October 25, 2013

How to promote your location with 'job seekers' videos?

Internet users not really like to read novels - short, focused videos tell more about your location and support your marketing efforts.

Source: Social Media Examiner

If YouTube was a search engine, it would be the 2nd largest one in the world. People (and your prospects) search on Youtube for useful and interesting information about your location - so create and share such a content and your prospects will find it.

In corporate world, videos are popular, because companies can share useful data, customer stories, tutorials etc. In location marketing, I recommend the following type of videos:

#1 HR-related embedded videos on your website

When it's about site selection, human resources are key factors, in some cases deciding factors. Site selectors are interested their future staff - and now ask yourself: does your website provide any HR information about the future staff beyond dry statistics? Do you introduce people and personal stories? Because people remember stories, not statistics. Naturally, behind stories there should be data, do not forget the data-driven storitelling.

Anyway, create an honest, no-hyping short (max. 2-minute) video about your location's HR situation. You can produce a labor market overview, involving some (not pushing) testimonials. Or a short interview with some successful employees. And even more: an interview with a local job seeker. You could say: job seekers are not the PR faces of your location - but, in fact, the honest stories of these people tell more than any marketing speech about your hard-working nation:



#2 Background videos of investment destination blogs

If you blog about your investment destination, your blog post can be dramatically improved by some background videos. These videos are normally produced not by you, but by local TV channels or other professional organizations.
Videos provide some additional information to your blog post and make your blog 'stickier': prospects spend more time on your blog. And the top of all that: Google loves embedded YouTube videos, your  blog post's Google page rank will increase.

I applied the following McKinsey & Co.'s video to provide background to blog post "Low-cost Chinese manufacturing is dead. Long live near-shoring!"




#3 Image films

Most of investment promotion agencies, city branding teams, economic development organizations produce image films: a short introduction of location. Maybe answers to the question "Why invest in...?"
These short videos are the 'trailers of your location', so don't be shy to follow some Hollywood rules: a) make it shortly, b) Know the end, the theme and feeling you want to leave the viewer with, c) writing a copy is tough, don't try to be too smart, d) music is also a big tool, e) the final image is important.

The Ireland-movie by IDA Ireland has a quite good trailer:





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