28 [Expert] The Role of Employee Story Video Tech for Talent Attraction | Hung Lee & David Macciocca

[00:00:00] Welcome to the VMJPod, where we feature industry experts, on-the-tools practitioners and VideoMyJob customers

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

[00:00:11] Welcome everybody! I'm very excited to have this conversation with my really good friends at VMJ.

[00:00:19] I can't remember the last time or the first time I came across this company but it must be now five, six, seven years,

[00:00:27] it seems like a long time. And of course CEO David Macciocca and I go back a long way.

[00:00:36] I never get bored of telling this story but you and I used to work in the same company in London way back when, two decades ago.

[00:00:43] Long time ago.

[00:00:44] That's right. And obviously our timelines have split. David has gone on to be a successful entrepreneur

[00:00:53] and I just ended up writing these letters and doing live streams. So yeah, there's a lesson for you.

[00:01:01] No, but listen, I'm really happy to be here. I just want to check whether everyone can hear us okay.

[00:01:05] We should be out here on LinkedIn. So if you're watching this on LinkedIn, you can hear the audio and video okay.

[00:01:12] Just let us know in the comments. We've got a bunch of people there looking at what's happening on the comments on LinkedIn.

[00:01:18] So if you've got anything you want to contribute, please make sure you do it there.

[00:01:22] We're going to ferry those comments back to us. I think we should be able to see them in the stream, our comment stream anyway but ask questions, get involved.

[00:01:30] Let's make sure this is an interactive session.

[00:01:34] And of course it's kind of aligned to what the topic is, which is how do we tell employee stories using video?

[00:01:40] And you have to be living under a rock not to recognize that just general media consumption is moving away from reading words on screen and more about watching stuff on screen,

[00:01:54] typically watching on smaller screen in short bursts.

[00:01:58] And that's how we're going as consumers. That's how we're teaching ourselves how to consume information.

[00:02:03] And very important that employers learn this lesson and make sure that they're ahead and aligned with this trend.

[00:02:12] Because if we keep doing the same old thing that we used to doing, we're going to get less and less traffic, simple as that because the consumer market is moving away from us.

[00:02:21] I see it very much like persisting in doing print based advertising when people are no longer looking at newspapers anymore in the physical sense.

[00:02:30] You may feel less comfortable for you, but guess what? People are moving online as they did 20 years ago. Now they're moving to video.

[00:02:39] So we're going to be talking about employee story, video tech, talent attraction.

[00:02:43] No better person to speak to than a founder of one of the leading companies out there.

[00:02:49] It's David Maciocco of VMJ.

[00:02:52] David, let's just get into it straight off. How do you see the general sort of direction of travel in terms of how we as consumers are using video and also how that's now bleeding into how employers are using video?

[00:03:09] Yeah, good question. Well, hi everyone. So yeah, it's all around us. Isn't it how we consume news and how we consume a lot of information?

[00:03:19] I've seen a lot more video content in social feeds over the years and it continues to grow and grow. So yeah, it's all around us.

[00:03:34] It seems obvious. I think we all know this. If we just ask the audience about do you think video is an important part of communication?

[00:03:43] Everyone's going to say, yeah, of course. But the percentage of companies using video in any form of recruitment I think is probably quite low.

[00:03:52] If you scout around on various career sites and career pages and what have you, you don't always see any moving images.

[00:04:01] And if you do it's canned images and stuff. From your perspective, why do you think that is? What's the thing stopping companies from actually doing video?

[00:04:13] Yeah, it's a good observation. It is hard to create good content and people are nervous on video and brands find it really hard, particularly large organizations to give a sense of flexibility and freedom to employees to create content.

[00:04:33] Because not only are they representing their own personal brand, they're also representing a big, large brand in most instances, a billion dollar print, pound business.

[00:04:44] So yeah, it's a real challenge and it can be expensive and time consuming as well. So yeah, it is hard to be able to create content and create it at scale so that someone does feel comfortable creating that content.

[00:05:04] Yeah, what do you think of the ownership issue as well, David? Do you think that's also possibly an issue? Like for instance, traditionally when companies are creating content through guards and a corporate sense, it's owned by content marketing.

[00:05:20] It's owned by the marketing function. But we also know marketing for other responsibilities. They've got to drive traffic in different ways. They're doing paid ads. They're doing all kinds of stuff.

[00:05:29] And maybe there's not enough capacity internally to do it or they haven't distributed the work to the rest of the organization.

[00:05:39] So I mean, do you think there's an element where we're kind of in between two ideas here where marketing has to own everything and actually maybe the better content producers are often in the business rather than in marketing?

[00:05:51] Certainly the best way to build trust is to create content through your employee stories. There's an element of trust that candidates can really relate to.

[00:06:03] The problem is that candidates, sorry, people who work within the organization really struggle to have the flexibility of be able to film that content.

[00:06:13] Not all talent acquisition teams are tied so closely to marketing teams. I mean, it's great if they can be in front of mind for marketing but your marketing are pretty busy and they're trying to sell their products or build a service stream for their sales team not necessarily looking to attract talent.

[00:06:41] So we see the rise of employer brand and recruitment marketing and talent acquisition functions who have a need to really showcase what it's like to work within the company.

[00:06:54] And that's where video can play a real key role for that.

[00:07:00] Yeah, really good point. You've got me. Go ahead.

[00:07:03] Yeah, so when we think about individuals having licenses or creating content, hiring managers and I'm talking about say TAT members, they really struggle with the workload normally like they might be managing 30 recs.

[00:07:20] It's hard for them to consistently create content.

[00:07:23] So there is a moment of time where they can introduce video to really impact on those key metrics and it could be that, you know, there's there's real motivation to create video content or video employee stories at the point that, you know, a role is open for 90 days.

