What 82% of Buyers NEED But Most HR Consultants Don't Offer

If you’re an HR Consultant who’s tired of being the “best kept secret”, sick of churning out content that no one sees, and wondering how to finally stand out from the crowd…

This episode is for you.

Because I’m kicking off a 4-part series on the most underused marketing tool in your toolkit: video.

In this episode, you’ll discover:

• 📹 Why video builds trust quicker than any LinkedIn post, email, or blog ever will.
•  🎯 How to shortcut the sales process just by showing your face.
•  🧠 The Cambridge University mindset shift that’ll cure your perfectionism for good.
•  📈 How social media algorithms actually work — and why video gets 3x more reach.
•  👀 A dead-simple way to stand out from every other HR Consultant whilst posting the exact same content as them.

So if you’re ready to get more leads, build faster trust, and finally grow a consultancy that doesn’t rely on referrals or random DMs…

Start here.

Timestamps:

00:00 – Video marketing for HR consultants: why most avoid it and lose leads
 01:30 – What this 4-part series will teach you about getting more HR clients with video
 03:00 – How YouTube and Google can make your HR content more visible
 04:30 – Why most LinkedIn posts go unseen (and how video flips the algorithm in your favour)
 06:00 – Build trust with potential clients faster using short, simple video content
 07:30 – How emotions drive buying decisions (and how to create that emotional impact on video)
 09:00 – Written vs. video: what actually builds trust and connection with buyers
 10:30 – Why you don’t need perfect content — and what Cambridge University proves about ‘good enough’
 12:00 – 82% of buyers say video influences their purchase — here’s how to use that stat to your advantage
 13:30 – How to turn organic videos into lead generators (without paying for ads)
 15:00 – Why HR clients always choose the consultant they feel most connected to
 16:00 – Stand out from other HR consultants using tone, body language, and confidence on camera
 17:00 – How video triples your LinkedIn reach (and why the algorithm loves it)
 18:00 – The hidden reason social platforms push video — and how to benefit from it
 19:00 – The ‘content vs. connection’ shift that helps HR consultants win more clients
 20:00 – A practical way to repurpose your LinkedIn posts into high-impact videos
 21:00 – Why video messages work better than text in proposals and sales conversations
 22:00 – How to build trust, boost visibility, and win more clients — just by showing your face
 24:00 – 5 big reasons to start using video in your HR consultancy today
 26:00 – The cost of avoiding video: slower trust, fewer leads, and missed sales

Want My Help to Build Your £70K+ HR Consultancy?

1️⃣ Grab a copy of my book – The Complete Guide to Building a £70K HR Consultancy – and discover how to get every lead and client you need.

2️⃣ Apply to Join The Fastlane Formula – so we can work together 1-to-1 to get you earning £70K+ faster (and easier) than going it alone.

