While many people now realize the value of traditional videos like a sales and marketing video or a training video, they are just now starting to realize the incredible value of an About Us video. It’s a great time to pitch new and past clients on this powerful tool that can be used in so many ways. The great thing about an About Us video is that it’s so versatile. Clients can use them for marketing and branding as well as recruiting and educating. Let's take a look at some of the ways you can use video to further your corporate message.
#1 For Marketing and Branding
The About Us page is often the second most popular page on a website, second only to the home page. People want to know who is behind the product or service. Having a video on the About Us page allows a deeper understanding of the people who they will be dealing with if they select the company.
The best way to approach an About Us video is to start the video with an interview of a past client. Allowing your prospects to view your company through the eyes of a client allows you to establish credibility and empathy in a powerful way. The client reinforces your marketing and branding messages by talking about their experience as well as how and why they chose your company. While not all companies want to include a client testimonial, I highly recommend it. Your prospect likely have the same needs and concerns. While your competition might be focused on text and photos that are meant to show how great they are, you will be focusing on your client’s needs.
Branding messages and marketing messages should also be bolstered through the company’s representatives. It’s a good idea for the company representatives to talk about this client and others and how they serve the needs of all their clients. Through allowing potential clients to “meet the people” in your company, you’ll be able to establish a greater bond. I also recommend really showing your passion for your business in these types of videos. Your text on the page can cover the facts. But, video can create an engaging, emotional connection. Keeping site visitors engaged longer on your site also helps in your search engine optimization. Since people are very likely to view this page, it’s a great idea to keep them engaged and show them your passion through the most powerful communication tool available - video.
One of the best examples of marketing and branding comes from Dollar Shave club, who took a controversial, yet powerful approach to reach new consumers:
#2 For Recruitment
When people hear about your company’s job openings, they will almost assuredly visit your website and check out your About Us page. Having a video that prospective applicants can watch is a great idea. They can get a feel for who you are and who you serve. They should also gain a greater understanding of your values and your mission. It’s also a great idea to include your staff in the video so that the job seekers get a feel for your company’s diversity and the attitude and demographics of the people working there.
Prospective clients and job seekers should also learn the history of the company. Through all of this subtle information, the applicant finds out whether they might be a good fit for your company and whether your company is a good fit for them. Today’s employers realize the value of recruiting someone who feels at home and will stay. The About Us video is another tool for engaging prospects and helping to reduce the wasted time of interviewing someone who really wouldn’t be a good fit and doesn’t realize it until they show up at your office. The following is a fantastic example of a recruitment video, from Apple:
A slightly less formal approach can be risky but in certain areas, like tech start-ups, it can work. We love this recruitment video from SnazzyRoom, which doesn't take itself seriously at all, but still gets the message across:
#3 For Employee Buy-in
Educating your current associates and your new hires about your company is a great additional value from your About Us video. Anyone who applies to your company, becomes a client, or already works for there should be able to quickly and effectively articulate your company’s value in the marketplace. Having current associates watch the video and having new hires view it during an orientation will give all your staff a better understanding of your company’s overall value. Almost every employer realizes that when one of their associates is asked to “tell someone about the company”, many people struggle with what to say. Educating current and new associates about your company’s history and value is crucial to strengthening your brand. Of course, many company videos are kept in-house so only employees get to see them. If you are going to make any corporate videos public, then don't make the mistake of producing embarrassing content that your staff or clients will want to disassociate themselves from, like this offering from the IRS:
So, creating one, strong, inclusive About Us video will help you land more clients, bolster your search engine optimization, hire associates who are more likely to stay, and increase your current staff’s understanding of your value in the market. What a great investment! It’s like hiring a salesperson who works 24/7 on your website.