No matter how long your community has been around or how large it's grown, one thing remains a constant – your people are your most valuable asset. So whether we’re talking about senior living or widget manufacturing, one of your primary goals is to keep your people – both current and prospective – engaged with your vision and values.
That's what makes a company culture video so important to your senior living community. It allows you to convey that vision and your defining values, two essential components you need to maintain current talent and attract top candidates in an incredibly competitive job market.
Prepare Before You Hit Record
Given how important your culture is to your community's success, it's obviously not something you want to address halfheartedly or without preparation and thought. Therefore, it only makes sense to gather and organize your thoughts before sitting down to record a company culture video. My advice is to start by asking yourself a set of questions that you can use to guide your preparation:
- What are the core values that your company holds and promotes?
- What are some aspects of your company culture that are unique to your company?
- What part of your company's culture are you most proud of?
After you've answered these questions, you can then begin formulating how best to convey these points in your video.
Make It a Team Effort
Once you have a good idea of what areas you want to cover in your company culture video, you'll want to recruit people from your team to speak about them on camera. This way, whether the viewer is a current employee or a job candidate oozing potential, you're keeping them engaged by highlighting diverse perspectives and personalities.
Perhaps most importantly, team member testimonials create an unparalleled sense of trust for a candidate. In fact, according to research from LinkedIn, "Candidates trust the company's employees 3x more than the company to provide credible information on what it's like to work there."
In other words, when you’re searching for new talent, a candidate probably won't take you at your word, at least when it comes to culture and the employee experience. But by creating a culture video featuring several current employees, you lend credibility to the message that the audience will take to heart.
Residents Embody Your Culture
In the senior living industry, it's not just the employees that are powerful ambassadors for your community. Your residents are also important in embodying your culture and personifying what your community genuinely stands for.
As a best practice, I recommend focusing on interactions from a day-in-the-life between residents and your caregivers in a company culture video. To punctuate these interactions, you can include resident testimonials that provide first-person perspectives on what those staff members mean to the everyday quality of life within a community.
Here at OneDay, we take great pride in knowing our insights and solutions let our senior care partners create the video content they need to showcase everything that makes them special, including the employee experience and their wonderful company culture. Because when you illustrate why your community is a great place to work, you'll retain key talent and attract top candidates, both critical to driving occupancy rates and NOI.