[00:07:43] Or they want to move the metric on say conversion or time to fill or they have a retention metric or they have an attrition metric.

[00:07:54] It has to be associated with real pain within the organization to create a motivation for them to execute a video project but not necessarily rely on a TA person to go well, I just want to create content.

[00:08:09] I'm just going to go ahead and I'm going to go rogue and create content on behalf of the billion dollar brand. It's just not going to happen.

[00:08:16] And that's probably why we don't see large organizations, people from large organizations putting themselves out there and creating content.

[00:08:24] It's more just one man bands or smaller environments that can act a little bit more dynamic.

[00:08:30] Yeah, really, really good observation. So there's basically where where is the distribution of responsibility and within a business.

[00:08:38] You can't rely on marketing as you quite correctly said most of the purpose of marketing is to generate business at the sales level recruitment can't expect to do that.

[00:08:48] Recruiters need to basically own this.

[00:08:50] But at the same time they're also crushed in terms of capacity.

[00:08:55] And they also, you know, you can't you can't sort of go as a as a rogue element.

[00:09:00] I mean, you're representing potentially a very large brand. So I guess this way you're trying to sort of VMG sort of found a very happy space in the marketplace isn't it because you're trying to solve those internal problems to be able to provide the corporate control as required by any

[00:09:20] significant business. There's going to be some Brian guidelines you've got to you've got to lead on and secondly make it easy for really busy recruiters to get other people to produce this as you say trust high trust content, which again is not coming from

[00:09:36] marketing is not coming from the sales not coming from recruiters.

[00:09:38] It's coming from people doing the job or even better if you're doing it as a recruiting point of view like your hiring manager.

[00:09:45] I think we've always known this even before, even before like video became any kind of thing.

[00:09:51] The candidate really wants to speak to the boss because that's the person that's going to have the biggest impact on their on their careers going forward.

[00:10:02] And that voice is significantly more impactful than any, you know, marketing literature and recruitment messaging you're going to get.

[00:10:12] So, okay. I think, you know, really good.

[00:10:16] Yes, yes and no like candidates don't just want to hear from the hiring managers.

[00:10:21] The problem is, is that culture and values are really hard to communicate at a critical time within the talent acquisition workflow.

[00:10:28] And if we have if we think of that as the problem statement, then there are issues that fall out of that.

[00:10:34] And it's not it's not the silver bullet to have hiring managers just create content to talk about a video job ad when we started the company.

[00:10:42] Sure, we're advocating for your job ads, but really talking about the rise of employee stories.

[00:10:47] So when we think of a job family, you know, what are all the unique perspectives that could be captured and shared from teams of people?

[00:10:56] What is the business really?

[00:10:58] How do they think about culture?

[00:11:00] And how do they communicate that and live that?

[00:11:03] And will there be internal people who can advocate for the culture within the company or just tell it straight to repel people as well as attract people to the business.

[00:11:16] So, you know, one of the things that companies can really focus in on is is really creating an opportunity for people to answer questions that are really important.

[00:11:30] Can it's want to know about what it's like to work within the company?

[00:11:35] And we find that when they do and they do that well, that they're able to really move those key metrics that I mentioned before.

[00:11:44] Yeah, really good point.

[00:11:46] I'm reminded actually of a few tech talks I've been watching.

[00:11:50] And you know how it is randomly you get surface, you know, information.

[00:11:53] I ended up watching this guy call the tradesman or something and he's literally a bricklayer.

[00:12:00] He's there as he gives his speed.

[00:12:03] He's always laying bricks as he's talking.

[00:12:06] And he did say, actually, yeah, this is not like this is a hard job.

[00:12:11] Don't think this is just a way immediately it's like you're lifting these 20 kg type of bricks and it's like, yeah, guys, you know, don't think that this is just walking in and you know, you're going to earn money as a person.

[00:12:23] You're going to be a tradesman. You got to understand this is actually very hard physical labor.

[00:12:27] Got to be in shape to do it. Of course, if you can do it, it's brilliant, but it's almost like he's telling it as it is.

[00:12:33] So yeah, you know, attracting people where it fits and then also you know deterring people where it doesn't fit, which is what really should be.

[00:12:43] It's not just about creating a magnet for all sorts because then you've got a massive sorting and assessment problem.

[00:12:49] Got to attract the right people for your business.

[00:12:51] And show don't tell that's the premise of a video like that.

[00:12:57] Yeah, but the bigger companies just need a little bit more control on what they can say and what they can't say.

[00:13:03] Ultimately, I do want to go back because we're not just talking about any old video.

[00:13:12] Yes, you've got your hero video where companies do invest in that beautiful hero video that would cost 10,000 pounds.

[00:13:21] 7000 pounds and have a group of people who can be part of that project and push that that that project out that video project out in a period of time.

[00:13:34] More than a month, three weeks, four weeks even longer.

[00:13:38] And that video is still an important video to have.

[00:13:41] But capturing sound bites from being able to ask your employees certain questions, just one question that goes for 30 seconds, 30, 45 seconds.

[00:13:55] That is what we're really finding is resonating and it can be repurposed as well.

[00:14:01] So the most important videos that can be created by organizations, particularly large organizations are ones that can be seen.

[00:14:15] You want the videos to be seen ultimately at a critical time within the talent acquisition workflow.

[00:14:23] So it is really important that...

[00:14:26] Let me stop you right there for a second because you mentioned this a couple of times, like the timing of when the video is seen.

[00:14:34] I want to explore what you know about this.

[00:14:36] So yes, we need the video to be seen, but if it's being seen at the wrong time of the candidate psychology, then actually just...

[00:14:45] It doesn't convert because the person's not in flow or whatnot.

[00:14:49] When is the perfect time for someone to consume a video?

[00:14:52] I presume it's after application, is it?

