Consumers and employees are really one in the same — just people, in different contexts. Both are human, which means both engage more strongly with video content than any other media. In fact, according to John Medina, a developmental molecular biologist, if humans hear a piece of information, they’ll remember 10 percent of it three days later, but if they hear info and see an image, they’ll remember 65 percent of the information. Video engages more senses and helps humans process information, regardless of the perspective from which they view it.
During the decision phase of the buyer journey, potential customers watch videos to see whether a brand is the right fit. Potential employees do the same thing. According to research from Jobvite, 59 percent of job seekers visit companies on social media to assess the culture before committing to an offer.
Delta spoke to both audiences recently by holding a 54-hour Facebook Live marathon to thank each one of its 80,000 employees for their work with guest appearances from celebrities and business leaders. This live-streamed event helped Delta capture the attention of two birds with one video: Employees felt recognized for their efforts, and current and potential customers and employees could see how well the company treats its huge workforce, and by extension, its customer base. Even smaller startups can emulate Delta and attract better talent — and more clients — by highlighting your own culture, benefits and teams through video content.
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