Recruitment marketing covers many areas of talent acquisition, and one that’s not as often talked about is recruitment videos. Video can be used in a variety of different ways throughout the talent acquisition and recruitment process. In this post, we’ll review everything you need to know about recruitment videos.
There are many ways you can use recruitment videos, and it all depends on your talent acquisition goals. When you look at the recruitment marketing funnel and the goals of each stage, consider how video can be used at each level.
In the top and middle of the funnel, recruitment videos can be used to build employer brand awareness and to attract and engage talent. You might see recruitment videos with these purposes on careers sites, careers landing pages or microsites, on employers’ social media channels or review profiles like Glassdoor, and more. Recruitment videos are also great to advertise your employer brand and/or jobs, using advertising platforms like YouTube or other social media advertising (LinkedIn, Facebook, Instagram, etc.), or even through advertising networks (i.e. Google Display Network). Video has high engagement, organically and in sponsorship, so don’t leave video job advertising out of your strategy!
As you get further down the recruitment marketing funnel, you can use videos directly on your job pages and in your job descriptions to help convert candidates to applicants. Videos in job descriptions are great for sharing more detail about the job - for instance, a day in the life of that job from an actual employee who shares the same role, or a video from the hiring manager with more context about the job. Videos on job pages can be really great to not only help candidates self-select whether they may be a good fit for the job or not, but they can also help humanize the employer brand in the eyes of the candidates. Plus, according to Monster research, 65% of North American employers plan to invest in video job descriptions in 2020, and video job descriptions were the number 1 recruiting technology investment for employers in 2018-2019!
Additionally, once you’ve got your applicants in the door, you can even use video in the recruitment process post-apply. For instance, recruitment videos can be used throughout the interview process. This can be in the form of live video conference interviews using platforms like Zoom Conference, Webex, JoinMe, for example. Or, this could be in the form of pre-recorded video interviews using specific video job interview platforms like SparkHire. Using video interviews, in either or both formats, has become even more common due to the impact of COVID-19 and social distancing / stay-at-home orders. Plus, more than 63% of organizations have been using video for job interviews, and that’s only growing now due to the impact of COVID-19 on talent acquisition.
Here’s a quick recap list of some ways you can use recruitment videos in your talent acquisition process:
Of course, once you’ve attracted talent and made hires, you can even use video in the employee experience. This is a completely different topic, but in short, consider using video in your new hire onboarding process, in your employee engagement strategies, in your internal communications, and more!
"As your talent acquisition team is planning ahead, there are a number of recruitment marketing trends that you probably want to pay attention to, and one, in particular, is recruitment videos. That probably comes as no surprise since I am talking to you on a video right now, but video is a great way to showcase not only your employer brand but also your employees. It's engaging and it's authentic, and you can use it in a variety of places. You can incorporate video into your career site into your job descriptions in your social presence. It's just it's a really great method of engaging potential candidates and talent out there. So if you're not already considering recruitment videos, definitely think about it."
- Emily Tanner, VP of Marketing at Recruitics
Now that we’ve reviewed some of the top ways to use video in your recruitment strategy, and before we go into the benefits of recruitment videos, let’s first review the different types of recruitment videos that exist. There are primarily two different types of recruitment videos - ones that are produced and ones that are employee-generated.
Produced recruitment videos are ones that are typically scripted, planned out and filmed. This can be a high-production video, often executed by an agency or videographer and typically inclusive of specific lighting, settings and more. Or, this can be a low-production video, still typically scripted and planned out, but often executed by in-house teams using cameras, iPhones or other handheld devices. Produced videos can be great for larger initiatives where you want to showcase the employer brand or company culture, for instance.
Another type of recruitment video, one that is becoming increasingly popular, is employee-generated video content. This is a form of user-generated content (also known as UGC). Employee-generated videos are ones filmed by your employees directly, often using an iPhone or mobile device “selfie-style” or using a video conferencing tool to record themselves (i.e. Zoom Conference). Employee-generated recruitment videos are great for gathering employee testimonials and for getting more “day in the life” sort of content to share across your recruitment channels.
While you can certainly plan a recruitment video strategy using your own in-house teams or tools, or if you don’t have the luxury of having an in-house video team, there are some tools and platforms out there that can help make this easier, too.
Here are just a few recruitment video tools and platforms to consider:
There are tons of great reasons why you should consider using video in your recruitment processes. As mentioned above, the impact of recruitment videos can be seen throughout the recruitment funnel. Whether your goals are increasing your employer brand awareness, improving brand perception, humanizing your brand, attracting top talent, engaging passive talent, or anything - recruitment videos can be used successfully to achieve these goals and more.
So, here are 10 of the top reasons to use recruitment videos in your talent acquisition strategy with stats to support the benefits:
Here are a few tips and tricks that make a good recruitment video.
There are so many amazing recruitment video examples out there, and many of the leading employer brands are using video in their recruitment strategies. Here are a variety of lists of top recruitment videos and brands that you can look through to get some fantastic examples.
If you'd like to see how video in recruitment can benefit your recruitment marketing plans, reach out to Recruitics!