[00:14:55] Or is it before application?

[00:14:56] How do you see it as someone who's provided this service to multiple employers today?

[00:15:03] Sure.

[00:15:04] It's a bit old school in the way I'm going to describe it, but ultimately with talent attraction, even talent acquisition,

[00:15:11] what they want to do is have conversations with people who are A-grade talent ultimately.

[00:15:17] And when we talk about A-grade talent, we're talking about game changing players who are 1 in 30 higher.

[00:15:24] Talent acquisition want to talk to those people.

[00:15:27] Talent attraction want to attract those people.

[00:15:29] Now, those people have a mental list of where they want to work before they even apply for a position.

[00:15:35] So you front of mind for those A-grade players, B-grade players are going to research a company before they apply for a position

[00:15:42] and C-grade players are just going to apply for everything.

[00:15:46] Now, the problem is that a lot of recruiters are in conversations with C-grade players

[00:15:51] and they're not attracting enough B-grade players.

[00:15:54] So when we talk about attracting talent, we want to be able to put our customers in better conversations with A- and B-grade players

[00:16:03] and less C-grade players first and foremost.

[00:16:07] If a candidate is asking about culture and really curious about culture

[00:16:13] because they're still trying to figure it out in the first interview process, which we hear a lot,

[00:16:17] candidates when they have an opportunity to ask the question will typically ask,

[00:16:21] who I'll be working with and what's the culture like and recruiters just struggle with that.

[00:16:26] So typically what they do is push them off to a social site like a LinkedIn

[00:16:30] where a lot of their enterprise content lives, typically employed brand content

[00:16:35] and it's very competitive. If you're relying on LinkedIn to communicate culture, that's hard.

[00:16:42] And then lastly, these companies, organizations want diversity to people.

[00:16:51] Companies want to be able to amplify their diverse environment, ethnicity, age, gender.

[00:16:56] It's all very important to them to be able to attract those minority groups.

[00:17:00] So back to your question, when do you want them to see the content?

[00:17:08] Well, it's more like where you want them to see the content, when they're most curious.

[00:17:12] And we think and we know that candidates are most curious when they're on your career site,

[00:17:19] when they're really looking about what it's like to work within the company

[00:17:23] and they're trying to figure out what does this company stand for? Who are they?

[00:17:28] And that's how we feel we can really impact that workflow to provoke them to press apply.

[00:17:35] Yeah, really, really good point folks. I hope you're getting this.

[00:17:39] Essentially, we're thinking about where the content lives primarily and it's living within your career site.

[00:17:46] Who is actually on your career site? That's going to be a motivated candidate.

[00:17:50] That's a person who's already kind of fairly advancing their kind of psychology as to whether they are interested

[00:17:57] or motivated about this opportunity. What you have to do there is be able to provide evidence of what your company really is.

[00:18:05] And this is where the employee generated video content is so powerful, particularly if the answering a question

[00:18:15] that the candidate themselves may have about the company.

[00:18:18] So, I mean, as an example, maybe one of the things would be, you know, what is the, how quickly do people get promoted within a company or something like this?

[00:18:29] That's a really good one.

[00:18:34] Yeah, I mean, and then someone might be able to pre-prepare, say, okay, guys, this is how you do it.

[00:18:39] We can't obviously give you a set time, but it's based on performance.

[00:18:42] We're on average. We can tell you that we've been able to push these number of people.

[00:18:47] You look at our senior level management, 25%, 37%, 40% have been internal promotion, something like that.

[00:18:54] And that gives you as a candidate, okay, this is a company that actually does encourage your personal development because I can see evidence of this in senior level management.

[00:19:06] So it basically helps fill in those gaps that, as you say, I think recruiters might struggle to answer that question genuinely simply because they may not know number one.

[00:19:16] And secondly, they may not have the information to hand.

[00:19:22] Jeremy, you probably predict what the person's going to ask.

[00:19:27] I'm going to pass on to Gavin, who's our talent solutions manager shortly.

[00:19:31] But you just picked up on a really good point that not only is there a curiosity about candidates that you probably want to validate with the type of how they're navigating through information and the content,

[00:19:45] but also when is a really good time to ask someone internally to create a video when they get promoted?

[00:19:51] And then when we think about that, like I was one of our customers, I went to Vulture, they are massive financial company.

[00:19:58] They just executed a go-to market because people internally thought that no one got promoted, but there are hundreds of promotions.

[00:20:06] It was very easy for them to get that project off the ground because when someone is promoted, they're at their happiest within the company.

[00:20:14] They've just been acknowledged and of course they're going to talk about how they got there.

[00:20:19] And so internal mobility, we're not just thinking about externally but also shifting talent internally is a big thing.

[00:20:28] I do want to hand over to Gavin, our talent solutions manager, and then he can walk you through what a few of our customers are doing.

[00:20:42] Yeah, let's firstly bring Gavin on and we're going to do a demo of this because I think it's really interesting to see it visually.

[00:20:49] But you made a really good point in terms of the... You think about the key moments in an employee's life that are positive moments.

[00:20:57] That should be built into your flow to say actually whenever we promote someone or someone achieves a business win of some type,

[00:21:05] that's an opportunity to record a cool video. You're going to get some genuine content out there that's going to be really positive internally.

[00:21:13] People can see here, people are getting acknowledged, but also you can get it out there or you can put it into a place where it's discovered by future candidates.

[00:21:20] Positive stuff. Again, how many companies even think along those lines?

[00:21:24] Okay, we have Gavin here. Gavin, thanks for dropping in. I know we've roped you into this.

[00:21:28] I'm just like press scamp to join us as a webinar. Why don't you quickly introduce yourself? Who are you? What is it you do and what is it you're going to show us?

[00:21:36] Yeah, awesome to be here. I am every bit as passionate about HR Tech as David is.