Transcript

00:01 Hello there and welcome back to another episode of Marketing Made Easy for HR Consultants with me, Nick Poninski. On today's episode we are talking about why you should be using video to market your HR consultancy.
00:14 And this is, I'm excited actually, this is the first in a special four part series designed to help you to get to grips with one of the most powerful but underused tools in your business's arsenal, and that is video.
00:29 Video is super important. Super important as we will soon discover together. But here's what's coming up over the next few episodes.
00:37 As I said, this is a four part series. So today, why you should be using video, even if you hate the idea of it.
00:45 Next week, the fears and myths that are holding you back from using video and how to shift them. So we're going to look at why you might not be using video, why you might be reluctant to use video, and then we're going to shift those beliefs.
00:59 After that is episode three. We're going to look at how to actually use video to win clients. So we're going to look at technology that you should be using, schedules, where to post, what content to create.
01:13 That's the one of the most important bits. And then finally, we are going to look at how to make video content that people actually want to watch and act on.
01:23 So we're going to be talking about hooks, visuals, CTAs, call to action. Uhm, again, we'll be looking a little bit about what kind of content to create and how to make your videos engaging so that people actually watch them all the way through.
01:40 So if you are ready to attract more leads, build trust faster, and finally get that HR consultancy that doesn't rely on referrals or hoping someone refers you.
01:50 Randomly messages you out of the blue, then you're in the right talk about today's goal. We are, I'm not giving you.
01:58 How to advise yet. That's not what today's episode is. That's not what you're going to discover. You're not going to discover how to advise.
02:06 Instead, what you are going to get is five powerful reasons of why video is worth your time, your effort, and yet.
02:14 Yes, even your awkward first takes. So reason number one, why you should be considering using, why you should use video to market your HR consultants.
02:28 Why you should use video to market yourself is that video makes you easy to find. See, and this might blow your mind, but YouTube is the second most visited website in the world.
02:39 The second most visited website in the world. I don't know if you knew that. Yeah, YouTube is where people go.
02:44 It's right after first you first most visited website in the world, Google. And what's more, Google often recommends YouTube videos in its search results.
02:52 So not only does it have a tab which I'm sure. You know, for videos, if you search for something like how to get clients for your HR consultancy, for example, Google will recommend there will be a series of videos in its initial search results, as well as blogs and websites to visit.
03:16 So, if you are creating useful content, stuff that your ideal clients are searching for, and you do it on video, you're not just visible, you are, and I use that put intentionally, you're not just visible, you're here's the thing, when it comes to writing blogs or posting on LinkedIn, I want to ask you
03:37 a quick question, right? You, you know that question that you get asked, um, if a tree falls in the woods and, no one's around to hear it, does it make a sound?
03:46 So, you know, it's a philosophy philosophical question. Um, of course it makes a sound, just because no one's there to hear it, doesn't mean that it doesn't make sound.
03:54 But anyway, my question that I want to ask you, if you write, A blog. And nobody finds it. Nobody uses it.
04:03 Nobody even clicks on it. Does it even make a sound? Does it, Is it worth your time investment? Was it a useful use of your time?
04:14 Because while your comp- I'm Pat. It is. Might be writing endless LinkedIn posts, or even trying to post on Instagram or Facebook for some reason.
04:24 Google's not going to push them to the top. But video is, video is going to get priority. Video is going to be shown.
04:31 And. Yeah, video gets shown in LinkedIn. LinkedIn very much push video content, you know, with reels, even longer-form videos. YouTube, obviously, all about the long-form content.
04:42 And as I say, Google shows video. Videos in its search results. So, reason number one, overall, video makes you easier to find.
04:56 People, yeah, people can see you. People can, you're visible, and you are discoverable. So that is reason number one to come.
05:03 Consider when it comes to whether or not using video in your h.r. console, some say. The second reason why you should consider using video to mic it yourself, mic it h.r.
05:16 console, say, is that video builds trust faster than any other content, right? So here's what I want to say about this.
05:24 Every buying decision in every industry is made emotionally first. We think we buy with logic, but the truth. If his logic comes after we've already felt something.
05:36 So it's really important to us that we feel that something was the right step for us, right? You ever said that to yourself?
05:43 Yeah, I just felt like it was the right moment for me. I felt like it was the right time for me.
