Novo Nordisk: Use of Video for Employer Branding

to get people to actually work for them. And they do that sometimes with video. Please welcome Franz. Hello. Hey, hi, I'm pleased to be here. Franz Weisse. I'm passionate about a lot of things in this world here. One of the things that I've been passionate about for some time is actually video. In the old days, it was incredibly expensive and problematic to use video when communicating. Today is super easy. This example that I've brought here is in the low end. It's almost for free. So it's very much about go do, get some experience from there, and then move on and see what happens. But basically, I work with employer branding. So any larger company that wants to attract people needs to have some focus on employer branding because there's a lot of talent around. So why should they choose Novo Nordisk as an employer when there are so many other companies? So what I do full time is that I'm working with employer branding from a digital perspective to attract the right talent to our business needs. So I call this humanizing career opportunities by using video, okay? Cool, so far so good. Yes, and in the mindset of this being web marketing and meetup and stuff like that, then I really like the AEDA model. So attention, we'll look at that. And then jump into interest and desire, and then at the very end, we'll have some action. Does it sound good? Good, it's still live, that's good. So the attention part, we all need to create attention. I guess what we are doing in here is that we are sharing the passion for storytelling, okay? When I look around here, I see a lot of passion. When it's storytelling, you go, wow, yes, I wanna convey a message, okay? I wanna get from here to out there. And of course, in the perfect world, we could simply go, hi, Francoise, pleased to meet you. And then you have this one-to-one connection here, and you can see, smell, feel, whatever. But that is difficult in the real world. We have career fairs, and if we're really lucky, I could talk to you guys, but then I don't have time to you guys. So maybe we can get a sense of that by using video more. So thinking video in, not as a replacement, but as a supplement to the human contact, that would be amazing. The sad background for me having a job at Nuer Nordisk and for the existence of Nuer Nordisk is that there is a pandemic in the world here. Tons of people are getting diabetes. The way we live around the world here means that there are more than 415 million people diagnosed with diabetes. Every five seconds, that's one more. So that's gonna increase to more than 600 million by 2040. That's insane. So if you wanna have a job with a purpose, we could be selling pens. These pens are great, you can write with them. And that makes a difference, but you could also choose a career that matter on another level. So there are many stories to convey. This is our story. This relates to my core message. My core message is life-changing careers. By offering life-changing careers, we can actually say that's a dual purpose. By getting a life-changing career, you will grow as a person professionally and personally, and then at the same time, you'll make a difference for people living with diabetes or other chronic conditions. So basically, that's the story I want to convey. But in a marketplace where there are tons of stories, hey, someone's shouting out loud here, there's a fantastic great idea over there. So how do we not get stuck in that clutter? And basically, our employer brand in Denmark, because we've been here for more than 90 years, is amazing, but when it comes out of the borders of Denmark, it goes down the drain. The world is pretty big, and we are like zero in many countries. So we need to stick out, standing out for something positive. Go. So my specific offering to the world is, not mine, but the company, is like 4,000 careers. That's a hell of a lot. But not all of them are equally difficult to communicate. So the easy ones, they'll go like ice cream on a hot summer day, but some of the other ones, actually quite a lot, they are pretty tricky. So when you have a pretty tricky challenge, what do you do? Production worker in Kallamborg, we get tons of applications. The barrier for applying is pretty low. And when you're in the company, then it's a great way to progress your career. But when we are looking for people within R&D, they are not like, you can just pick them from trees, they fall down, you have to work really hard. OK? So to avoid getting sucked into the mainstream of jobs popping up here and there, then we need to do something extraordinary. There are two sorts of people when it comes to a talent attraction. There's the active ones that could be you over here, and then there are the passive ones. The active ones, they're super keen on getting a job. They call people, they talk to different people working at the company, et cetera, et cetera. You have job index, blah, blah, blah. And then you have the passive ones that needs to be nudged quite a long time. One, two, three, four, and then back again. Maybe, maybe, I'm not sure. Then something happens. So that's the world in which I'm living. My platform for communication is quite often the job posting. OK? They can be incredibly boring. OK? And I'll share a story what some people do. This is a manager. He is super busy. So what he's doing is he's doing a job description. I require, I require, I require. Then he's handing it to this guy who just published it online. And he goes, ah, that's super, super bad. That has happened in some companies for some years. But it has been taken to a much higher level now. So this is employee branded to some level. We have nice smiling people up there, extra stuff out here. And then we have video. OK? So connecting, connecting the core communication with video is amazing because it kind of lifts the whole level of service and adding extra stuff. But this is general stuff. OK? If you don't know the company, then it's great. You have a helicopter flight and a drone here and blah, blah, blah. But is it authentic? To some degree. So three levels of communication when I use video. There's the quite expensive video. And then there's the less expensive. And then there's this one down here. I level