[00:21:43] So yeah, I'm the talent solutions manager here at Video My Job and I've been working in HR Tech for about seven or eight years now.

[00:21:51] And yeah, a couple of years ago I had the opportunity to jump on board with the team at BMJ and help them with getting this amazing solution in front of as many employers as possible.

[00:22:03] And yeah, I'm really fortunate to be able to work with some of the fantastic global brands that we have that we can call clients.

[00:22:12] Yeah, fantastic stuff. And Julie, thanks for the comment there. We're going to get back to you in a bit there.

[00:22:17] Hang on. We might be able to answer this real quick. Is timing still important or more sort of location where the talent can find the info?

[00:22:24] Okay, so I think it's about, yeah, is timing still important or more the location? I guess there's several questions out there because the timing is important but the location you can basically stick it out everywhere you want.

[00:22:38] But the ideology here is that the candidate psychology, if you want to convert to application or you want to convert them into motivated candidates, it needs to sit primarily where they're most interested in the company which is CREOSite I believe.

[00:22:54] But I think, Gavin, you're going to show us the production side of it, aren't you? I mean, tell us what you're going to show us in a sec.

[00:22:58] Yeah, 100%. So we'll run through a couple of great examples of how our clients are utilizing the product and in the lead up to this session you kindly volunteered to film a video through the platform.

[00:23:15] So we've let the solution work its magic on that so yeah, we can kind of just quickly touch on that. But we want to I guess bring to life how this is all actually taking place.

[00:23:28] Like creating this video content at scale is not necessarily straightforward. The enterprise side of things and the scale aspect of it definitely introduces complexity and that's something we've solved for really cleverly through the platform.

[00:23:43] But yeah, maybe starting with the end in mind first like this is a solution or an example of how our solutions been applied really, really well across both our processes in the platform working in perfect harmony with our customer which in this instance is Deloitte.

[00:24:03] They had a really interesting use case where they had a tight deadline of I think it was four days to be able to create some video content to go alongside their campaign here before they were hitting go live and they knew that all these eyeballs were going to be on this page.

[00:24:23] So yeah, it was certainly probably one of the tighter turns or turnarounds but fortunately the AI tools that we've been developing were really able to pull their weight in being able to create all of this content.

[00:24:37] So David's had some conversations with Poncho over there recently and I think there's going to be a podcast that drops this week with Tarpod. It'll delve into that a little bit further but yeah over in the right hand corner here you see our technology story feed which has been plugged into their Grad Connection page.

[00:24:57] So eventually this is going to catch the attention and the interest of a candidate that is considering Deloitte and Deloitte's graduate program. So they're going to see somebody who resonates with them or there'll be a topic that appeals to them.

[00:25:12] They'll click into it. There's that natural sort of sense of curiosity and then they get to hear from the recent grads over at Deloitte about what their experience and sustainability team.

[00:25:22] And I'm here to share with you a little bit about the fantastic coaching and mentoring programs that I've had so far. So in Deloitte's graduate program you get access to two coaches, a career coach and a project coach.

[00:25:34] So this of course is all branded which happens automatically through the video my job platform. So they never had to worry about making sure that the logo was all correct or the color schemes or anything like that.

[00:25:46] You can see down here we have a very clear call to action as well that drives talent in this instance further into the application process.

[00:25:55] But as I click away, I'm then presented with this library of employee content and what this is doing is addressing a lot of those questions that all too often teams are having to sort of push candidates away into somewhere like a LinkedIn to go and find answers for.

[00:26:15] So what we know and what our customers are telling us is that all of these social spaces like LinkedIn or YouTube for example are incredibly crowded.

[00:26:25] There's a lot of competing messages sometimes from direct competitors. And yeah, I mean you've got every chance of actually pushing them into somebody else's talent application process as you do in kind of convincing them that your organization is the right place.

[00:26:43] Yeah, just keep scrolling because it's an endless scroll and immediately you can see the variety of people who work as a graduate at Deloitte.

[00:26:52] Now Deloitte is one of the top four people have a certain perception of what it's like to work there but there are so many interesting little sound bites different perspective from people talking.

[00:27:04] So diversity really jumps out at you. And if you just jump up to the top where the panel is with of topics, people can really search for the areas that they think that are quite interesting as well.

[00:27:19] So imagine you're just coming off your, you've just done your values or you've got a new mission. How can you align people to be able to amplify those things?

[00:27:30] It could be you've got a new employer brand because you've gone through an EVP, you've got your statement and your pillars. They can all be categorized there.

[00:27:39] 102 videos from five cities around Australia in two days is pretty incredible. And every single one of these videos have been branded zero editing, which is which is epic.

[00:27:57] I think that kind of production efficiency is going to be very interesting for people because most people who are watching this or thinking about using video are probably assuming it's going to take a lot longer life cycle to generate these bids.

[00:28:13] I was going to ask the question I was going to ask Gavin was do you have any stats on what the follow one click through rate is like for instance if someone clicks on one video like what are the percentage chances of them clicking on a second.

[00:28:26] Do you have any sense of what that number might be?

[00:28:30] Yeah, so there's a full suite of enterprise analytics actually that sit behind every story feed that our customers have.

[00:28:38] So at a granular level, you know, you could test what the conversion rate or click through rate on a video is that might be 45 seconds versus a minute long.

[00:28:50] So if you're driven by data and you wanted to really optimize your video for your audience, you've got all of that available to you.

[00:28:59] You have the number of videos that are being consumed in a session.

[00:29:04] I believe that averages around three videos sort of per unique interaction.

[00:29:10] But then most importantly obviously the call to action and click through.

[00:29:15] So we're saying that in a number of customers sitting anywhere from sort of 10 to 15 percent click through, which is obviously just absolutely monumental when you're sort of talking about like that world of call to action click through.

