Video marketing. You’ve probably heard about it by now, it’s making waves in the online marketing world. What you might be wondering is if it’s something you should be bothering with. Well, the short answer is a resounding YES. For details on the how and why read on. The first step, some basics on why video works so well for recruitment marketing:
Humans are visual creatures. We simply remember images better than words.
Video is extremely sharable. Especially in today’s world of 24/7 connected devices and social media.
Mobile devices were made for video. Literally. The screens have been designed to optimize the viewing experience.
Video is where the internet as a whole is going. So getting on board with the pivot to video now is the best way to avoid being left in the dust.
Video fits your RM strategy
Video is an extremely flexible medium. Not only can you film just about anything that happens in a day at the office, special events, office parties, etc., but it’s also the best way we know of to put a human face and voice on your employer brand. Using video turns your brand voice into an actual voice. Video is also great at bending and flexing its way into any stage of the candidate journey:
Awareness: Video allows you to answer the question, “who is this company and what are they about?” And it allows you to do so in a way that will garner way more social interactions. Social media posts with video have 48% more views. (), while social video generates 1200% more shares than text and image content combined ().
Consideration: With video content, you can help someone work out why they would want to consider joining your organization. Again this can be a good way to get eyeballs to your website: videos attract 300% more traffic and thereby help you nurture leads. ()
Interest: This stage is all about determining if the company culture looks like somewhere your potential candidate wants to be. Video lets you show them rather than just telling them. Videos help keep users on your career page longer and also keeps them more engaged. The average user spends more time on a website with video (Forbes, 2018).
Application: Walk your viewers through the process, using screencasts of the actual application form interspersed with someone talking about how easy the process is. Based on our experience on a wide range of a/b tests, video has been proven to lead to a 77.3% higher application rate than photos.
Why you should include video in your recruitment marketing efforts
Google and SEO absolutely love video. Embedding video in your blog posts ups the pull these pages get, and videos posted on social media get more attention from the search bots as well as live followers.
There will always be people who follow your social media presence or blog, then proceed to ignore even your best content. Until they see a video post, that is. Something about the lure of watching someone else going through their day, or talking about something they could have read about will always attract even these habitual skimmers. Videos are also among the most shared posts on every social media channel out there so it’s a fantastic way to get the word out via word of mouth.
An assortment of additional reasons you should be mixing video content into your recruitment marketing campaigns:
You’ll see a surge in applicants. This one’s pretty straightforward, CareerBuilder reports that job postings with videos see 34% more applicants.
There is simply no better way to convey your EB than face-to-face (so to speak). Video truly puts a human face on your company brand and lets you show applicants in images what working with your company would look like.
Video can save you money. Got your attention with that one, huh? It sounds counterintuitive, we know, but since you can reuse videos for multiple job postings, social media campaigns, blog posts, etc. you can actually recoup the production costs and then some by not needing to boost listings or re-post openings because of the expanded reach and candidate pool your videos bring in. It all comes down to the return on investment (ROI). If we look at the numbers, of video marketers are satisfied with the ROI of their video marketing efforts on social media (Animoto, 2018).
The bar to entry is actually much lower than you think. A modern smartphone, a borrowed lamp from the desk next to you, and some free editing software are all you need to dip your toes into the video marketing world. Start easy with some employee testimonials, that way you can set the phone up on a stand and not worry about shaky camera work.
What makes a great recruiting video?
There are examples galore of fancy recruiting videos from some of the biggest names in the world (Starbucks, GoDaddy, and Shopify come to mind). What they all share is a commitment to the employer brand and some creativity. Here are some general ideas to get you started:
Testimonials are an awesome, easy way to get started. As mentioned above, filming current employees talking about their favorite project, or why their team rocks is a great way to spread the word, without investing too much early on. They also play on the fact that people trust other people more than corporations, even the really cool ones.
Creativity is key. There are some seriously creative recruiting videos out there, so up the bar and put your best minds on this one. Remember, videos get shared. So make something that resonates with your target audience and watch the views shoot skyward when they share it with their circles.
Facts will always win. We know, right after talking about creativity, facts? But yeah, they still matter and when someone is looking at possibly moving jobs, they want to know why you’re the place they want to be.
Individual job descriptions can be filmed. Have the hiring manager, or even the outgoing employee if it’s a backfill, talk about the tasks this person can look forward to, what the career trajectory looks like, and why it’s a great job with a great company.
General company information is another good starting point. Hit a major milestone in the last year? Toot your own horn then talk to some of the people who made it happen about the role they played.
Campus/office tours are big hits. Have great amenities? Prove it.
As you can see, video is a flexible and scalable tool to add to your RM arsenal. It’s a wonderful way to put a human face on the company brand and one of the best ways we know of to get the word out about your excellent EB. You can even use videos to talk about your EVP, or better yet have your current employees talk about it. Remember, people trust people. With the overall pivot to video content taking place across the web, if you’re not putting some of your own out there, you stand a pretty good chance of missing some quality potential candidates, and that’s not good for anyone’s bottom line.