Companies must go above and beyond to strengthen their employer brand in a competitive hiring environment. One way to do this is to use recruitment marketing videos, which have also proven successful in attracting candidates – particularly at the beginning of the recruitment process. In fact, according to a Lighthouse report, job seekers prefer to watch videos of hiring managers 10 times more than they do those of company overviews. They also like to receive videos two and a half times more than messages from HR.
Video is a very effective way to attract candidates and make them feel more connected with your brand. Here are four reasons why you should embrace video:
1. Stand out from the competition
Video gives you an edge. Not everyone has the ability or desire to use it, but it allows you to paint a more robust picture than just text or images could ever do on their own. Incorporating video into your recruitment marketing effort gives candidates an insight into who you are and what makes your company special. It also allows candidates to see who they could be working with day to day, which is especially important when you’re trying to attract good talent.
For starters, make a welcome video to introduce yourself and your company to potential employees. Show off your office space or how you work as a team, as well as what makes the company unique and worth applying for. If you have specific perks, like flexible work hours or benefits packages like maternity leave, then this is a great place to showcase them, which leads us to our next point!
2. Show off your values and culture
Video can be used in a variety of ways to help create an engaging experience for potential candidates, but it’s particularly useful in showcasing your brand values and culture. As a format, it also gives you more control over how the viewer interprets your messaging. For example, tone of voice may not come across clearly in text, but can be easily understood in video.
Video content also allows you to use multiple angles and close-ups to showcase what makes your company special, which will make it easier for candidates to connect with what they’re looking for in their next opportunity.
Let potential candidates see who you are and what you stand for by creating case study videos. It is a great way to highlight how previous employees have benefited from their time at your company. Showing off your brand values and culture will help candidates decide to apply and work for you.
3. Build trust
Video isn’t just for millennials anymore; it’s a powerful way to build trust with all generations. It makes your brand seem more human and approachable by letting potential employees see who they’ll be working with and even what they’ll be working on. This can help build trust between current employees and potential new hires, as well.
For example, you can create testimonial videos where current employees share their stories with prospective hires; this helps build trust between candidates and employers by showing them what it’s like working for your company.
Make the video entertaining and have fun showing off how employees work together – or hand the microphone to your employees and let them talk about why they love working at your company so much.
4. Attract more talented candidates
We live in an attention economy where people have a lot of options to choose from when it comes to deciding how to spend their time. This means that if your video isn’t engaging, it won’t get watched. And if it doesn’t get watched, it won’t convert into leads or candidates – which is exactly what you want when you put out a video.
Creating recruitment videos can make your job listings more appealing and easier to read. This is achieved by adding an ‘at a glance’ section at the start. This tells candidates what they need to know about the role without having to read through everything else first. This saves time and money, and reduces dropout rates before applications are even started.
Leveraging video for recruitment has been proven to give businesses access to higher-quality candidates, which can eventually lead to reduced turnover rates and increased employee satisfaction levels. They’re also easy to read, which is important when it comes to attracting talent in today’s economy – especially when it comes to millennials, who expect greater transparency and accessibility.
Next time you’re posting job ads, think about creating recruitment videos. Although businesses continue to rely on traditional methods of recruitment, such as job postings or advertisements in trade journals, employers now have many more options available, including social media sites.
A well-made video can showcase your company culture, portray an image of being fun to work for, help you attract better talent from across the globe, and help you reach out to communities that aren’t always represented in your office.