[00:29:29] So those are people that have watched enough video that then are so motivated that they're like I'm convinced that this is the right place for me and I'm going to fill that form out right here right now.

[00:29:41] That's really interesting.

[00:29:42] Hung, Hung, what we because this is hot off the press.

[00:29:45] They've just finished this grad program and went out just for one month and just came down on the 23rd of August.

[00:29:52] So they can compare the stats from last year to this year.

[00:29:55] We increased applications by 50 percent and we doubled engagement on this page.

[00:30:11] So what does that mean for people who have executed this?

[00:30:15] That means that people are more considered when they're applying for this position.

[00:30:19] So downstream conversions going to increase because people are more considered should I shouldn't I apply for the position time to hire metrics are going to improve as well.

[00:30:29] They have more talent to select from and you think it would create more work.

[00:30:34] But what we see from our other customers is the caliber increases as well because of their transparency.

[00:30:42] And then that leads to people staying longer so then it moves the needle on attrition and retention.

[00:30:50] It's really, really neat.

[00:30:52] But you're probably wondering how they're able to do it in four days.

[00:30:57] So maybe we'll jump into that.

[00:31:00] Yeah, definitely. Let's have a look at I mean I'm busy just for the audience here.

[00:31:04] I recorded a video. I received the link and I record a video.

[00:31:07] I think Gavin is going to show us now how that production flow works.

[00:31:10] Yeah, 100 percent.

[00:31:12] So that's all managed through our sort of workflow that is called campaigns.

[00:31:17] So if you imagine, you know, you're a busy recruitment marketing sort of team member or employer brand lead and you've got so many different focuses going at any one time.

[00:31:29] You want to be able to manage all of those different projects easily effectively at your fingertips.

[00:31:35] So that's why we created campaigns now loosely speaking there's two experiences that the vast majority of our videos go through.

[00:31:44] Let's say you've just revamped your EBP and you want to get 10 employees to all record themselves reading out a scripted video and you can cut that up into smaller increments have them all kind of collaborate on that video.

[00:32:00] It's a really good use of that or, you know, maybe you're sort of going with more of a static bid where you just want to communicate.

[00:32:07] But yeah, as David said, I think the employee stories and the Q&A style of video really resonate with the audience right now.

[00:32:17] It's what candidates outside the organization want to know and more and more in sort of a retention focus market as well.

[00:32:24] It's a good opportunity to highlight those good news stories internally.

[00:32:28] So in here we have a library of kind of default templates that you can select from or you could go ahead and pull from our sort of pre created library if you will.

[00:32:42] Now in the vein of how AI can obviously help this process one of the big sticking points in creating video at scale might be that that individual isn't as confident on camera or doesn't know what to say.

[00:32:55] So, you know, it's really I guess I'm quite proud of what the team have actually developed here because I know AI is the flavor of the month.

[00:33:05] But we've been so considered with the problem statement there of how do we utilize AI to actually support people in this?

[00:33:15] It's giving them the basis of what they might like to say.

[00:33:18] Everyone agrees unanimously that it's much, much easier to kind of put something in your own words than it is to sit there staring at the cursor from scratch.

[00:33:27] So, you know what we can do here is go with a script topic and that could be absolutely anything will obviously serve up some suggestions.

[00:33:37] But then I can align my personal experience to that topic and our AI script writer will actually give them the basis of starting there.

[00:33:47] So, you know, I could say something like today video my job is is so much more than two years ago when I started and I'm super excited about how the product has evolved over that time.

[00:33:58] Let alone what's just around the corner and there's a whole bunch of different, I guess, settings that our users can toggle to make sure that that is still in the right tone of voice.

[00:34:08] So, you can obviously set the length of the video which is quite important but down to things like what level of sort of formality of tone is in the messaging as well as multi-lingual support including more variations of English than I think I even fully appreciated on you.

[00:34:27] But, you know, most importantly we give those tools to the employer brand lead or that sort of recruitment market to be able to plug in the elements that they have within their organization.

[00:34:41] If they have a formal employer brand document kind of like spend six months, six to 12 months creating this invaluable voice of the company.

[00:34:50] You can plug that into the AI to ensure that it understands the unique elements about the organization things like your vision mission purpose or your EVP pillars, for example, all the way down to really granular things like high value words to use that are sort of frequent and common inside the organization

[00:35:12] and themes or sensitive topics to avoid even to the point that like video my job we most commonly referred to as VMJ we can pop our nickname in there.

[00:35:23] And if we had like an employee collective, you found out that Amazon refer to their employees as Amazonians which is a lot of fun.

[00:35:31] You can build that in there as well so it's really, really close.

[00:35:35] So, hung people people will debate we want an authentic video I would argue that an authentic video is one where someone does have the time to be able to say what they want to say in a really authentic way.

[00:35:51] And what we find even with all those videos from Deloitte and all our other customers, people are leveraging off scripts to get through this quickly feel organized and be able to best represent themselves and the company.

[00:36:07] This the AI has been built with your employee brand tone in mind but along with gender neutral language.

[00:36:16] The last thing we want to happen is for someone to send off an invitation and they can't use the video content and they request the person to create the content again because they've said something that doesn't sit well with the business.

[00:36:32] And it could be as simple as gender neutral language or they've just used words that they just can't use.

[00:36:39] For instance, if you work for a gambling company, you might not want to be known for as a gambling company might be wanted known for being a wagering company.

[00:36:50] So, if someone did mention gambling unfortunately you wouldn't be able to use that content and it's a real problem.

[00:36:57] So this addresses that along with the ability for people to feel organized to best represent themselves and the brand.

[00:37:05] Well, I think from a corporate point of view, like one of the issues I think we're struggling with generally with content creation is this sense of control and then permissiveness.

