Recruitment videos drive higher application volumes, engage passive candidates, and build a compelling employer brand that attracts quality talent.
Key Takeaways
- 80% of talent acquisition professionals say that video has helped increase their volume of applications.
- 78% of talent acquisition professionals say that video has helped increase the quality of the applications they receive.
- Candidates who watch a recruiting video are 64% more likely to apply for the position.
Why Use Recruitment Videos
Talent acquisition professionals face ongoing challenges in attracting quality candidates in a sea of job opportunities. As a result, recruitment marketing professionals turn to video content to stand out with authenticity.
Video has proven to be a powerful tool for building connections, telling the company's story, showcasing company culture, and driving engagement with job seekers. According to a recent study by CareerBuilder, job postings with videos earn 12% more views and a 34% higher application rate than those without.
Among talent acquisition professionals, 80% said that video has helped increase their volume of applications, and 78% said that video has helped improve the quality of those applications.
This article will explore how recruiters can leverage video content to create a compelling recruitment strategy.
What is a Recruitment Video?
Recruitment videos are short and impactful, created to attract and engage potential candidates by showcasing various aspects of an organization. The purpose is to effectively communicate what it's like to work at a company, the type of candidates desired, and the unique opportunities available. Recruiting videos can take various forms depending on their goals and target audience.
The most common types of recruitment videos include:
- Company culture videos focus on the work environment, company values, and what being part of the team is like. They often feature employee interviews, footage of the workplace, and insights into the organization's mission and vision.
- Day-in-the-life videos provide an inside look at a typical day for employees in specific roles, showcasing the work atmosphere, team dynamics, and responsibilities.
- Job-specific videos are targeted videos for particular job openings. They highlight the key responsibilities, qualifications, and benefits and often feature hiring managers or team leads explaining the role in detail.
- Employee-Generated Content (EGC) is authentic, engaging, and expands the brand’s reach. Customers trust real people more than brands, and EGC offers a genuine behind-the-scenes perspective.
Are Recruitment Videos Effective?
Recruitment videos are an effective tool for reaching today's digital-savvy job seekers. With the rise of video consumption on social media, YouTube, and mobile devices, modern candidates are accustomed to engaging with visual content.
The psychology behind visual storytelling shows that video is more compelling and memorable than written content alone. Videos combine auditory and visual elements, creating a multi-sensory experience that enhances retention and recall.
Moreover, video storytelling evokes emotions, builds connections, and creates a lasting impression, which is important for recruitment as it allows potential candidates to envision themselves as part of the company.
According to a LinkedIn report, 59% of candidates find videos more engaging than text-based content when learning about job opportunities.
Video analytics data also support the effectiveness of recruiting videos in driving engagement and improving recruitment outcomes. A study by Jobvite found that job postings with videos attract three times more candidates than those without, and candidates who watch a recruiting video are 64% more likely to apply for the position.
By using videos, recruiters effectively communicate their company's story, core values, and the benefits of working with them, ultimately attracting and engaging quality talent.
Benefits of Videos in Recruitment
Boost Application Rates
One of the most immediate benefits of using video in recruitment is an increase in application rates. Since they evoke an emotional response, videos connect with candidates, allowing them to better understand the company's culture, values, and mission. The visual nature of video content also makes it more engaging than traditional text-based job ads, prompting candidates to take action.
Case Studies
Success stories from leading companies demonstrate the effectiveness of recruitment videos in boosting the volume of applications.
McDonald's saw a 30% increase in job applications after launching a recruitment video campaign that showcased the company's culture and employee benefits.
L'Oréal experienced a 50% increase in applications for senior management roles after creating a video highlighting the company's commitment to diversity and inclusion.
Recruitment marketers should place videos strategically on career sites, job boards, and social media platforms to maximize visibility. Including video content in email campaigns and job descriptions also broadens reach and drives higher engagement.