video. OK? So let's talk, you and me. OK? We are I level right now. OK? That's personal communication. Almost, almost. I made this up a few hours ago. It's like the more, the more. It's brand new. It's fresh. It's like the more money you spend, the more money you spend, the less authentic it actually becomes. I'm pretty sure there are some super bright people in here who, with a lot of money, can make it super authentic. But for us average people, it doesn't mean if we have half a million DKK that it turns out to be a great video. OK? I'm pretty sure if we grab my mobile phone and we play around, we can do something that's amazing. That's actually the onset for me continuing. One more? OK, we'll take one more. So interest and desire. OK? So we're kind of going down the funnel here. What I did half a year ago was that I emailed all our recruiters, like 60 people, and 40 showed up for different workshops. I invited recruiters who have the contact to hiring managers so they could have like an extra tool in their toolbox. It's quite often you have these positions that are so difficult to fill and so difficult to communicate. So it would be nice for these people to have an extra tool in their toolbox. So this is a phone video expert. So I called him in so he could talk about the basics. It's about the sound, the light, and blah, blah, blah, where I was more the communications guy. And us together, we hosted this three hour thing here. And the point was that people was a little scared. OK? It's not that fun to be in front of the camera. OK? It's much more fun to hold the camera. But at this session here, we actually forced people to have both roles, OK? But in a playful setting. OK? So please sell your own job. Are you ready? One, two, three. And then you start laughing. OK, let's do it one more time. One, two, three, action. So people kind of get that feeling that when they are recorded, they should be aware of this and that. So this was very much learning by doing. And it was super simple. Things does not have to be complicated. If we choose to be informal, if we choose to set a frame, if we choose to play, we get quite a lot of it back by having some learnings that we can turn into some quality products. This is not Steven Spielberg quality, OK? Because some people, you can have a super boring. Maybe you're super boring, but when I have the camera here, you'll go, whee! And then he's a super salesperson, whereas you are charming and you are smiling. And then I bring the camera and go, zzzzz. That happens. We're all human beings, so we react very, very differently. But by having that session, three hour session, in front of the camera, behind the camera, having a few laughs, everybody gets this feeling about how to do this. Because it is not rocket science, but it's not something that everybody can do. You need to work a little. You need to be on the same level. You need people to relax before you can start interviewing. It's like, this is not good. They need to relax. So spend five, 10 minutes to warm them up. Good. This is all the equipment that we need. We need a phone on flight mode, by the way, so you don't get text messages. Two seconds. I'm recording. You need a microphone. You can even get a free one out there. And then I have a tripod here. The tripod is like 20 times bigger than the recording device. That's all we need, OK? If we agree that quality is OK down here. We live in an agile world where the speed from thought to action quite often should be low. So this does not require a team that needs to set up a lot of stuff and do this and that. And then four weeks later, you get something back. Here you record stuff. And then, quite fast, I get back with an edited video. This is the lifesaver. I made a simple, simple frame saying that you as a hiring manager, me recording you, we need to do four small clips. Can you do that? Yes, you can do that. One long clip, even if it's 60 seconds or 90 seconds, it's like, I go red. I start up. Not fun. But if it's four small clips, we can do that together. So let's do the five to 10 minute intro. High energy. Be yourself. Not kind of go all in. But find a pace that is you. The next one is what's in it for you. The next one is who we're looking for. And then the bye bye. And if this sounds appealing, I think you should apply. It's not more difficult than that. So far, so good. Action. The idea is to convey something more than the words. I'm not sure how many are familiar with the HR world. But what we used to do, post and pray. We need to mature. We need to use the sources that are available. So basically, these recruiters, they play around. They record. They come back to me with four clips. I don't want 10. I only want four. And sometimes, they're not amazing. Then I can turn up the volume so we can actually hear what they're saying. Once out of quite many, I have to send them back and say, this is not good enough. Our products are amazing. So many things are amazing. So we can live with employer branding being down here, but not here. So let's go back to this level here. But that was only one. Next one here, quality check. Quality check is sound, it's light, it's context. And that's also the X factor. There are so many people. Some have charm, some have not. But we had an R&D person. He was really introvert. But what he said, you could really have a feeling that he was passionate about what he did. That was amazing. So that's authenticity again. And that was really amazing. So he was definitely talking to the heart of the tie group. The edit thing, that's the boring part. That's where I come in. I think it's at this level, quite fun. So I trim it a little, kind of remove the beginning and the end. It's not rocket science. But you need to invest a little time. But the idea is when this becomes a global process, and hopefully that's within half a year, then we have an Indian team who will do this for us. So we are sometimes a super tanker. We have 43,000 people. But it would be nice to act like a speedboat. And there are a lot of speedboats here. You'll just go do. But we need a little more time to get our things in place. But this is an example where we try to be a little more agile. I upload it physically to the job ad words. So in a few seconds, it will be