It is important to lead employer brand stories with powerful statements and there are some key ways we have identified to do this, says Dean Beswick, founder and creative partner at Gorilla Gorilla!

Thematically focused videos can organise multiple voices to ensure messaging comes through clearly. Beswick gives the example of an Honest Burger campaign in which the employees are focused on a single subject of identity and joy. This ensures the message isn’t lost in the multiple talking heads. “Campaigns can often try and say everything about a business, but end up saying nothing,” says Beswick.

For smaller brands or those with less resources, narrative wrappers can be used to expand on personal stories and create a bigger picture. “Think about the use of real people and how you can create a wider narrative around a single story,” says Beswick.

Visually driven campaigns can stand out from the crowd and capture the attention of viewers to build an identifiable employer brand. But, there is also a chance for brands to do something completely different.

Beswick points to the below example from IBM which reflects on the brand origins to create an emotive employer brand story. “Ultimately, looking backwards as a springboard for today is a brilliant storytelling strategy, and every brand has a history they can utilise,” says Dean Beswick.

IBM: Moonshot from Joyce N. Ho on Vimeo.

Looking at the practical element of video production, Beswick says brands should consider different filming techniques to illustrate employer brand. He encourages creative communications teams to go deeper into the story and tap into a simple and direct purpose.

Animation can be used to elevate stories and make it into something more interesting. “If visualising the story and bringing it to life is a challenge, then animation can be a great tool,” says Beswick.

User generated content is also a great way to create authentic campaigns, but brands need to ensure these videos don’t feel scripted as this will actually work against the goal, adds Beswick.

“It’s just about asking, can we make this a more interesting story? So when you’re thinking about what you want to say to potential employees, consider what matters to them and that can really elevate the content to make it more powerful,” says Beswick.

Find out more about the webinar series from Gorilla Gorilla! here.