Flipbase is an Amsterdam video technology startup born of the idea to enable candidates to apply with video. Brought to you by millennials who believe that personality is equally important as professional skills, Flipbase helps HR and recruitment professionals to add video to their recruitment process and employer branding. 

Target audience

Flipbase is a B2B company, offering software for HR professionals and recruiters. I wanted to differentiate the video technology startup by making it more human through the best ambassadors that are out there: the employees. So, instead of directly promoting the technology itself; I focused on promoting what you could do with the products, giving examples on how to create video content depending on the goal HR professionals had in mind: an easier and faster way of screening candidates or giving a glimpse into the company culture with video. 

Product positioning

Candidate screening –  integrated technology that enables to add video in any stage of the recruitment process. Simply said: it enables candidates to apply with video and recruiters to have a full picture of the candidate: a resume, motivation letter, and a video, all in one profile.

Employer branding – a private & ad-free video platform to create, manage and publish content to the website, social media, e-mail and more.

Launching a new website & creating a content marketing strategy

Together with a developer (and on a very limited budget), I have created the complete website from scratch, including:

• wireframing
• sitemap
• core-content: product information, presentations
• video headers and fall-back images
• photography
• visuals
• filling content/editing CMS (WordPress)
• SEO optimization (Yoast plugin)

The products work together because if you ask a candidate to record a video pitch during the hiring process, they expect to find video content about you and the company in return. As candidate screening was a straight forward and simple product, it didn’t need much promotion. So I focused on employer branding: whereby I used our own employees to share stories about our culture, projects, events and daily life – all using our video technology.

Content types & timing

External

• Blogs (trends, interviews, business cases, news) – both English  and Dutch
  To support our products, but also share knowledge and engage with our target group, I produced different blog formats – varying from the latest video marketing and employer branding trends (1 time per month) to interviews and business cases with our clients (1 time per quarter) and news. For me, it was important to not overload recruiters with information, just for the sake of getting your name out there, but focus on actually adding value to their experience with the brand. 
• Social media posts
  I have set up a LinkedIn company and Instagram accounts in order to create brand awareness, give a glimpse into the culture of Flipbase and grow a community of like-minded pioneers within HR-industry who share the love for video. If you pay attention; you can see that the posts are based on the employee journey from the playbook, from attracting phase (testimonials, job ad videos) to own employer branding (office life, start-up culture, and Amsterdam), and inspiration/tips & tricks.

Internal

• Workshops (offline/consultancy)
  In order to activate the customers to use more video for employer branding purposes (with the Flipbase technology), I have created an onboarding employer branding workshop in which I explained the importance of authentic video content and how based on your goals, the employees can easily create video content with their smartphone. A 4-hour workshop included 1,5 hrs of theory, video examples, tips & tricks and 2,5 hrs of practicing recording smartphone video content. At the end of the workshop, all the participants have recorded at least one video that they could use in their communications towards the candidates or promote the employer brand on the website or social media.
• Playbook
  I have created an 18 chapter playbook, in both English and Dutch, that helped clients to properly onboard, understand our technology and inspire them to use more video in their employer branding communications. Next to introductory chapters that explained the importance of authentic video marketing, the playbook offered specific tutorials on how together with your team you can create video testimonials for your website, video call-to-actions for social media, but also how you could internally communicate more in video; think of video updates or event invites. 

• Mailings
  In order to continuously feed our customers with inspiration, I have created bi-weekly mailings named Flipbase video academy, in which I shared the playbook per chapter and offered feedback on videos recorded by our customers. This way we kept them engaged with our product.
  Result: 65% open rate, 5% clickthrough rate

Award

In November 2018 we have pitched our video technology to enter a competition to win the Recruitment Tech Awards, for companies with the most innovative technology within the HR- and recruitment market. To win the price there were two rounds; a 10-minute pitch in front of the professional jury and a public vote round. Really proud to say that we have won!

Advertising

Photography