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Elevating EVP and Brand Awareness with VideoMyJob
This podcast episode features Megan Alexander interviewing Nicola Thistlewaite, the National Manager of Recruitment Sourcing and Partnerships at Compass Group Australia. They discuss how Nicola's team has leveraged VideoMyJob over the past year to elevate their employer brand, showcase employee stories, and improve metrics around applicant quality and conversion rates.
Key Discussion Points:
- Before VideoMyJob, Nicola's team had an "archaic" process relying on employees to voluntarily provide photos and videos that could be repurposed. This was disjointed and time-consuming (00:07:07).
- Main goals with VideoMyJob were to increase exposure of their employee value proposition (EVP) and improve external brand awareness (00:09:36).
- They focused on capturing diverse employee stories to showcase career progression opportunities aligned with their EVP values like "chart your own career" (00:11:15).
- VideoMyJob has helped them attract higher quality applicants who understand roles better. This also reduces turnover due to better job fit (00:14:26).
- They convinced leadership by demonstrating metrics improvements in areas like bounce rates (decreased by 5.2%) and conversions from applicants to hires (00:34:08).
Guest Bio: Nicola Thistlewaite is the National Manager of Recruitment Sourcing and Partnerships at Compass Group Australia. Her team oversees graduate programs, apprenticeships, job ready programs, executive search functions and more.
Company Bio: Compass Group Australia is a large food and support services company operating across sectors like business and industry, defense, healthcare, education, offshore and more. They have over 13,000 employees.
[00:00:06] Megs: Hi, everyone. I'm Megan Alexander, and this is the VideoMyJob pod where we regularly interview VideoMyJob users to give you insights into how they successfully leverage leveraging video and their talent brand strategy. Now I recently had the privilege of chatting with Nicola Thistlewaite, Compass Group Australia's national manager of recruitment, sourcing, and partnerships, where she shed some light on how integrating VideoMyJob Strategies has elevated the employee value proposition and also increased their brand awareness externally. Now I have, Bo Pollard, our customer success lead with me today to give you a quick overview before we get into our session. So I know that you've had to listen to the chat with Nicola, which I found really insightful for a few different reasons. [
00:00:50] Megs: So firstly, I was blown away, by the outdated approach. I know that it's so common within our, you know, potential customers anyway, but I you know, it it does still surprise me. And to use Nicholas words, you know, an archaic approach before video module, where they relied heavily on, employees volunteering to send through videos, pictures, any collateral that they could repurpose into meaningful content to showcase the EBP. And even then, they'd need to, like, track that down and find out whether they had permission to use it externally. So, yeah, just it always does surprise me, particularly with big companies, you know, like Compass Group.
[00:01:30] Megs: But then at the same time, I was so impressed with how they've really embraced the power of storytelling in these strategies since incorporating it in my job. I mean, they're only 13 to 14 months into implementing the platform, and yet they've managed to collect a whole library of employee stories, that has been driving engagement, showcasing their diversity, and really the vibrancy of the careers at at Compass Group. And then lastly, you know, the the metrics, I feel like they speak for themselves. The, you know, the increasing quality applications that they're getting through now, and then and then being able to move the needle on getting the right people in the right roles, which, as we both know, reduces turnover, which can be very costly. So, yeah, those are my those are my those are my key takeaways.
[00:02:19] Bodin: Yeah. Same. I was, I was really impressed. I mean, she she had such a solid way of describing everything that she's been able to achieve with this program, and I think it comes from the level of clarity that she had across probably 4 main areas, strategy, tactics, measurement, and also the human side of things. I'll, I'll start with the human side of things.
[00:02:39] Bodin: I did love a comment about in terms of getting people on camera appealing to their inner peacocks. I I do love driving? Yeah. Yeah. Yeah.
[00:02:51] Bodin: And just making sure that, yeah, that Pete, the the individual contributors that she she wanted to have participate in this, understand what's in for them. You know, they they there's a war for talent out there, and this is each individual contributes opportunity to to contribute to that process of hiring that next perfect team member. I mean, it's a really strong draw. In in terms of strategy, what really stood out was the clarity the of the EVP. A a lot of those points chart your own career, do good, feel good, and create a wake workplace for everyone.
[00:03:23] Bodin: Brilliant. Brilliant EVP. I'm I'm thrilled that they've used video my job as a as a platform to amplify that. You know, we we touched on a few of the tactics. She she was really good, and that's part of what makes the video so great, to watch, her ability to talk through the way that she's actually gone through that operational process of of implementing it and and growing the program.