05:48 I felt like. Blah, blah, blah. Whatever it is, you say that you feel something, and then you come up with some sort of reason afterwards.
05:57 So how do we go about creating that emotional connection? Well, the best way of creating an emotional All right, we'll you connection with somebody is time.
06:08 How do you, how can you increase the, and yeah, this comes down to you. How can you then create increase the amount of time that you are spending with your prospects?
06:18 And this isn't just time on a page. You know, I've got a book. Look out there. People can read my book.
06:22 But it's also spent time spent emotionally with someone. So it's not just reading things. It's feeling things. And as humans, we, we see things, right?
06:32 We, we, we take information on visually. We are visual creatures. And time spent emotionally with someone. The best way of doing it is in person, obviously.
06:42 Um, but we can't always manage that. So what's the next best thing? Video. So a written post. That can be quite flat, right?
06:52 There's no tone. There's no emphasis. It can be easy to misinterpret as well. Um, I think, you know, we've all been there where we've all misread some form of what's that message.
07:04 And we thought maybe someone was annoyed or we thought maybe someone was having a go at us. Even when they weren't.
07:11 So, yeah, written posts, they, they like the emotional punch. They can get emotional punch. You know, the best writers in the world can give you an emotional reaction.
07:23 But written word is a- a bit more difficult to pack an emotional punch with somebody. Now, audio is obviously better than a written post and I value audio.
07:34 Hence why I've got my podcast. Um, and it's really important as audio because you can hear someone's voice. You can hear.
07:41 They're torn. Um, you can, you know, you can create that relationship with them and it builds more trust and audio is really great as well.
07:50 So there's a reason that I like it is because people go on walks, people are going for a drive, they listen to.
07:57 So that's why I think audio is super important. But video, video is next level. Video, you get the voice, you get the tone, but you also get the body language.
08:10 So you can see someone smile, you can see them using their hand. You can see them, you know, the, the face shapes that they're making.
08:22 You know, I've got a very expressive face. I've been told many a time. Um, you can't always see that. Well, you can't always see that.
08:29 You can't see that when you're listening to my podcasts. Um, but you can. You even see that if, you know, if and when you share video, when you create video for your audience, your audience is going to be able to see you smile.
08:39 They're gonna be able to see, um, how happy you are, how confident, how friendly, et cetera, et cetera. They're gonna, going to be able to, for one of a better phrase, put a face to a name.
08:50 So, yeah, video is the closest thing to being in the room. It's the best way of building an emotional connection with somebody over time.
08:59 it's definitely worth considering using video in your- marketing content. Now, one thing that I do want to say at this moment in time, you don't need more content, right?
09:10 If you're thinking to yourself right now, oh, it was easy for you to say, Nick, I already create a post every day for LinkedIn and then I've got all my client work and I've got my kids blah blah blah.
09:19 What I want to say is- and obviously, umm, uh, that's a perfect impression of what you sound like. But what I want to say is you don't need more content, you need more connection.
09:30 And nothing creates connection, like video. Nothing builds trust like being able to see someone's face, look. Stop them in the eye and see that, yeah, that you can trust them, that they know what they're talking about.
09:44 And yes, I get it, recording video is hard work. I used to take loads of takes, trying trying to get my videos.
09:52 Perfect, right? I've been there back and forth, recorded a video, made a mistake, stopped, started, gone back and forth. Um, but you know what?
10:02 And I've done that with my podcast as well. I was searing with somebody recently. It used to take me a day to create my podcast content.
10:08 Nowadays is much quicker. Because you know what? I've learned that 80% is good enough. 80%, even 90%. You know? Have a few mistakes here and there.
10:19 That's not, it's not a bigger problem. It's, it's, it's human to make mistakes. It's human as well to have ums and ars.
10:28 It's also human to say something and then stop yourself and say, actually, no, let me take that back or, you know, stop talking and move on to a different topic.
10:37 Right? That, that's normal. And I've started to embrace that. With my podcasting, I will be embracing that when I go on my video, uh, 14 day video challenge in a couple of weeks.
10:48 Um, so yeah, you don't need to be flawless. You just need to be real. You just need to turn up.
10:56 What's more? Hey, I can remove a lot of issues for you if that's what you want to do, you know, if you want to invest in that technology.