live. Then we offer people links to different stuff. They can download it and then upload it to their LinkedIn profile. That gives a better performance. And that's great. Especially this woman, Shilada here, her doing this generated 10,000 views, 164 likes, and a lot of comments. That's free stuff. Usually we would post and pray and see what comes. And now she's an active ambassador for the job, putting her face up to this here. So you get this feeling of meeting her. Cool. As many of you, some of you know who are clients of 23, then they also give you access to a lot of analytics, which is quite interesting. Of course, this only works if it's hosted on 23. And when we upload directly to LinkedIn, then it doesn't count, and we need to put that on top. But this is super cool. And they're friendly people. So they can help you with a lot of stuff. I'm not paid to say this. I'm doing this for free. Good. We're approaching the end. I was given 15 minutes, and I feel that 13 has passed now. The idea is that there's no questions now, but you can catch me in the break if you want to. But basically, I'm an example of a large company. It could be any company. So the basics of this is to try, I would say, instead of thinking about it and considering this and that. What's the worst thing that can happen? Ask yourself that question, and then go do it. Thank you. Hey, everybody. I'm Luisa. I'm from Copenhagen Airport. I work as a senior brand manager in the marketing department. So I'm responsible for creating all the campaigns about the shopping center of all the great shops and restaurants we have in the airport. So my ambition is to create great content that inspires all of you guys to go to the airport a very good time before you're taking off. So you hopefully will spend a bit more money out there. So today, I will take you through a case or a campaign we did last year. Hopefully, some of you have seen it. 30,298,531 people was the number of people going through Copenhagen Airport last year. It's plus 1.1 million compared to 2017, so quite a lot of people running through the airport, approximately 83,000 going through every day. But 2018 for us was not just a year of great numbers of passengers, it was also a year of change. And maybe if some of you have been to the airport, you have seen a lot of expansion projects, a lot of building, construction walls. It has been horrible to be a traveler out there, but I will promise it will be better. So a year of change with a lot of new things in the airport also meant a new shopping destination for all our travelers. And a new shopping destination was launched in June. It's between Pier A and Pier B, if you know Copenhagen Airport. We expanded it with 4,000 extra square meters, making space for 24 new shops and restaurants. And that counts for Arget, and Megalor, Woodwood, Massimo Duty, and a lot more shops and restaurants out there. So for me as a marketeer, the task was, can you say, quite simple? We just had to create a great awareness, inspire travelers to arrive earlier, and get some great reach and interest about this new shopping area. So that sounds quite easy, maybe simple. But traveling is maybe, as you know, stressful. And no matter how many times you have been traveling, like once or 10,000 times, you always tend to do the same. You do the same every time you go to the airport, go to the toilet, go buy coffee. Then newspaper, maybe you buy a gift for your grandmom or your children at home. You do the same every time. We create thousands of studies of our traveler each year, it shows the same. So how do we convey people to go to a new area? How do we change their route in the airport to a new place with new experiences, with new shops and new restaurants? That was the challenge I was given. We also found out, or what we're working quite a lot with is that the more inspired the people are, the more informed they are, the more they know about the opportunities in the airport, the more likely they are to spend. So that's also why we're using quite a lot of our resources and time to create great digital content and videos, to inspire people to go explore all the different things we have in the airport. And what we also have been working quite a lot with is this brand platform called The Journey is On. Maybe some of you have seen the sign in the airport before you go into the security. Sometimes it works, sometimes it doesn't. It depends on the day of the electrician, what you call it. But we made this platform because what we found out is that the airport is special. And as I said before, no matter how many times you travel, it's always a great feeling. You always have a little excitement in your stomach. Like you're going to a new place, meeting new friends. There are huge loads of people in the airport going out into the world. And that's our great brand, the point of departure. It's the thing we need to utilize in all the things we do. We need to remember people that travel is amazing, and you should come before, and you should explore all the great things in the airport. And we started this brand platform, I think, three years ago. And it has been carried out together with a lot of different influencers. We started out with Hans Philipp from Uken Kunzner. And then we have been working with loads of different influencers, Pernita Teisberg and Sus Wilkens, Mette Marie, and last, Olivia Dju and Julia Rolbeck. And for us, I also think that influencer has been an important part of reaching the target groups we have. But also, it's a way that we can speak to especially the younger targets who are not that good to listen to the traditional media out there. So utilizing those influencers for our content is giving us access to new target audiences. But it also shows larger reach on our content and a really high engagement rate for us. So that was important, too, for the task. And for the task, we chose to cooperate with these two lovely girls. And Olivia Dju is the daughter of Hela Dju, if you know her. And then Julia Rolbeck, who is also doing a lot with Dea, I know, or had done. These two girls was the core of our campaign, a campaign made of a small webisode, six microseries, six videos we did with those two girls, telling the stories about all the new things we had.