That wacky video with the cows within the airport. That vacation video concerning the animated cat. That swift video journey by way of an organization’s storied historical past.
They’re all firm tradition movies.
Now, greater than ever, individuals care concerning the values behind the manufacturers they work together with, purchase from, and work for. That’s the place video is available in.
Culture movies are all about highlighting your model’s tradition and character for prospects, prospects, and potential staff. They assist inform your model story, so individuals get enthusiastic about doing enterprise with you—as a buyer, associate, or worker.
Benefits of Culture Videos
The actual advantages of your explicit tradition video will rely on the purpose you’re creating your video to serve. For instance, a recruiting video has totally different targets and related advantages than a vacation video. Some of the extra frequent advantages of tradition movies are:
- Increasing staff morale
- Improving recruitment outcomes and match
- Expanding your viewers
- Building model loyalty
Basically, all of it comes down to growing model affinity. You need to present individuals who you might be as a model, and what you stand for, so they need to do enterprise with you as a result of they know and such as you. Video gives a extra direct manner of speaking your tradition than another medium.
Vidyard’s personal video consultants Blake Smith and Mat King clarify how to create an superior tradition video and break down considered one of their favourite examples to spotlight what goes right into a profitable one.
Where to Use Culture Videos
Where are you able to share your organization tradition movies for optimum impact?
Website and Blog
Your web site is a key place to publish tradition movies. But you want to be sure to select the precise part of your web site based mostly on the targets of the tradition video you create.
For instance, should you supply a service-based enterprise and your tradition video helps individuals perceive precisely why they need to associate with you, it would make sense in your homepage. But if it’s a recruitment video, the homepage wouldn’t be an amazing match.
The “About Us” part of your web site is a good spot for tradition movies, as are your “Careers” web page, and your weblog.
Social Media and Paid Social
The concentrating on choices obtainable on social media could make social channels and social advertisements nice locations to publish tradition movies. No matter what the purpose of your video, you’ll be able to goal an applicable viewers, both in your owned channels or utilizing paid advertisements.
If your tradition video is a part of a recruiting marketing campaign, be sure that to share the video to LinkedIn, in addition to your different channels.
Your e-mail listing additionally offers you nice alternatives for segmentation, so you’ll be able to share firm tradition movies with the individuals more than likely to be enthusiastic about them.
A tradition video is usually a welcome addition to an early e-mail in your buyer acquisition nurtures. A brand new subscriber doesn’t know you all that effectively but, and a tradition video may be simply the factor to hold them on the trail to turning into a buyer.
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Types of Culture Videos
Holidays present an amazing alternative to get inventive along with your staff. These scripted movies are an amazing match for social channels, and might encourage a great deal of engagement and publicity. Winter holidays and Halloween have a tendency to be standard choices, although some corporations discover an amazing match with movies for Mother’s Day, Father’s Day, and extra.
About Page Videos
An about web page video goals to serve the identical basic goal as your about web page textual content, however in a friendlier and easier-to-consume manner. It’s an amazing place to share your model origin story, or to spotlight any distinctive accomplishments, awards, or spectacular statistics about your organization. Depending in your business, you might also need to put a human face in your group by introducing a few of your staff.
Workplace Culture Videos
While these movies intention, clearly, to showcase your office tradition, don’t consider them as being solely focused at potential staff. Prospective prospects and companions might also need to find out about your office tradition earlier than deciding whether or not to work with you.
Great ideas for office tradition movies embrace “a day in the life” movies, the place you showcase in the future at your workplace, or speaking head movies that includes interviews with staff.
HR and Recruiting Videos
HR and recruiting movies converse instantly to staff, potential staff, or new recruits.
A expertise staff may use tradition movies for onboarding, inside bulletins, or office celebrations and milestones. Recruiting movies, alternatively, present an image of what it’s like to work at your organization, to encourage the precise individuals to apply.
Remember that a recruiting video isn’t just about displaying how nice you might be. It’s about offering an correct image of your organization tradition so you’ll be able to encourage purposes from individuals who will match effectively along with your staff.
Going behind the scenes in your workplace or office is a good way to present individuals what you’re actually all about. This sort of tradition video ought to be comparatively unscripted, with a uncooked tone that lets viewers really feel like they’re tagging alongside for an unique tour.
