Employer brand: how to communicate well on video? | Responsive

Communicate about your employer brand, yes, but how?

Both useful for recruiting, but also for retaining employees, the employer brand strategy is at the crossroads between human resources, external communication and internal communication issues. This dual objective explains the fact that the employer brand discourse is often carried out by one or other of the departments (HR or communication), or both together.

In any case, when you launch an employer brand film, the aim is always to generate emotions, feelings... such as pride in belonging to the company, for example.

So we forget the jargonous terms, the overflow of numbers, the technical details, to focus on the values. This is the choice made by AmU (Aix-Marseille University) by entrusting us with his Employer brand movie.

In this 55-second film, we are not trying to be exhaustive, to present all the jobs that can be done at the university, but to deliver AmU's philosophy. This requires a well-crafted speech, but ultimately not very talkative to remain inspiring.

Music has, of course, its role to play, as do the images that give pride of place to both employees and work environments.

As we often say, an image is worth a thousand words, which is why they are highlighted so much.
A film like this requires a certain investment, financial, but also and above all, human. It takes time in advance to script it. And, time on the big day, the day of the shooting, so that the actors are comfortable and carry the message as best as possible.

Directed by a director, this film captures the essence of AmU. It is completed by a series of portraits of employees that present their profession and values their commitment.

Beyond the environment, premises, equipment, it is women and men who carry the values of the company. This is why keeping people at the heart of an employer brand project is essential.
If you can't afford a movie with a director, a portrait series that focuses on humans is a pretty smart alternative.
That's the choice we made with a series of portraits for the employer brand “Civils de la Défense” of the Ministry of the Armed Forces. In these portraits, taken on the spot, everyone tells themselves, explains their profession, what they live in, all accompanied by a strong baseline “being useful is my vocation”.

To summarize, here are 3 key points for a successful employer brand film:
— Give up being exhaustive
— Put people at the heart of the project
— Focus on emotion, the best (if not the only) solution to promote the values of your company or institution.

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