24 [Customer] Bringing Authenticity to Employer Branding | Angie & Nicole, Greencross Vets

[00:00:00] Welcome to the VideoMyJob Pod, where we feature industry experts, on-the-tool practitioners

[00:00:06] and VideoMyJob customers to help you activate your employer brand strategy and EVP.

[00:00:11] Hey, it's Meg Sia with the latest episode of the VMJPod.

[00:00:16] Today I'm speaking with Angela Goldman and Nicole Keating about how they've brought

[00:00:19] authenticity to their employer branding through video.

[00:00:22] Angela and Nicole are the heads of talent at Green Cross and they're both really passionate

[00:00:27] about the candidate experience and creating opportunities that align with the career goals

[00:00:31] of the candidate while still meeting the needs of the business.

[00:00:34] Combined, Angela and Nicole have 40 years' experience in the veterinary industry which

[00:00:38] led them to both becoming joint heads of talent at Green Cross.

[00:00:43] So here is a breakdown on what you can expect from today's conversation.

[00:00:47] They discuss the benefits of incorporating authentic video content into their strategy.

[00:00:51] They also talk about how they've empowered their teams to share their employees' stories

[00:00:56] and how being able to quickly and easily create authentic employee video has positively

[00:01:01] impacted the candidate experience and their internal mobility.

[00:01:05] So if you want to learn how to bring authenticity to your employer branding through video,

[00:01:09] then this VMJPod episode is for you.

[00:01:12] Hey everyone, so we've got Angie and Nicole on today.

[00:01:16] Thank you so much for joining me ladies.

[00:01:19] So I'll just jump straight in.

[00:01:20] Can you tell us about your role and your team?

[00:01:23] Yeah, absolutely.

[00:01:24] Thanks for having us, Megan.

[00:01:26] So between Nicole and I, we've got over 40 years' experience in the veterinary industry

[00:01:31] and it's led to us both becoming joint heads of talent here at Green Cross.

[00:01:35] We're both really passionate about a great candidate experience and creating opportunities

[00:01:40] that align with their career goals of the candidate and the business' needs as well.

[00:01:46] Our team are all either from Inclinic or they've got several years' veterinary

[00:01:52] recruitment experience and each of them specialise in their own region and area.

[00:01:57] And they're all really passionate about ensuring that the right candidate is placed

[00:02:02] in each role to ensure the best possible patient outcomes.

[00:02:06] Fantastic. That's really great that you have such an experienced team with like

[00:02:10] with a thorough understanding of the industry.

[00:02:14] How long have you been using Video My Job?

[00:02:18] Yeah, we've actually we took it on board about 15 months ago.

[00:02:22] We probably only actively really started using it, say six months ago.

[00:02:25] So just because of trying to get implementation across over 200 practices

[00:02:31] and hospitals where their frontline care purpose is patient standards of care

[00:02:37] and the welfare of animals.

[00:02:39] So it's been a little bit slower on the traction.

[00:02:41] Internally, though, we've been using it quite adequately for about the past

[00:02:45] 10 months now.

[00:02:49] Amazing. What was the status quo prior to getting Video My Job implemented?

[00:02:56] So prior, we used to use an agency for videos at the executive level

[00:03:01] and specialty hospital content.

[00:03:03] But there was nothing that we could easily use at a GP clinic level.

[00:03:10] OK, great. So, you know, sort of doing the big production stuff.

[00:03:14] That's so I take it you were looking for more

[00:03:17] authentic type of videos, employee stories.

[00:03:20] Is that is that roughly where you were going and why you needed?

[00:03:24] Yeah. OK, fantastic.

[00:03:27] And when Video My Job was implemented, what were two or three key things

[00:03:31] you wanted to improve or achieve using the platform?

[00:03:36] I think for us, it was really to try to showcase

[00:03:39] our practices in hospitals on a more relatable level.

[00:03:42] You know, everybody knows about the brands within our network

[00:03:46] like Pep Barn and the Pep Barn Foundation that have had quite

[00:03:49] a social standing, but they may not have understood

[00:03:53] exactly what Green Cross stood for in the gold standards of care

[00:03:56] and also the industry wide give back that sits outside of just our people

[00:04:01] in our clinics.

[00:04:03] We really wanted candidates to be able to instantly connect

[00:04:06] with the team culture and what it would feel like to be a part

[00:04:09] of of that team and unpack that it may all be under

[00:04:14] a corporate organisational banner, but actually each clinic is bespoke

[00:04:19] and it's just like any other family.

[00:04:22] So just tapping into, I guess, more

[00:04:24] the ethos behind each team and making that really visible.

[00:04:31] I love that. And what benefits have you seen since implementing Video My Job?

[00:04:36] Yeah, so we've got a lot more content across the business as a whole.

[00:04:41] So a lot more videos that people can access and view.

