In the aftermath of the Great Resignation, culture and morale has never been more important in the workplace. To retain the staff you have, and recruit those you need, it is essential to show that you value and support the folks who keep it running. Employee journey videos are an outstanding tool for achieving this end.
Authentic stories of how current employees have grown and thrived within your organization offer prospective applicants crucial insights into your company’s culture. Show them that their goals will be supported, and their contributions appreciated, and they will be chomping at the bit to sign on.
This applies to the other side of the turnover equation as well. A clear, visible reminder to current staff that they are valued bolsters morale and fosters a sense of community, vital to long-term retention. Moreover, internal success stories can remind crucial talent of potential paths to advancement, removing the temptation to look elsewhere for new opportunities.
Employee journey videos can also serve as a powerful sales support tool, demonstrating to your customers the values and ethics that will make them want to engage with you. Evidence of a work environment in alignment with their values goes a long way towards establishing credibility as a trustworthy and reliable business partner.
The benefits are clear, so how to go about getting started? The first step is to identify the stories you want to tell. Close collaboration with your Human Resources or Learning and Development department is essential. Search for, but don’t limit yourself to, team members with a well-established history with the company. Tales of long-term success pack a lot of punch, as can chronicling the meteoric rise of a new star within your organization. Ultimately, you want to gather relatable, from-the-heart stories that highlight the benefits and opportunities available to those who choose to work with and for your business.
Once you have your subject selected and your narrative outlined, it’s time to set up your shoot. It’s important to remember at this stage that not everyone is comfortable in front of the camera. Working with an experienced production company can help ameliorate this issue. A professional director and camera crew—particularly one with documentary experience—will know how to put their subject at ease, bringing out their best, most authentic self on screen.
Bear in mind, as well, that DIY efforts yield DIY results. Lighting, shooting, and editing a short video may sound simple on paper, but the learning curve is steeper than you think. Even the best tools can’t make up for shoddy, amateur execution. Unless you are going for a homespun first person look, poor quality sends a message of lack of care and planning. Investing in a seasoned production partner will ensure that the end product will have the polish and quality that your company deserves.
The road doesn’t stop once you’ve completed that first video. You’ll need to consider how to release it into the world. What channels are best suited to your company and the audience you want to reach? Will you share it internally via email, messaging app, or on monitors on-site? Will it live on your website? What about posting it on social media? Will Facebook help you reach the right people, or is LinkedIn better suited to your company’s character? Your distribution plan can affect editorial choices such as run-time, so give this some careful thought.
To get the best return on investment for your video, you should commit to a full-scale campaign, integrating its release with your overall internal and external communications strategies. Use it as a conversation starter, encouraging your target audience to engage directly with you. Learning what did and did not resonate with viewers can yield valuable insights and intelligence, letting you hone your messaging for future efforts. Following up with further stories of employee journeys will help you develop internal and external relationships and bring you closer to realizing your business goals.
Employee journey videos are a powerful and cost-effective recruiting, marketing, and culture-building tool. When well executed, they can deliver a significant glow-up for your business or organization. Showing the world the respect and support you offer your employees can shine up your reputation and make your company a preferred destination for prospective clients and coworkers.