26 [Customer] Leveraging Video Content Across the Employee Lifecycle | Jamie Holder, MUFG Retirement Solutions

[00:00:00] [SPEAKER_01]: Welcome to the VideoMyJob Pod where we feature industry experts on the tool practitioners

[00:00:06] [SPEAKER_01]: and VideoMyJob customers to help you activate your employer brand strategy and EVP.

[00:00:12] [SPEAKER_01]: Hey, it's Megs here with the latest episode of the VMJPod. Today I'm speaking with Jamie Holder,

[00:00:17] [SPEAKER_01]: the head of talent acquisition at MUFG Retirement Solutions, formerly linked group,

[00:00:22] [SPEAKER_01]: about how they've implemented video and the VideoMyJob platform into their talent strategy.

[00:00:26] [SPEAKER_01]: Now here's what you can expect from our chat. Learn how MUFG are embracing video content throughout

[00:00:31] [SPEAKER_01]: the employee lifecycle for attraction, onboarding, training and internal mobility. We also chat about

[00:00:37] [SPEAKER_01]: the business case Jamie developed to get executive support for the VideoMyJob platform,

[00:00:42] [SPEAKER_01]: as well as key lessons and next steps in their VMJ journey. So if you're keen to learn how

[00:00:47] [SPEAKER_01]: to leverage video content across the employee lifecycle, then this episode is for you.

[00:00:52] [SPEAKER_01]: Megs. Fantastic. Well, Jamie, thank you so much for joining me today. I know you guys have been

[00:00:59] [SPEAKER_01]: so busy over at MUFG now, which used to be linked group, but I'll let you introduce yourself to our

[00:01:06] [SPEAKER_01]: listeners and tell us a little bit about your role and your team. Yeah, sure. So yes, we

[00:01:11] [SPEAKER_00]: were recently acquired and rebranded in May. I'm the head of talent acquisition for the MUFG

[00:01:17] [SPEAKER_00]: retirement solutions business. I have a global remit with direct reports of a talent acquisition

[00:01:26] [SPEAKER_00]: team here in Australia and then a few scattered elsewhere globally. In addition to talent

[00:01:33] [SPEAKER_00]: acquisition, we've sort of branched into the EVP employer branding space as well, which is how

[00:01:40] [SPEAKER_01]: our VideoMyJob journey sort of started. Wow. And what was this your status quo prior to using

[00:01:48] [SPEAKER_01]: VideoMyJob, Jamie? What were you guys doing within the space to get a video platform on board?

[00:01:55] [SPEAKER_00]: Sure. To be honest, it was pretty limited. We had a couple of quotes from employees on our website.

[00:02:01] [SPEAKER_00]: There were static quotes with an image and to be honest, a number of those people when I

[00:02:06] [SPEAKER_00]: started looking at our career site when I started had already left the organization and had been gone

[00:02:12] [SPEAKER_00]: for some time. And the ones that remained on the site were really quite senior, so they weren't

[00:02:18] [SPEAKER_00]: going to appeal to the broader candidate base that we were trying to attract into the business.

[00:02:23] [SPEAKER_00]: So we definitely had to do something. But that was a pretty limited approach that we had.

[00:02:29] [SPEAKER_01]: Yeah. Yeah. And I think there's so many companies out there that still have that old

[00:02:35] [SPEAKER_01]: employees on their careers or values page, and it's just a whole lot of text. Now, Jamie, you were

[00:02:42] [SPEAKER_01]: part of our Story Feed Activator program, which we ran for about six weeks. And our team took you

[00:02:48] [SPEAKER_01]: through how to build a library of employee story videos, and then adding that to your preferred

[00:02:54] [SPEAKER_01]: page on your website, be that your grant program or your career site. What were your key

[00:03:00] [SPEAKER_01]: objectives? Or what were two or three things that you wanted to improve using the platform?

[00:03:08] [SPEAKER_00]: I was really looking at how we could use video of my job through our entire employee life cycle.

[00:03:14] [SPEAKER_00]: So whilst the front end of attraction is obviously a key component of my talent attraction role,

[00:03:20] [SPEAKER_00]: I was also looking at and working on an onboarding project. So I wanted to see how we

[00:03:25] [SPEAKER_00]: could embed some video content into our onboarding process. And then also looking at

[00:03:31] [SPEAKER_00]: how we could use it as a tool in our training toolkit, and also for promoting internal mobility

[00:03:37] [SPEAKER_00]: through spotlights of employees and so on. So I was looking at it quite holistically.

