How video can attract top talent to your organisation.
The age of video marketing has arrived, with 91% of consumers wanting to see more video content from brands they care about.
If we remember that talent are consumers,we can see that the evolution of video marketing means big changes are in store for the way we approach talent attraction and recruitment.
Already, VideoMyJob’s State of Video in Talent 2021 report found that 68% of survey respondents use video as part of their recruitment strategy. A further 21% have plans to incorporate video content in the future.
So how does video marketing work in a recruitment context, and how can you use it to attract top talent to your organisation?
What is video marketing in recruitment?
Video marketing is increasingly becoming a staple of modern talent attraction.
In a competitive market, leaders need to work harder to attract the attention of great talent. Organisations need to articulate the defining characteristics of a strong and proactive employer brand.
As part of a talent strategy, video marketing can be a powerful tool. Using video, you can boost brand awareness and generate interest in your employee offer, starting long before you have a vacant role to fill.
This gives you the chance to start developing an always-on approach to recruitment, never missing an opportunity to attract someone incredible.
Why is video marketing so effective?
More and more, video is taking over the social media landscape, and that’s where people spend time.
People are looking for a reason to engage. Research shows that 88% of leaders get more responses from this cohort when they include video as part of their talent attraction toolkit – and that’s not to mention a 78% quality improvement.
That’s not all. Video marketing is built for storytellers, making it easier than ever to create a hiring narrative that inspires interest and paints a picture of what it’s like to work for your organisation.
Video-driven recruiting can generate 12% more views and 34% applications, all while adding interactivity to your marketing strategy and giving talent new ways and reasons to engage with your employer brand.
The top 10 types of recruitment marketing videos
While there are many different types of videos that can be used for recruitment, some are more popular – and powerful – than others.
Employee stories
Employee stories account for about 42% of all recruitment marketing videos, and for good reason. These videos are a great way of providing social proof that encourages new talent to consider joining your team. With employee stories, you can give your people the voice they deserve and let them shout out the highlights of your employee experience.
Video job ads
Video job ads make up around 39% of recruitment videos. These clips use the engaging nature of the video format to communicate clearly about job roles and associated responsibilities and selection criteria. These videos easily catch the eye and give talent a reason to sit up and take notice of a current career opportunity.
Here are some from the Heart team:
Corporate Partnerships Specialist
Sales Consultant, Graduate program and Customer Support Specialist
Recruitment process
Recruitment process videos are another popular choice, with these clips providing valuable insight into what your hiring approach looks like from end to end. These videos are helpful in setting clear expectations and letting progressing candidates know what to expect from you.
Employee value proposition
At the heart of any great employer brand is an authentic yet compelling employee value proposition. Videos that focus on this are able to communicate clear details about what an organisation can offer to its team and how the organisation delivers on its promises. This is the key to communicating effectively about the employee experience you provide.
Day in the life
Around 29% of all recruitment videos are day-in-the-life videos. These videos give prospective employees a glimpse behind the scenes of your organisation, providing clarity on systems, processes and even team dynamics. This can help talent self-assess whether or not they’re likely to be a good fit for your team.
Other
Other recruitment marketing videos include executive communications and professional bio videos, as well as learning and training videos that can be used to support ongoing professional development.
Accessible video creation tools
Too often, even the most forward-thinking leaders and people and culture teams shy away from producing video content. Why? Because the prospect feels too difficult and overwhelming.
Fortunately, there are a range of systems and tools that you can use to create high-quality videos, even without hiring a freelance video creator to help you.
For complete novices, simple animations are easy to create using Canva and similar no-code design tools. For talking head videos with fewer graphic elements, recording tools like Filmora and Riverside can be helpful resources.
The more time you spend creating videos as part of your talent strategy, the better you’ll become and understanding what works and applying effective design and production techniques.
Tips to keep in mind
Remember, video marketing doesn’t have to be overly complicated. Often, simpler strategies are the most effective.
Whether you’re producing long-form YouTube and website-hosted videos or simply uploading regular content pieces to LinkedIn or Instagram reels, video can help you communicate your message and make an impact that attracts great people to your organisation.
Don’t be afraid to start small with video marketing. Broaden your approach to recruitment, and you’ll soon start to generate interest from incredible people who have what it takes to help take your organisation to the next level.
More on employer brand
Want help highlighting your employer brand and achieving greater talent attraction results than ever before? Contact the team at Heart Talent today.