with employee perceptions of corporate values will help save you from issues with the final video.
Identify places within your office where employees live out the company's core values. Look for the unusual places; for example, is there a desk that serves as a gathering spot on breaks or mornings?
Next, make a list of off-site places where your team feels at ease. Once the list is drafted, list specifics for each space such as furniture pieces, locations within the room, etc.
Giving this list to your video production team will help them capture authentic moments or set up recording areas that put your employees at ease.
Before you commit to recording dates, meet with your team members and identify vacation schedules that may overlap with production or times with heavy workloads and deadlines.
Schedule shooting times that won’t reflect (or cause) stress or overworking; you may even want to request a specific time of day based on your team’s “peak performance” schedule. Some teams work best in the morning; others are refreshed and ready to go after lunch. Make sure your time slot matches optimum times for your team.
Many people are uncomfortable on camera. The video production team you hire will help everyone prepare to the best of their ability, but giving your team a head start on the messaging and storyline will help them feel more at ease when the camera is rolling.
You can even take it to the next level and set up cameras around the office a few weeks before the actual recording date as screenings. Review the pre-recorded videos and identify team members who are naturally stars on camera. Give these videos to your production team; they may be able to use some of the best footage in the actual final videos.
Before you meet with your video production team, hold a brainstorming session about video content that interests your team.
Here are some ideas:
When it comes to corporate culture videos, you have unlimited options. Live video, animation, and hybrid solutions can all be part of your corporate culture showcase.
With the right plan in place, your videos can illustrate your company’s best features to potential hires, keep existing team members excited about internal initiatives and goals, and help draw your team together in a way that helps them understand the bigger picture. Remember that the pre-production process will get you so much closer to a final video that makes everyone smile.