[00:03:44] [SPEAKER_01]: That is so good to hear because you're right. It doesn't need to be solely for attraction.

[00:03:48] [SPEAKER_01]: It can be for onboarding. It can be for various other things. So I'm really looking forward

[00:03:52] [SPEAKER_01]: to hearing just what you guys are doing fully within that space. But just to start us off,

[00:03:57] [SPEAKER_01]: for those who are listening who would like to get a solution like video of my job across the line,

[00:04:05] [SPEAKER_01]: but are not too sure how to do that, can you talk us through the process that you took,

[00:04:09] [SPEAKER_01]: you and your team took to get investment for a platform like video of my job?

[00:04:17] [SPEAKER_00]: Yeah, sure. So we're a B2B organization. Our clients are our super funds, so we

[00:04:23] [SPEAKER_00]: don't have a B2C element. We don't deal with consumers directly. And as an employer,

[00:04:28] [SPEAKER_00]: we've been flying below the radar for a long time. A lot of people who aren't in financial services

[00:04:34] [SPEAKER_00]: don't know who we are as an organization. So when I started part of my remit back in January last

[00:04:40] [SPEAKER_00]: year was to look at our EVP. And this kind of grew out of that. So as part of the broader

[00:04:46] [SPEAKER_00]: EVP piece of work, I started thinking about employer branding and what we had in the toolkit to use to

[00:04:55] [SPEAKER_00]: support and generate employee driven content. So I went to marketing and I got the cost of doing

[00:05:02] [SPEAKER_00]: you know one or two videos for our agency provider because we had an agency who would use

[00:05:06] [SPEAKER_00]: to create video content. And they told me the cost of one video. And I realized pretty quickly

[00:05:14] [SPEAKER_00]: I didn't have that in my budget potentially even for two videos let alone you know what I was hoping

[00:05:21] [SPEAKER_00]: to do in terms of showcasing our employees and then moving it to an employment branding component.

[00:05:27] [SPEAKER_00]: So I went to the market, I started looking at vendors obviously video. My job was one in

[00:05:34] [SPEAKER_00]: the video platform space. And then I put together a business case and I pushed that

[00:05:41] [SPEAKER_00]: through to the CEO. And essentially you know I didn't just position it as a TA or talent attraction

[00:05:47] [SPEAKER_00]: or talent acquisition tool. I looked at it as you know this is where we could incorporate it into

[00:05:52] [SPEAKER_00]: onboarding. This is that the cost reduction if we don't use an agency or our traditional agency

[00:05:58] [SPEAKER_00]: model to create that content. These are some of the things we can do in terms of job video

[00:06:03] [SPEAKER_00]: ads, employee stories, day in the life of type stuff. So it was really trying to

[00:06:10] [SPEAKER_00]: show the return on investment through cost reduction and expanded product offering.

[00:06:16] [SPEAKER_00]: That's how I built the business case.

[00:06:18] [SPEAKER_01]: Jamie that is so great and that is you touch on so many great points there in terms of

[00:06:24] [SPEAKER_01]: you know to create one or two videos is such a big cost undertaking where I'm sure you know

[00:06:31] [SPEAKER_01]: at this stage I think your library's got at least over 30 videos that you've gotten

[00:06:35] [SPEAKER_01]: in a shorter space of time and you're able to continuously grow that. So you know thank you

[00:06:42] [SPEAKER_01]: for sharing that because I know that there's probably a good few listeners out there that

[00:06:46] [SPEAKER_01]: would need to put that together. Now Jamie just to come back to all of the various ways

[00:06:52] [SPEAKER_01]: that you're going to be using the content. Yeah can you talk us through how you do plan to

[00:06:57] [SPEAKER_01]: bring employee story, employee perspectives into your strategy and the various ways you're

[00:07:03] [SPEAKER_00]: going to do that. Sorry. So this has been driven, the employee perspective piece has been driven

[00:07:12] [SPEAKER_00]: largely by our EVP project that we did so and then combining that with our employee engagement

[00:07:19] [SPEAKER_00]: survey results. So at the end of last year my team and I we interviewed 10% of our global

[00:07:25] [SPEAKER_00]: employee population you know asking questions like why do you enjoy working here? Why do you

[00:07:30] [SPEAKER_00]: stay in a four or five other questions as well and we're building out our employee-based content

[00:07:37] [SPEAKER_00]: based on the responses to those questions. So if somebody said you know you've got a really good

[00:07:44] [SPEAKER_00]: work flexible work policy I know I can do my school run every morning and then my

[00:07:50] [SPEAKER_00]: partner can do the school run in the afternoon and there's never any questions about where I am.

