Make Your Equity Plan the Star of the Show

By Sandra Barba. Email, snail mail, and webinars are all great ways to communicate about your equity plan, but the use of video has created new and interesting ways to capture participants’ attention.

What is video marketing?

Video marketing incorporates videos into your marketing campaigns whether to promote your company’s product or service, or in this case, your company’s equity plan. The use of videos, including testimonials and “explainer” types, helps you get your message across to your employees in a quick, attention grabbing format.

Videos can help you communicate with employees often and can be reused time and time again. You can create a video library that stores videos for new hires or first-time participants to access stock plan education sessions, new plan roll-outs, or even a corporate event.

When creating videos be sure to consider these 4 things:


As we mentioned in a previous blog about buyer personas, a marketing video is all about the audience. Make note of who your audience is and create a video that is tailored to them.

Ask yourself questions that help guide your content:

  • What are their career goals?
  • What are their financial goals?
  • What do they value?
  • What are their decision drivers?


In a nutshell, keep it short. Depending on the amount of content covered, try and keep your video to 2-3 minutes for simple instructions or updates or 5-10 minutes for more of an in-depth message, such as plan changes. Whatever the purpose of your message, make sure it comes across clearly and concisely, and be specific on what action the viewer should take.


Have fun with the videos and be creative. Your audience may already have a preconception that every message about equity plans is boring and dry. Why should they take the time to watch a video on it?  The use of co-workers and familiar settings in the office may capture the employees’ attention and make it easier for the employee to relate to and in turn grasp the message. Remember-humor is always appreciated!


Budget, budget, oh that budget!  No matter what your budget is, there are various recording and producing platforms to utilize. Video recording and editing software can be found on most smart phones and tablets – and is surprisingly good. Some of my favorite affordable tools are iMovie, Camtasia, Windows Movie Maker and Filmora.

Video messaging can help garner more interest from your participants. It captures their attention and helps you with your ultimate goal of getting your message across. Equity plan communications does not have to be dry. Be creative, and see what works with your audience!