Build a Compelling Employer Brand
Recruitment videos are powerful tools for shaping and promoting an organization's employer brand. They offer a unique opportunity to authentically showcase what makes the company stand out and attract candidates who align with its values.
Rather than relying on generic marketing messages, recruiters should highlight employees' authentic experiences and showcase the company's culture honestly and transparently.
Employee testimonials are particularly impactful in recruitment videos. They provide a firsthand account of working for the company, humanizing the organization, and helping candidates envision themselves as part of the team. EGC is even more powerful.
Videos that feature employees from diverse backgrounds help attract candidates from different demographic groups, reinforcing a company's commitment to diversity and inclusion.
Enhance Candidate Experience
A positive candidate experience is essential to the success of any talent acquisition strategy. Job seekers want to feel confident that they are applying for positions with an organization that aligns with their values and offers a positive work environment. Recruitment videos encourage candidates by providing clear and transparent insights into the company's culture, the hiring process, and the role.
Research from Glassdoor shows that 73% of job seekers feel stressed during the job search process. Video content eases this stress by providing a clearer picture of the job and work environment.
Virtual office tours, job previews, and behind-the-scenes looks at team dynamics also help candidates feel more comfortable and informed about the positions for which they are applying.
Streamline the Hiring Process
Video content streamlines the hiring process by enabling self-selection among candidates. Potential applicants who watch recruitment videos before applying better understand the job's responsibilities and whether they align with the role.
This results in higher-quality applicants and minimizes the need for extensive screening and interview procedures. Consequently, video content positively influences time-to-hire metrics by ensuring that only the most suitable candidates submit applications.
Engage Passive Job Seekers
According to Glassdoor, 73% of candidates are passive job seekers, presenting a significant challenge for recruiters as they are more difficult to reach through traditional methods. Video content offers a unique opportunity to engage passive job seekers by sharing compelling content on social media platforms.
Passive candidates often browse social media, even when not actively looking for new job opportunities. Companies can effectively capture the interest of these individuals by strategically placing recruitment videos on platforms like LinkedIn, Facebook, and Instagram.
Engaging video content that showcases the company's culture and values and includes employee testimonials ignites curiosity and motivates passive job seekers to explore new opportunities.
Focus on creating captivating, informative, and easily shareable videos. This will increase the likelihood that passive candidates will encounter the content and consider applying.
Utilizing social media distribution strategies—such as targeting specific audience segments and leveraging hashtags—can further boost the videos' visibility and reach.
Promoting Diversity and Inclusion
For many candidates, diversity and inclusion are top priorities. By showcasing employees from various backgrounds and emphasizing inclusive practices, companies effectively demonstrate their dedication to fostering a welcoming environment for all candidates.
Videos can feature stories and testimonials from employees who have thrived in an inclusive environment, sharing their experiences and the support they received. This authentic representation of diversity resonates with potential candidates who prioritize these values in their job search.
Moreover, recruitment videos focusing on diversity and inclusion serve as a powerful statement of the company's core values, setting it apart from competitors. By actively promoting a culture of inclusion, organizations appeal to candidates looking for workplaces where they can bring their whole selves and contribute to a diverse team.
How to Create Engaging Recruitment Videos
Creating engaging recruitment videos involves a strategic approach that combines creativity with a deep understanding of what potential candidates are looking for.
- Understand your audience: Identify the target audience for the recruitment videos before filming. Is the goal to attract recent graduates, experienced professionals, or individuals with specific skills? Tailor the content to address their interests, concerns, and aspirations.
- Highlight real employee experiences: Featuring employees sharing their authentic experiences at the company is incredibly powerful. This humanizes the organization and builds trust with prospective candidates who want to see what working there truly entails. (Also, ask for EGC!)
- Focus on storytelling: A compelling narrative makes the recruitment video memorable. Instead of only listing facts about the company, weave an authentic story highlighting its journey, core values, and vision for the future. This approach engages candidates on an emotional level.
- Keep it concise: Attention spans are short, so aim to keep the videos concise while conveying all necessary information. Ideally, recruitment videos should be between one to three minutes to maintain viewer engagement.