11:03 But one thing that I want you to think about, when I say that 80% is good enough and you're a perfectionist or you're telling yourself that you're a perfectionist, if you wanted to go to the- invest university in the land, Cambridge University, and you wanted a first degree, i.e.
11:19 the highest honor possible, you would only need to score 70%. Wow, right? So if- 70% is good enough to get the best degree from the best university.
11:34 If that's good enough for them, why isn't a video which is 80% effective? Why isn't that good enough for you?
11:40 Why do you think that you need to be perfect? you could see me right now, you'll see that I've just done a mic drop.
11:47 Because I think that's, that's reality, right? That, that, if you want the best university, the best degree, you only need to get 70%.
11:51 So why are you thinking thinking to yourself that you need to create some sort of video, which is 100%. You really don't.
12:00 All you need is something which is good enough. Eighty percent is good enough. So aim for that. Get your content online.
12:08 number three that you should consider using video, that you should use video for marketing yourself, your HR consultancy, video drives buying decisions.
12:19 As I've just said, you know, spending time with people, spending time. Spending time with them, building that trust, building that emotionality.
12:25 That is the best thing. Video is the best for it because we can see everything. We can hear everything. You know, it has more of an emotional impact to video than, uhm, just writing things or reading things, etc.
12:37 And video, video is key to this. Video drives buying decisions. And I found a statistic online by a, on a website called Wise Owl.
12:47 82% of people say videos convince them to buy a product or service. And that is a very powerful, very powerful statement, really.
12:59 That includes consultants, service providers, anybody. It's not just products. It's not just, you know, Mars advertising on the TV. This is people creating their adverts for YouTube.
13:10 This is people creating their adverts on Facebook or Instagram. And you don't even need to create adverts. You can just create natural, organic content.
13:19 How many times have you watched something online, seen that they have something valuable to offer, and then you've gone off and made the investment and bought their product, bought their service, right?
13:31 There's so many people on YouTube who are making an absolute mint. Not just from the fees that YouTube pays, uhm, but, and not just from the sponsorship of each video, but also, you know, through somebody saying, oh yeah, if you want more information, go and visit the link, go and visit, uh, join my 
13:51 mailing list, go and download this guide, whatever. And then, you know, they're selling some sort of online course or whatever it is, right?
13:57 You can do the exact same thing. You can create some incredible content for your audience and then have a call to action, encourage people to go and buy from you.
14:08 So, yeah, that's what you can use video for. Equally, when your potential client is weighing up who to work with, you or some other HR consultant, the person that they've seen, the person that they've heard, the person that they've felt most connected to, that person will always have the edge.
14:27 Even if they don't say it directly, they're thinking, Thank you. Thank you. I feel like I know her. I, I like what she said.
14:34 I trust her energy. And that's what video creates. It creates that connection. It creates those emotions in people. And that's why video is so important.
14:44 So if you haven't started doing videos, it's a Well, we're about to discover two more reasons why you should be doing it.
14:50 But video drives buying decisions. It helps people form an emotional connection to you. Helps them spend time with you. And it increases that emotional connectivity.
15:02 That trust that they have in you.
15:05 fourth reason why you might, why you should consider using video for, uh, marketing yourself, marketing your HR consultancy, is that video gets way more reach.
15:16 See, social platforms want you to use video. They promote it more aggressively than any other type of post, especially short form content.
15:25 Cause everyone is, everyone, well, we all keep getting told that everyone's got a short attention span these days. I mean, I don't know if that's true or not.
15:33 Um, personally, um, my attention. That's absolutely fine. But I am aware that I'm not representative of everyone and everyone's different, et cetera.
15:41 So I know that social media platforms want you to use video. As I said, they promote it more aggressively than any other type of post, especially short form content.
15:51 So, as a, as a bit of a stat to back this up for you, video content on LinkedIn gets three times more engagement than text-only posts.
16:04 That's direct from LinkedIn. That statistic is, direct from LinkedIn. So video content on LinkedIn gets up to three times more engagement than text-only posts.
16:17 So, if you want more engagement, and for that, well, if you want more engagement so that you can then send people to- by your products, your services, join your mailing list, et cetera, then video is certainly something that you should be considering, because it gets- video gets three times more engagement
