The Role of Video in Recruiting: Why it's becoming an Essential Tool

Introduction

In a world where engaging content reigns supreme, video has quickly become one of the most used technologies in the world with over 70% of consumers watching videos on social media every day. Video is a channel of communication that can bring authenticity and ‘real-ness’ in a world that can often seem unauthentic, and is a form of communication people can relate to & understand.

A huge 92% of marketers who use video say that it's an important part of their marketing strategy [Hubspot] and it certainly shouldn’t’ be any different for the often lagging behind recruitment industry to create a successful recruitment strategy!

How to implement video in to your recruitment marketing strategy

With video there are two ways we communicate with candidates, directly e.g. through interview process and job ads and indirectly through social posts and our career site content. The messaging needs to be slighty different depending on whether it is direct or indirect.

Direct Candidate Communication via video

Video is a highly effective way to communicate with your candidates directly and can be used at all stages of your recruiting & candidate communication process:

• Sharing new job openings – this is a great way to market a job along side a traditional job advert! In fact, job postings with videos are viewed 12% more than postings without video (career builder).
• Candidate Interviews – most people are very familiar with video interviews by now and for a reason! They are convenient, efficient and effective.
• Sending video updates of the application status to candidates – this is a great way to create more engagement & excitement directly with your candidates.
• Offer stage! Use video as an innovative and personalised way to offer a candidate for maximum engagement and increased chance of acceptance!

Video as part of your Recruitment Marketing Strategy: Indirect Candidate Communication via video

As well as being effective for direct communication with candidates, video is an essential part of your recruitment marketing where you can indirectly attract and engage candidates. When applying for jobs, candidates are often looking for reasons why they should work for the company. A video provides them with the information that helps them to understand what makes your workplace unique and gives them a chance to see it from the inside out.

Video as part of your recruitment marketing strategy if used right, enhances your employer brand in a more personalised way which ultimately will lead to a successful recruitment strategy. Here are 5 ways you should include video in your recruitment marketing strategy!

1. Showcase Company Culture

Video is a powerful tool for giving job seekers a glimpse into your company culture. Showcasing the office environment, employee interactions, and company events such provides job seekers with a feel for the workplace and the type of people they would be working with. This can be a key factor in attracting the right candidates and setting your company apart from competitors.

2. Employee Generated Content

Employee generated content should be a big part of your recruitment marketing strategy. It is a valuable tool for demonstrating what it's like to work for your company, bringing an authentic and personalised form of communication for people that are consuming the content. It is a fact that candidates are more likely to trust and relate to current employees, and hearing about their experiences can give them a better sense of what to expect.

Consumers are 3x more likely to trust information about a company when it comes from the employee versus their CEO or an official channel! [FleishmanHillard Global Intelligence].

Have a read about some more interesting facts about employee advocacy in our blog.

Employee generated content can include:

• Current employees talking about their role and team on a careers page

• Current employees creating their own organic content on social media

• Employee testimonials in video form

• To learn more about how to create employee generated content videos as part of your recruitment marketing, talk to us.

3. Product/Service Overview

If your company offers a unique product or service, video can be a great way to demonstrate it and highlight the significance of the work being done. Seeing the impact of the product or service in action can be an effective way to engage potential candidates and get them excited about the opportunity to work for your company.

4. Leadership Perspectives

Hearing directly from senior leaders about the company's vision, values, and goals can be a valuable tool for attracting top talent. Candidates want to work for companies that have a clear sense of purpose, and hearing directly from the leaders can help to build trust and demonstrate the company's commitment to its employees.

5. Behind-the-Scenes

Offering a behind-the-scenes look at the day-to-day operations, challenges, and successes can provide an authentic look at your company and demonstrate the types of opportunities available to employees. We are in the age of Tik Tok where people want raw, authentic content, not neatly put together marketing material that sugar-coats the real stuff. This can be a valuable tool for attracting the right candidates and giving them a better sense of what to expect if they were to join your team.

In conclusion, incorporating video into your recruitment marketing strategy can be such a powerful tool for attracting and engaging top talent. By showcasing your real company culture, employee generated content, product/service overview, leadership perspectives, and behind-the-scenes authentic footage, you will set your company apart and attract the right candidates to your organisation in a proactive way rather than being reactive.