[00:03:47] Bodin: And that's now producing these beautifully measurable results, you know, 5.2%, decrease in the bounce rate, improved click through rates, increased conversions from from applicants to hires, reducing labor turnover. So she's covering the full spectrum of attract, convert, retain, lifting it back beautifully, to an actual business impact and being able to articulate that and go into the 2nd year of her subscription with a really clear business case for it.
[00:04:19] Bodin: I think the thing that I'll kinda leave off with and what will stay resonating with me after watching that interview that you did with her, and it was a great interview, by the way, Megan. Great job. Is that quote where she says, if we if we can't show our employees that already feel that, that being their EVP, how are additional employees gonna feel and understand what's available to them? Just a beautifully human footnote to her whole strategy and success story there. Good stuff.
[00:04:49] Megs: Awesome. Thank you so much for your insights, Bo. And, yeah, without further ado, here's the episode.
And today I've got Nicola Thistleweig from Compass Group dialing in as our guest.
[00:04:59] Megs: Hi, Nicola. Thank you so much for joining us today.
[00:05:02] Nicola: Hey, Megan. Thanks for having me.
[00:05:04] Megs: Yeah. Absolutely. So I'm really, really looking forward to delving into your journey with VideoMyJob and also sharing your strategy and wins with our listeners. So I'll just jump straight in there. Nicole, I'll get you to introduce yourself actually.
[00:05:17] Megs: So can you start by telling us about your role, and your team?
[00:05:22] Nicola: Absolutely. So, I couldn't actually fit my job title on when I was, typing it in, so I've got a long one. It's National Manager of Recruitment sourcing, and partnerships. And and what that means is that my team look after alternate career pathways into the business. So a grad program, apprenticeship programme, job ready programmes, work based traineeships, executive search function, external partnerships with education providers or job network providers, external skills academies, and also we look after our external facing brands, so our social media and career websites as well.
[00:05:58] Nicola: So big exciting role, with an awesome team.
[00:06:02] Megs: That sounds it it sounds great and sounds diverse. And and, yeah, I'm very excited to hear, everything your team your team have been doing. So how long have you been using VideoMyJob?
[00:06:14] Nicola: So we've been using VideoMyJob for just over 12 months. So I was really new to the to the business. We actually, we were really fortunate in that one of the senior leaders that joined the people team had used video my job in an in his previous company that he was with. So when he when he joined, one of the first things that he wants to do is raise a business case for video my job and get it get it implemented straight away. So this will will be rolling into our 2nd year, but I think we're on about month 13 or 14 of usage.
[00:06:49] Megs: And look, I've seen some of the really great content your team are producing across both your social media channels as well as your career site, which we will dive into shortly. But I'd love to know what was the status quo, before video my job. So what was your team doing before video my job was implemented?
[00:07:07] Nicola: Look. It sounds really archaic when I when what what I say is gonna sound really archaic. And now that I'm thinking about it, the steps that we took previous to video my job probably seem quite disjointed. So we relied very heavily on, I guess volunteer videos or volunteer pictures, volunteer collateral in any sense so that we could then pair that up with our careers website or on our job ads, on our leaflets and posters, and and, and YouTube as well. So we would, you know, we would maybe see something that was shared on an internal platform and then we'd reach out to the hiring manager to see if they have more content.
[00:07:46] Nicola: Did we have permission to use that content? Did they have anything else that we could use And then we'd have that raw content, whatever it may be. It would come back to us. How can we use this? How can we edit it in a way that achieves the goal that we wanna achieve with that?
[00:08:03] Nicola: And then where do we put it to have the most impact? What does that look like externally and internally facing? How can we celebrate what is drawn in the right way? And again achieve those aims that we want to with that particular piece of content. So as I say the the the more I think about it, the long the longer that process seems.
[00:08:24] Nicola: And we've been able to really eliminate that over the past 12 months.
[00:08:28] Megs: Wow. That does that does sound like many, many steps that you had to take to get content. And I can imagine trying to get that content as well. It would have been a massive uphill battle. So when you got VideoMyJob, when you knew that VideoMyJob was going to be implemented, Nicola, what were, like, 2 or 3 key things that you really wanted to improve or achieve using the platform knowing what you knew?
[00:08:52] Nicola: It's a great question and I think always in part of my role I'm cognizant to to be thinking about what's the employee journey. So what is it that we're doing that either improves our current employee journey or how can we give them the tools to understand what they can do to better their employee journey themselves. So for me it was really the elevation of our employee value proposition, how can we get the messaging out internally? And then as a flow on from that, how do we increase our brand's awareness externally? So, you know, I find myself saying every day that Compass is the largest brand that people have never heard of, because we have so many business or business names dependent on the sectors that we service.