16:35 . And the same message, um, so the same message that you'd write in a status update. We'll go three times favor just by speaking it into your camera, into your phone camera.
16:45 Just by sharing that quite quick video, you know, you can use some sort of app so that you can- and we'll talk about this in a couple more- coming weeks, but you can get some sort of app and it will- give you the transcript of what you're saying so that people can read it as well as watch what they're
17:01 saying. Um, and- and yeah, that video, that same message as a status update, if you do it in video, it will go three times further.
17:10 So, let me ask you something. Let me ask you something. Why fight the algorithm when you can work with it?
17:16 And because, you know, more reach. That means more eyeballs. More eyeballs means more leads. More leads means more clients. Now, I do want to quickly say why social media promote video more aggressively.
17:30 Then any other type of post. See, the way that social media works, right? Facebook, Instagram, LinkedIn, TikTok, whatever. These are all free to use social media platforms.
17:41 Why are they free to use? Well, because they sell advertising. That's. The way that they work. They give away the Facebook, whatever, for free.
17:49 Uh, and in return, they show you adverts and when you look at those adverts, they make money. So how do Facebook make more money than they did, uh, yesterday?
18:01 Well, they get more. People onto their platform, spending more time on their platform. And so, so their aim is to keep you on their platform for as long as possible, whether it's Instagram, LinkedIn, Facebook, whatever, the aim of these people who own this, uh, These platforms is to engineer the algorithm
18:20 to keep you on the platform for as long as possible so they can show you as many adverts as possible.
18:26 Why do they promote video more aggressively than any other type of post? Quite simply. Because it connects more. People want to watch video.
18:34 They have done their research or these social media companies. They know that video is by far the most popular form of content.
18:41 It gets the most engagement. It gets the most amount of time spent on it. So they promote it more. It's like a, For one of the better friends, it's a vicious cycle.
18:53 Or more like a flywheel, which is getting fed with, uh, with the air. Right? Because people are loading up videos, people are watching them.
19:01 So people then share more videos, which then get promoted more. So people watch them. So people create them. So they get promoted more, et cetera, et cetera.
19:13 And as we said, so to summarise, social media platforms effectively, they want you to upload video. Because they want to save.
19:22 Quality content to the people on their platform so that those people will stay on their platform so they can be shown more adverts.
19:31 So social media, they want you to use video. So start using video. You get more engagement, more leads, more clients.
19:38 And the social media gods are happier with you because you are doing what they want you to do.
19:45 the final reason why you should be using video for your social media content, your marketing, is that, is reason five, video stops you sounding like every other HR consultant out there.
19:56 And this is really important because people buy from video. And as we've already gone through, video helps build that emotional connection better than any other form of social content, right?
20:07 And so, video helps you stand out from the crowd. It means that you are not like every other HR consultant out there.
20:15 And let's be honest, if I scroll through LinkedIn right now, and my LinkedIn feed is full of HR consultants, let me tell you, because I disconnect with anyone who isn't a HR consultant.
20:25 That's all I want to see on my LinkedIn. I would urge you to do the exact same thing. Make sure that your LinkedIn feed supports that.
20:31 It serves you and your needs. If you are, you know, if you stumble across someone's post on your LinkedIn feed, and you think, why am I connected with them?
20:39 There is no reason for me to be connected with them, then disconnect from them. Not me, obviously. It's important that we stay connected.
20:47 You know, if anyone who isn't, you know, say, for example, that you are connected with a car salesman in Shropshire, and, you know, you're a HR consultant in Newcastle, there's no real reason, there might be a reason for it, but that you probably shouldn't be connected.
21:03 So you might want to consider removing them. And that's, that's an example I want to go from. But, you know, let's get back on track.
21:11 If I scroll through LinkedIn right now, I, you know, let's be honest, I'll see 10 HR consultants posting the exact same stuff.
21:18 Here's their new piece of information. Employment law. Here's how the, uhm, you know, the labor government are shaping the workforce today.
21:24 Don't forget to review your policies. Make sure to check on your culture, et cetera. And there's nothing wrong with these posts.
21:32 These posts aren't wrong, right? I understand why. I understand you share this content. Why HR consultants share this content. It's the same reason I share marketing and sales content.
21:42 Because that's what I talk about, and that's what I want to be known for. And it's the same with you.