[00:37:16] Like how do we strike the balance between giving the people the guidance to be able to speak freely but also, you know, the guardrails because as you as we all know I mean you can't just have everyone say everything.

[00:37:32] Particularly that the bigger you go as a company the larger you go as a brand you get there's going to be risks associated to that.

[00:37:39] So I think one of the ways in which or one of the reasons why big corporates struggle with video is precisely that they lack a tool that helps them control this and at least give themselves the assurance that it will be, it will be, you know, guardrailed in this way.

[00:37:58] So I think this really is really positive.

[00:38:00] It should end end goal of this will actually be the production of much more content.

[00:38:06] So, so okay.

[00:38:08] These are all the controls from the use point of view.

[00:38:12] And we're going to say that I like the way it's you prompt the person by asking a question because that makes it so much easier for the responder to just respond to the question rather than have them dream up, you know, the reasons why it's a terrible culture.

[00:38:30] And you will know that is reason why I don't employ anybody because no one would work here.

[00:38:38] The high performance work.

[00:38:40] All right, let's keep going.

[00:38:44] So once you've landed on your on your topic, which you know you might choose to have multiple running at any one time.

[00:38:51] You then go ahead and invite your participants so you can see yourself right there.

[00:38:57] How am I in there?

[00:38:59] Can I just ask how am I in there with this be connected for instance to my email or something.

[00:39:05] Is that sort of how I would get the drop down.

[00:39:07] I'm just thinking from a let's say I'm an eb person and I want to say right.

[00:39:11] I want to select a bunch of people.

[00:39:13] I want to do a mass send out like is that how do I get the people in.

[00:39:17] Yeah, 100%.

[00:39:18] So we've got different options you can see at the top there if I wanted to invite individually I could go ahead and do that.

[00:39:23] We have bulk upload capability.

[00:39:25] And we can also plug into your enterprise single sign on solution as well.

[00:39:31] So depending on how you know our customer wants to work and obviously what's important for them.

[00:39:38] There's a number of different ways that you can obviously invite people to collaborate.

[00:39:42] You could also just set up an open link for people to participate in in filming for example.

[00:39:48] So if you have an activation inside your office for a particular event or anything like that.

[00:39:54] You could actually just pop a QR code in there for people to scan and then they can submit videos about that topic or anything that their team are doing that kind of ties back into that campaign.

[00:40:06] For example, so lots of different ways to be able to capture content as well.

[00:40:13] So let's just invite myself for example here.

[00:40:17] You know, obviously I'm going to fill that out and invite a whole lot of people.

[00:40:21] And then in here I can just name my campaign something really recognizable so and then I can set a deadline if I would like to depending on where in the world you know I'm requesting video back from or I can just turn that off and I can give really specific instructions so might be things like hey make sure that you please don't film this.

[00:40:50] If you're working remotely optimally, you know you'll be recording this in the office.

[00:40:54] Maybe have a look for an environment that is representative of your role any sort of specifics so that again, you know in terms of managing what you get back from the recordings.

[00:41:05] You've got the highest probability that it's all going to be really usable content and then we hit launch and video my job facilitates everything around that campaign so that will then go out to everybody.

[00:41:19] That is participating and by jump over really quickly we have a good example, you know of your video for for instance so I obviously sent that out to to yourself.

[00:41:30] And then I can see that that has now come back in and we've had our AI go through and automatically edit that apply the thumbnail give us a description and we can watch that in just a tick but to maybe just give you another example as well.

[00:41:49] So the team over at Deloitte having a look at like more of a I guess a fully fleshed out campaign how that ran from start to finish.

[00:41:57] You can see we had a number of different questions for different participants to go ahead and answer over here on the right hand side.

[00:42:05] I can see at a glance under all my different icons each status and where everything's at and if I jump in and just have a look at one of them really quickly coaching coaching and mentoring.

[00:42:15] You can see here I've got all of my finished product so that was all automatically branded edited by our solution.

[00:42:25] But then I also have everybody who was invited to participate in that and I could go through and you know choose to send out a reminder to anybody who'd not yet responded anything of that nature.

[00:42:37] So you know at that scale level where a lot of teams and individuals are always short of time.

[00:42:44] This makes it really really manageable to be able to achieve something like producing over 100 videos in four days.

[00:42:52] Yeah I'd like some stats on that case study actually so I wonder whether either yourself or Dave could send that over to me in a moment because this is the sort of efficiency I think a lot of people are not aware that is possible to achieve.

[00:43:07] I mean I'm going to be giving a bunch of talks in Q3 Q4 particularly on this topic of recruitment efficiency and this I think is a wonderful example of the production side of it.

[00:43:18] And we can talk about all the follow on sort of benefits of that going forward but I can immediately see this being relevant to one of those companies I'll be giving a talk to.

[00:43:29] So yeah.

[00:43:31] I'm purely on a marketing play to create the content. Yeah there's there's a huge ROI there.

[00:43:37] You know imagine every video that was created costs.

[00:43:41] 2000 or 3000 pound or even 1000 pounds to go through a digital agency to create that content and then how long it would take.

[00:43:48] But it's the metrics downstream that we're really impacting story feed really impacts the TA metrics so place the content where people are most curious about what is going on.

[00:43:59] What it's like to work within the company.

[00:44:06] 100% so this is why the example of your video fully done up by our solution.

[00:44:14] So I'm very nervous actually.

[00:44:19] I can't remember.

[00:44:21] I'm sure it's a terrible video but let's let's hook your AI editors up to scratch and like knocked out some of the crap I was talking about.

[00:44:28] Mind if you're using Q.

[00:44:30] Yeah we wouldn't put jobs like that but yeah I mean you know this is a good example of where applying that obviously at scale is going to be a huge benefit.

