Enterprise video adoption rarely happens organically. To ensure your team’s success you need a video adoption plan.
Without an adoption or change management plan, the initial enthusiasm for video will dwindle and your recruiters will quickly return to the old way of doing things. Here's our road map for successful video adoption at your workplace.
Lead by example
Just like any other new technology or process, video adoption depends on the sponsors, in most cases the more senior or influential your chief evangelist is, the more likely your project is to succeed.
Identifying a sponsor who will champion video and has the authority to set KPIs and hold individuals accountable for reaching their video goals is critical.
It’s essential that all leaders involved in the rollout are enthusiastic about video - being on video, watching video, sharing video. Your video evangelists must lead the way, demonstrating to the team that planning, being in and sharing video is now a fundamental component of your team’s recruitment marketing strategy.
We find that the teams who succeed are the the teams who include a variety of disciplines in the planning process. Involving marketing, employer branding and IT gives you plenty of time to address questions or identify potential roadblocks before the rollout.
Invite your key project members to attend a product demonstration, use the demo to show off the new tool and get everyone thinking about ways that they can embed video into the different stages of the recruitment workflow.
Walk the talk (or in this case, video it!)The best way to get your team thinking in video is to start using video for all of your communications! Work with your senior execs to create a video introducing VideoMyJob to the company, create samples of the different types of video you want to the team to try, include a ‘blooper’ reel - show your team that it’s okay to make mistakes and acknowledge that building a new skill takes practice.
Global rolloutsGlobal rollouts have their own unique set of challenges, consider appointing a project lead in each region and creating introductory videos with each leader. Talk to your local staff about cultural sensitivities and make sure your support material acknowledges the diversity of your global team.
Rollout structureThere are many ways to rollout, all have their own merits and much depends on the size of your organisation. Decide whether you want to start with a small pilot group, create demand and buzz by asking teams to pitch for the opportunity to pilot or train the entire team together and use competitions to incentivise adoption.
Goal settingTalk to your senior leadership team about how you will measure your success. Do you need to benchmark existing standards and results so that you can look back and compare? Decide what and how you will be measuring your results and ensure you have access to the reports and tools you need to do this (YouTube and Google analytics, referral data etc.)
Whatever your specific business needs are, there are five goals you should clearly define and communicate in order to get the most from your video marketing plan:
- Participants (who’ll be responsible for making videos)
- Quantity (how many videos will your team be required to make)
- Frequency (how often will your team be required to make videos)
- Purpose (what kind of videos will each team be making)
- Metrics (how will you measure the impact of your videos)
Setting your team up for success
Making videos isn’t hard, every member of your team has hit record on their mobile at some stage. Making a good video takes planning, practice and guidance. With VideoMyJob’s built-in brand templates you know that branding is taken care of and your team can focus on content and production quality:
BrandTemplates (logo, caption style, colours etc.) are set by your VideoMyJob admin, but your brand is so much more than fonts and favicons. Do you have a writing style guide, what is your brand’s tone of voice, are there expectations of professional attire that need to be clarified?
If your company does not already have a brand tool kit, consider creating one to cover the basics and include links to approved digital assets such as scripts, b-roll footage and photos.
Hardware and softwareLike any app, the user’s device and operating system plays a big part in how the app performs overall (more info).
Our hardware kits provide a stable position for your device to capture the best possible positioning, lighting and stability. Hardware kits are available for purchase via the dashboard.
Approvals processVideoMyJob has user hierarchies in place to allow for governance on content and quality control. Restrictions can be updated at anytime. Create a plan for your approvals process, you may want to start with tight reigns and loosen them up as the team grows.
Video is a skill, it takes time to build new skills and its important that your team is allowed to prioritise learning. Ask your Customer Success Manager about our VidFit coaching service or create your own team of trainers to lead group training sessions.
By having your team practice making the styles of video you defined in the goal setting stages, they can quickly grow comfortable with the basics of producing high-quality video.
Video skillsOur Video Essentials Course is a quick 45 minute introduction (on video) to the fundamentals of good video: planning, scripts, location, promotion and analytics. Ensure that all of your new VideoMyJob account holders have completed the training before they start publishing content.
App skillsRecording and editing in the app is simple and intuitive, no experience with iMovie or other video editing software is necessary. New users can follow a walk-through demonstration of all of the apps features, and there is access to our extensive library of video how-tos from the app and dashboard.
Facebook communityJoin the VideoMyJob Facebook group, a forum for video innovators and adopters to exchange ideas, tips and practical advice on building video capability, leading change and all things video.
A word on millennialsDon’t assume that because you manage a team of digital natives that they will adapt without guidance and encouragement. Set expectations for sharing on social media and ensure the whole team is up-to-speed on best practice for the various local and global platforms they will be sharing to.
Creating videos is a new skill and it requires iteration and measurement in order to fully realize the benefits. No one is 100% successful with video at first; it takes time to hone engaging video messages.
As discussed above, we recommend recording some benchmarks before you begin if that is one of the ways you plan to measure your progress. Take the time to review your output each month and start to establish internal benchmarks for different categories of video (job ad, internal).
Here are a few key metrics you can monitor to help improve your video effectiveness.
EngagementHow much of your video are candidates actually watching? If you are seeing consistent drop off go back to the Video Essentials module on creating great content and make sure you are getting your hook in early.
ViewsHow many people are you reaching? Depending on the objective of your video (internal staff memo vs video job ad) the number of views that equate to success will differ. Optimising your videos for search will help your content to reach a wider audience - ensure your video title, description and call to action are full of useful information and keywords if you want the right people to find your video.
ClicksIt’s crucial that you include a Call to Action in all of your videos - a URL where the viewer can go to learn more and apply, a phone number, an email - or all of the above! Be clear about the next steps for the viewer.
If a candidate or client tells you they loved your video, ask what they specifically enjoyed about it to get a better sense of the kinds of videos that will appeal to your ideal candidate.
Once implementation has begun, don’t assume that things will run on their own. Assess and evaluate regularly, gather feedback and keep the goals you set at the start top of mind. Don’t be afraid to adjust your goals as your team becomes comfortable and adept with the tool.