To keep abreast with the wants and needs of current talent, organisations increasingly have to find fresh, innovative ways to attract newcomers. Many are turning their attention to the power of video to differentiate from competitors.
Employer Brand videos are designed to inform and inspire potential candidates, giving them an insight into the company’s core values, mission and culture. The most compelling examples have three key ingredients:
1. They stay focused on the core pillars and values of the company. They don’t try to be everything to everybody.
2. They create an authentic, visually exciting experience.
3. They provide genuine insights into the culture and employee experience.
Let's dig in to the examples.
1. King
Why it's great:
As the maker of some of the world’s most popular games, including the well-loved Candy Crush Saga, King is known for its powerful visual identity. So, shots of a vibrantly colourful working experience come as no surprise, here. From the distinctive office space (complete with moving carousel), to employees designing characters and games, playing foosball, and collaborating with each other, King’s video perfectly captures its ‘Seriously Playful’ culture.
Throughout the short clip, two core themes of King's Employer Brand emerge: autonomy and fun. An employee can expect a colourful, relaxed environment designed to get the best out of them, and the freedom to make things happen.
Top Quote:
“Everything is set up in a way where you can focus on what you like to do, what you want to discover and what you can give to King.”
2. Nike
Why it's great:
Targeted at drawing in new interns, Nike’s video is based on a simple but effective formula. Current interns give their personal responses to what first attracted them to the company and what an average day looks like.
There’s no shortage of reasons why people would want to join such an iconic organisation, but the employee accounts make it clear to the viewer that in order to thrive, they need to be open-minded, comfortable with a highly collaborative, fast-paced environment and above all, they need to share Nike’s passion for sports.
Top Quote:
“It was really important to me that I found a culture that was tight knit, supportive, but also fairly competitive and Nike really fit the bill.”
3. Canva
Why it's great:
This video by Canva has snagged a spot because it has a delicate balance of 'Give and Get'. It does a great job of showcasing the wide variety of perks it has on offer: free gym membership, lunches, flexible working hours and the freedom to bring your children into the office, without falling into the trap of only singing the brand’s praises.
Alongside attractive benefits, the video emphasises Canva’s mission to make intuitive design tools available to everyone and broaches the challenges of working at a company which has had such rapid high success. It's made crystal clear that any employee who wants to excel is expected to bring intrinsic motivation and a strong functional skillset. One of the core values mentioned, 'Be a force for good,' targets ambitious and purpose-driven talent, deterring those who may not welcome the challenge.
Top Quote:
“We’ve found that really good people like working with really good people, so it’s incredibly important to keep the bar high.”
