Many customers and colleagues no longer want to just see a brand, they want to go behind the brand and meet the people and processes that bring it all together.

Vlogs are the third most-popular video form (coming in after how-to and educational videos) and are a popular way to connect a brand with its customers. The idea is to humanise your brand and dig deeper into the raw, authentic approach to connect with viewers.

Real life stories

At a time when a pandemic has driven massive anxiety, tragedy and uncertainty, telling the story of people and the difference being made has never been so important.

And don’t forget stakeholders too. Remember they are human and have been affected in the same way and still want you to go beyond the brand. Of course, you may need to influence them in a different way and again film or animation is the most powerful way of getting messages across and you can easily and quickly edit videos to make them more relevant to different types of stakeholders.

Below is a video we made for whg. Highlighting the importance of real life stories its brand and marketing specialist Patrick Lewis said:

“As more than a landlord, every day whg colleagues work with our customers and in our communities to make a difference. Telling their stories is vital in raising awareness of the extra support we provide. Colleagues, customers and peers have told us the emotive, poignant film of Stephen’s Story had a lasting impact on them.”

Internal communications

Covid has led to an increased investment in internal communications to support the transition from office to home. This has sometimes amplified problems such as how to reach remote workers better or how to make the best use of a poor intranet. It has also led to new considerations such as how to look after people’s well-being and what working environments will look like or how colleagues will want to work in a post pandemic era.

Communication is key to any new world. Engagement has to happen now to find out what the future needs are and associations will need to keep on communicating and engaging to ensure morale remains high and people can work as effectively as possible, feeling great about where they work too. It’s a difficult mix and video plays a vital part in messaging.

Film and animation can help explain key messages in a timely way, can highlight certain topics and can inspire and enthuse people to embrace any changes like few other things can.

Perhaps, like never before, there is a desire for colleagues to be connected to the purpose of your organisation.

Sarah Palmer, head of internal communications at Aster Group, described the impact of the pandemic.

“At Aster, we’ve used video to share messages with our colleagues for some time – it’s a great way to connect our dispersed workforce,” she said. “As the pandemic has changed the way we work, video has been one of the ways in which we’ve been able to continue engaging with our people.

“For the first time ever, last year we had no choice but to host our annual colleague award event virtually, and video content played a big part in helping us create a sense of celebration and ‘togetherness.'”

Recruitment

The pandemic may have changed the way we work forever which has a knock on impact on recruitment.

This should be seen as a positive thing as flexibility about where we work will only widen the talent pool with the commute to work no longer being such an issue.

It also affects the way new colleagues are inducted with remote management being commonplace.

Increasingly, people wanting a job in housing may want to see more evidence of the life-changing difference being made, more about the benefits of working with you and assurances that their aspirations and wellbeing will be well looked after.

Video has a key role to play in impactfully demonstrating all of this in short, engaging videos. For example animations to explain key benefits, engaging welcoming messages and see a sense of pride and enjoyment from people already working for you.

An example of a success story in this area was an animation produced to help Selwood Housing recruit residents to its scrutiny panel. It led to unprecedented interest and saw the appointment of high quality candidates.

Marketing and communications executive Amy Roberts said:

“It helped to drive an average increase in views of the scrutiny pages of our website of over 1000%.

“Altogether we had 26 customers express an interest in attending a taster session, 10 of them did so, and nine applied of such good quality that we invited five people to join instead of three.”

You can read more about our work with Selwood Housing here.

Click on the links below to read blogs linked with this focus on digital transformation in housing:

  1. How can housing capitalise on the huge growth of digital communications?
  2. Improving customer experience and support
  3. Showcasing developments during the housing crisis
Visit our housing webpage to see more examples of our work.

Contact us