Social Media Spotlight on YouTube
What started as a site to share personal videos has quickly grown into a genius way to market organizations and generate interest in potential hires. YouTube may not offer the back and forth communication model that other social media sites offer, however, it certainly allows a chance for employers to promote themselves whether focusing on the organization, products, employee achievements, or any other type of information deemed necessary to broadcast. Keep in mind policies should be in place granting the company permission to post any information about employees. Broken down, here is a sample of ways YouTube can enrich current strategies:
Branding and Marketing
This one is a no-brainer. Posting videos of product demonstrations, trouble-shooting, etc., when done effectively, will increase customer numbers and overall confidence. Dispel negative comments made by answering them with concern and regret to show you are customer-focused. Make sure videos meant to draw attention to a brand or image are well put together and focused towards the target market. Throwing out videos produced with a low-level of effort will have a negative impact on customers, current employees and future hires. Don’t post a sub-par video just to have a presence.
Outside of growing your list of customers, recruitment may be top of the list for potential opportunities offered by YouTube. No matter what type of video is posted or the original intent, applicants will be viewing anything they can to gain information on a future employer. Videos designed for customers or employee views will make an impact right alongside those posted purely to generate candidate interest. Be sure any videos posted are engaging and accurately reflect the image desired by the organization. Examples of videos recruits will be interested in:
- Anything detailing workplace culture. Video of last year’s Christmas party or work outing. Funny parodies or spoofs. These types of videos can show a fun side to the company and showcase camaraderie among current employees.
- Product demonstrations. Highlighting the superiority of your company over competitors will boost candidate confidence in becoming an employee.
- Career paths and candidate characteristics. Videos of executives or other managers explaining potential career paths or what the company looks for in candidates can help applicants see more clearly how they would fit into the organization.
- Videos relevant to the company or industry. Speeches or instructional videos geared toward a topic related to the organization can generate interest indirectly. You work for a company that sells laundry detergent? Post a video about how to remove grass stains, with or without the help of your product. Include a link for candidates to aid in the war on grass stains that directs to your careers page and voila!
- Ask for ideas. Having a contest or a way to submit ideas and questions about your organization and products is a great way to bring in potential hires and engage current employees at the same time!
- Community involvement. Did your company help Habitat for Humanity build a home? Show the progression on YouTube and have candidates thinking, “I want to work there!”
- Projects. Did your company have a part in the building of the Freedom Towers? Put it on YouTube. Increase the “wow” factor of those seeking information about your organization.
Video interaction obviously appeals to a sense other social media avenues are less able to hit: visual stimulation. Allowing employees information and resources through YouTube can increase engagement and the feeling of security within the organization. Examples of employee-oriented videos, those that focus on the employees themselves:
- Employee award ceremonies. An employee gets salesman of the year? Broadcast it! What a further pat on the back to have everyone see their accomplishment.
- Speakers that are brought in for the employees. An employee missed the meeting where the CEO spoke about the five-year plan for the company? As long as it doesn’t contain anything confidential, post it! Employees and potential employees can view how your organization sees the next chapter unfolding.
- Employee events. Who doesn’t want to see that 3-legged race again or how the Executive VP won the pie eating contest? Generating human-interest videos reminds employees why they want to work there and future employees why they should.
- Training videos and demonstrations
- Videos created solely for engagement. These are videos that serve no other purpose but to connect to employees, but that will also show candidates the atmosphere and culture of your organization. For an annual office party, Kansas City engineering firm Burns & McDonnell produced a video starring current employees lip-syncing a version of Travie McCoy’s hit song “I Wanna Be A Millionaire” titled “I Wanna Work at Burns and Mac”. The video soon went viral and the hilarious parody shows the lengths the employees went to in order to show they care about their company. It also builds curiosity among applicants so they will want to find out more about employment with the organization.
- YouTube Channel. Social media monitoring site Synthesio says that establishing a YouTube channel can be a great way to promote an organization. “Showing a very happy and motivated staff, Sodexo has an active YouTube channel. They communicate Sodexo news and accomplishments as well as and showcasing their contributions to the community and their company culture. The most viewed videos are “Making every day a better day” (35,422 views) and “Spirit of Mentoring Video” (13,408 views).”
Comment with any other ideas you have used or come across for utilizing YouTube!
For more recruiting and engagement strategies, continue on in the Social Media Series for articles about: LinkedIn. Facebook. Twitter. Google+. Pinterest. Instragram. Yammer. Quora, Dribbble, and GitHub. Also look into advice on Managing Employee Use of Social Media, How to Create A Social Media Policy and Social Media Branding and Marketing strategies.