Know the story behind popular video marketing campaign “Never make another bad hire”
Omer Molad is the co-founder and CEO of Vervoe – an intelligent hiring platform. In this article, he shares his journey about Vervoe and his most popular video marketing campaign “never make another bad hire”
Read on to know how he and his team conceptualised and executed this video campaign.
“Most videos spent 15 seconds on the problem and 45 seconds on the solution. We wanted to spend 45 seconds on the problem because we wanted our audience to know with 100% certainty that we really get it.”
1. Tell us about your life journey, Omer?
I grew up in Tel Aviv, Israel, but spent part of my childhood in Melbourne, Australia. After high school, I served in the military where I was an officer in command of a tank platoon. Then I worked at two startups in 1999 and early 2000, the height of the dotcom boom.
In mid-2000, I moved to Melbourne and discovered that the dotcom boom was just about to over and, more importantly, Melbourne hardly had a startup scene. Everyone I spoke to about a job expected me to have a degree and my military work experience wasn’t valued at all.
I went to law school and ended up with a law/commerce degree from the University of Melbourne. For the next ten years,
I worked in banking, except for a two year period during which I worked with the Red Cross coordinating international emergency response.
The biggest benefit of going to law school was that I met my wife there.
After about seven years at NAB, I left the corporate world to create my own job instead of applying for one, and started Vervoe with my co-founder David.
We wanted to make it easier for companies to hire people based on their ability to do the job rather than their backgrounds.
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2. How did you conceptualize – “Never make another bad hire” video marketing campaign?
We learned a few really important lessons about our product:
- Our mission of making hiring about merit, not background, resonates with people. Almost everyone has had a bad hiring experience and felt discriminated against or unfairly overlooked.
- “Show, don’t tell” is a principle that very much applies to us. People really get it when they see it rather than having it explained to them.
- Most videos spent 15 seconds on the problem and 45 seconds on the solution. We wanted to spend 45 seconds on the problem because we wanted our audience to know with 100% certainty that we really get it.
We worked with an agency and briefed them in a very purposeful way. Initially, it was supposed to be an animation video but, after hearing what we cared about, they came up with the concept of a slightly edgy, “The Office”-style video about the consequences of hiring someone who really sucks.
3. How and where did you distribute the video?
We put the video on our homepage, shared it on social media, used it in email-based prospecting campaigns, and showed it at conferences.
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4. What is your major learning from this marketing campaign?
It’s one of the most successful assets we’ve created. It’s authentic in the sense that it’s very much aligned with our story. And it’s bold because it’s on the edge. Not everyone will like it, but the people who do are the right fit for us.
5. What tips you would like to give to newbie video marketers for producing video content for his/ her startup?
Don’t copy what everyone else is doing, which is to roll out your features. Nobody cares about that. Tell your unique story and make people laugh if you can.
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