Video Marketing in Career Campaigns

Our customer, FileMaker, told us about a problem facing their partners, the solution developers in the FileMaker Business Alliance: they were overwhelmed with orders, but could barely handle them due to a lack of qualified employees. How quickly could we set up an effective campaign to attract young database designers? Creating a database with FileMaker requires no traditional IT skills involving programming languages. It’s enough simply to be interested and skilled in software usage – if you then add logical skills in analysing processes and designing screen layouts, you have the ideal FileMaker solution designer. 

Video Reportage of the FileMaker Conference

It soon became clear that the best format to carry our message was a video, one we would post on YouTube. We were able to translate our concept of a video report into reality at the FileMaker conference in October 2014 in Winterthur, Switzerland. The results can be viewed here. We produced this video ourselves from the ground up. Our consultant Heike accompanied an experienced director and a seasoned cameraman for an entire day at the conference.

Video Seeding for Greater Range

While we continuously showcased the topic via appropriate media channels, our key focuses are FileMaker’s YouTube channel and our blog “Daten & Denken”. As well as producing the aforementioned video, we also seeded it, using specifically tailored social media messages to publicise it via YouTube and on appropriate portals and blogs. In this way, the FileMaker careers video achieved over a hundred thousand views (as of April 2015). We also noticed the effect on our blog, "Daten & Denken". After the video first aired on YouTube in December, we recorded a jump in visitor numbers of over 1,000.

Speaking of seeding: Since July 2014, we have seeded four German-language videos and two videos in Sweden for FileMaker. In total, we have achieved almost 400,000 views. We have years of experience in producing profitable videos commissioned by our clients (whether FileMaker, Kaspersky Lab or smaller customers), as well as in incorporating completed video content into our campaigns.

(Foto: Fotolia)