[00:09:36] Nicola: So for me, it was increasing the the brand awareness of Compass Group Australia, but also, tailoring a brand awareness for the individual sectors. Is very different from what we do with Levi, our venues business. Is very different from what we do with Levi, our venues business. So it was making sure that, everything that we used VideoMyJob for was tailored to them, but also in with that main goal of elevating the brand.
[00:10:08] Megs: And it's interesting because I do hear that a fair bit from companies who have, you know, sort of sub brand sitting under them or they've got multiple brands with sitting within their company that, you know, that it's, yeah. They struggle to get their brand awareness out there and they struggle to, to really showcase their EVP. And Bo it's it's it's really great, yeah, to to hear that. Bodin terms of in terms of that's what you want to achieve, Nicola, can you talk us through, how you've achieved that or and and whether you've achieved that over your over the last 12 months?
[00:10:45] Nicola: So I think it's an ongoing process. So anything to do with EVP and brands is going to be never ending, and it's ever shifting and and and changing, and that's what's exciting about about this space that we work within. Right? So, what we've really done is is try to level up that EVP to to make it more visible as much as we can. So we think about our employee value proposition, it's to chart your own career, to do good feel good, and to, to create a workplace for everyone.
[00:11:15] Nicola: Now if we can't show our employees that already feel that, then how are our additional employees going to feel that and understand what's available to them? So if we think about chart your own career, so let's pick that one up, and a way a way to chart your own career is to move through the training programs that we have into a unit manager role or would be to recognise yourself that you really see yourself moving into that culinary field. What can we do to support you through an apprenticeship? So for us it was about collecting those employee stories that have successfully done things to chart their own career and have them talk about their own experiences so that our employees have somebody or have something tangible that they can see, but also have somebody that they can relate to, that they can see. Well, actually, that could be me because then it's their felt experience too, and always bear in mind what's in it for them.
[00:12:11] Nicola: So that's an ongoing thing and will continue to to be ongoing. You know people never start stop charting their careers. The employee life cycle can be as long or as short as as people feel. When it comes to brand, though, we've we we use some metrics to to track what that is. So I'll give you an example, Megan.
[00:12:30] Nicola: We have over 800,000 visitors to our careers website every month, which results in 20,000 minimum applicants per month. Bo a business this size that's pretty normal, but what we really wanted to do when we elevate the brand is make sure that we attract the right people for the right roles first time every time. So what we've really been able to do with the use of the right collateral and and Vidyo My Job being a part of that is make sure that that the job ads or the careers website really talks to what the real life role is. So if I think about a housekeeper on a remote mine site in the middle of the gold fields in Western Australia, They're working 14 days straight or maybe 1 week of days, 1 week of nights. They're working 12 hour days with an hour break in the middle.
[00:13:21] Nicola: What does that look like? So what does that actually look like? What is that job? How many rooms do they need to clean? What do they do in their spare time?
[00:13:29] Nicola: Do they have any recreational facilities on-site? What does working on that roster mean to them? And then we translate that into what does that mean for that brand? So that's ESS. What does it mean for that brand, and how do we use to attract the right people into those housekeeping roles so that that person knows exactly what they're walking into in that role?
[00:13:51] Nicola: And the receiving site know that they're getting somebody who completely understands what job they're going to be required to do after their training time. So in both senses, we've had great success. So the great success with the EVP is that, employees more and more are aware of where this company can take them, wherever it may be. And, externally, we are recruiting the the or we're attracting the right people more often now, in our applicant process. So we still have those volumes of 20,000 applicants per month.
00:14:26 Incorporating Employee Perspectives in Employer Brand Storytelling with VideoMyJob
[00:14:26] Nicola: That's pretty normal for us, but it can fluctuate dependent on the information on the job. And we find that if there's a video at the top of the job, the applicant volumes go down, but the quality remains the same. So we may not get 15,000 people apply for a housekeeping role, but all of those people that apply for the housekeeping role know what role they're gonna be going into. So they're not blindsided or the recruiter isn't needing to say, hey. This is what you do, and they don't really understand it.
[00:14:56] Nicola: They're hearing from an actual housekeeper on a on a mine site in the gold fields, And we try and do that across the board too.
[00:15:04] Megs: Wow. That is so great because it sounds like you're doing a a few things there. So you're providing what that sort of career progression could look like when you're coming in from, you know, sort of a lower level and where you can go with the company, but then also what that day in the life is. So then you're going into that role with your eyes completely open, knowing what you're getting yourself into because you've heard, you know, you're getting to hear from another, you know, another person who's cleaning, knowing what that looks like, what they what they day day to day looks like, which is, so important and so great. And, I love that you also touched on the quality versus quantity because that is so important as well.
