Facebook now has 8 billion video views per day. A recent Invodo report revealed 74% of all internet traffic will be video in 2017 . And 52% of marketing professionals worldwide name video as the type of content with the best ROI. If you’re not using video, you’re missing an opportunity to really be seen.
Here’s a secret: you don’t have to spend a ton of time or cash on professional videos. Effective recruitment marketing relies on transparency and authenticity, so find your employee advocates to give candidates a sense of your employer brand and why they stay.
Here are 4 tips for making recruiting videos that your leads will watch – and love:
If you’ve looked for a job, you’ve probably seen more than one employer video on the homepage of a company career site. And a lot of these videos are really boring or very similar. They’re all corporate speak and very little real talk.
Ditch the talking heads and soft focus shots of your office space. Get creative! A little levity goes a long way – showing your employees actually having fun at work sends a powerful message, particularly to passive candidates who may be unhappy in their current companies. These short, off-the-cuff videos are great on a corporate Facebook page, YouTube Channel or in nurture touchpoints to candidate leads in your talent network.
DROP THE SCRIPT
It’s tempting to carefully script or try to control the production of recruiting videos, but you can fix anything in post. Instead of making recruiting videos an HR directive:
- Have various employees use their smartphone to film a day in their work life (you can always edit after the fact!).
- Film your hiring managers introducing themselves, what they do, and what they’re looking for in a hire.
The 2015 Candidate Experience survey reveals that candidates purposefully look on career sites for employee testimonials (34.9%), answers to why people work there (30.8%), and why they stay (23.7%). Who better to answer that than employees themselves?
KEEP IT SHORT
Your candidates aren’t going to sit down and watch an employer brand epic. The average length of the top 50 YouTube videos of all time is just under three minutes.Really, the first 15 seconds are the most important to hook the viewer, so that first impression is your chance to be dynamic, funny, powerful, and intriguing.
Nestle Purina offers intern candidates a few series of shorts that are segmented by department and quickly grab attention, like “Hear from a Recruiter” and “Purina Pointers.”
Too many employers make the mistake of producing video content that tries to be all things to all people, instead of tailoring content for specific personas or segments. From interns to engineers, create content that’s going to speak to the messages and selling points you’ve already identified. This way, specific videos can be used in job descriptions (yes, you can think outside the box of age-old job ad!), landing pages for certain job families, and in e-newsletters or nurture campaigns to specific segments in your talent network.
It’s clear that Google is targeting its Engineer persona in this recruiting video. It features multiple engineer testimonials – from the VP of Engineering to Software Engineers – with diverse backgrounds revealing why they love working at Google.
Download the How to Make a Better Recruiting Video guide for more tips and examples.
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Source: Elyse Schmidt