As news stories of major tech layoffs continue to grace the front page, it's easy to assume that the pendulum of the recruitment marketplace of the past few years has swung back in favor of the companies doing the hiring.
That couldn't be more wrong. With the unemployment rate still at a historically lowan 3.4%, it's more accurate to say that hoarded talent is being redistributed back into the wider marketplace.
Now is the time to double down on investment in recruitment marketing to swoop up the talent foolishly let go by the Metas, the Googles, and the AirBnBs of the world. That's where recruitment marketing, and video content, come into play.
A recruitment video is a short video that tells the story of your company, its culture, and the benefits of working there. It can be a great way to connect with potential candidates on a personal level and give them a sense of what it would be like to work for you, but it's also really hard to get right.
Having worked with S&P 500 organizations to produce effective recruitment marketing video content, here are the three kinds of videos I've created that had the most impact:
Company overview videos. This is an absolute bare minimum for any company looking to build out its content library. These videos provide an overview of your company, its mission, and its values. They can be a great way to introduce your company to potential candidates and get them excited about the opportunity to work there, and it allows youcome to provide candidates with an elevator pitch before they submit a resume.
Check out a brief video I pulled together during my time at WEX to highlight the work they do and their people.
Day-in-the-life videos. Okay, the candidate understands what you do and is ready to explore your openings. In other words, they've moved down the recruitment funnel. Now it's time to bring out the day-in-the-life videos.
These videos show potential candidates what it's like to work in a particular role at your company. Every department and even every team can have a unique culture within an organization. This is where good research, authenticity, and elevating the employee voice come into play.
Check out this video I produced with IDEXX to promote their distribution center based out of the Netherlands. This was early into the COVID-19 pandemic, so we even managed to create this with all employee-shot footage, saving significant costs for the organization.
Employee testimonial videos. Finally, the single most important type of video to produce is employee testimonial videos. There is nothing more powerful or authentic than taking the microphone and handing it directly to employees. These videos and appearances represent the voices of a new team member's peers, and their seal of approval can have tremendous sway over an applicant's choice to apply (or not).
In addition to these three main types of recruitment videos, there are a few other types that you may want to consider producing. For example, you could create a video that highlights your company's diversity and inclusion initiatives, or a video that shows off your company's unique culture, but these short-form documentaries vary from organization to organization: it's all about the employer brand you are attempting to build!
What not to film.
No matter what type of recruitment video you choose to produce, it's important to make sure that it is high-quality and engaging. Your video should be well-produced, informative, and visually appealing. It should also be tailored to your target audience and the specific job that you are trying to fill.
No matter what you do, do not create videos wherein you ask leading questions or guide (or, worse yet, script) an employee's response. Nothing is more transparent than when an employee is answering with a pat or scripted corporate response.
Here are some tips for creating a successful recruitment video:
Start with a strong script or set of questions. For your overview video, it's important to have a script that is tightly buttoned up and can be delivered in 60-90 seconds. People have goldfish memories, and a stronger narrative can be delivered through a high level of focus. For testimonials, do your research and come to the table with questions that unpack the lived realities of the employees you are speaking to. No one benefits when the answer to "what do you like most about your work?" is something a candidate could find anywhere else.
Use high-quality video and audio. Your video should be well-produced and visually appealing. This means using high-quality video and audio equipment, and hiring a professional videographer and editor if you need to.
Keep it short and sweet. People have short attention spans, so it's important to keep your video short and to the point. Aim for a video that is no longer than two minutes.
Make it engaging. Your video should be engaging and informative. Use visuals, music, and storytelling to keep viewers' attention.
Promote your video. Once your video is finished, be sure to promote it on your website, social media, and other channels. The more people who see your video, the more likely you are to attract top talent to your company.
Are you ready to flesh out your video marketing collateral to support your recruitment marketing or employer branding initiatives? Tulpamancer is here to help with end-to-end video production services!
Comments