Repurposing Content: Using video to tell one story, three ways
Good talent marketing content shows candidates what it’s really like to work at a company, and reinforces culture for employees. Great talent marketing content can be adjusted and repurposed to tell a single story multiple ways. And the secret to such versatile content is, you guessed it, the employee story.
Repurposing is the secret to filling your channels with great content consistently. And video is one of the best mediums to squeeze the most value out of a great story. We find innovative new ways to use video content again and again!
And, the impact of video on employee engagement and talent brand grows exponentially each year. In 2022, online videos made up more than 82 percent of all consumer internet traffic. When video is included in a job description, applications increase by 34 percent. Video should be a part of our 2023 recruitment marketing content strategy.
One story, multiple ways
We uncovered stories at Dell Technologies from their new graduate rotational program. The stories showcased these early career team members’ access to and connection with senior leadership. We were able to take this single story and develop several pieces of engaging content.
#1: Two-minute video with multiple storytellers
A compilation video gives candidates different perspectives from several team members. This is important to show candidates you provide a consistent employee experience, with implications into how you’re creating diverse and inclusive cultural experiences for all.
In this example, we weaved several employee stories together to give candidates insight into the culture of the program and how it’s valued by leadership.
#2: Short videos for attention-grabbing ads or to link to longer video
Videos around 30 seconds, across all channels, are the length most likely to be watched to the end by viewers. The great news about this is you can fit a story into 30 seconds, that still gets across your messaging about your culture. Look for sections of your longer videos that have 30-second stories and repurpose those shorter edits.
For those stories that require more than 30 seconds to tell, or to move candidates from awareness to consideration phase, you can link to the longer video as a call to action for candidates to learn more.
#3: 15-second graphic video
Short form social videos on channels like Instagram Stories and TikTok keep gaining new users and offering new ways to communicate with candidates. 15-second videos are perfect for static and 24-hour social shares. Plus, this easily consumable length will receive more engagement and impressions than a plain text or image post. Add graphics to really capture user attention!
BONUS: Images and quote graphics
There are more ways to capitalize on your employee story efforts, beyond video.
We used the same story in yet another way. Here’s a graphic with the team member’s image and the words of her story. This visual story works well for Facebook, Twitter, and more content channels.
And, just think of the blog posts and career site content that could be developed from this story!
In short, never use a great story once, in a single way. Video is an especially great medium for creating new versions of great stories. Edit it down, expand it by including other perspectives to illustrate a theme, add graphics and optimize for channels.
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