Employee Video Storytelling with 21st Century Fox

21CF1We recently came across the careers website for 21st Century Fox and found that there’s something with this careers site that stands out among many. [Who is 21st Century Fox, you may ask? In brief, 21st Century Fox owns a global portfolio of cable, broadcast, film, pay TV and satellite assets spanning six continents across the globe. They’re kind of a big deal.] While the site design and overall navigation experience could improve, we love that this careers site is so focused on their people and not as focused on getting candidates to search and apply for jobs. The whole careers site prioritizes employee videos right in the design, which nicely combats the typical candidate instinct to go to a careers site and skip important content about company culture, going straight to the job search.

 

21CF2When you first get to the 21st Century Fox Careers site you’re immediately greeted with a big, colorful box featuring a few employee videos. Watching these videos, dubbed “21 seconds with (Employee Name Here)” you get a feel for who 21st Century Fox is as an employer and the types of people that thrive in this company culture. [Not to mention, it’s also a nice play-on-words using the number “21” in the series title!] These short videos are fun, creative, and drive home the fact that 21st Century Fox employees love what they do, all in a 21-second video clip. We asked Tiffany LaBanca, SVP of Global Internal Communications, about these videos, and she replied, “I think the content and stories are really true to who we are and the people we employ.  This company is full of passionate, creative and amazingly talented people.  We have a lot of fun doing what we do and we aimed to bring all of that to life.”

 

21CF3We love these employee videos because it really allows 21st Century Fox to show a more human side to a large global company through employee storytelling. However, for being a content creation company at heart and for having about 26,000 employees, we’re asking, why aren’t there more employee stories?! There actually are additional employee stories than the homepage previews, but it takes some clicking around to find the “Meet Our People” section of the site.  Once you’re there you can watch longer format videos that give you a deeper understanding of an employee’s actual job.

A big opportunity we see to further improve how these videos are viewed and the relevancy to candidates could be to relate the videos to career path options. By adding content on the roles each employee plays, the companies that are a part of 21st Century Fox’s network, and how it all fits into the larger 21st Century Fox story, a deeper experience could be had. We asked Tiffany her thoughts on this and she said, “We’re just getting started telling the 21st Century Fox inside story. Stay tuned!”

Until then, we’ll be enjoying these unique employee stories from 21st Century Fox.

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Your Employer Brand: It’s Serious Business

Is your company or category going through a major transformation?
Are you in the midst of launching a new consumer brand promise?
Do you have trouble articulating your employment story to candidates?

If you answered “Yes” to any of the questions above, you may want to consider re-evaluating your current employer brand. Here’s why…

employer-brandingEmployer brands were once thought of as simply defining an expectation between employee and employer.  But today, the employer brand plays a much bigger and more vital role within organizations and in driving their futures. It informs the guest/customer experience, aligns employees and candidates with your purpose and business aspirations, and it distills your employment offering into simple, actionable and easily understood language so everyone can contribute. It’s inspirational, empowering, and unifying.

If you are going through a major transformation within your organization, a shift in mindset, behavior, culture and direction may be at play.  If that’s the case, employer brand can play a pivotal role in defining the new employee expectations and aligning them with the business focus. The employer brand can be used to enlist brand ambassadors contribute to building the new culture, engage customers, reward internal performance, share, and mentor others.

If you have a new consumer brand promise to launch, don’t forget that’s a promise to customers, not employees.  This consumer brand requires translation for your employees so they understand how to deliver on the customer experience. And you need to consider how that translation lives and breathes in the halls of your workplace, how employees treat each other, and the opportunity and potential that exists for them.

For those in talent acquisition and HR communications who are frustrated with their current careers website, social media, student recruitment communications and more as it doesn’t tell any clear story about “why candidates should work here,” you may want to to re-evaluate your current employer brand. A clear story should be at the top of the pyramid informing the channels, experiences, and programs you implement. By leading with your employer brand story and letting it drive the conversations and experiences you have online (and off), you’ll attract the candidates you want most. The story will resonate with their values, aspirations, backgrounds and desire to make a contribution.

No matter where you are in your employer brand journey, be sure to include your audience in everything you do. Involve them. Enlist them. Empower them. Give them the opportunity to participate, define, share, own.  Nothing makes employees feel more valued than being active contributors in your success and further believers in the cause.

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