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Hi!

In our last lesson, we talked about mastering SEO.

Today, we’ll discuss employer brand content.

“People surf YouTube for a number of reasons,” says Andrew Caravella of Sprout Social, “but they’re all looking for a captivating and compelling story.”

YouTube is now the Number 2 search engine on the internet, so when people are looking for answers, they’re looking for videos.

Your job, if you’re interested in becoming an influencer, is to be certain your video channel is the one they find during their search.

One way of doing that is to produce quality employer brand content.

“Gain the attention of your community,” says Caravella, “by producing content that showcases who you are as a company, what your culture is like, and also highlights the people on your team.”

You want your videos to show viewers what your company is like — not just your mission statement and a list of product or services, but what the people are like and what the atmosphere is like where they work.

Create videos that show your actual employees at work, or even at play if your company has a sports team or company picnic.

Show the employees talking about your company’s purpose and why it’s a great place to work.

Your videos should communicate your passion for your products or services.

Make sure your personality stands out.

One great idea for an interesting video is your company’s origin story.

Did you decide to create a product because they were lacking in the market?

Or did you discover a way to improve an existing product based on a personal story?

Whatever the story, make it interesting and make a video about it.

Explainer videos, like the “About Us” page on your website, can show viewers who you are as a company and why your brand is better than the competition.

“Employer brand content,” says Caravella, “will help raise awareness and strengthen brand identity, while simultaneously attracting new talent.”

Explaining your company in an entertaining video can not only attract new employees, but potential customers as well.

If your culture and moral values align with theirs, viewers will be more likely to purchase what you’re selling.

Testimonials and case studies work well as videos, too.

Showcase videos from happy customers and employees.

Show your team’s skills, critical thinking ability, and creative problem-solving.

Spotlight particularly successful or talented employees.

Create videos of things like awards ceremonies and announcements.

Whatever shows off your company’s heart should be in your YouTube channel for your audience to see.

In our next lesson, we’ll look at leveraging user-generated content.

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