[00:15:43] Megs: Have you noticed particularly since incorporating VideoMyJob that that's, you know, now that you're able to create those, you know, day in a life videos, etcetera, that you're that that that's really improved in terms of the applications that you're getting through now, Nicola?
[00:15:59] Nicola: Yeah. Absolutely. The the applications that come through when we use a VideoMyJob or or a meaningful piece of collateral like VideoMyJob and the applicant quality is and and that's not to say that the applicants were in quality before, but they truly understand what role it is that they're applying for. So if it's a head chef at an airline's lounge, they understand what they need to do as that airline's head chef. If it's a electrician working at a at a hospital, they understand what will be required of them and what sort of environment that they'll be working in.
[00:16:37] Nicola: And realistically the the process for us is is that we wanted the people who don't or don't really understand the role or don't want to do that role that they have the opportunity to opt out based on what they see is the actual position. So for us, that's a real it's a it's a win win for us because we'll find a home for those other people somewhere else in the business. But if that electrician role working at a at a hospital is not right for them, then they won't apply for it. [00:17:07] Megs: That's such a great way to look at it. And in terms of conversion, Nicholas, I know that that's another sort of, metric that you look at. Was is that does having VideoMyJob being incorporated, through the processes, had does has that helped with your conversion rates as well?
[00:17:23] Nicola: So, yes, it's definitely helped with the conversion rates. And I think there's other areas that we use video my job that that helps to convert to give us a greater conversion rate. So as an example, if somebody is invited for an information session, mass information session, they sent a link to a video that will tell them how to prepare for that information session. So what can be expected in it? How and that's not something I've seen externally.
[00:17:49] Nicola: We don't promote that on socials and YouTube. It's just the the video my job link that's in you know. Communication to them and then there'll be things like what can you expect when you're going to site and then that's in there too. So it it allows us to add the additional level of communication, real life touchpoint communication, not an email or text message or a missed call. It's that real it's still a felt experience.
[00:18:14] Nicola: It allows them to have that felt experience throughout the process. So, yes, the conversion rates, have definitely been impacted in a positive way, but I think for us, Megan, the most important thing is it's the, the labor turnover too. So if we attract the right person at the first time, every time into a role, that positively impacts our labor turnover, meaning that less people will leave after, I don't know, a few swings if it's on a remote mind cycle because it wasn't what they were expecting. The the chances are that they will have, you know, we we have a common saying give me a year, we'll give you a career and that that, you know, we get that longevity. Or we're starting to see the longevity from the hires when we're able to give people a real life example of what the role is before they apply.
[00:19:06] Megs: That is I I love that story and, because, you know, it is turnover is such a costly, a costly thing. So I'm glad that that that's, helped in that process as well, Nicola. So you have mentioned a few different, ways that you guys are incorporating, video into your strategy. But since implementing VideoMyJob, can you share how you've incorporated employee perspectives in your employer brand storytelling? So just across across your business, can you share with our listeners how you how you've been doing that and how you've been achieving success with that?
[00:19:42] Empowering Teams Through Employee Storytelling with VideoMyJob
[00:19:42] Nicola: Yeah. Absolutely. So this is my favorite thing. Right Bo the real life employee stories being shared is it is unmatched potential, it's unmatched advertising potential. Bo, we we've had to think of it from a few different angles right because if we think about the implementation of VideoMyJob in the business there was a lot of there was a lot of buzz around VideoMyJob.
[00:20:06] Nicola: A lot of people wanted to get involved, but then when they realized that they'd have to actually film a video, maybe their, involvement excitement dropped off a little bit. So we had to really think about what's in it for the individual story teller and and how can we help them to get that, to elevate what they're trying to say. So what we would do with a mind site cleaner is very different from what we would do with an executive director. But, essentially, what we do is we show them the metrics of how it works. So if we've gotta hire a manager who's got a really niche role and they're like, I really wanna attract the right candidate, we show, hey.
[00:20:44] Nicola: Well, have you seen John Smith's video from 2 weeks ago and and these metrics? And then if we have an employee story too, this is this is always the best thing. Right? We have 13,000 people in this business. Everybody has a story to tell.
[00:20:58] Nicola: So if we think about recently I was at a at one of our sites and there were there's some people who are eager to talk to you when you're in recruitment. There are also people who are eager to tell you how things can improve or what what differences you can make. They're the people that I love to just massage into maybe doing a video my job. So I go, this is awesome. I really wanna hear this more.
[00:21:20] Nicola: Can we just have a little chat about how we can get this on video? And at first, they may be a little bit, oh, I'm not sure. Where's this going? What are we doing with it? And we talk through exactly why we're doing it, what it would be great for, how it will help them, how it will assist them, how it promotes at the great work that they're doing.
