The first step to attracting great talent to your company is getting people to look at your company and the jobs you have posted. Thanks to a competitive market in recent years, most companies haven’t had to work too hard to attract qualified candidates, but now that the jobs picture isn’t quite so dire, many companies are finding that simply posting openings with the usual recruiting sources isn’t gardening the deep applicant pool that they might expect.
Similarly, the less congested job market means that jobseekers can afford to be more selective in where they apply for work, and seek a career at a company where they will fit in and actually be happy working. The problem is it’s often very difficult to get a true sense of a company’s culture from the typical help wanted ad. Job postings tend to focus on what the company is looking for, not what it’s like to work there, and as a result, many potentially great applicants keep looking.
There is a way to combat this, though — and capitalize on one of the biggest trends in marketing today: Video. Research shows that companies that include video in job postings are viewed 12 percent more often than those that don’t include video, and receive 34 percent more applications. However, if you are going to use video to attract top talent, you need to be strategic and consider how it will fit into your goals, and the story you want to tell about your company.
Types of Recruitment Videos
The first thing to consider is the type of recruitment video you want to make. You can take a number of different approaches, ranging from serious to silly to fun, and it all depends on what you hope to accomplish.
Many companies have found success creating these types of videos:
- Job Description Videos. Instead of telling candidates what they would do on the job, show them. Some companies choose to do this with a “day in the life” style video, while others allow employees to describe what they do each day.
- Culture Videos. Do you have a unique or especially fun workplace? Show it off! If it fits with your culture, try making a music video, incorporating a flash mob, performing skits, or engaged in other activities that show why your company is a great place to work.
- Differentiating Videos. What makes your company unique? Use a video to show why you’re different from the competition.
- Audience-Specific Videos. If you are looking for a specific type of employee, such as entry-level workers, create a video that speaks to them and shows why they should choose to work at your company. Incorporate employee testimonials and show how potential recruits can grow if they come work or you.
Video Development Basics
Once you have determined which type of recruitment video is best for your company, it’s time to focus on production. Unless you have the tools and equipment to create a high-quality video in-house, its best to hire a corporate video service to ensure that your video accurately reflects your company and sends the right message to potential recruits.
With that in mind, when developing your video, focus on:
- The Concept. When you market to consumers, you need to develop a value proposition that shows potential customers what they would gain by doing business with you. The same goes with recruiting talent: What is the value proposition you intend to make with this video? How does the concept support that?
- Your Culture and Brand. You want people who view your video to feel like they really know who you are and what you stand for, and that you’re more than just a logo, a slogan, and some buzzwords on the page. Show the passion of your people, and what your company stands for. This could go back to creating a fun, personality-filled video — or one that tugs at the heartstrings or inspires talent to feel like they can do great things at your company.
- Production Values. Creating a compelling recruitment video requires more than finding the most attractive and articulate employees to wax poetic about your company and interspersing some footage of the break room and employee gym. Spend time developing a script, and planning shots. Some experts recommend watching the completed video without the sound. Does it still capture the spirit and culture of the company? If not, tweak it until it does.
A well-produced recruitment video can make all the difference when it comes to attracting top-tier talent to your company. If you’re finding your recruitment efforts are stagnating, try injecting a bit of pizazz into your postings, and build a more passionate and committed team.
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