VMJPod: Bringing Authenticity to Employer Branding

Video is becoming an increasingly critical part of talent attraction and employer branding strategies.

As leaders in the veterinary industry with over 40 years of combined experience, Angela Goldman and Nicole Keating understand this well!

In our latest VMJPod episode, I had the pleasure of speaking with them about how they have incorporated video using VideoMyJob into their talent acquisition strategy at Greencross, and bringing authenticity to their employer branding.

Challenges With Traditional Employer Branding Approaches

Prior to adopting video, Greencross relied on agencies to produce some employer brand videos focused on executives and specialty hospitals. However, they lacked scalable and authentic video content that could showcase their 200+ general practice vet clinics.

As Angela explained, they wanted video content that could help candidates "instantly connect with the team culture and what it would feel like to be a part of that team."

The Benefits of Authentic Video Content

Since implementing VideoMyJob around 15 months ago, Greencross has seen significant improvements in their ability to showcase employer brand. Some of the key benefits shared include:

• Much more video content that provides an inside look at their culture
• Increased diversity of perspectives from frontline staff to executives
• Ability to quickly and cost-effectively develop video content
• Greater candidate engagement and understanding of their values and culture

Empowering Teams to Share Their Stories

A key aspect of their video strategy has been interviewing and empowering clinic staff to share stories about what makes their location and team unique.

As Nicole shared, this helps showcase the "ethos behind each team" despite being under a large corporate brand. Things like fun culture videos from a clinic in Noosa helps candidates see the diversity across locations.

Overcoming Adoption Challenges

Getting busy clinic staff comfortable on camera has been an adoption challenge. But by leading through example, providing scripts, and showing how video can strengthen talent relationships, they have steadily increased video creation.

As Angela noted, "the more videos we’ve got…the easier it becomes."

Measuring Success

For Greencross, success means continuing to expand their content library to spotlight different parts of their organization. Completing their video "Story Feed" that connects their employer brand pages is a priority.

The more employee stories and perspectives they can share, the better candidates can determine if they align with Greencross' mission and values.

Key Takeaways

Greencross demonstrates how critical authentic and engaging video content is becoming for employer branding. By empowering their people to share stories, they are able to convey culture in a way traditional methods cannot.

While adoption challenges exist, leading by example and celebrating video success stories helps drive greater usage. For any modern talent acquisition strategy, video is now an indispensable component.

Watch the full episode here.