Planning A Successful Corporate Video

Miami video production corporate shoot

When a company wants to create video content, there’s more to it than, “Hey, let’s create a video about our business!” A lot of planning and strategy should go into the process. What are the goals for the video? Who will be in it? What is the purpose of creating this video? Are you trying to increase sales? Trying to improve the corporate image? Trying to attract new employees or executive? …and so much more.

Many marketers are using high quality video to improve rankings on Google, provide site visitors information that differentiates them from their competitors, or answer questions to increase authority. Some are shrewdly thinking about how they can turn what the company does into content or how to place the video in the right places to get views and conversions into sales.

Planning a corporate video has many components and depends on what you’re shooting, where you’re shooting, and variables that impact the finished video. Most of the plan should be completed in the pre production portion of the project. During the pre production, you’ll work on the creative portions: the script, the visuals, the shot list, the talent, the location, and a few other minor elements.

Here are a couple of simple things you can do to plan for your corporate video production:

1. Clarify the Goals of the Video

Before you ever create a call sheet, why are you creating this video? Are you using it to become an influencer? Educate others on a topic? Improve the brand image? While you create this list of reasons, think about who wants this information and how it will reach them. What will you do to measure the success of this video? Calls? Requests? Views? This is also where you consider if the video aligns with your marketing strategies and is what your target audience is looking for.

2. Time Content Delivery with Key Dates

When you deliver (post or show) this video, how will it relate to any key or pertinent dates related to the business? For example, do sales usually dip during a certain time of the year? Are certain products or services on sale on a specific date? Plan to post the video with appropriate key dates in mind. Layer on top the timeline to complete the video project (make sure you have sufficient time to complete the shoot and edit prior to beginning the project). Key events could be an annual event, marketing campaigns, product launches, etc.

3. Where and How Will You Share the Video?

You’ve set your goals, now where will you post or use the video? Where does it make sense? Some of our clients will use it on a product end cap in a retail store or on the Amazon product page to increase conversion. Where it is placed is just as important is the overall objective of the video. Several options of where you could place it is: website, landing page, email campaign, Vimeo/YouTube, Social Media pages like Facebook, Instagram, or LinkedIn, television (broadcast, cable), and several others. The nice part is you can place video at all, some, or one of these platforms. When considering where to place the video, you’ll want to identify what conversion rates look like and how many and who is actually watching your video. You want to create content that your customers want, including the types of content needed to convert.

4. Create a Budget (or a range)

You should determine what is the appropriate amount you’d like to invest in creating a video. Sometimes what you want to do or what the script says will determine the budget, but you should have an idea. Some people come to us with very high or very low numbers, and while you can always find someone to do what you need at any number, we recommend finding someone who can do what you need near the budget you’d like to spend without sacrificing quality and know-how to craft your message successfully. One time we saw a potential client hire a freelancer, single-person production company only to find out that half of what they wanted in the video could not be done because they didn’t have the equipment or know-how to get the job done. We were grateful they called us back to take care of their project.

5. Use Brand Guidelines

Whether you own a small business or are part of a large national or international organization, keep your identity on brand. It’s critical to keep the look, feel, and sound of your business in check with your all areas of marketing. When a potential client or customer thinks of your brand, what image is sparked in his or her mind? What do you stand for? What differentiates you from competitors? How would one describe your brand? By creating a list of qualities related to your brand, you can use this to steer your creative approach and final messaging. Because your video script should be evergreen, you must clearly identify qualities and traits that describe your brand and use them in your messaging.

While there is more to it than that, these are five critical components for crafting and creating a successful corporate video to incorporate into your video marketing campaign. When everything ties together a magical result can, and usually does, occur. Plan your message to match your brand and while creating the types of video your audience wants and you’ll find a much more successful outcome to your video project.

 

3 Ways To Use Video To Recruit the Best Talent

image of handshake for interview

Recruiting awesome talent is not an easy task. Right now, it seems like it’s a bit of a job seekers market. In the trades and supporting industries, it seems there is a shortage of talent. Finding and recruiting great talent is much more difficult in these markets because they have to be searching for the job (or want to make a move). With so few in the market for jobs, you have to approach potential job seekers a little differently. And for those who are looking for talent, we would be surprised if you didn’t already use video as a mechanism to attract talent. The trend is that uses for video is growing and finding creative ways to use video is usually the tough part for most companies who are not used to using video (or who haven’t thought of using it in that way).

Technology is continually changing and improving, and with that, comes more creative ways to reach the person you want to reach. In fact, we think it’s more difficult to reach potential talent in traditional ways versus using technology for good. We recommend using video strategies that will attract new talent who is about to enter the “need a job market” or who is thinking about entering that market.

We see three easy ways to use video to attract new talent.

Employee Spotlight Videos

The objective here is to have existing employees speak to potential hires via a video review.  What’s it like to work at XYZ Company? This can be done through employee spotlight videos showing happy employees at work, showing employees interacting, solving problems, and telling their story of why they like to work there. It might be because of the culture of the office or because they enjoy the work they do. Think about it, most businesses rely on their current employees to refer into the company people they think would be a good fit in the business. When a business needs to hire more people, asking current employees is usually the first step. Usually they know there is a need and can recommend someone…but sometimes they can’t. Then what? Sharing a video that shows the team at work and sharing why they enjoy it. This type of business should get someone interested in learning more after they view it. Here’s an example:

Office/Company Culture Videos

Most companies know they’re good at what they do. They know their employees are good too. When a business tells you how good they are, do you believe it? No. But if they can show you how good they are, what their culture looks like, and how they approach problems or tasks, does that convince you a little more? We’d bet it does. That approach is usually what gets the viewer to take a next step. If it wasn’t effective, why do you think some of the best-in-class companies are using it so much? Because it works.

These companies create videos that illustrate their company’s culture by showing off the office space; sharing mission, vision, and values; showing off how they fit into the community; how they support the community; and so much more! The goal of all this is to help the prospective hire understand the company, know what the company is all about, find an area of passion the prospect can attach him or herself to and lead them down the road of calling for an interview and accepting the position. Here’s an example of one:

Our recommendation is to share this video everywhere, including the About Us/About the Team and Careers pages of the company website, the company YouTube channel, Twitter, Facebook, and LinkedIn. Remember, most of these sites like the video uploaded natively (meaning, they want you to upload it directly to their site, not sharing a link from another platform). Yes this is annoying and time consuming, but it gets you the most distance from your video. Here’s an example:

Who We Want Video

Why not also create a video that shares what the company needs from a prospective new hire. By creating several short videos for each major or semi-major position in the company, you’re crafting a consistent and branded message that clearly defines what the job entails and who would work well in this role.

You might be asking yourself, “Why would I go through creating a video for that? Isn’t it easier/cheaper/less time consuming to just write it out?” …and you would be correct. If this blog post was a video instead of written out, wouldn’t it be easier to watch than to read? When you buy a new item that has instructions and they tell you to go to a website, do you read the website words or do you watch the video on that page first? It’s path of least resistance, use it to your advantage. You might also ask, “Why would I want someone who’s lazy?” You don’t, but people are busy and you also might be missing the perfect fit because there was no video for them to watch and learn more about the job. Here’s an example of one:

There are probably several other types of videos you could use to attract top talent…one that immediately comes to mind is a directly targeted video to a specific group of people that could be placed in a LinkedIn Group or Facebook ad that will show up just for them. What ideas do you have? We’d love to see them in the comments below. If you have any questions, we’d be happy to help! Give us a call or drop us a line!