[00:21:40] Nicola: And and, you know, it takes a few minutes and I think we all have it in a peacock within us and and if we can promote the awesomeness of of each individual person, then we'll absolutely do it. We then interlace those stories with everything that we do. So, example, we launched women in food a few weeks ago in the business, which is initiative, for essentially a cohort of women to make some changes in the business as as as we go if needed. And we used employee stories from video my job as part of the as part of the voice overs for that. So it's about as well talking about the different things.
[00:22:22] Nicola: So it may feel really daunting sitting in front of and being recorded reading the script. But what if we don't show your face when we use that video? What if we use your voice over and we put it over a video of somebody, drizzling maple syrup on pancakes that they've just flipped? What if we use that as an opportunity to to use your voice over and the awesome things that you say in some of the content that we've got as well? So, again, it's about really understanding what's in it for them, massaging what's in it for them, and then showing the different ways that we can use their awesome individual stories internally and externally.
[00:23:04] Megs: So it sounds like it like your team has really recognized great ways to be able to bring that to life, Nicola, but then also really thought about how you could motivate your people to get them on camera, which I feel is, you know, talking to customers is also the other battle. Is it's it's getting people on camera. So it sounds like you've you've found a few different ways to, to overcome that challenge by really I I think it's you've sort of touched on giving them a platform, but then also really thinking about, yeah, that individual's motivations as well. So that's, yeah, that's really good. Talking about giving people a platform, one of the things I do also hear a lot from our customers is that VideoMyJob empowers teams.
[00:23:53] Megs: I was going to ask if that rings true you, but you've kind of touched on that. So I feel like the answer is yes. And so can you touch on or can you share with our listeners who across your your business is empowered, and then also how?
[00:24:10] Nicola: Yes. So in our early conversations with VideoMyJob, we have to do a strategy. Right? So what do we wanna do? We talked about the EVP and and also the elevation of the brand and they have video my job had some user case stories where, the executive team or the managers, once they had buy in from them, then that filtered down to their frontline team workers, which meant that there was more traction there.
[00:24:36] Nicola: For us, it's probably worked in the reverse, in that once a frontline team worker or a frontline team member and when I say frontline, that for me is anybody who works on our site. So everyone is critical working in our business when they're out on a site, and we have 700 sites across the country, so every level of role. As soon as we get somebody who who does that, that that creates a buzz within their team, and then that buzz is picked up on by their supervisor or the team leader. That buzz is generated throughout that site. So for us, it's that real bottom up momentum.
[00:25:12] Nicola: I find that there are once something is adopted by our or adopted, sorry, by our frontline workforce, then it's only a matter of time before it snowballed right up, to the top. Obviously, our executive team members, our our Australian leadership team, more comfortable with sitting with us or sitting with somebody else to write a script Bo they have something tailored to them and for for whatever that messaging may be. Again, women in food wasn't being an example or any other initiatives that we're doing. Whereas our frontline team members, the buzz that they create is around just having the freedom to talk about their role and the awesome things and and how what they do really saves a better future worked hard on that bottom up approach. And then when it comes to the hiring managers actually hiring roles, they're in the middle section so it maybe takes us a little bit longer to to to get them on board.
[00:26:29] Nicola: A few tweaks to the script, a few trial goes, and look. We we often, as team members, we share examples of what we've done and and how video my job was difficult for us first. So I always share the example that I was I was creating a training video and I was sitting in a really well lit room, but I was swinging my legs and then when I watched the video back I was swaying and it's not even something that I always thought about but it gives me the opportunity to say to the to anybody who is, who is thinking about doing a video my job, I've done this too, you've seen me on the video but let me show you the outtakes. Let me show you what it actually looked like when I was swinging my legs sitting in, in the medical room because I had the best light. Bo it's about having that it all comes back.
[00:27:20] Nicola: I think it's that 80 20 connection so 80% personal connection 20% business. You have that 80% connection, they're more likely to to want to be involved and then also once they see the benefits so, you know, hiring that perfect team member, then it creates that buzz around them with their peers. So, yeah, there's a few different methods. And I'm actually not sure whether I answered your question there. I went off on a tangent.
[00:27:46] Megs: No. I feel like you answered my question and so much more, Nicola. Like, it's it's because my question was around, you know, how has this given your, your team member you know, has has this empowered your team members and how? And, you know, it sounds like it absolutely has. It's given them a platform to be able to tell their story. [00:28:06] Megs: And then you've also touched on, you know, and sometimes that can be daunting for them, but, you know, you've kind of used different ways in which you approach that. Right? Like you've shown them, you've made yourself human in front of them as well. You know, you show them your not so perfect take and that it doesn't have to be perfect. And, you know, you can kind of, you know, you can edit that a little bit, you know, just to clean that up, afterwards and just being able to see them on, on camera.
