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