Attracting top quality candidates is the biggest challenge for recruiters and HR managers today.  It’s only getting harder as we’re in an era of low unemployment with a millennial workforce that has a tendency for job hopping. Meanwhile, the newest member of the workforce, Gen Z, already has an exhaustive list of workplace must-haves.

As employers try to improve their selection process, they are calling on the power of video. Often initial interviews with candidates are done over face to face video applications, then as part of the process, candidates can be asked to send in a video of their own, answering certain key questions, to be reviewed by the selection panel. You can also create video job descriptions (they are 34% more likely to generate a greater application rate), add videos to your careers page or sprinkle your videos across social media profiles.

We’ve all seen this infamous Fiverr video:

But how are companies using video to attract the right candidates in the first place? Take a look at our tips on getting started with an awesome recruitment video.

Emphasis culture in the workplace

Business leaders understand the value of culture.  Millennials are looking for more than just money, they want to know about a company’s mission and values,’ says Stuart Roberts of Identifi Office Professionals.So companies are increasingly using video to showcase company culture.’  The sorts of things you could feature in a video could be staff away days (with enthusiastic testimonials from your team), lunch-time events, free fruit or snacks, locally supplied coffee, beer Fridays, charitable causes and so on.  All the things that give insight into the day to day life of your work space and your company’s work style. 

Don’t forget to add a Call To Action

Job postings with videos receive 34% candidate application rate than those without. Put a link to the video in your job posting. That way candidates can see why your company would be such a great place to work.  If you’re using a recruitment firm it will also help you to make sure your brief gets through as you’ll be speaking directly to potential candidates.  You could also use your recruitment video to increase your SEO; a job posting with a video is more likely to show up in a job seeker’s search results.  

Optimise across social channels

You should then post your recruitment video across your social channels; Facebook, Linkedin, (particularly on any special interest or professional groups where your candidates might be), Instagram, Twitter.  For social posts our advice would be to make a strong graphical call to action that links to your job posting. Optimise your content across social media. For example, if you’re looking to attract a specific demographic that frequents on Instagram, create a ‘square’ version and set to sound off.

Make your video mobile-ready

90% of job seekers use mobile platforms for their job search, with 16% of applications now submitted via mobile. Make sure your video is mobile-ready. Keep them short with text size enlarged.

Boost your video at events

Then there’s job fairs.  Playing a video on your stand will give potential candidates an impactful behind the scenes look at all the great things that happen at your organisation and the opportunities on offer.  Again, a sub-titled version without sound would be of value in a noisy environment like a jobs fair.

Embrace new technology

If you’re feeling brave, think about adopting new technologies and techniques to make your video standout. 360, VR and AR adds to the experience of attracting potential candidates. Take a look at Deloitte’s gamified recruitment experience or John Lewis’ interactive videos.

But make sure it’s not just a glossy video about an imagined utopia or your new hires won’t stay,’ warns Stuart.  ‘Companies have this big thing about culture – beer Fridays and so on but in reality, the job can be 60 hours a week with very little time out.’

Get it right and your recruitment video will resonate and connect with the right candidates. Which of course leads us on the next video you’ll be needing! Once you’ve interviewed and hired you’re into the induction process.

Here you can save time and money by providing a video resource that helps your new hires to quickly get to grips with the company’s processes and values.  Take a look at our recruitment films page for more advice.

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Jo Jun 3rd, 2019

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or walking the 3 Peaks to raise money for charity.

@skylarkmedia