Archive for category Multimedia

Employer Branding: Erstmal zu…

Penny. Und nicht in die Employer Branding Abteilung, sondern ins Corporate Marketing. Perfekt gemacht – und wahrscheinlich keinen Cent HR Budget ausgegeben. Heraus kam eine Kampagne, die das hat, was der eigenen HR Kommunikation fehlt: Authentizität, Individualität, Zielgruppenansprache… und vor allem keine zwischen Süßwarenregalen kitenden Models Führungsnachwuchskräfte.

Neben dem TV Spot gibt es auch drei Online Videos, die die drei Mitarbeiter aus dem 60-Sekünder detaillierter vorstellen:

Danke, Annett.

Danke, Carla.

Danke, Markus.

Penny

“Danke, Serviceplan.”

Übrigens

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Speaker Interview: World Class Social Recruiting &Talent Relationships

Event Recommendation

World Class Social Recruiting & Talent Relationships 2014 in Frankfurt on April 9th – 10th

WCSRTR14

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The best employer branding campaign of all times #Google

Ok, it’s a catchy tagline, but really: this is one brilliant piece of employer branding (which almost no-one will be able to afford and therefore copy).

It’s entertaining, funny, provided by a third party rather than Google itself. One might consider it partly authentic – it’s still a Hollywood motion picture. But at least you see execs, employees and the workplace and Google will be hammered into your brain for at least 90 minutes. Difficult to resist 🙂

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HR Trends. No.3: ‘Virtual Storytelling’

Recently I saw some informative and nonetheless not-boring videos about HR topics. Why haven’t they been boring? Well, they integrated some active drawing while telling the story. Here is an example by The Talent Project:

There are a lot more out there, so it seems like another trend 🙂 Well, not only because of the growing number of examples; changing ways of learning and communicating ask for more entertaining tools. And storytelling has always been one of the most powerful tools of communication. By the nature of what it looks like, let’s call it ‘virtual storytelling’. Saatkorn recently blogged about it too (German!).

And, co-incident had it, that I recently met someone who is actively working on adding value to HR by using virtual storytelling. So let’s hear what Susanne Ambros, has to say about it:

HR Factory are a medium-size service provider with 80 people of staff and affiliations in several European locations (actually we worked with them during my time at Microsoft). The company is focused on services of Business Process Outsourcing. With over 10 years of experience in the field, HR factory provides a range of services from recruitment administration to consulting and tailored solutions for personnel development and HR management.

susanne.ambros AT hrfactory.com

1. Could you describe the basic idea of Virtual Storytelling (VS) and Scribicon?

People have always been captivated by good stories and storytelling unites people regardless of their age or cultural background. A story can be told through words or pictures or combining both. An engaging story nurtures the imagination and is easily remembered. We have taken the idea of storytelling and converted it into a smarter, more modern format. Virtual storytelling combines the essence of storytelling with modern media, using animated video clips. Once created, the story is recorded and can be revisited whenever and wherever desired without having to worry that some parts may have been altered or lost by word of mouth. We have created Scribicon to capture the idea of virtual storytelling and make it accessible to everyone who wants to communicate their message effectively. Scribicon not only allows you to simultaneously see and hear the story being told, it brings you closer, as you watch the tale unfold with each stroke of the pen. It is a highly captivating and, therefore, memorable process, which leads to better retention of the information conveyed.

2. Why do you think that there is a need for these kinds of visualisation?

Much of the information that is given out on a daily basis, never actually gets read because people simply do not have the time or energy to do so. Getting one’s message across is the responsibility of the message owner. It would be unwise to expect the audience to make an effort to find and understand a message that you want to communicate. It is in the interest of the communicator to make his message as attractive as possible to get the attention and results desired.
With VS, video, audio, text and animation are combined and this combination catches the attention of people with different dominant sensory channels.