[00:04:44] There's a real diversity of content as well, which has been fantastic.

[00:04:48] And we really appreciate the speed at which we can develop that content.

[00:04:54] Obviously, there's been a significant cost reduction

[00:04:56] versus using agencies for producing these things.

[00:05:00] And it's really driving candidate engagement, but most importantly,

[00:05:04] awareness of our values and our ethos in what is a really highly competitive market.

[00:05:11] That is so good. And it's so it's it's a really good point to make that,

[00:05:16] you know, video does it is that window into your organisation, right?

[00:05:19] Like you fully just get to see, you know, yeah,

[00:05:22] you get to see a little bit about your culture, about your people.

[00:05:26] So that's a great point to make.

[00:05:28] And how have you incorporated specifically employee perspectives

[00:05:32] into your employer brand storytelling?

[00:05:34] So how are you using those videos with its employees stories,

[00:05:39] employee job ads, etc.? How are you using that within your strategy?

[00:05:44] Yeah, so we've actually been interviewing.

[00:05:46] It's a part of sort of the most recent process is actually interviewing

[00:05:50] a really wide range of team members.

[00:05:52] So looking everything from the directors that have been with us,

[00:05:55] maybe they've gone through the migration process with us

[00:05:59] right through to executive leaders from, you know, our chief operating officer,

[00:06:03] chief veterinary officer, even CEO.

[00:06:06] And looking at sort of, I guess, the different career journeys that we offer

[00:06:11] with the size that we are.

[00:06:14] We're also in the final stages of watching our video, my job storyboards,

[00:06:17] which are going to connect all of our different landing pages as well,

[00:06:21] whether it be in a specialty and emergency hospital network

[00:06:25] or whether it's in our GP network, grad program, nurse program,

[00:06:29] even right down to the grooming academy.

[00:06:32] And so starting to connect all the different areas in our business

[00:06:37] and show that internal mobility piece that we're really proud of.

[00:06:43] Fantastic. Well, I've actually been part of the Story Feed

[00:06:47] program myself hosting that.

[00:06:48] And, yep, I've seen your colleague on there and you guys are doing

[00:06:51] some great things. I just wanted to point that out.

[00:06:54] And it's such a good way to

[00:06:56] yeah, like showcase different parts of your business and then categorize that.

[00:07:01] Yeah. So candidates can come in and get to see exactly

[00:07:04] what they want to see based on what they're looking for.

[00:07:06] Right. Which is which is so good.

[00:07:09] Which kind of leads me to the next thing.

[00:07:11] How has the ability to create your own content with video, my job

[00:07:15] empowered your team and improved your employer brand activation?

[00:07:20] I think it's really encouraged the clinic

[00:07:23] teams to and enabled them as well to showcase themselves,

[00:07:28] to really talk about their culture, their standards of care,

[00:07:31] show their own personality.

[00:07:32] I think that's been a really fantastic one.

[00:07:36] The unique location.

[00:07:37] We had a Nusa video recently and they've got footage out on the beach

[00:07:41] and at various places around Nusa

[00:07:45] and to show themselves to the audience in the way that they want to.

[00:07:48] So I think that's been really fantastic.

[00:07:50] And it's given them ownership over how they're presented

[00:07:54] and how they're perceived through these videos.

[00:07:59] Awesome. It is.

[00:08:00] I guess it's just about giving them that platform

[00:08:03] to be able to create a little bit of their own personal brand

[00:08:06] and then also talk about their job and talk about the things that they love

[00:08:10] to do, which is awesome.

[00:08:13] But look, I I speak to a lot of customers

[00:08:16] and I do also know that there are some challenges

[00:08:19] that sort of come up with video because not everybody wants to

[00:08:22] to get in front of the camera. Right.

[00:08:24] So what adoption challenges did you face?

[00:08:29] You know, getting people to use video my job and create those videos.

[00:08:34] Yeah, we had exactly the same challenges as you just pointed out.

[00:08:37] I'm trying. We still ask the trend, you know,

[00:08:41] people that aren't, I guess, naturally extroverted

[00:08:43] to be in front of the camera and be really comfortable.

[00:08:46] And it doesn't even matter if you design the script for them.

[00:08:49] That's still definitely a challenge.

[00:08:51] And I think for us sitting alongside of that and probably the main driver

[00:08:55] behind it is that we're in a time poor industry.

[00:09:00] Patients must come first.

[00:09:01] Standards of care must come first. They're paramount.

[00:09:05] And the welfare and health and safety about people as well.

[00:09:09] And the patients, the patients that are coming into our practices as well.

[00:09:12] So when you start to try to prioritize

[00:09:17] this, you get sort of pushed down the list.

[00:09:21] But, you know, it's it's finding its work around.

[00:09:24] It's getting, you know, photographs and storyboards instead.