[00:07:55] [SPEAKER_00]: So things like that obviously flexibility is pretty important in the market, job security we've got

[00:08:02] [SPEAKER_00]: people who have you know literally grown their careers throughout our business. We've got one

[00:08:07] [SPEAKER_00]: person who started as an EA quite a few years ago and she now leads one of our tech businesses

[00:08:13] [SPEAKER_00]: you know that's not a normal career story so doing that but also we're building out

[00:08:22] [SPEAKER_00]: BU related content so it's not just MUFG retirement solutions as a holistic organization it's

[00:08:30] [SPEAKER_00]: what would you enjoy about working in our tech organization? What development opportunities

[00:08:34] [SPEAKER_00]: do you have in our insurance organization you know we're building out day-in-the-life videos

[00:08:39] [SPEAKER_00]: we've got to meet the leader series that we're creating which is quite an informal

[00:08:44] [SPEAKER_00]: short video with a number of our leaders that we can share with candidates that are in

[00:08:49] [SPEAKER_00]: flight in the recruitment interview process and recruitment process. We've got some videos from

[00:08:54] [SPEAKER_00]: Pride Month so we've got our employees talking about their experience with Pride whether that's

[00:09:00] [SPEAKER_00]: as you know a member of the LGBTQ TIA plus community or an ally so we talk about allyship

[00:09:07] [SPEAKER_00]: in that series as well we've got some diversity and inclusion videos we've got a couple of people

[00:09:13] [SPEAKER_00]: in our Collins Street office who are training guide dog puppies so how cool is that why wouldn't

[00:09:20] [SPEAKER_00]: you create some video content and have a cute dog in your office so really looking at you know

[00:09:27] [SPEAKER_00]: what our employees value why they're like being here and then trying to get that across in a

[00:09:37] [SPEAKER_01]: I absolutely love that sorry firstly you guys have been very busy

[00:09:45] [SPEAKER_01]: but no I think you touch on so many great things there and Jamie which is

[00:09:51] [SPEAKER_01]: you know you're getting that information back from your from your employees right they telling

[00:09:55] [SPEAKER_01]: you what the values are within your business and you're then able to then just like organically

[00:10:00] [SPEAKER_01]: and authentically share that out and people who resonate with that can then apply because they

[00:10:08] [SPEAKER_01]: recognize that this is a company that they wanting to work for you know you touch on

[00:10:12] [SPEAKER_01]: you know having that leadership but then also that career progression part in there as well

[00:10:17] [SPEAKER_01]: so people know hey you know I I I know what the career path could look like within your

[00:10:22] [SPEAKER_01]: organization as well so and what an amazing way to do that through video so

[00:10:28] [SPEAKER_01]: great job I can't wait to see that all come to fruition

[00:10:36] [SPEAKER_01]: so it's just to sort of take a step further there because it sounds like as I said before you

[00:10:42] [SPEAKER_01]: guys are doing a lot within this space how has the ability to create your own content

[00:10:48] [SPEAKER_01]: worth using video my job really empowered your team and your employees within that space

[00:10:55] [SPEAKER_00]: yeah so to be honest at the start it felt very tentative both in terms of employees willing

[00:11:01] [SPEAKER_00]: to be on video and the confidence level of my team and supporting and driving that activity

[00:11:09] [SPEAKER_00]: but I look at my team now and they're really excited about it they're really excited to go

[00:11:15] [SPEAKER_00]: out and do it they feel like they've learned a new skill it's enabled a different type of

[00:11:20] [SPEAKER_00]: connection with the business and them to engage with people that maybe they typically wouldn't

[00:11:26] [SPEAKER_00]: you know we're engaging with people who aren't necessarily hiring managers who are typically

[00:11:31] [SPEAKER_00]: the people we talk to about from candidates on a day-to-day basis so they were really excited

[00:11:37] [SPEAKER_00]: about it the leaders that we've spoken to as part of our Meet the Leader series have been really

