To attract and retain customers and new recruits you have got to go outside the box. The traditional approaches are not enough anymore.
Job-seekers and consumers have never been savvier than they are now and you’ll need to think one step ahead if you want to attract them to your business!
Most consumers (especially younger consumers) do their research before using their purchasing power, choosing companies whose values resonate with them.
Consumers don’t want to be “sold” anymore.
They want to be won over by how they experience your company's values.
And the same can be said for job-seekers. It is increasingly important that their values line up with the values of your organization.
What does this mean?
While video is still the best way to reach consumers, when it comes to your online presence, you can no longer rely on overproduced, inauthentic videos that come across as product placements with hired actors.
Consumers and job seekers are craving authenticity, and the organizations that can deliver it will reap the rewards.
This paradigm shift became increasingly evident this summer when DoorDash premiered a short film about restaurants in New York City amid the pandemic.
In the past, you would have expected to see the video highlighting how DoorDash saved restaurants amidst the pandemic.
But that is NOT what this video is.
In fact, in the entire seven-minute, thirty-two-second video the words “DoorDash” were never uttered.
Apart from some branding at the very beginning and very end of the video, you wouldn’t even know it was created by them!
The video highlighted different restaurants in the NYC area. It provided time for each restaurant to shine. It made the viewer feel for these restaurant owners, to root for them even.
The craziest part is, the film is not even directly related to DoorDash’s business.
In fact, at the end of the film, they urge restaurant-goers to dine in and support restaurants reopening after the pandemic (which is in direct conflict with their business model).
If that doesn’t convince you that there has been a shift in consumer values I don’t know what will.
Because if a large corporation like DoorDash feels comfortable enough to urge you to dine in, they must know that right now, prioritizing their community is the best approach to ensuring consumers stay on their side.
Consumers value a company’s dedication to its community more than anything else.
79% of consumers are more loyal to brands that prioritize their community.
But what does this mean for you?
You may want to rethink your communications.
If you’re already using video to reach your audience then you’re halfway there.
But the message is just as important.
The DoorDash video tells us that videos that focus only on marketing are a thing of the past.
Your audience wants to see who you are and what you’re all about. This is the best (and maybe only) way to attract consumers and job-seekers to your brand and your company.
So why aren’t more companies doing this?
Well, it can be daunting.
Most companies certainly don’t have the budget of DoorDash.
But I’m here to let you in on a secret: You don’t have to break the bank to create compelling, authentic videos that will speak to your job-seekers and consumers!
You just have to follow some simple steps to create compelling videos.
And if you need help, we’re here.
Create compelling videos with WorkReels, reach out today: firstname.lastname@example.org.
A company’s employer brand is simply the perception people outside of a company have about what it’s like to work there – whether it’s accurate or not!