Exploring the insight behind real experience. Follow for more ideas & resources about internal content production
MORE ABOUT US

Category: insight

  • insight from being | A Step-by-Step Content Funnel Guide for HR Media Production Teams

    insight from being | A Step-by-Step Content Funnel Guide for HR Media Production Teams

    A practical guide with clear tips, use cases, and media format examples—tailored for teams producing video content in Human Resources contexts such as recruitment, onboarding, internal communication, and employer branding.

    This is a practical guide designed for daily use by HR-focused media production teams. Whether you’re planning a livestream for a company townhall, creating a recruitment campaign, or building a video series for onboarding, this guide helps ensure every piece of content aligns with the viewer’s mindset and business objectives.

    Why TOFU – MOFU – BOFU Matters in HR Media

    HR content is unique. It isn’t just about selling a product—it’s about building trust, representing culture, and guiding people through a journey.

    However, some HR videos don’t deliver full impact because:

    • Lack a clear strategic goal
    • Don’t match audience readiness (first touch vs. decision point)
    • Miss actionable CTAs ( Call-To-Action)

    Understanding TOFU–MOFU–BOFU allows your production team to:

    • Choose the right format for the right funnel stage
    • Suggest better structures to clients or internal stakeholders
    • Create video content that actually drives action—whether it’s applying, attending, or engaging

    Funnel Stages for HR Video Content

    Funnel StageHR ObjectiveViewer BehaviorIdeal Formats
    TOFUAwareness – make the brand visibleDoesn’t know the company or role yetTeasers, trailers, hype livestreams, employer branding clips
    MOFUTrust – clarify values & environmentKnows the brand, curious about cultureInterview videos, day-in-life, leadership townhalls
    BOFUAction – drive decisionsReady to apply, join, or referTestimonials, how-to apply, live Q&A, recruitment CTA videos

    5 Key Questions with HR Context & Examples

    1. What is the communication goal? (Awareness – Trust – Action)

    Funnel StageHR ScenarioExample Video Types
    TOFUAttract potential candidatesBrand teaser, culture sizzle reel
    MOFUShow what it’s like to work thereOffice tour, team interviews, mini-docs
    BOFUPush candidates to apply or show upJob walkthrough, onboarding checklist, video with direct CTA

    2. Where is the audience in the candidate or employee journey?

    • TOFU: Never heard of the brand → Focus on curiosity, values, energy
    • MOFU: Evaluating fit → Offer stories, perspectives, clarity
    • BOFU: Ready to act → Remove barriers, make it easy to convert
    Viewer StageContent FocusFormat Example
    TOFUInspire & attractHero video, event launch livestream
    MOFUClarify and connectTeam stories, HR explainers
    BOFUSimplify decision-makingDirect application video, real testimonials

    3. Is the content driven by emotion or logic?

    • TOFU: Emotion-led → Get them interested
    • MOFU: Logic-led → Get them informed
    • BOFU: Blend → Get them to act
    TypeUse in HRExample
    EmotionalBrand positioning“Why we do what we do” CEO/Founder video
    InformativeClarity & conversion“How to apply” tutorial, onboarding explainers

    4. What action should happen after watching?

    Always add a next step—even if soft (share) or hard (apply)

    CTA TypeExample
    SoftSend video to a friend, comment, tag someone
    HardApply now, register now

    5. What can you suggest back to the client or HR lead?

    • Is the current brief clear about funnel stage?
    • Does the format match the goal? Too long or too vague?
    • Is there a CTA? Is it obvious and actionable?
    Common GapsHow to Fix
    Goal too genericClarify if it’s TOFU / MOFU / BOFU
    Format mismatchRecommend cutdowns or alternative formats
    No CTAAdd step-by-step follow-up or interactive layer
  • insight from being | Video Production Canvas: A Better Way to Plan, Brief, and Build Content That Lasts

    insight from being | Video Production Canvas: A Better Way to Plan, Brief, and Build Content That Lasts

    Producing video content takes time, effort, and focus—so why should all that energy go into just one asset?

    In fast-moving content environments, it no longer makes sense to treat video production as a one-off project. Every shoot should be a chance to build a content system, not just a single file.

    The Video Production Canvas is a strategic framework to help any creative, marketing, or communications team plan video projects in a way that delivers long-term value and flexibility across platforms.

    The Challenge with Traditional Video Planning

    Most production processes look like this:

    1. Plan and shoot a flagship video.
    2. Edit it once for a single campaign or platform.
    3. Move on to the next project.

    While this might check a box, it often leads to missed opportunities:

    • Supporting teams lack footage for other formats.
    • Social media adaptations feel like afterthoughts.
    • Valuable moments are lost because they weren’t captured intentionally.

    Introducing the Video Production Canvas

    This framework breaks down production into three layers:

    LayerPurposeFormatsDistribution
    HeroTell the core brand or campaign storyLaunch video, manifesto, hero pieceHomepage, YouTube, main campaign assets
    HubAdd depth, explore behind-the-scenes, extend contextInterviews, day-in-the-life, mini-storiesLinkedIn, blog, email, internal comms
    HelpOffer utility, accessibility, and adaptabilityHow-to, tips, highlights, reels, Q&AInstagram, TikTok, short-form platforms

    Why This Canvas Works

    Using this approach encourages teams to:

    • Think strategically from the start
    • Design shoot days to serve multiple purposes
    • Capture more reusable content per session
    • Build content libraries that scale across functions and channels

    It also helps unify goals across departments—so brand, communications, and digital teams aren’t working in silos.

    How to Apply the Canvas to Your Next Video Project

    1. Start with the “Hero” Layer

    Define the main story. What message should stand above all others?

    Keep this version tight and timeless—something you’d be proud to feature on your homepage, in a pitch deck, or as the anchor to a broader campaign.

    2. Plan for the “Hub” Layer

    Zoom out from the main story. What supporting ideas, people, or processes deserve their own spotlight?

    Capture:

    • Interview footage with multiple voices
    • Moments of culture, collaboration, or behind-the-scenes action
    • Day-in-the-life sequences or project deep dives

    These elements add human context and emotional nuance to the bigger narrative.

    3. Don’t Forget the “Help” Layer

    The most overlooked layer is also the most powerful for long-term engagement.

    Think:

    • Quick tips, mini-explainers, or myth-busting clips
    • Highlight reels or quote cards
    • Short vertical videos for TikTok, Reels, YouTube Shorts

    These pieces extend the life of your shoot and meet your audience where they are.

    Tips for Better Production Planning

    • Write your shot list in three layers: Hero, Hub, Help
    • Leave room for spontaneity: Some of the best content isn’t scripted
    • Shoot extra B-roll: Think transitions, details, environments
    • Capture audio that can stand alone: Good quotes make great posts
    • Design with editability in mind: Multiple formats = more flexibility

    Final Thought: Plan Like It’s a Platform, Not a Post

    The Video Production Canvas isn’t just about efficiency. It’s a mindset shift.

    Instead of treating video as a single event, it becomes a living system—feeding campaigns, conversations, and content ecosystems over time.

    That way, every shoot becomes more than just a deliverable. It becomes a loop of insight, storytelling, and creative reuse.