[00:28:32] Megs: And then also, you know, what that sort of, entry level versus, you know, more the hiring manager or the leadership, you know, they've got different motivations. So your leadership team, they might need to see the metrics where, you know, the entry level, you kinda just wanna make give them a comfortable space to be able to be in front of the camera and just tell their story about the sounds, Nicola. And can I just say as well, like, I love that you because it really sounds like you're just having conversations with your team and then recognizing that, hey, this is actually a really great story and more people would love to hear it? Let's just get you on camera because those are the ones that come out that doesn't have to be fully scripted because they literally just retelling you, you know, they're just having that conversation now on camera with you, which is amazing. So kudos to you for for recognizing that.
[00:29:26] Megs: Can I just say as well? Now again, Nicola, in my experience, many of our customers recognize the value of using a video platform like VideoMyJob to create lo fi content. But it's not always easy to convince the leadership team. Did you can you talk us through a little bit more of the challenges that you face? Because it sounds like you you, you know, sort of you're using metrics to sort of go back to them.
[00:29:52] Megs: But can you talk us through a little bit more of the challenges that you face and how you convinced your leadership team and also your financial team to, and can you think a little bit back as well, to when you actually got VideoMyJob on board, and, you know, the business case that your GM had to put forward? You know, how do you guys convince, you know, that sort of leadership team that this is the this is the platform you need, and, you know, it can't just be something that your, you know, that your employees are just, pop you know, videoing from their phone or sending you photos through. Yeah. What did what did that process look like for you?
[00:30:29] Nicola: So it was actually pretty straightforward because we were able to see which other businesses had used VideoMyJob and and what it looked like for them. So, I think when we were setting up the account, the account manager at the time was able to give us some information that we were specifically asking for. So, example of a large business and and what it looks like in terms of a click through rate and then, you know, conversion rates and things like that on applicants. So we really use the the data that video my job has available to us. We also used information of what we had done previously and how, you know, these really short videos that our employees may be sending to us that we're editing, how much traction they get.
[00:31:12] Nicola: But then what is the process of achieve of, you know, getting that outcome? What is the process of getting that, content from them on mobile through Teams, through, you know, from the Samsung to an iPhone? How does the quality the quality was really important to the business too. So what does the impact of the quality have when we're moving from, you know, if I'm sending from an iPhone to a Samsung, does the quality change? And then what does that look like when we then put into our into the program that we use that we schedule our social media to is it all received in the right way?
[00:31:46] Nicola: Is it all going to be formatted the right way? So all of these things and then we, essentially we only asked for 12 months approval. So 12 months approval for video my job to trial it to see how it how it would go, and, we set some clear goals into what we wanted to see, in that. And then when it came to this year, so to to renew video my job, the the, business case was much less. So it was it was the ability to to prove what we've done.
[00:32:19] Nicola: And then also the business wanted to see what our strategy was for the next 12 months. So we now have a strategy which is built into the recruitment team leaders yearly goals in that what we want to see from them and their participation. Bo, we've shifted the dial a little bit on what we do with our with VideoMyJob, so it's no longer, hey, let's let you know, that that still works to talk about people's journeys and and their job, and it still works for hiring manager. But what about the people who are celebrating service awards for 5, 10, 15, 20, 25 years, and they're happy to talk to us about where they started and where they are now. How do we then use exactly what they're telling us on the phone, change that into a script, and then get them to record that?
[00:33:06] Nicola: So we know that on across our social media channels, any service award that we post has the highest level of interaction over any other post. So we we know that if we can turn that into a job, into a video my job and a real life video rather than a static post with a picture. Again, we know that, traction on videos is 4 times any other engagements that we have Bo we know that that's gonna increase so over the next 12 months and I'm happy for you to hold me to it. I'm hoping that you're gonna see more service awards videos that are up rather than static posts on our on our, social media, and then that will also be through our careers website as well.
[00:33:54] Megs: You mentioned a little bit about metrics, Nicholas. I really want to delve into that. So what was some of the key metrics you've improved since incorporating VideoMyJob? And then also if you can touch on how you how how you are measuring that as well. [00:34:08] Nicola: Yeah. So, we are in the middle of a careers website upgrade. So what we you what what I mapped out on our careers website upgrade is to understand the heat maps. So what are our consumers doing when they arrive on each page? How long are they staying on each area?