3. What would you say are the main advantages of VS in comparison to ‘old fashioned’ communication tools?

Old fashioned communication tools are often boring and are unable to hold the interest of audiences. Plain text is commonly used to convey a message in cases where direct interaction between individuals is not possible. There can be a number of downsides to this sort of communication. For an example it may not be possible to squeeze the message into a sentence or two that would most likely catch the audience’s attention. Or it can also leave too much space for interpretation and we cannot be sure that our message got across the way it was intended to. A long text may seem boring and people may not have the time or energy to read through it. Also, long texts leave too much room for interpretation, so we can’t be sure that the reader picked out the message that was intended. It is of course possible to animate text in online presentations, the downside here, however, is that it is still text, and it may be difficult for the reader/viewer to put it into a right context.
A speech is often more attractive than a written text. It is complimented with changes in intonation, pace and timbre. However, it lacks a visual anchor that is often needed for the audience to memorize the information and relate it to their own knowledge and experiences.
In case of a video the emphasis is on visual perception channels and there is a risk that the message gets lost in the large amount of visual action.
The main advantages of video scribing, therefore, are an optimal level of complexity and a combination of different communication channels (i.e. audio, video and text). As important as the technical implementation of a VS clip is the story behind it. The information is placed into a context and different bits are connected to one another. This form of storytelling enables a better understanding of the information received and leaves less space for misinterpretation.

4. Could you give some examples of this?

An employee receives an email with written text only or it has a presentation attached to it. The employee has to read and click through pages, which is time consuming, not very engaging or entertaining and therefore most likely the core message will be lost or, in the worst case, not even read at all.
If the employee receives an email with a link to a VS clip, they click on it and they can immediately watch and enjoy the message that is being told. It is more likely, they will view the clip again and the information or message brought via VS is more memorable.

5. How elaborate is VS for the client?

VS is very flexible and adaptable. Depending on the nature and volume of information that the client wishes to communicate, it is possible to create a VS clip to exactly match the client’s needs. It is possible to make short influential clips to communicate one specific and clear message. However, it is also possible to successfully convert a complex strategy overview into a VS clip.
The VS clip format is very versatile. In style, it is possible to opt for anything from simple monochrome line-art, up to vibrant, full-colour images. Animation options range from a sequence of stills, to a full animation that looks like a small cartoon. We can add music and a voice-over, using the ideal speaker to suit the mood of the clip.

6. Where do you think is the biggest future potential of VS?

VS can be used everywhere that information, knowledge or ideas need to be communicated. The possibilities are endless – VS can be used to further illustrate any kind of message. Using Scribicon can make the client stand out and really attract attention. So it can be used for marketing purposes, to communicate memos or company policies, to liven up learning material or any other purpose you can think of. Video is the fastest growing medium on the Internet (YouTube is now ranked 4th in the world in terms of traffic and it is the second largest search engine on the web) so the potential of VS is virtually limitless.
While advertising and marketing are already very diversely managed and the limit there is only one’s creativity, we see a lot of potential in learning and knowledge management. Online and distance education has become incredibly popular. We also see a vast potential in mobile learning. VS can be built into online and interactive learning courses and can be combined with other types of media to refresh or test one’s knowledge. The learner can visit and revisit the short VS clips when and where he finds suitable either on his computer, tablet or mobile device. We would encourage teachers and lecturers to explore the possibilities of mobile learning and VS to enhance their training programmes and offer their students a more enjoyable way to learn.

7. Do you know some examples of where VS has been successfully used for employer branding or talent acquisition?

VS has already been taken advantage of by many different clients for various purposes. In several cases VS has been used for internal company communication, marketing and branding.
Our own company strategy and vision for the next period was communicated via Scribicon and up until now we have recorded 480 views of the clips, whereas we ‘only’ have 80 employees in our company. We usually would have had a few company meetings where the new strategy would have been communicated and all of the downsides of a usual presentation or speech would have applied. Instead we now have people revisiting the clips again and again. The strategy was published in Q1 this year, but if you ask any of our colleagues now at any point of time what are we here for and what we aim for, you don’t get a blank gaze, but an actual answer. The message has stuck!

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The bloody truth: Bodyform’s Social Media Confession

Sure thing, it’s staged – but nonetheless this is a great example of how corporations should reply to critical comments and at the same time generate traffic and add value to their brand. Besides that, take it as a best practice of how to use various social media channels in a clever and integrated way. What am I writing about?

