Let’s start by dispelling the common myth that video integration is going to be expensive. If you have a decent phone, and a computer, then you have pretty much all the tools you need. To any of my fellow media producers who happen to be reading this, sorry, but it’s time to admit that anyone can produce useable video work. This is not to say that you won’t need a professional, in fact for a wide-ranging integration you almost certainly will. However, you no more need to hire one for most content, than you would hire a professional photographer to take on holiday with so you get a few pictures on the beach in Ibiza. You can make decent quality video quickly and easily, and, as long as it is good enough to support your brand, you do not need the expensive professional. So, accepting that you can make your own video, let’s move on.
The first thing you should think about is getting in a professional. Yes, I know what I said in the last paragraph, but this is about brand and public image. For my part, I think you need a well-produced ‘corporate’ video as the centrepiece of your integration. It doesn’t need to be anything over the top, but it does need shooting on the right equipment, with great sound, good graphics, and a strong edit. These are things you may not have access to; therefore, an investment is required, so make sure that you use evergreen content to future proof it as much as possible. Assuming it has a shelf life of three years, the initial cost will be well worth it.
The key to video integration
Video will only work if you have the secret to integration, which is that it will work for you, but only if it works for someone else. A good way to start is by working out how your clients and candidates will benefit from the videos you will make. You know who they are, so when you are choosing what videos you integrate, choose them based on who will be watching.
Here are some ways video could be useful to you:
- Interview practice for candidates and clients. Video will give you immediate review and provide clear improvement points.
- Use a platform such as Odro to put yourself further in the candidate interview process. Odro will allow you to send the interview questions and so on to the candidate. They can then answer on video, and you will be able to review which candidate to send to the client, as well as offer feedback to the candidate as needed. This is a unique facility offered by video interviewing because a face to face version of this would usually be impractical.
- Video interviews. Attending interviews is time-consuming and expensive for the client and the candidate. Getting them together on a live video for the initial meeting may well make life easier for everyone by making the first interview process more convenient for all concerned.
- Let the world meet your team before they meet their recruitment advisor. Having self-made meet the team videos are the next best thing to a face to face meeting. “But” I hear you ask, “What if the client doesn’t like me” Well, when would you like to find that out, in advance or after you have wasted time on arranging and meeting them? Clearly, video can create a personal bond prior to meeting the client or candidate that a telephone call can never do. Would you rather meet a new client who feels as if they already know you to some extent or go in cold?
- Guides and ‘how to’ videos are really well received. After music (and cats of course), videos that teach people something are probably the most popular on YouTube. The truth is that people tend to prefer to watch rather than read, and while they are watching, they are looking at your brand.
- Social media loves video. Every video is an opportunity to post and be a little more visible on all the social media channels.
- Testimonials and recommendations. I am not even going to insult your intelligence by expanding on why these are important; video ones have even more impact.
- They can help you gain thought leader status. I am pretty sure you all watch the video content from recruitment thought leaders, and there is no reason why you cannot create your own. Clearly, there is a sort of critical mass level where there is no more room at the top, but put yourself in the position of the client, what would you prefer to see from your recruitment partner? Nothing, or a few blogs here and there, or regular, well-integrated video content on recruitment related subjects?
- Which brings us rather neatly to the last tip about integrating video. You need to plan it and integrate it properly. Video is great for short messages but not so good when it comes to more complex subjects. Let’s imagine you want to keep clients and candidates up to speed on changes to something like the IR35 problem. A video that briefly explains what IR35 is will need following up with a more in-depth blog expanding on the ins and outs of implementing the right processes. Then, as things change, you will want to either do a new video and drop the old one or do one that supplements it. In either case, you will need to also update the blog. This could be added to your next email send as well. Perhaps you want a carousel of news and video on your website?
Once you go with integration, integrate hard and consistently, and it will work.
This is all only scratching the surface of how useful video can be. What level of integration you go with and how much video you produce will depend on your potential viewers, your time, your recruitment specialism, and many other factors. Regardless of your level of commitment though, once you do commit you need to stay committed.
We are happy to work with you on video integration as part of your marketing practice, and we can provide training on production techniques as well as producing your professional videos. Why not call us for a chat and we will be happy to help you get started.
Digital Services Manager for Green Umbrella Marketing Ltd.