Fairfax Radiology Centers, provides imaging and radiology care across Northern Virginia. They use Vocal Video to collect and produce employee testimonials and patient stories which are used for Meta ad campaigns, career pages — and even to personalize job offers. Theresa Mazzaro gets you behind the scenes of how she's scaled up video collection for recruitment marketing on both sides of the business: employee testimonials that sell the culture to candidates, and patient testimonials that build trust with prospective patients.
The challenge: Looking professional and authentic at the same time
Before Vocal Video, every video started a lot of logistics.
"Before Vocal Video, creating any kind of a testimonial or any kind of video, was always a bit of a challenge. You could use your iPhone, but then you have to worry about the size of the video, how do you get it to where you need to get it, what file folder, turning it into a link. And how it shows up when you're actually putting it on your website or on your career page."
The bigger problem was the tradeoff that came after. Hiring a crew solved the quality problem and created a credibility one.
The other issue that we've always had has been looking professional but yet authentic.
"Sometimes you actually have to hire an entire team of people to do a video, and it comes out looking a little bit too stiff, not authentic, not realistic, either from the patient point of view for a patient testimonial or the employee point of view for an employee testimonial. Vocal Video has changed all of that."
On the employer brand side, Fairfax Radiology is running a Meta campaign built entirely on clinical staff talking about why they stay.
"Right now, we're actually running a Meta campaign where we're using our clinical technologists — so our MRI techs, our mammography techs, our PET CT techs, and our ultrasound technologists — to say why they love working at Fairfax Radiology. Other instances would be why they were promoted, what makes them stay, and what do they like about the culture and the team here at Fairfax Radiology."
On the patient side, the team sources stories from people who already went out of their way to praise the care they received.
"We're also doing patient testimonials. People that have actually reached out to us and said, 'wow, I had such a great experience, I want to help you spread the word about the great care that you're giving the community here in Northern Virginia' — or people that have done five-star Google reviews."
The newest use case is a career page built around those employee videos.
Right now, we're actually creating a new career page and we're using a lot of our employee testimonials to help sell the culture and sell the feeling of what it's like to work at Fairfax Radiology.
For high-volume roles, star employees record a day-in-the-life so applicants know what they're walking into.
"We've had some of our star employees create a video using Vocal Video to talk about: what do you need, how are you going to be successful in this role, what strengths do you need to have, what do you need to learn, and what's the attitude you have to have to succeed."
The results: ROI measured efficiency gain and canceled agency bills
Theresa's ROI math is a comparison against the alternative — what it would otherwise cost to get the same output.
We measure the ROI for using video testimonials from Vocal Video by the amount of time, energy, and resources it would take to otherwise film, produce, and edit videos.
"There's a cost to having it done externally. And then, of course, there's the cost of time and resources for those that try to do it internally, and it doesn't really come out as good as you'd like it to."
The editing time savings are the clearest number in the story:
I find that editing the videos has just become minutes rather than what would probably take hours to do.
And the quality holds up:
"I know that the ROI for us is just the authenticity that we get and the great results that we get with Vocal Video."
The unexpected use case: Video job offers
One use case Theresa invented on her own — extending offers by video.
"I even have found a way to use a video to make an offer to employees. So I've got a video telling them that we're going to make an offer. I send them the video, I attach, via email, our benefits information, give them an opportunity to review all of that, and now they've got a personalized touch from me or one of the recruitment team members, and they feel like they know us even a little bit more and it feels personal just to them."
Would you recommend Vocal Video?
"I would recommend Vocal Video to anybody. If you are trying to get a message across to somebody about something in your company — be it on the consumer side or on the career side, the employee side, or even to potential applicants — Vocal Video makes it so easy to communicate."
Her one-line description:
Vocal Video is the easy button to recruitment marketing using videos. I think the sky is the limit for Vocal Video use cases, and it's as far as your imagination will take you.
Want to showcase your company culture and client experience with the same tool? Sign up free at vocalvideo.com