21:47 But the reason that these posts are bad, for want of a better phrase, is they're forgettable. And they all sound the exact same, right?
21:57 But video changes that. Nobody else has your tone of voice. Nobody else has your phrasing, your hand gestures, your energy, your examples, your warning.
22:07 Your strength, your personality, right? And that's why video is so important. You can write out whatever post you want, but if you create a video out of it, then that creates an emotional connection with people.
22:22 Video makes people. Posts stand out. So even if two HR consultants say the exact same thing and they will, you'll all say the same thing, nothing wrong with that.
22:33 As I say, that's the content that you need to create and share. But you saying it on camera is instantly more memorable.
22:39 It's memorable than somebody typing it into a caption or, uh, you know, a, uh, carousel or just writing out on a post.
22:48 It's like, let me give you a metaphor. It's like comparing two CVs. One's printed. One's just words. And other is delivered as a one-minute pitch direct to the camera.
22:59 Which CV are you going to remember? Now, obviously, it's a little bit strange to be collecting a video alongside a CV.
23:07 But I do tell people, you know, when you're pitching for work, say, for example, somebody posts a post on LinkedIn and says, I need HR consultant.
23:15 Which person is going to be more memorable for that person? Which HR consultant is going to be more memorable for the person looking for the HR consultant?
23:25 Is it going to be the one that says, I might be able to help you with this, or I can help you with this.
23:30 Let's have a chat. Or is it going to be the person that sends over the video and says, Hey, I've been looking at your stuff.
23:35 It's really great. Let's have a chat. I might be able to help you. The video, right? Because it's more memorable.
23:40 It creates more of an impact. Now, as I say, you don't need to say anything new. You can just write your normal post and then just say it directly into a video.
23:50 But because you are saying it into a video, you're saying it in a way that only you can. And that creates the impact.
23:57 And that's why you should be on video. Video makes you confident. And when your message sticks, people remember you when they're ready to buy.
24:06 that's it, that's today's episode. That is five reasons why you should consider using video when you are marketing your HR consultancy.
24:15 As we've spoke about, number one, is that video makes you easier to find because YouTube is the second most visited website in the world, right after Google, and Google actually recommends YouTube videos in its search results.
24:35 pun intended, and you're more discoverable. Number two, video builds trust faster than any other content. It, you know, it creates that emotional connection to people.
24:45 You're spending time with them. Number three, video drives buying decisions. You know, eight to two percent of people say videos convince them to buy a product or service.
24:55 So, video drives buying decisions. If you want clients, if you want leads, if you want sales, you should be considering using video.
25:02 Number four, reason number four, video gets way more reach. As we talked about, social media, social media, they want people on their platform, they need people on their platform.
25:11 So, they promote video more than any other type of content. that content gets free traffic. It gets three times more engagement than any other type of post.
25:21 So, make sure to create content. Make sure to consider, at the very least, consider using video content. And, finally, reason number five, video stops you sounding like an idiot.
25:34 Every other HR consultant, it helps you stand out from the crowd. It means you are no longer a terrorist house amongst all the other terrorist houses.
25:42 Video makes you stand out from the crowd. So, hopefully, that has been a useful episode for you and you have taken stuff away from, taken valuable information away with you and you're thinking, you know what, Nick, you might have a point.
25:58 I'm, I'm gonna start considering using video. What do I need to do? Well, you don't need to buy a ring light or download editing software.
26:06 Or start a YouTube channel. You don't need to do anything today. All I want you to do is take, well, take one thing away from the episode.
26:13 If you're not using video, you're slowing down trust, cutting your reach and keeping potential clients at arm's length. time it takes for somebody to find you, to build trust with you, to decide to hire you.
26:32 So, yes, that's what I want you to take away from this episode. Video, slow slows down the buying process. Again, you don't need to be slick with your videos, you just need to be seen.
26:45 Now, if you want help using video to grow your HR consultancy, build your authority, and hit that 70k mark or beyond, and check out the links in the show notes, because there are a variety of ways that we can work together, and yeah, use video to promote you and your HR services.
27:02 Either way, whether or not you check out those links or not, as ever, get marketing because without marketing, there's no sales.
27:09 And without sales, there's no business. So get marketing.