If you don’t know Bodyform yet, 50% of you hasn’t missed anything: they are in the business of female hygiene. I am sure you all are familiar with the kind of promotions this industry uses. Knowing this helps understanding the initial Facebook post from 8th October:

And here is yesterday’s reply on YouTube:

Even if I might not be the exact target audience, I love it! Great job, Bodyform. Has anyone yet seen such an example of viral multichannel marketing in employer branding?

P.S.: Don’t waste your time searching, “CEO Caroline Williams” doesn’t have a LinkedIn Profile 😮 That would have been the icing on the cake.

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More beautiful resumes!

In my last post I described my experience with re.vu. Encouraged by the feedback and for the fun of it I spend some time for more…

Before I started to try other tools to build infographical resumes I looked  at some cool  examples for inspiration. Nicely done most of them, but I have to admit that these seem to be directed towards specific audiences (which isn’t a bad thing at all, but limits the potential for a new standard) and are tailor-made, which limits the usability for the vast number of people who are not hyper-creative.

I didn’t expect these examples to be generated by free-to-use tools and apps. But nonetheless it was interesting to see how creative one could be (not my core competence).

But let’s get back to the tools and start with

kinzaa

Kinzaa creates a data-driven infographic resume that focuses on the user’s skills and job responsibilities throughout his or her work history. The first step of setting up the basic employment and education data is very convenient as data is simply imported from LinkedIn. After that my user experience got weaker. First, the outcome of my efforts is a rather basic (some might like to call it boring) graphical version of my resume – I even didn’t fully finish it. Second, kinzaa forces the user to pick exactly three responsibilities for every career step. Third, the user should choose personality traits, job and work environment preferences (such as company size, job security, challenge level, culture, decision-making speed). It might not be attractive for some just to limit their opportunities by making job preferences at this moment in their search. Personally I felt that the bi-polar scale in which you have to force your personality and preferences just didn’t match my concept of those and some preferences might also be interdependent, meaning they usually come in a ‘package’.

Nonetheless, these features could be a differentiator to other tools in the market and to be fair, kinzaa is still in beta.

Next stop: vizualize.me

Vizualize.me (also beta), again, turns the user’s LinkedIn profile information into a web-based infographic. The importing runs very smooth and vizualize.me uses more of the data than others, also including e.g. recommendations.

After importing you can edit literally all your data: summary, work experience, education, links, skills, interests, languages, stats, recommendations and awards. Some of this editing needs to be done to make the resume meaningful, but unfortunately some of it is also rather tedious as you will have to choose from a lot of non-intuitive drop-downs to value certain skills or even awards. I went through most of it and have to admit that the result is rather compelling. Just the right mixture between “graphical” and standard “informative”.

Brazen Careerist

Last year Brazen Careerist, a career management resource for young professionals, also launched a facebook app that generates an infographic resume from a user’s facebook, Twitter and LinkedIn information.

After the usual app authorization the app accesses the data from those various accounts and creates an infographic resume with a unique URL (nonetheless you are re-routed to facebook).

The infographic doesn’t look very innovative or creative, but what makes it special is the facebook integration (could be a plus or a minus) and the use of social media metadata such as number of tweets, connections, followers or check-ins. This is not only a distinguishing feature but will become more and more important as future hiring decisions will be also based on your online reputation. But be careful about accuracy (with every automated tool): I am sure, that I have shared more than two (!) links in my online life.

With your resume comes a “Career Portfolio” section which features badges awarded based on a user’s facebook, Twitter and LinkedIn achievements.

We know this kind of “motivator” from foursquare and I somehow liked it, as it is a kind of gamification and therefore very GenY and GenRe (or whatever you like to call them). But I doubt that it is of any real use to employers and it’s only limited fun for the user: “living in one of the 40 healthiest cities” or “graduating from one of the Ivy League schools” are life events and hardly comparable to checking into your favourite gym five weeks in a row.


If you like to see some more creative examples of (info)graphical resumes, you might want to checkout behance or the notorious Pinterest.

Have you used a such web apps to create an infographic resume? If so, which tool did you use and how was your experience? And what do you think of those from the perspective of the recipient who might have to read dozens of those per day? Please just share in the comment section.

P.S.: Job offers based on my resumes please via private message 😀

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