How to Make a Culture Video
Here’s a easy course of for the way to make your individual tradition video:
- Determine the purpose and meant viewers in your video. You want to know who you’re attempting to attain and what message you need to convey earlier than you’ll be able to create an efficient script.
- Choose your format. Which form of video is sensible based mostly in your purpose and viewers?
- Write your script. We’ll get into some finest practices in your script within the subsequent part. Keep in thoughts that for interviews or behind-the-scenes movies, your script can be extra of a free define than precise traces for individuals to say.
- Get the staff collectively to assessment the script and follow the video. This an amazing probability to uncover something that doesn’t circulation easily, and for the staff to assist give the video extra character.
- Record your video. Don’t panic if it you want just a few takes to get it proper.
- Edit your finest takes into a sophisticated video. Share on the suitable channels based mostly in your purpose.
Culture Video Best Practices
After all, that is what tradition movies are all about. It’s your probability to present a glance behind the company veneer to showcase what your organization stands for. What are your model values? What makes your organization distinctive? A tradition video is your probability to reply these necessary questions.
A tradition video shouldn’t look overly polished. It ought to really feel like actual insider communication between viewers and your model. Don’t be afraid to embrace some bloopers.
Humor can go a good distance to breaking down limitations and creating connection. And the kind of humor you select to use can say rather a lot about your model character. Are you subtly self-deprecating? Do you enjoy your love of tacky business jokes? Embrace what feels proper.
Above all, a tradition video should be trustworthy. Don’t stress staff into doing or saying issues about your organization that they don’t agree with 100%. It’s okay to write a line-by-line script for a sketch-type video, however should you’re asking staff to talk about their very own experiences, your script ought to be restricted to what questions you’ll ask.
Make certain your video units the precise tone in your explicit enterprise. If you’re going to ask staff to work a great deal of extra time, don’t say that you just concentrate on work-life stability. Highlight the elements that actually make you interesting and distinctive.
Tell a Story
One smart way to make clear your model story is to ask and reply questions that begin with “Why?” Why do you do what you do? Why do individuals need to work with you? Why do your loyal prospects love you? Why ought to anybody else care? Try asking your staff, “Why do you work here?”
Once you could have the solutions to these questions, you’ll be able to put collectively a video story that basically highlights who you might be as a model, showcasing your goal. Then you should use your script to construct a story that brings individuals nearer to your organization in an attention-grabbing and interesting manner.
Don’t Try to Sell
This is about your individuals and your tradition, not your product. Your product or providers may seem in your video, however this isn’t the place to inform individuals why they need to purchase. Instead, you need to intrigue individuals. A tradition video ought to go away individuals wanting to know extra about your model.
Best Culture Videos
Here are some nice examples of the tradition video format in motion.
Holiday Video: Vidyard
Yes, we’re biased on this one, however we’re fairly certain we hit it out of the park with this vacation video (the instance right here has been customized for “Hannah”).
This quirky method allowed us to let our prospects and our neighborhood understand how a lot we respect them whereas additionally showcasing our fun-loving model character.
Behind-the-Scenes Video: Plasticity
Plasticity Labs, a B2B firm constructing a platform that connects staff, will increase engagement, and develops the traits of the happiest, highest performing workplaces created a sequence of meet-the-team movies.
They created these behind-the-scenes movies for each member of their staff as a part of a technique to showcase their very own firm tradition and appeal to potential staff who could be a very good match for the staff. Since Plasticity is all about elevating firm tradition, the movies additionally trace at how the corporate might assist potential shoppers develop a powerful tradition, with no direct pitch.
Notice how they embrace some bloopers. This was an intentional technique to present the human facet of the model and enchantment to like-minded individuals who don’t take themselves too severely.
Recruiting Video: Loyola University Maryland
In a special tackle recruiting, Loyola University Maryland used customized movies to notify potential college students that they’d been accepted to the college.
This surprising use of video satisfied extra college students to settle for Loyola’s supply of admission, ensuing within the largest first-year class measurement in latest historical past.
Find extra nice examples of tradition movies in our Inspiration Hub.
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