Competition in the job market has made employer branding a critical component of recruitment marketing. An organization's employer brand reflects its culture, values, and work environment, shaping how potential candidates perceive the company.
Social media platforms have become essential tools for employers to build and promote their brands, offering an opportunity to engage with potential talent personally.
Talent acquisition professionals know that talent is in high demand, and companies are vying for the attention of top candidates. They're also aware of the value of employer branding. However, as recruiters continue exploring new strategies, one emerging trend stands out: short, spontaneous, and temporary social media videos, such as Snaps and Instagram Stories.
These videos contain rich media, like images and videos, that are only available briefly before disappearing, usually after 24 hours. This format, popularized by platforms like Instagram, Facebook, and Snapchat, has become a powerful tool for building authentic, real-time audience connections. For recruitment marketing professionals, short-lived stories enhance employer branding by creating a sense of urgency, fostering personal connections, and showcasing a company's culture in its rawest form.
This article will explore how companies can leverage this popular type of content to strengthen their employer brand, provide actionable best practices for creating engaging, short-lived content, and offer examples of successful strategies from leading companies.
Since Stories and Snaps consist of media that disappears after a brief window, they're designed to be consumed quickly, making them particularly effective for capturing attention in a fast-paced digital world. According to Forbes, when wielded correctly, these quick, temporary videos "can offer unique advantages in the crowded digital space."
Disappearing content works because it plays on the concept of FOMO (fear of missing out). Its short lifespan encourages users to engage immediately or risk losing an opportunity. It also feels more genuine than permanent, polished posts, allowing brands to humanize themselves, sharing more candid, unfiltered content that feels authentic. This is particularly powerful for recruitment marketing, as it enables companies to connect with potential candidates on a more personal level and impart a sense of urgency.
Key platforms that support this content include:
Offering features such as polls, stickers, and Q&A sessions, Instagram Stories have become a popular way for companies to engage with their audience.
With a similar format to Instagram, Facebook Stories allow brands to share moments that resonate with a broader demographic, often fostering community engagement.
Traditionally known for its disappearing messages, Snapchat provides an ideal platform for sharing raw, unpolished moments that feel spontaneous and authentic.
TikTok Stories allows brands to post full-screen, vertical content that appears at the top of users’ feeds for 24 hours. This highly visible and interactive format encourages real-time engagement and creative storytelling.
Tip: JamyrTM by Recruitics is an all-in-one video platform that allows recruitment marketers to create engaging video content that showcases the employer brand, attracts top talent, and streamlines the onboarding process.
Establishing authenticity and trust with potential candidates is critical to successful employer branding. Spontaneous, short-lived content allows companies to do just that, providing an avenue to showcase the human side of the business while simultaneously building engagement. Here's why it works:
Candidates are more likely to connect with a brand that feels human and relatable. By sharing raw, unpolished content, companies can provide an authentic look at their day-to-day operations, helping potential hires feel more comfortable with the brand.
Behind-the-scenes content offers a unique opportunity to showcase company culture in real time. This could include snapshots of office events, team outings, or spontaneous moments that reflect the organization's values. For example, companies can share brief clips of how teams collaborate, how leadership interacts with employees, or candid moments that highlight the fun side of the workplace.
Trust is crucial in recruitment; this content provides a transparent window into the company. By sharing real-time, unfiltered content, companies demonstrate openness, which resonates with candidates seeking an authentic employer.
The International Journal of Environmental Research and Public Health has extensively researched social media and FOMO. It identifies a key dynamic as generating "the fear of missing temporarily available information and timely interactions." Consequently, the short-lived nature of this content encourages immediate interaction. Whether it's a limited-time event, a call to action to apply for open positions, or an exclusive behind-the-scenes look, this content drives candidate engagement by capitalizing on the moment's immediacy.
To successfully integrate short-lived stories into an employer branding strategy, recruitment marketing professionals should follow these best practices:
All content should have a narrative structure, even if it's brief. Whether sharing an employee's day-in-the-life or highlighting a company event, content should have a clear beginning, middle, and end to make it cohesive and engaging.
Regular posting helps maintain visibility and keeps the company in mind for potential candidates. Building a consistent content schedule also ensures that followers anticipate and look forward to new updates.
Platforms like Instagram and Facebook offer features such as polls, Q&As, and swipe-up links that make it easy for followers to engage directly. These interactive elements increase engagement and provide valuable insights into what content resonates with potential candidates.
Authenticity is crucial to building trust. Share authentic, behind-the-scenes moments that reflect the human side of your brand. For example, candid clips of team brainstorming sessions or lunch breaks can offer an insider's view of the company's culture.
Each platform has its strengths and its audience; thus, content should be tailored accordingly. Instagram is ideal for sharing more polished yet relatable Stories, while Snapchat allows for raw, real-time snippets that feel more spontaneous.
Different platforms require distinct approaches to temporary video content for employer branding. Some ideas include:
Companies can use Instagram Stories to offer employee takeovers, where employees dominate the narrative, sharing their workday from their perspective. This gives potential candidates a personal look at the people behind the brand. Additionally, sharing behind-the-scenes content, such as company events, product development, or team bonding activities, highlights the workplace culture.
On Facebook, brands can host live office tours to give candidates a virtual workplace walkthrough, allowing them to visualize themselves in the environment. Stories can include employee spotlights, showcasing the diverse talent within the organization, and promoting inclusivity and community building.
Snapchat is perfect for real-time content, such as day-in-the-life videos or coverage of office events. This platform thrives on spontaneity, making it ideal for showing the company's less formal, more human side.
TikTok's Stories feature is perfect for sharing quick, authentic glimpses into daily work life, behind-the-scenes moments, and employee takeovers, allowing employer brands to connect with potential candidates through casual, real-time content that feels relatable and engaging.
Tip: Recruitics' FusionTM Talent Conversion Platform is a comprehensive AI-powered talent engagement solution that streamlines hiring processes. It's also an excellent tool for leveraging an organization's temporary content strategy!
Several brands have effectively leveraged this content to enhance their employer brand. One example is Google, which regularly uses Instagram Stories to showcase its inclusive and collaborative work environment. Their Stories often feature employee takeovers, where team members share their typical workday, providing a real glimpse into life at Google.
Similarly, L'Oreal has used Snapchat to highlight its innovative company culture through real-time content, including behind-the-scenes looks at product launches and office celebrations. L'Oreal showcases a dynamic, fast-paced environment that appeals to ambitious, forward-thinking candidates.
Momentary video content is not just a trend; it's becoming a cornerstone of effective recruitment marketing strategies. As candidates gravitate toward more authentic connections with potential employers, short-lived video content offers an avenue to build long-term relationships. This form of media provides a unique opportunity to foster ongoing engagement rather than one-time interactions.
Companies that embrace Snaps and Stories will likely stay far ahead in the race for top talent. By continuously sharing authentic, engaging, and time-sensitive content, organizations build a loyal following of candidates who feel personally connected to the brand.
__
At Recruitics, we have the resources to help your organization build personal connections with potential candidates, showcase your culture, and attract top talent. Contact us today.