[00:34:23] Nicola: So if it's an article or a job ads or an alias or a video, how long are they staying on each of those areas? And then what can we do to improve that. So for me, when I think about the metrics then versus now, so what we see now is if we think about traffic light that, the the traffic light is always green over a video on our careers website. What we also made sure that we implemented is when it comes to our social media is closed captions because I don't know about you, but if I'm on the train and I see a video on Instagram, I wanna watch it, but I don't wanna listen to it and everyone hear it. So I'm I'm watching those closed captions.
[00:35:03] Nicola: So anything that has closed captions on significantly increases. So we're talking probably, and and I mentioned it before, we get 4 times the amount of conversions that we do in a in a in a normal job ad when there's a video on the top. Bo when we're measuring, we're measuring conversion rates, we're measuring the click through rates and the bounce bounce rates as well and then we're measuring how many people land on the careers website. Where do they stay before they go? So what are our consumers saying about the products that are on our platform?
[00:35:39] Nicola: And we have a lot of, a lot like a lot of companies Bo, a lot of pages on our careers websites. Some of them are untouched as in people will bounce on them and bounce off. What we've actively done is decreased our our bounce rate by 5%, which doesn't seem like a lot, but it's actually 5.2%. It doesn't seem like a lot, but it is a lot when we've got 20,000 applicants per month and 800,000 people, visiting the careers website. At the very beginning of the process, we also we also paid for Google Ads.
[00:36:12] Nicola: So we would if we had a a mass career drive for something, we would physically pay for Google Ads. We haven't paid for a Google Ads in the past 6 months, so we actively removed, paying for Google Ads because with what we what we use on our increased content, also making sure that our alternate text is right. And then the SEO that we add on to any of those links, we probably have better traction than we did when we were paying for that visibility on platforms like, Google. So the metrics speak for themselves really for us. It it's about that, the quality of of the journey of even before they become an applicant, what's the what does the journey look like for that person?
[00:37:00] Nicola: Why do they land on the career website but not apply? What does that look like when it comes to traffic light? How many people are viewing a certain piece of content within a month? And then we look at that month on month on month. And if we notice that it's the same people, because we see whether they're revisits, right, then we know it's time to start changing up that content.
[00:37:25] Nicola: And what video my job allows us to do is keep the content fresh too. So, you know, what what may be a a job on a barista job at a a corporate site in Sydney is not the same as a barista job as a venue in Melbourne. So what does that look like for them? How do we change that and incorporate it? But also what if that employee leaves?
[00:37:47] Nicola: Do we is it is it the end of the world because that employee is left and they're no longer the barista for us in Sydney? No. Because we we have other baristas in Sydney who'd also be happy to tell their stories, and they can do a video on my job within 15 minutes. So it it for that it's the ease of use but for us that those metrics that we measure are again the conversion rate, click through rate, bounce rates, and how many people are coming through and how long are they staying and engaging with us as well. So, yeah, for us, it's all about engagement and increasing that, but with quality content.
[00:38:24] Megs: Wow. And, Nicola, can I just clarify again? So since so is this since you've gotten story feed on your on your website that things have been a like, that that things have improved and that your click rates, has improved from that. Being able to have that widget there, being a having people click onto it and then go into the employee stories. Can you can you talk us a little bit through through that process just to just to give our listeners a bit more context around that?
[00:38:51] Nicola: So I think it's both being able to have, an actual video of an actual person on the top of a job ad. So we have the functionality to be able to do that on the top of the job ad before they apply. It's also the ability for them to explore employee stories on story feed, and each individual one of those stories is different and it's recorded in completely different ways. Bo we may have an airline chef who's got it on his phone in front of him and he's doing it there. We may have a site manager.
[00:39:22] Nicola: At a zoo who has got their team meeting behind them and they're doing that. And there's an example of a of a chef an overseas chef that we sponsored to come over and he's sitting on one side of the table and I'm on the other and I'm actually interviewing him, but you can only see him and hear my voice. So that's a a different way. So then what we what we probably failed at with story feed early on is we didn't have a call to action on them, and now we do. We're then able to to track them.
[00:39:51] Nicola: So for us, it was about enabling story feeds really quickly to get those to get that information up, and we didn't maybe connect the dots on what's next. So it's awesome to have these stories, but what is next for for that? What they watch the end of the video and they go, oh, that was great, but what's next? What do we want to achieve from that? Bo, and that was down to me.
[00:40:16] Nicola: So I was so quick wanting to do it that I didn't connect. Well, you know, what's your click through? What's your call to action and then how will you measure our click through rate? Now we have clear calls to action on our on our story feed, and for us, it's about really making sure that that content stays up to date and that the Yeah. Call to action is clear based on the videos that people are interacting with.