[00:44:41] If we were curating individual videos very very carefully then you know we would choose to go down one of the other editing options that we give our clients that can enable you know higher quality outcomes.

[00:44:54] You know a bit more sort of wow factor or anything like that but when you're putting together obviously the library of content you need to keep that efficiency front of mind.

[00:45:06] Well I think the bottom line is basically consumer behavior has changed how we consume media has changed.

[00:45:14] We're spending less and less time reading text particularly on a screen and more and more time.

[00:45:21] So you have to have your branding at the start there.

[00:45:24] We've also got subtitles which have been generated for you in the platform so use natural language processing technology to listen to what you've said and then it's very easy to enable those if that's something that you want to add.

[00:45:40] And I know for almost all of our customers accessibility is like one of the top sort of priorities for a lot of their content so that's a huge time save for them as well.

[00:45:51] So down here you know if we wanted to we could obviously feature a call to action this instance we chose not to incorporate that into there but you know I would imagine we would send people to your web page to go and sign up get all the good stats coming through so yeah that's a fully AI edited branded video.

[00:46:13] Yeah that's a great demo Gavin and apologies to anybody who had to watch those five seconds I was actually very pleased that you hovered over the mute button and got me muted off that was the right thing to do.

[00:46:28] Okay yeah this is really good.

[00:46:31] How you would then take that even further so you know you can jump in share that any number of ways you've got obviously that hosted page there but cross publishing is sort of available for social spaces they can download that content into MP4 and take it elsewhere.

[00:46:53] And I think if I could just end on one you know again great customer use case that kind of shows like a different set of branding how versatile this is this is obviously a live careers page for Haley on they have a really interesting challenge which is that they're massively well known consumer brand.

[00:47:17] That doesn't necessarily have the same cut through their corporate brand.

[00:47:21] So they have products like Panadol and Sensodyne and Voltaren that all of us have sitting in our house and in their story feed they've done really really great work in positioning their product in the foreground in the background of some of their videos.

[00:47:39] But what I particularly like to call out about Haley on is just how well it sort of showcases that diversity within the organization.

[00:47:49] Regardless of anything like age ethnicity gender like we sort of covered initially with Deloitte as well and their employees have absolutely responded to this as well like I would encourage everybody to have a look at Haley on corporate LinkedIn page and in a lang over there that heads up their employer brand is.

[00:48:09] And I think she shares a lot of content to the area to take note of is how many times all of that content is getting reposted like they're getting upwards of several hundred kind of interactions on each of their posts because it's sharing the real employees within within the company.

[00:48:28] It's not some sort of kind of drive land corporate posts that they're asking employees to push out to their personal networks.

[00:48:36] It's a member of their direct team or someone that they work alongside of it might be upstream or downstream.

[00:48:43] One of my favorite videos is the CEO of Haley on if you don't mind opening that video getting behind this project.

[00:48:54] Now this video was sitting dormant on YouTube so they've imported this content onto story feed and it's impacting the talent acquisition workflow.

[00:49:06] Let's take a listen doesn't go for very long.

[00:49:08] You have to see Haley on employees across the world celebrating as a proud ally and advocate.

[00:49:15] I'm passionate about playing our part in creating a world where we're no longer judged for our race ethnicity gender age sexual orientation.

[00:49:26] It's important for all of us to join the conversation so we can contribute to positive change and help break down the barriers many continue to face.

[00:49:44] What one question I've got guys.

[00:49:46] So this is appearing on the haley on dot com sort of domain.

[00:49:53] So how does that get onto the domain?

[00:49:55] So I presume there's some jiggery poker required for this to happen.

[00:49:59] Can you just walk walk us through that so I'm sure some people watching this and we're thinking all right it looks great but you know do I need to speak to it do I need to do this this and this like what's the what's the flow to get this story feed onto my careers page.

[00:50:14] Yeah absolutely.

[00:50:16] Did you want to talk to it.

[00:50:18] I think we're a little tight on time.

[00:50:20] Yeah yeah very quickly so we serve a line of code and the line of code is just a cut and paste it is the easiest integration in the world.

[00:50:31] It'll be harder to find the person who's going to upload it to your career site then actually cutting and pasting a line of code and literally it's one line of code.

[00:50:41] But what I've also got hung is a landing page.

[00:50:44] So when you think about marketing segmentation you don't necessarily have to rely on security internal security getting it over the line because we can create the landing page on your behalf and deep link the videos out to social so you can track them all.

[00:51:01] And what we're able to do is like Gavin mentioned through enterprise analytics share with you what is landing whether it be the topics on the left hand side or the video so you can repurpose that content whether it be through onboarding or in other ways they're planning to improve the candidate experience.

[00:51:20] So yeah integration it is it is so easy it's just not funny.

[00:51:27] And all of the videos are managed inside the video my job platform which the feedback to has been that it's a bit of a lifesaver because no one in the talent space has the level of access that they would like to their website generally.

[00:51:43] I think I've heard one or two people in my time that might have.

[00:51:48] So when employees leave they're able to instantaneously jump into video my job and remove those videos and replace it with all the amazing content they created in the meantime so that it's always relevant it's always fresh.

[00:52:02] You know no one's looking at your hero videos and then wondering oh well if it's such a great place to work why did the person in your video leave six months ago or a year ago or whatever the case might be.

[00:52:14] But also that flexibility of different sort of seasonal recruitment trends like if you do Christmas hiring or anything like that and you know that in October you just get absolutely inundated with people solely looking at that sort of Christmas jobs push

[00:52:31] then you can adjust the content to I guess suit what traffic is then coming into your page so yeah for a lot of clients it's just been that sort of unrivaled level of flexibility that's been a huge benefit for them.

[00:52:45] Yeah and I think that control on the content is massive.