[00:11:45] [SPEAKER_00]: engaging I've been very surprised at how transparent and honest and you know we ask them

[00:11:50] [SPEAKER_00]: things like who do you barricade for on the footy and what's your favorite streaming platform and

[00:11:55] [SPEAKER_00]: I thought I'd get some questions around why are you asking me these questions but they didn't

[00:12:01] [SPEAKER_00]: they embraced it and they kind of get what we're trying to do which is really helpful so

[00:12:07] [SPEAKER_00]: my team feel very empowered the business leaders are really behind it and supporting it

[00:12:13] [SPEAKER_00]: giving us names of people and their teams that we could reach out to and saying oh this person does

[00:12:19] [SPEAKER_00]: this on the side or this person's had this career progression you should go talk to them

[00:12:24] [SPEAKER_00]: and people are really taking it up so I think all around people are getting very very comfortable

[00:12:31] [SPEAKER_00]: with the concept and yeah I think everyone's feeling really positive about it that is amazing

[00:12:38] [SPEAKER_01]: because look you know I speak to a lot of customers and sometimes you know it gets picked up so quickly

[00:12:44] [SPEAKER_01]: and then other times as you said it is sort of like a slow process to get people to at least try it

[00:12:49] [SPEAKER_01]: and then once they try it they see how easy it was but it sounds like you've had quite a bit

[00:12:55] [SPEAKER_01]: of success with that was there any kind of adoption challenges Jamie was there anything

[00:12:59] [SPEAKER_01]: that you kind of needed to do just to drive that or get that sort of wheel turning within

[00:13:05] [SPEAKER_01]: that that you can remember or yeah what did that look like for your business

[00:13:11] [SPEAKER_00]: honestly we didn't really have any adoption challenges the only challenge we really faced

[00:13:16] [SPEAKER_00]: is something that I don't think is unique to our business at all and that is getting the time

[00:13:20] [SPEAKER_00]: in people's calendars to do it as an organization we've obviously just been through an extremely

[00:13:26] [SPEAKER_00]: busy period post acquisition rebranding and so on so there was a lot of people

[00:13:33] [SPEAKER_00]: who would accept the calendar be keen invite and be keen to do it and then

[00:13:37] [SPEAKER_00]: something would come up and they'd have to move it by a week so it was really that juggling act

[00:13:43] [SPEAKER_00]: which again I don't think is unique to our business and then once we had one or two videos

[00:13:48] [SPEAKER_00]: and we started sharing that contact content with people we were asking to participate

[00:13:54] [SPEAKER_00]: it all just sort of fell away and so it's really just a scheduling issue

[00:14:00] [SPEAKER_00]: and that's around people's availability because people are busy so most people have been really

[00:14:06] [SPEAKER_00]: willing and keen to learn and then share their experience and it's sort of built from there

[00:14:13] [SPEAKER_01]: yeah and I think you also touch on a good point there if you can send through a couple of

[00:14:18] [SPEAKER_01]: example videos as well of what you know what people are already doing I think sometimes people are like

[00:14:24] [SPEAKER_01]: okay so that's kind of what I'm meant to be doing and now I have a rough idea as opposed to me just

[00:14:29] [SPEAKER_01]: having to figure this out by myself so yeah look I think that's a that's a good point

[00:14:34] [SPEAKER_01]: and Jamie what is one practical tip that you would provide ebnt 18s looking to create their own

[00:14:41] [SPEAKER_01]: content for employer brand activation using video my job I created a framework

[00:14:48] [SPEAKER_00]: off the I was kind of lucky I had this EVP project that would literally just finish

[00:14:53] [SPEAKER_00]: so I was able to create a framework of you know our BU's and then structure different

[00:14:58] [SPEAKER_00]: content line along what we wanted and then we had the onboarding project I can structure

[00:15:03] [SPEAKER_00]: what we wanted I had some ideas for hiring manager trainings like structure what we wanted

[00:15:08] [SPEAKER_00]: from the video component to support that if you don't have something like that to help

[00:15:14] [SPEAKER_00]: you know point you in a direction I'd have a conversation with the leadership team around

[00:15:20] [SPEAKER_00]: you know what's been done historically if you're new to role and and what's the direction of

[00:15:26] [SPEAKER_00]: business going in and that will start to give you some pointers but talking to your employees

[00:15:31] [SPEAKER_00]: is the best thing that you can do to understand why do you come to work every day what do

