Post by Felicity Whelan, Managing Director – GLUE Content
One thing is certain, video content and interactive media are playing a dominant role in how all companies position and promote themselves online. As a video production company based in Melbourne and packed to the brim with (modest) experts, here are some insights to help you select talent for your next video production.
To keep things simple, lets put aside the argument as to which video format is best (i.e. animation / voice over / filmed footage / 360 video/ imagery to music etc) and instead do a direct people comparison.
Who should represent your brand or company in your next video production – paid talent or employees?
To put it simply, having the people who work in your organization, represent your company is a very powerful marketing tool. However, unless employees are utilized properly, it can spell disaster for your video production.
While employees aren’t necessarily polished presenters, you won’t find anyone more more authentic, believable or relatable than your own team. Consider the Bunnings Warehouse TV commercials. While their employees often appear slightly awkward in their delivery, they are genuinely warm and utterly convincing when speaking positively about their employer.
To the credit of Bunnings Warehouse, they have enough confidence in their brand and the people who work behind the brand, to allow their employees to speak freely and in their own voice. At GLUE Content, if we asked brands to allocate marketing dollars into a video production where the outcome is relatively unknown, most would look at us sideways. Providing employees with such an unscripted and public platform would put most marketers in the fetal position gasping for air.
Other benefits for using employees include, unrestricted distribution, flexible content usage and cost savings when compared to hiring professional talent. In addition, recruiting employees to be in your TV commercials or digital videos can incentivize them, or, be used as a tool to recognize good employees. The final video can also act as a recruitment tool for attracting people to apply for your organizations job vacancies in candidate dry market. Who hasn’t seen a Bunnings advertisement without entertaining the idea of throwing in the corporate towel to go join the happy folk at Bunnings? Authenticity is powerful.
But employees do have their place and aren’t always the best choice. Asking an employee to deliver a set script, written by someone else entirely, and in a tone of voice that is foreign to him or her is a disaster waiting to happen. It’s likely the video production will be compromised and the experience ruined for an employee desperately trying to ‘act natural’. In this instance choose a professional with years of training in how to ‘act natural’.
Cover photo: Pixabay.com
Felicity has a decade of experience working as a presenter, host, MC, producer and content strategist. She’s worked both in front of and behind the camera for Fox FM, Triple M, Channel 9’s Today Show and Network Ten. She is now the founder and Director of GLUE Content and delivers video content for major corporates, creative agencies and sport brands. At the forefront of content development Felicity’s knowledge gives her an edge when it comes to driving engagement. Whether using the power of content to engage fans in sporting stadiums or innovating new ways for corporates to induct and train staff, Felicity is looking to the future and evolution of content by using the power of video to engage the next generation.