#firmday manchester 27 sept 13 using video to activate your employer brand, barnaby cook casual...

We Show, Not Tell

Using Video to Activate Your Employer Brand

Why video?

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Case Study: TAQA Bratani

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Measuring effectiveness

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Case Studies: Macmillan, SGOSS & Teach First

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Demystifying production

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The beauty of one

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Questions?

Average visit to a website is 28 secs..

It’s 5’50’’ with a video…

20% of web visitors will sit and read the majority of text on a

website,,, ,,,rises to 80% if content is presented in video form

Let me tell you about YouTube

-  3 billion views per day -  500 tweets per minutes

with a YouTube Link -  Growth of 42% in time

spent watching video online

“Alongside plans to increase their spend on career sites and social media - video content is due to become a

major focus for increased investment next year” -People in Business Global Brand Survey 2013

The Client

Abu Dhabi

TAQA Bratani

Founded 2008

Centre of Excellence

Global Growth

Aberdeen needs to recruit 120,000 skilled workers over the next 10 years or risk losing its place as

one of the world's great energy centres

PwC 2012

Oil and gas vacancies have risen by 80% in the past 12 months

- oilandgaspeople.com January 2013

“Recruiting talented candidates has become more challenging over the last 12 months”

0% 10% 20% 30% 40% 50% 60% 70%

Completely disagree

Slightly disagree

Broadly agree

Completely agree

Courtesy: TMP Worldwide 2013

“The recruitment of talented individuals will become more challenging���over the next 12 months”

0% 10% 20% 30% 40% 50% 60% 70%

Completely disagree

Slightly disagree

Broadly agree

Completely agree

Courtesy: TMP Worldwide 2013

The Problem

Extremely competitive employers market

The Solution

‘Keep warm’ video pack

The Brief

Create two films – one for hearts, one for minds

The Treatment

32 interviews at all levels

The Poem

The Horse

FILM – TAQA Cinema Cut

The Result : One

Zero acceptance withdrawals

TV and cinema commercial

FILM – TAQA People Profiles

The Result : Two

STV North

550,000+ viewers

Jobs page visits up 500%

Weekly job applications - ~45 to ~205

“The best piece of corporate communications I have ever seen. The essence of TAQA Bratani is captured perfectly”

Leo Koot | Managing Director | TAQA Bratani

The Tripod

1.  Quality of Message

2.  Reach

3.  Impact and Action

After watching How to Make a Film Film our target group reported a 15%

increase in their understanding of video production

3. Impact & Action

CERN’s new recruitment unit measured the effectiveness of video during their recruitment process:

•  Written job posting received on average 1000 views and 20 applications

•  After producing video content for the posting, it received 5000 views and 150 applications

FILM – Macmillan Really Good Night In

Macmillan Really Good Night In

Different text codes

22,428 of 31,000 registrations

71% of the total

SGOSS – Governors for Schools

London based charity that place governors in schools

Recruitment and attraction challenge

Need people to volunteer their time

SGOSS – Results

6000+ views on YouTube

Facebook page likes increased by 100% during campaign

Twitter followers spiked by 30%

Application showed a 38% increase during release period

Teach First – Science

Deficit in STEM graduate applications

Give insight into the role

Show them the environment – inner city / deprived / multi-ethnic

Show how rewarding it can be

FILM – Teach First - Science

Teach First – Science

In the first 2 weeks, the films received c.2,000 unique views through social media alone.

Used on 50 campuses across the UK reaching an estimated 5,000

Limited budget and ambitious approach

Sourcing and working with kids that have never acted

How to Make a Film Film

FILM – Totaljobs

Any questions?

Thank You Any Questions?

@casualfilms #FIRMday