By The Power Of…Video!!

February 8, 2019

If you are reading this, then I am lucky to have attracted you by the power of the written word rather than by a video, a less common feat judging by an article I read recently in The Drum!


Whilst we’ve all known for a while that video has become an increasingly important part of all content plans, it’s no longer just a nice have, it’s a must have, … Video engages viewers, quickly conveying more information than any other communication tool, while tapping into what we feel and by evoking emotion. This is particularly relevant not only with millennials but even more so with Gen-Z, opening up the ongoing question of how companies can use video to reach this younger generation effectively.


Whilst it saddens me (as a non Gen Z being) a little that we are losing the appetite for engaging content, the craft of writing as I love words and the art of stirring emotions and captivating people alongside relevant images, but even I can’t fail to see it’s place. It has been reported that what worked with millennials won’t work with Gen Z, as this is the generation that grew up after the tech boom, and as the first digital generation, they are comfortable communicating on social media and sharing their lives with others like never before. As the first digital generation, video is the expectation.

There are some interesting factors for companies to consider as they formulate their video strategy…

It seems that Gen Z are very passionate and we have only about eight seconds to grab their attention; Gen Z don’t want to be sold to, they want to feel as though they are a part of something bigger; the more authentic and socially conscious recruitment company is, helps to increase it’s value to Gen Z because there is a connection formed over shared interests in the same issues.


A good example of this is approach has been Nike who has for some time at the forefront of developing videos targeted to their audience, most recently with the 30th anniversary ‘Just Do It’ campaign featuring athletes at the height of their careers, speaking about social topics that resonate with younger audiences. Authenticity seems to be the key, that and telling a story that hooks a viewer’s attention and establishes a connection.


We can see everyday how video is playing an increasingly important part of communicating; you’ve only got to look on LinkedIn to see how people are embracing it to captivate an audience – how many more clips can we see of people walking down the street or filming in their car? But it clearly works as we can’t help but watch it!


I am all for change, that is why I love this industry… I appreciate video allows for multiple formats to reach people at different times and on different devices. I appreciate it’s power and it’s potential to engage, but I hope we don’t forget the power of killer copy too! So I guess it’s time we started to practice what we preach here at Next Chapter…I’m off to do a quick video for the website

Next Chapter Recruitment


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Why It Matters Talking about money can feel uncomfortable but it’s one of the most important parts of the hiring process. Your salary expectation sends a message: it tells an employer how you value yourself and where you see your level of contribution. Pitching it right is about balance , go too low, and you risk underselling your worth; go too high without context, and you might price yourself out of contention. Being open, informed and confident in that conversation shows self-awareness, professionalism and credibility, all qualities employers notice and respect. How to Talk About Salary with Confidence Do your homework Before the interview, research average salaries for your role, level and location. Market rates can vary significantly between agency and in-house, or between Milton Keynes and London. If you’re unsure, we can share real-time local salary benchmarks so you walk in informed. Give a realistic range It shows flexibility while setting clear expectations. If your research suggests £40k–£45k, it’s fine to say, “I’m ideally looking for something around the mid-40s, depending on the role and responsibilities.” Frame it around value, not just numbers Explain why your expectations sit where they do, link them to results, ROI, leadership experience, or specialist knowledge. For example: “I’ve managed multi-channel campaigns with £500k+ budgets, consistently delivering ROI, so I’m targeting roles around the £50k mark.” This shifts the focus from cost to contribution. Don’t undersell yourself If you say you’d “take less for the right role,” there’s a good chance you’ll be offered less. Employers typically work within budgets, not above them so set your expectation confidently and let your experience justify it. Consider the whole package Salary is important, but benefits, flexibility, progression and culture can all make a huge difference. Be ready to discuss the overall value of the opportunity, not just the pay packet. Be mindful of proof Some employers may ask for evidence of current or previous salary, such as a P60 or recent payslip. It’s not a trap, it’s part of ensuring internal parity. Just make sure your expectations align realistically with your documented history and market value. Employer Perspective Most employers set a salary range before a role goes live. If your expectations fit that window, the process moves smoothly. If they don’t, it’s better to clarify early than waste anyone’s time. And remember: once you’ve put a figure on the table, it’s rarely possible to negotiate significantly higher later so preparation really does pay off. Final Thought Salary conversations don’t need to be daunting. With the right insight and preparation, they can be empowering. Know your worth. Be honest about your expectations. And let your recruiter help position you in the best possible light, we’ll share market data, guide you through the discussion, and make sure you’re representing your value with confidence. Talk to us about salary benchmarks and negotiation advice
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