[00:52:50] You know I can see how easy it is to set up the ask you know set up the request for the video you get the people to shoot the videos come back into a dashboard.

[00:53:03] You can then you know have a look and edit have that full control then publishes up there and how to go so I think that's going to be definitely more powerful and more useful as you say then collecting together a bunch of MP3 MP4s or whatever

[00:53:19] and trying to manually update which I think a lot of people are probably doing right now.

[00:53:24] Very very good.

[00:53:25] Okay Gavin listen let me let you go thanks so much for the demo really appreciate taking the time to do it.

[00:53:33] David I've got a few more questions for you if you don't mind.

[00:53:37] The I mean the the the the the sort of this product seems to work best for large scale high volume hiring I would say because it's because the main value is you can scale it out you can get a lot of videos back in that short period of time.

[00:53:55] I know you don't think that's the main the main metric but I assure you a lot of people looking back and think you know what I need to get these videos done.

[00:54:03] And they don't want to load on extra work that prospect of doing that's terrifying so is what would you say would be you know the sort of hiring scale that would suit this story feed product.

[00:54:16] Yep so we find the rubber really hits the road with companies that are employing over 400 employees a year.

[00:54:25] If you're if you're a few thousand employees it's having a product like ours can can really be of benefit because you can move those marketing metrics or sorry those TA metrics really well but culture at that point does become really hard to communicate

[00:54:44] and there's all these pockets of culture that live within the business and you can start to really effectively communicate culture to really attract those A and B grade players.

[00:54:57] So companies of all sizes that range from two we've got companies that have hundreds of thousands of employees.

[00:55:04] But yeah you would start around a couple of thousand the sweet spotty's 5000 plus employees and you know they're not a number one there.

[00:55:14] You know they really struggle to communicate and cut through amongst all the noise that's in the market they need to attract talent.

[00:55:23] Yeah that makes sense as well I would say anybody who's kind of managing a product like this is likely to be sitting in a team of you know of you know five at least five or six people I would imagine and that would map to the size of company that you're talking to so

[00:55:38] that gives a very good window as to what we're looking at.

[00:55:42] That's fabulous man really exciting and it's quite fresh off the fresh off the the press isn't it like some of the new features.

[00:55:50] Yeah really yeah when I say when we say it's fresh like you know we've continued to roll it out over the last 18 months and we've learned a lot.

[00:56:02] So so yeah look we are very confident that the product works and yes we're saving time and moving the TA metrics.

[00:56:10] We do have a special offer hung which I wouldn't mind sharing.

[00:56:17] Companies that companies that engage with enterprise solutions like ours can sign up for multi-year contracts and spends you know upward of 100,000 on a product like this.

[00:56:30] We don't want you to spend so much money initially whilst you're trying to prove it out.

[00:56:37] So we have a 90 day pilot where we as a business will support your goals that are aligned to what we believe you can achieve within those 90 days to be able to bring a story feed to life and really be able to capture a lot of the content to really emulate what Deloitte has just done 102 videos in four days.

[00:57:00] So look it works.

[00:57:02] And so the cost for that 90 day pilot is 7500 pounds and we know we're not going to be the billion dollar company that we aspire to be doing that but we do feel it's high value to the person who's probably never rolled out video before who can get a solid business case on what the ROI is

[00:57:28] but implementing a solution like video in my job.

[00:57:32] So we tried to package up something that was really advantageous.

[00:57:36] We've rolled out pilots very successfully since we launched at the start of this year and yeah we feel really good and comfortable about supporting a business that really want to amplify and communicate culture.

[00:57:56] Yeah fantastic stuff.

[00:57:57] I mean to be honest with you I think that's a very very reasonable figure.

[00:58:01] If you can get the support from the team to create a web page like this and a story feed of that type with a library of video content of this nature it's worth easily worth 7k me.

[00:58:12] But listen how do people activate that?

[00:58:18] Like what do they do to get to grab all of this?

[00:58:22] Sure so look I mean I'm out there on social so they can reach out to Gavin or myself or they can request a demo through videomyjob.com

[00:58:37] And just we have like a little slot there how did you hear about video my job and if they mentioned BrainFood or this podcast then they'll get that 90 day offer.

[00:58:54] Fantastic stuff.

[00:58:55] Okay folks you know what you've got to do we'll share the link with you make sure you put BrainFood in there how did you hear from us and make sort of take advantage of the offer.

[00:59:05] I think this is a fantastic looking product and particularly you know the communication that you want about your culture about what you stand for as a business that's coming from the employees.

[00:59:18] It seems to me that this is one of the very smooth ways in which you could achieve that goal.

[00:59:24] Okay thanks a lot David appreciate your time and it's kind of not the optimal time in the day for you so really appreciate your spending the moment with us.

[00:59:32] Everybody I hope you've enjoyed talking about video I'll talk about video and also the demo of this product.

[00:59:40] VMJ's videomyjob.com go and check it out.

[00:59:43] It's one of the products out there I think that can really make a difference when it comes to communicating what you are as a business.

[00:59:50] Thanks for watching everyone.

[00:59:51] Thanks so much for listening to today's episode.

[00:59:58] If you want to learn more about activating your employer brand strategy and EVP then you can check out podcast.videomysjob.com for a library of industry perspectives and how to.

[01:00:08] Now if you're ready to level up your activation strategy then you need an employee story video platform and that's what we do.

[01:00:14] Go to videomyjob.com forward slash demo to book a walkthrough with one of our video specialists or click on the pricing page to learn about our new 90 day pilot program.

[01:00:25] Lastly we'd love for you to help us spread the word about the VMJ pod to attract new experts and practitioners to share their activation strategies so please take a screenshot of wherever you're listening and post it on LinkedIn.

[01:00:38] Don't forget to tag us at video my job we are so grateful when you do that.