The role of imagery and video on corporate websites
By Sophie Körner
People are bombarded with digital content on a daily basis. Through the fog of this endless stream of information, it can be challenging for companies to stand out. Your corporate website can help you be recognised in the crowd, but it needs to be unique and authentic.
As the public face of your company, the brand experience of your website plays an important role in helping you stand out and be remembered. Too many websites follow a formula and end up looking very similar. Imagery and video are a powerful way to deliver a brand experience that accurately reflects who your company is and what it stands for.
Words don't go far enough
Imagine you were looking for a new job. You arrive on a careers page on a corporate website and the company communicates only in words that they “value teamwork”, have an “agile and sustainable work environment” and have a “diverse team” in which “culture, backgrounds and ethnicity are valued”. And that is great, right?
But what makes this company different from the millions of other companies out there with similar values and messages? And as a potential employee, how would you know that these statements truly reflect the culture of this business? Simply speaking, words alone are not enough.
Make your mark
Think of images almost as your brand proof points to audiences. The use of authentic images of real employees alongside copy can instantly add credibility to the messages you're communicating, far more so than if stock imagery is used. Still and moving images help validate your key attributes and characteristics as a business to your visitors.
Interviews with employees describing their work and experiences at your company are a really compelling way of doing this. For example, if you want to attract potential interns by highlighting your company’s success rate in offering full-time employment following internships, video can be a fantastic medium. Adidas have a great career page that does this brilliantly by using video to interview successful interns that are now full-time employees.
Build a bank of imagery and videos
Using company activities as content opportunities and having a publisher mindset is important too. For example, does your office do company breakfasts? Or do you have annual team-building experiences? Use these opportunities to take pictures and make videos showing real moments which are truly representative of the things which distinguish your company from others. These assets can be used and repurposed in a number of different ways over time, including career videos, hero images on the website, b-roll footage for future videos and imagery for social media. See the example below from Spirit Energy.