In a fleeting digital world, empathy with customers is priceless. Companies that fail to make the audience look at their own human side, in turn, cannot build trusting and lasting relationships with potential customers.
Twice as in a B2B environment: Customers like to associate friendly faces they can rely on with the company they do business with.
As the best video companies will tell you, corporate culture video is one of the most effective types of content used to create empathy and win the hearts of your customers.
But – there is always a “but” – in order for your video to achieve the desired effect, you must reach five important milestones. This article explains these and explains tricks and tips to help you get the most out of your corporate culture video.
1. Define your company’s identity (it’s more than what you sell)
Your brand is more than just the products and services you commercialize. Of course, your audience might first hear about a product ad or a coworker’s review, but a culture video will help them understand the values that make up your identity.
Many brands can sell the same product, but no two brands have the same values. That’s why no two corporate culture videos can be alike. Your piece should be a unique reflection of your brand’s unique personality.
The first thing you want to do is make a list of the core values that make up your company culture. You can start big, with “Integrity” and “Social Responsibility” for example, and then work towards more specific goals related to your day-to-day duties – such as “Diversity in the Workplace” and “Promoting creativity and out-of-the-box Box ideas “. “
2. Use the power of storytelling
You are probably wondering: how can your video convey such abstract and universal values as integrity or social responsibility? The answer: through storytelling.
Storytelling is the oldest art form; It has shaped the way we communicate since the beginning of time. There’s a reason we’re interested in characters, plot, and a three-act structure of beginning, middle, and end.
Your video shows your brand’s values through the people who work in your company and their actions. Writing your script with this in mind will help you put your ideas in a clear order and find fascinating ways to tell your brand’s story.
It’s also useful to think of your corporate culture video as an explanatory video: you’re using relatable characters (in your case, real workers!) In your story to create an emotional connection with your audience.
The following example has become a kind of classic company video. BambooHR employees talk about what happens when they leave the office. Work-life balance plays a huge role in corporate culture and in this piece they find the perfect way to illustrate that.
3. Interview your company’s employees
A culture video isn’t complete without interviewing the people who do the job. They are the friendly faces that connect your audience to your business and help keep customers from thinking of your brand as a faceless company.
Make a list of the most important questions you want to ask your employees, but also leave room for small talk and open questions. The best interviews don’t feel like interrogations. So try to capture the natural flow of a conversation.
One more thing: using real people, not actors, is an unbreakable rule in any corporate culture video. Otherwise the entire purpose of your piece would be ruined! After all, your company is only as good as the people who work in it: a unique group of people united and working towards the same goal.
4. Get creative!
Maybe “fun” isn’t the first thing that comes to mind when thinking of corporate videos … but it should be! By balancing a warm and entertaining tone, your video will stay in the minds of your audience.
Some companies prefer an extremely dramatic and serious video about their company’s history and values, but most of them feel wrong. The most interesting pieces are the ones that give a real glimpse into a normal day at the office – including all of its inner jokes and quirks!
In the example below, Basecamp has decided to play a game with blind coffee tastes with employees. It’s an inventive way to get to know your people and shows how trust is key to the company’s success.
5. Promote your finished piece
Once you’ve finished working on the final cut of your video, it’s time to get your audience to watch it!
The first thing you want to do is get it posted on social media, especially where your company has a strong presence, and on business-oriented platforms like LinkedIn. You can even make a shorter version of the video and upload it natively for increased engagement.
But your promotion shouldn’t stop there. Your company culture video will look amazing and will grab your audience’s attention on your company landing page, especially if you have an “About Us” section. Also, consider adding your piece to your email marketing strategy and sending it out to your customers. We all want to know more about the companies we buy from!
Last but not least, share your video with your colleagues! You will be proud to be represented as part of your company’s values.
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Corporate culture videos have long been used as a tool for recruiting new employees. If your company prides itself on its work culture, there is no better way than a video to show it to your B2B customers. With the top five tips in this article, you should be ready to start making your own piece.
Remember: people trust people. As simple as that.
Publisher’s Note: Article 1 in this three-part 14-day series is “How to Create Product Videos That Actually Drive Sales”. Article 3 reads “Five Steps to Creating an Explanatory Video”.