1. Value of Video Library 

There are two ways to think about the value of a video library.  The first is in terms of candidate engagement, enhanced communication, persuasion, credibility, increased connection and improved candidate education.  While these factors are hard to quantify, their value is indisputable.  Video is the most effective medium to build employer brand awareness    

We will not attempt to put a dollar value on the power of video, but can quantify the cost savings of creating employee-generated content versus formally produced content (the value of producing your library).    

Your options for producing videos are: 1) hire a production company, 2) use in-house resources from Corporate Communications or Marketing, 3) film individually using your phone or a camera, 4) use a video platform such as SparcStart to record and manage the recording, editing and approvals.  There are pros and cons of each.  

Production company – will produce high quality visuals and sound, but are expensive, time consuming and generally lack authenticity and credibility.   

In-house resources – will produce high quality visuals and sound, and any chargebacks are generally modest, but content usually feels like commercials and lacks the intimate tone that candidates value.  

Individual filming – will generate authentic content with no dollar cost, but is time consuming and cannot scale for large organizations with multiple locations.  

Video platform (SparcStart) – will generate authentic content at scale with no dollar cost, but you need to be a SparcStart customer. (That’s easy to do!)  

On the following page, calculate the cost of generating your video library using your current method.  If you have only used production companies, insert the cost you have paid for each video.  If you film individually, insert half the annual salary of a team member for every 40 videos you plan to create.  If you haven’t created videos, insert the cost of your most likely option.   

2. Earned Media Value 

Every organization invests in visibility of their jobs and employer brand.  Some employers have established budgets for employer brand advertising while others just pay to sponsor their jobs, most often through programmatic advertising.  Both options require significant dollars.  

Building awareness of your employer brand is most effective when generated by your current employees.  Not only do they have credibility with their personal networks, they are connected to individuals with similar educations, skills and experience.  The combined value of credibility and target audience makes employee sharing much more effective than paid advertising, but again we will not attempt to quantify the intrinsic value.    

A simple calculation of the earned media value of employee sharing (the dollar cost of the exposure if you paid for it) demonstrates the value generated, or dollars saved, when using an employee sharing model.  The calculator that follows is a basic model that quantifies the value of impressions and does not attempt to capture the added value of likes, comments, reposts and shares.  Once you have actual data on performance, you can calculate these value multipliers.    

To more fully capture the value of the content you create and the exposure you generate, add the impressions from your TA social media sites.  If TA generates the content for your LinkedIn company posts, or you have a TikTok account dedicated to career content, include the impressions generated by these efforts.  

If you do not have Employee Ambassadors or Campus Ambassadors, enter the number you believe would be a reasonable and manageable number of each.  Play with the numbers to see how they impact the total earned media value.  

Why SparcStart  

SparcStart is the video platform that makes video simple, secure and scalable.  Our intuitive platform makes it easy to create, approve, manage and share video content at scale, integrating with your current systems, consolidating all your recruitment marketing assets and capitalizing on candidates’ responsiveness to dynamic, visual content.  Without SparcStart, you are forfeiting hundreds of thousands of dollars in powerful brand exposure.