I’ve been in my role now for just over 3 months, so the honeymoon is over apparently.
Before joining my employer I did my research and found very little in the way of online presence. What I did know was from a competitors perspective, and they sponsored an Australian Football Team the Fremantle Dockers (yeah, I know..never to mention this again). The careers page was and is still wanting, no corporate page on LinkedIn or any other industry site for that matter, heavy reliance on SEEK and that was it.
We had a Marketing & Communications Manager who bought into what I was trying to do and was going to help me fight the battle. He was also the keeper of the $$$. So I was/am tasked with influencing where this budget could be spent. Unfortunately he has left and the position remains vacant but on hold. PLUG, so if you are an experienced MarComs Manager…keen to join a growing company with national responsibility get in touch.
What do I have budget approval for? LinkedIn Recruiter, 2 Job Slots and SEEK. Anything beyond this I would need to get project to pay for or influence the corporate budget. Corporate has approval for the LinkedIn Company Page.
On Friday I resubmitted version 4 of my recruitment strategy. This outlined my grand plans for the remainder of the year and yes you guessed it… a request to open the wallet. The number thrown at them was between $150 – 200K and that was just for online and NOT ALREADY BUDGETED. Think a few people fell out of their chairs? I know they did. Especially difficult to do in the current economic situation and the companies clamp down on what is described as discretionary spend! Not that this is discretionary.
My business case was around maintaining brand presence, lower time to fill, lower cost of recruitment etc etc. I’ve also asked to be given control over recruitment marketing spend. Looking forward to getting feedback on this.
Moving onto Social Media and the big Video push. There’s video interviews, corporate videos, video resumes, video job descriptions its like a Corporate Video Store these days.
So does it work? Is it valuable? Does it cost a lot? Should it be part of your strategy?
At my former employer we trialled Sonru a pseudo video interview. You scripted a number of questions (text) and a link was sent to the candidate. You set predetermined maximum time to answer with a total 15 minutes to allocate across a number of questions. If the candidate went over time, they would get cut off and the next question would come up. They could not prepare for the questions. If they answered with time to spare they could click to finish and move on.
Personally I thought it was an excellent product. It saved on lengthy phone conversations which could also be expensive when overseas. It removed time difference issues. Allowed technical questions to be answered and to be reviewed by managers at their leisure. Provided some perspective as to how they would operate when put on the spot.
The Challenge. My employer at the time restricted streaming access and would not allow us to broaden the use of this within the company. The quality of audio visual. Dependant on the individuals ability to configure the system, the technology they were using and the environment they were in. It also opens up to some extent discrimination. Costly. Was it social? No. A the employer we were not really engaging with the individual, although they were engaging with us. I would have preferred that the manager be filmed with the questions to make it a little more engaging or two way. Was it innovative? Hell yeah. There are other similar products which I am sure will be discussed at ATC Social Media Sydney.
The Corporate Video. If you work for a company with bottomless pockets, these are usually highly produced pieces. Costing tens of thousands. Whilst they look and sound great, I personally don’t buy into the highly polished marketing stuff. I mean is that what its really like to work there? With the popularisation of reality tv, i’ve seen some raw footage taken at little to no cost which really conveys a better sense of identity, culture, and reality. Corporate videos work, but they need to differentiate themselves from others. Rarely do they capture your culture, the soul of your company. If you can do this, you might just have an advantage. Maybe its the next Katut & Rhonda love story…
Video Resumes or Job Descriptions. Neither are popular at present but there are people out there doing it. Again, much like the corporate video, when highly produced they take away the genuiness of what these can add to your brand. Both dont provide for true engagement, but they can add so much for so very little. IF you can convince the business that less is more! Now if your company is all polished, then maybe a big production is in order.
Use your own staff in the video, its an incentive to them. An engagement tool. They’ll promote it to everyone they know, and that’s free publicity.
Tie all this into a YouTube Channel, get the follows and shares and before you know it you could be the next Psy – Gangnam Style hit!
For me Video is essential. It forms a valuable part of your attraction and branding strategy. It engages but not necessarily in two way communication although maybe it can. Remember those chose your own adventure novels.What about a similar corporate video which allows a person to chose their own adventure within your own video. hmmmmm now theres food for thought. It can be cheap or it can be done expensively.
So tune in or not and watch this space… or head on over to ATC Social Media in Sydney this December.