[00:40:41] Megs: I think you touched on a very important point there, Nicola, is yeah. Make sure that you're taking them on that full journey, not just giving them something to watch and then leaving them leaving them there to kind of figure out what what the next steps are. So, thank you for sharing that. Nicola, before we kind of, hit to our next section, can I just ask what does success look like for you after everything you've, you sort of touched on today? What does success look like for you within your team?
[00:41:09] Nicola: That's a really big question, Megan. It is. I think success for me and my team is for every single one of our employees to understand what value the business can bring to them. So for me, it's really about that promotion of what we can do to support them in whatever career journey they want to take. So ensuring that our employee value proposition is felt, for me, that is success.
[00:41:35] Nicola: What it's also success for me to that we have that elevation of brands externally so that when people are applying, that they know what they're coming into. And then when they come in, they feel the the employee value proposition. So for me, that that is success and it's probably really difficult to measure that success because it's everybody's journey is different, but it's that taking on board what people are saying. If things aren't working, if they've got feedback on thing, it's taking that on board and making changes where we can for the for the wiser good and and like I said there's 13 +1000 people in this business, everyone has a story to tell, and everyone's experience is very different. So, yeah, for me, excess success is, the felt experience of our of our EVP being really ingrained.
[00:42:29] Megs: Yeah. And you and I think you touched on another important point there, Nicola, that, you know, the metrics of how many people are watching and, you know, all of the, all of those very key metrics that's available, is easy to look to to see, but it's the other metrics when somebody comes and sees, hey. I applied because I watched that video or, you know, I I loved skidding to see, so that's why I switched to this. Yep. It's it's and and a lot of that is obviously just Bo yeah.
[00:42:58] Megs: It's kind of, just feedback or conversations that that you'd need to have in order to get that information. So, I completely understand. Nicola, thank you so much. We are now gonna go into, a new segment that, I'm starting with you, so lucky you. But we're going to just to summarize our chat, I'm going to do just a rapid fire question where I just ask you 5 questions and get you to answer them in only a few sentences.
[00:43:27] Megs: So the first one, Nicola, is, again, what were the 2 or 3 things you wanted to improve or achieve using VidyoMyJob? [
00:43:42] Nicola: Increased exposure of the employee value proposition and the felt experience of our employees, and increasing brand awareness externally.
[00:43:50] Megs: Great. And how has VideoMyJob empowered your team?
[00:43:55] Nicola: It's given people a platform to be able to speak about themselves and their roles in a really quick fire way without impacting their day or asking them to step outside of, of their role.
[00:44:08] Megs: Brilliant. And what are the key metrics you've improved since incorporating video my job? [00:44:14] Nicola: Reduction in bounce rates and increase in conversions from applicants to hires.
[00:44:22] Megs: Can you just pop in a couple of, can you give us a couple of of those figures? Just in terms of the Absolutely.
[00:44:28] Nicola: So Again? We've decreased the bounce rates, on on from applicants into to bounce north by 5.2%. The increase in conversions is the right hire the first time around. It would depend on on each job, but I know that, when it comes to the conversions, we've definitely, let me think about the if we if I think about the last couple of months, the applications have decreased decreased, but the quality has maintained the same. I know that's not a metric, but because we have maybe a 1000 vacancies at one time, it's difficult to give you a metric, for each one.
[00:45:13] Nicola: But, yeah, if we think about the the funnel in, the funnel in is is smaller than it was before, but the quality of hires is the same, if not if not better, which means like that, the people that we hire are the right people, and it reduces the labor turnover of the business. [00:45:34] Megs: So good. What's been your biggest win since incorporating video my job?
[00:45:41] Nicola: Biggest win since incorporating VideoMyJob is probably breaking down the barriers of of some of our sectors so that, they feel comfortable and confident in what we will post on their behalf. Some of our sectors have their own marketing and branding teams, so really being able to work collaboratively with them to break down the barriers so that they know that what the recruitment marketing team are gonna put out really does represent their brand because it's controlled, and it's really easy to use. So it's that adaptation, across the brands.
[00:46:23] Megs: And lastly, what is one practical tip you'd like to share with other EB or TA teams looking to activate or amplify the employer brand with VideoMyJob?
[00:46:33] Nicola: Always have video my job on your phone so that if you encounter somebody who is, you know, if you're visiting one of your sites and they're into it, then you don't need to send them an invite to do it and then wait for them to do it. You can do it live with them right there and get it over and done with.
[00:46:52] Megs: Brilliant. Thank you so much, Nicola. That was can I just say that was so insightful, and thank you so much for being part of this pod? A big thanks to our listeners as well who have tuned in. We hope that you got something out of the session.
[00:47:05] Megs: I know I surely did. And Bo, yeah, thank you again, Nicola. I loved having this chat.
[00:47:11] Nicola: My pleasure. Thank you for having me.