Taking on a task like making your employer brand come to life through video can come with many challenges, but the benefits oftentimes far out-weigh the work and cost associated with production. We hope to provide some insight on ways to produce creative content for your career site without needing access to Hollywood budgets.
Here are some top reasons why creative content should be part of your recruitment marketing strategy, and some ways to implement them:
It enhances your employer brand.
Gallup defines an employer brand as “the way your organization’s prospective applicants, candidates, and employees perceive you as an employer”. With this definition, it is unmistakable that recruitment videos are the perfect tool to establish and strengthen your company persona and brand. Although words hold a significant amount of power, they do not possess the ability to reveal the passion and eagerness that transpires at a company the way video does. To showcase a positive brand image companies must present the company culture, its products, and services. Overly scripted scenarios or any unrealistic staging will only fail to give candidates an accurate perception of your brand. Individuals want authenticity and anything false will only serve against your goal.
It helps you stay competitive.
According to Aberdeen’s talent acquisition research, best-in-class companies are 75% more likely to use video tools for employer branding. This enables them to attract the attention of top talent much faster and easier. IF you want to stay competitive with other companies for the attention of the top talent, implement a video strategy in 2019.
Attract passive candidates.
With today’s unemployment rate at an all-time low, most potential job candidates are already employed, maybe even with some of your competitors. These candidates won’t visit job boards or your career site on their own, so social media may be the only way to reach them. According to a study done by Impact, social videos generate 1200% more shares than text and images combined.
Generate more applications for your company.
If you want to make your job postings stand out, turn your job description into a video. If you include a video in your job posting, it will attract more attention, views, clicks and most importantly, convince reluctant talent to apply. A recent study by CareerBuilder says that Job postings with videos are viewed 12% more than postings without video and have a 34% greater application rate.
Gain the attention of young talent.
In 2019, millennials are expected to overtake baby boomers in the workforce as their numbers swell to 73 million and boomers declined to 72 million. These new generations have different
preferences and habits, which you need to take into account to recruit them.
A recent Oath Video Content Preference study confirmed that millennials consume more online video than any other audience. When making any major decision, 4 in 5 millennials look for video content as a form of research according to Social Media Today. It’s not just a nice to have any more, it’s a must-have in terms of improving your candidate experience.
What are some of the “best-in-class” companies doing to utilize videos in recruitment?
Adding videos to career sites.
Adding videos to your career site will make it more interesting and appealing to potential candidates. When candidates visit your career site, they are looking to find out what is it like to work at your company. By using a video, you can effectively showcase your company culture, provide credible testimonials from your current employees and depict everyday life at your office in an authentic way.
Creating video job descriptions.
Create video job descriptions and add them to your job postings. You will be able to attract and hire much easier and faster. First of all, videos are still quite rare in job postings so they attract a lot of attention. Another important benefit of using videos in job postings is the fact that they can help you attract your perfect candidates. If your video showcases your company culture, it will resonate with and attract the candidates who are the right fit for your company.
Sharing videos on company social media profiles.
Don’t forget to share your recruitment videos across your company’s social media profiles such as LinkedIn, Facebook, Twitter, Instagram, etc. Another great idea is to experiment with live videos, which are extremely popular on social media these days. To widen the reach of your videos, ask your employees to share your recruitment videos on their personal profiles. That way, your videos will be able to reach a much wider audience.
Using video to communicate with candidates.
Using videos in your communication with your current and potential candidates will help you leave a great impression and promote your employer brand. Next time you send an email to your candidates, embed a video on it or include a link to your recruitment video.
When you proactively source for prospective candidates, send them your recruitment video to stand out and showcase your employer brand. You can also send video to candidates who already applied to your open job positions. Use a video message to confirm that you received their application and to set the expectations by explaining the next steps in your recruitment process.
We understand that often it’s a lot easier said than done in terms of getting momentum internally to set aside the time and budget for creative services. Agency costs are high, and sometimes staff is limited to even begin strategizing for a project like this.
So, what does this mean for your strategy? Watch the full webinar, “Your Brand Story: Crafting a Creative Services Roadmap” by Recruit Rooster Director of Sales Ryan Hentz, and Creative Director Drew Palmer to learn how to use creative content on your career site.