[00:15:37] [SPEAKER_00]: you enjoy about being here and then starting from that what a great right because yeah

[00:15:45] [SPEAKER_01]: no but that's a great term because they particularly and I think you're not that you wouldn't be

[00:15:50] [SPEAKER_01]: alone in this way your employees are telling you what what they value and what the values are

[00:15:54] [SPEAKER_01]: within the business as we've spoken about before so I think yep you're right lean on them and

[00:15:59] [SPEAKER_01]: get them to help you through the process because because they're the ones with with all that

[00:16:03] [SPEAKER_01]: knowledge right um but jimmy I know that as as we've said before you've gone through an acquisition

[00:16:09] [SPEAKER_01]: you've gone through a rebrand I think when we started this journey with you in story feed

[00:16:13] [SPEAKER_01]: doing the story of it activated program you guys were linked group you're now in ufg

[00:16:17] [SPEAKER_01]: so what's next steps in your journey using video my job within your talent your talent and

[00:16:23] [SPEAKER_00]: strategy yeah so something it's more around linking with the evp strategy rather than the

[00:16:31] [SPEAKER_00]: strategy that I'm looking at at the moment is embedding spotlight videos of employees who

[00:16:38] [SPEAKER_00]: have progressed their careers internally and then linking that with the career pathways program

[00:16:43] [SPEAKER_00]: that we're working on so um you know if I'm in a contact center part of the business how can I

[00:16:49] [SPEAKER_00]: progress my career through if I want to go to insurance what would that look like uh who in the

[00:16:55] [SPEAKER_00]: business has done that before having some spotlight videos to demonstrate that and

[00:16:59] [SPEAKER_00]: getting a video with them around this is who I talked to this is what I did this is the upskilling

[00:17:05] [SPEAKER_00]: I took on myself this is the support I got from the business um just trying to really build that

[00:17:12] [SPEAKER_00]: career pathway piece and the transparency around it because even though as a business

[00:17:17] [SPEAKER_00]: we promote a lot of people into hundreds of people every year internally um consistently in

[00:17:25] [SPEAKER_00]: employees engagement survey we get feedback that we don't have very good career development

[00:17:29] [SPEAKER_00]: and it's the transparency piece I think that's missing so that's what we're looking for um as

[00:17:35] [SPEAKER_00]: part of our evp strategy from an employer branding perspective um embedding it into our processes

[00:17:44] [SPEAKER_00]: with a candidate so um yes great getting it on your job ads getting it on linkedin but then

[00:17:50] [SPEAKER_00]: building it into your candidate engagement schedule so somebody's in flight for an interview process

[00:17:56] [SPEAKER_00]: send them the meet the leader video or send them you know a piece of content that you've made

[00:18:01] [SPEAKER_00]: that's specific to that part of the business um yeah building it into those those sorts of

[00:18:08] [SPEAKER_00]: pieces and then pre-start date onboarding and then into the career with me embedding it

[00:18:15] [SPEAKER_01]: me it sounds amazing and like I said it sounds like you guys are doing such a great job over there

[00:18:24] [SPEAKER_01]: and I can't wait until your story feeds live and all your content is out there um yeah

[00:18:30] [SPEAKER_01]: watch this space everyone well thank you so much Jamie I really um thank you so much for

[00:18:38] [SPEAKER_01]: your time I really really appreciate um having this chat and just yeah just getting to learn

[00:18:42] [SPEAKER_01]: a little bit about what your journey's been and what you guys are doing over there and um

[00:18:47] [SPEAKER_01]: yep we'll definitely need to we need to get you back on um in about a year's time once you've

[00:18:52] [SPEAKER_01]: you've gone live and you've got you've got some results to talk about with us

[00:18:56] [SPEAKER_00]: that'd be amazing that'd be great thanks so much for having me as well and the video

[00:19:00] [SPEAKER_00]: my job team the support's been really good and the tool's fantastic thank you

[00:19:06] [SPEAKER_01]: thanks so much for listening to today's episode if you want to learn more about

[00:19:10] [SPEAKER_01]: activating your employer brain strategy and EVP then check out podcast.videomysjob.com for a library

[00:19:17] [SPEAKER_01]: of industry perspectives and how-to's now if you're ready to level up your activation strategy then

[00:19:22] [SPEAKER_01]: you need an employee story video platform and that's what we do go to videomysjob.com slash demo

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