"WE NEED A VIDEOGRAPHER"

How companies that don’t specialize in video set up their in house video person to fail before they even start.

You realize the power of video to take your brand to the next level. You see an opportunity to create impactful media to share across your social channels. You want to create a video based learning and education hub for current and prospective clients. Most importantly, and more generally, you want to tell your organization’s story. 

You just really need...(dun dun dun) a “videographer”.

Just hearing the word videographer makes me cringe. What does it even mean? As I write "videographer" in LinkedIn's publishing platform there is a red dotted line under it. Is it even a word? After 12+ years creating and telling stories through video, I’m really not sure. I do know one thing though, you don’t want to hire anyone who calls themselves one.

Anyone can use a video camera. Very few can piece together moving images to tell an effective story that moves a viewer and helps generate revenue. This is the difference between a videographer and a filmmaker, video producer, or digital storyteller. 

But, if you peruse LinkedIn, Indeed, Monster, you always see the same postings, and it goes something like this:

Videographer - Full Time

Must have excellent directing skills, most be able to produce, must be able to shoot own content, must be able to edit own content, must know 2D & 3D motion graphics, must be able to do production sound, must be able to edit and mix sound and video, must know about live productions, must know graphic design, expert level experience in Adobe Creative Cloud Suite, live streaming, Final Cut Pro, Cinema 4D, and production scheduling software, must be be able to play the violin upside down while juggling plates on their feet. 

Ok so I made the last part up, but you get the idea. Do companies know that they are listing an entire production studio wrapped up into one person? 

And here is the kicker at the bottom:

1-3 years experience.

1. I know you think it's easy, but it's not

Anyone who has dedicated their life to this field knows how demoralizing these job postings can be. It shows a misguided, misinformed, or worse, just plain ignorant view on what creating compelling visual media takes. Don’t tell a video producer to “just show up with your camera it shouldn’t take longer than an hour.” I have no idea how to do your job, so don't assume since you've seen a commercial you know how to do mine.

2. It takes a village

This work, if done well, typically can’t be created by just one person alone. Some of it can, but you are immediately limiting the scope of what you can create. Anyone who tells you something different is lying to you. Everyone has sat through the end of a movie and seen the crazy amount of people it took to make a film. Corporate and commercial video production when done at a professional level isn’t that much different. You need personnel. Plain and simple. The problem is, most companies blow their entire video budget on one person, buy them a 2,000 dollar video camera, and expect ad agency level results. 

This isn’t necessarily the hiring managers fault. They’ve grown up inundated with great media, whether it’s a 500 million dollar Marvel movie, or a 30 second broadcast commercial. They’ve seen so much professional media that they think making it must be easy. They think if you have a DSLR and a tripod you can do the same. The truth is this field is niche. You wouldn't hire a electrician to install your wood floors, would you?

3. Go contract

I’m not sure why so many companies are opposed to a media creator who is on a contract/retainer basis as opposed to a full time employee. The majority of people in this field I meet would prefer it. I know you think you need someone full time, but do you? How do you know for sure if this isn’t your specialization? Why can’t the video producer come in two to three times a week, film, and then edit at home? Why do you care where they do the work as long as the work gets done? 

Here’s the thing. Most video producers don’t see your business as their passion (pause, take a deep breath, and let the pain subside). It’s the reason they didn’t go into healthcare, software technology, food service, finance, or whatever field the company you work for is in. Most of them like filming, editing, and telling stories. This is why they went into the media production field. By constricting them to your office, you are closing doors on opportunities for them to do work outside of your office. This, coupled with relatively low pay, and your unrealistic expectations of what a single person can do making videos, just creates a revolving door of employees coming in and out of the role when a new opportunity pops up. Not even speaking of the time (I.E. money) you've wasted, doesn't this hiring process get tedious?

However, if you allow them the flexibility that a contract position affords, make your company their #1 client, you’ll have someone who is going to stay with you for the long haul, and as they grow, your videos will only get better. They are going to learn more out in the field, then bring back those skills and infuse them in the work they are doing for you.

4. Hire experienced people and pay them less

That’s right. Someone with a wealth of experience isn’t going to want to work for your company full time. It simply keeps them from making money elsewhere. But, they may come work for you on a retainer/contract basis. 

Let’s break this down further using an example:

Let’s say you have 70,000 a year plus benefits for a video position. You really have around 100,000 dollars budgeted for the position when you include the cost of benefits. Why not get someone with experience to handle all your video needs on a 70,000 a year retainer? You can agree on a number of videos per month, or work out some sort of hourly payment plan. Then, use the remaining 30,000 as budget for them to create content. While some things can be done as a “one man band” video guru, other things will require more resources. This way, you can actually make them because you have the extra budget to do so. Instead of compromising on something you don’t really want because you have one person and no budget, you have money for when the bigger projects pop up. Also if you are on a retainer basis, you probably don’t need to buy equipment (you can just use the contractor's personal gear) which will save you thousands. 

I’d rather have someone with 10 years of experience who is willing to make me a client, than have someone with 3 years of experience who is willing to be an employee. They know more, can do more, and in half the time. They can do the work of someone working 40 hours a week in 20, of higher quality, and at the same cost to you.

5. How much video do you really need?

Honestly. Have you really thought this through? Discussed it with everyone on your team? If you have no idea how time intensive certain production tasks take, how do you know for sure?

Why would a company blow their entire budget on hiring one person in a field that typically requires more than one person to create the most impactful work? Hiring one person isn’t going to solve all your problems. You need a budget to help them create. If you don’t have it, don’t hire them. Hire them as a freelancer, and then if you need them more regularly, get them on a retainer.

Or, better yet, try this experiment. Take a few video ideas you want this new "videographer" to do. Go to a professional production company and get a quote for the work. Compare that to what you want to pay this person for a years salary. You'll be able to tell immediately if you are devaluing this person's skills.

Mike Paulucci is the owner of the Chicago based production company, Alrojo Films. You can reach out to him at [email protected]?