[00:09:26] Or it's getting, you know, like Angela or myself out into practices

[00:09:30] and actually sometimes having to film ourselves in order to get what we need,

[00:09:37] which is an ideal.

[00:09:39] We want it to show that the people in that practice.

[00:09:41] But again, you know, it's about what's their priority

[00:09:45] and their main concern, and we have to fit in with that.

[00:09:48] Yeah, it's really good.

[00:09:50] And I think as well, because you mentioned earlier that,

[00:09:52] you know, a lot of your team so experienced

[00:09:54] and they come from the industry as well.

[00:09:57] So it's really good to have a lot of that experience.

[00:10:00] But also, you know, you've got that full understanding

[00:10:02] of what they day to day looks like, and you can kind of fit in

[00:10:05] and with that and try and figure out how you can get those videos

[00:10:08] extracted from them, which is so good.

[00:10:11] And you also I really like how you made a really good point there.

[00:10:14] Sometimes you just have to get on camera yourself and show them

[00:10:16] what's possible, what an example of that is.

[00:10:21] Are there any sort of other ways that you overcame the challenges

[00:10:26] around getting people on camera that you wanted to make me know?

[00:10:30] I think the more videos we've got that we can use as examples,

[00:10:34] the more people are willing to go to that side of their comfort zone

[00:10:38] or the more they see that they go, OK, I can I can do this.

[00:10:43] I can have a go.

[00:10:45] So, yeah, the more we've got, the easier it becomes.

[00:10:49] It becomes so good.

[00:10:50] Such a good point to make.

[00:10:52] And what are some of the key metrics that you've improved

[00:10:55] since incorporating the video, my job into your strategy?

[00:11:00] I think we've definitely seen stronger relationships come between

[00:11:05] our team and the teams that we're trying to recruit for.

[00:11:10] And that's because I think we're understanding

[00:11:12] more the personalities of the people and that sometimes lost

[00:11:15] in just a bio that you might get on that that veterinarian or the nurse.

[00:11:20] You know, you're really trying to understand who are they,

[00:11:23] what makes them shine and what they're really bringing into their team.

[00:11:28] So that's been a really nice window for us to be able to.

[00:11:32] We otherwise didn't have because we can't physically get out

[00:11:35] to every clinic to meet every team member all the time.

[00:11:39] So it's been quite good for us internally as well.

[00:11:42] That's amazing.

[00:11:43] And it does, it sounds like because obviously with these videos, right,

[00:11:46] you're letting candidates get to know your business and your people.

[00:11:49] But it sounds like it's also allowing, you know,

[00:11:51] particularly because your company is so big that you actually getting to

[00:11:55] get them getting to know your people as well,

[00:11:58] you know, through these videos, which is which is really cool,

[00:12:00] because I know that a lot of

[00:12:02] a lot of our customers are, you know, also very big companies

[00:12:05] where you can't actually know everybody and you've got sort of sub brand

[00:12:09] sitting underneath that, that you're looking after.

[00:12:10] So I really do. Yeah, I love that.

[00:12:14] Lastly, what does success look like to you ladies?

[00:12:17] What does success look like in terms of in terms of bringing video

[00:12:21] into your into your strategy?

[00:12:23] Yeah, I think ultimately more content,

[00:12:27] so more videos available, more diverse content,

[00:12:31] more probably more across the brand.

[00:12:33] So I think most of the videos recently have been Green Cross videos,

[00:12:36] no general practice ones,

[00:12:38] but expanding that across our specialty and emergency hospitals as well,

[00:12:44] as well as completing that story feed

[00:12:47] and having that live on the website and growing that as well.

[00:12:50] So keeping adding to those stories that are available for people to view.

[00:12:57] And just to clarify the stories to get out there

[00:12:59] to really create that brand awareness, Angie,

[00:13:01] to to to showcase your people and your culture.

[00:13:04] Is that absolutely.

[00:13:06] You said that that would be

[00:13:08] the culture side on the story feed and then, you know, ongoing videos

[00:13:12] for advertising purposes and recruitment purposes.

[00:13:19] Fantastic. Look, that was so great.

[00:13:22] It was really, really good to get like a really good insight

[00:13:24] into not only your journey with video, my job, but also your strategy

[00:13:27] and how you're using video within that.

[00:13:31] Thanks so much for listening to today's episode.

[00:13:33] If you want to learn more about activating your employer brand strategy

[00:13:36] and EVP, then check out podcast.videomyjob.com

[00:13:40] for a library of industry perspectives and how tos.

[00:13:43] Now, if you're ready to level up your activation strategy,

[00:13:46] then you need an employee story video platform.

[00:13:48] And that's what we do.

[00:13:50] Go to videomyjob.com slash demo to book a walkthrough

[00:13:54] with one of our video specialists or click on the pricing page

[00:13:57] to learn about our new 90 day pilot program.

[00:14:00] Lastly, we would love for you to help us spread the word about the VMJ pod

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