Marketing Employer Brand Content

Hi again!

In our last email, 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 a your 
YouTube channel for your audience to see.

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

Until then,

🐷 WUPPLES®

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