- Include a call to action: Encourage viewers to take the next step, whether visiting the careers page, applying for a job, or following the company on social media. A clear call to action guides candidates toward further engagement with the brand.
- Leverage social media platforms: Distribute recruitment videos across various social media channels to maximize reach. Platforms like LinkedIn, Instagram, and Facebook are excellent for targeting active and passive job seekers, but make sure to go where the candidates are.
- Use data to refine your approach: After launching the video, track its performance using metrics like view count, engagement rate, and conversion rate. Use these metrics to refine future video content and ensure it resonates with the desired audience.
Tip: Recruitics’ Jamyr all-in-one video platform empowers recruitment marketers to create and share compelling videos and authentic employee-generated content that increase candidate engagement and effortlessly attract and convert quality talent.
Showcase Videos on the Career Site
Embedding videos in various sections of the career site ensures that potential candidates encounter dynamic content at multiple touchpoints, keeping them engaged and informed throughout their exploration of job opportunities. This strategic use of video content attracts candidates. It encourages them to apply, leading to a pool of engaged and committed prospects eager to join the team, along with higher conversion rates.
Also integrating video content into job descriptions, landing pages, and company overview sections can effectively communicate the company brand and provide candidates with a vivid picture of what working there entails.
Video for Candidate Communication
Video should be used to communicate directly with potential candidates, from personalized video responses to job inquiries to video updates throughout the hiring journey. This builds relationships and keeps candidates engaged, increasing the likelihood of a positive outcome.
Expanding the use of video in candidate communications significantly enhances the recruitment process. Personalized video messages can be tailored to address candidates' specific questions or concerns, providing a more individualized approach.
Video updates keep candidates informed and engaged throughout the hiring process, reducing anxiety and uncertainty. These updates should include information on the next steps, timelines, and what the job entails, ensuring that candidates feel valued and respected. By maintaining open lines of communication through video, organizations demonstrate their commitment to communication, transparency, and inclusivity.
Incorporating video content into candidate communication strategies enhances the candidate experience and strengthens the employer brand. It demonstrates the company's innovative approach to recruitment and dedication to creating a positive, engaging, and efficient hiring process.
Measuring Video Success
To assess their impact, recruitment marketers should track video content metrics. A/B testing also helps optimize video content and ensure it resonates with the target audience.
Tracking these metrics is essential to assessing the success of recruitment videos:
- Impressions indicate how often the video is displayed. It helps in understanding the reach of video content.
- View count shows the total number of times the video was watched, providing insights into its popularity and reach among potential candidates.
- Play rate indicates how many people clicked play compared to the number of impressions it received, helping evaluate its initial appeal.
- Watch time measures the total time viewers spend watching the video, offering insights into how engaging the content is.
- Rewatches show how often viewers choose to watch the video again, indicating its effectiveness in capturing and retaining interest.
- Engagement encompasses likes, comments, and shares, reflecting how well the video resonates with the audience and prompts interaction.
- Click-through rate measures how often viewers click on a call-to-action, indicating its effectiveness in driving the desired action.
- Social sharing tracks how often the video is shared on social media platforms, expanding its reach and visibility.
- Unique viewers indicate the number of distinct individuals who have watched the video, providing insights into its audience size.
- Audience report demographic data on viewers, helping tailor future content better to match the preferences and characteristics of the target audience.
- Feedback includes direct comments and reviews from viewers, offering qualitative insights into how the video is perceived.
- Time spent on page shows how long viewers stay on the page after watching the video, helping assess the content's ability to keep candidates engaged.
Closely monitoring these metrics provides valuable insights into the effectiveness of video content. This data-driven approach enables recruitment marketers to make informed decisions, refine strategies, and create more compelling and impactful recruitment videos.
The influence of video in recruitment is undeniable, offering a multitude of advantages for recruitment marketing professionals. Video content is an important tool, from increasing application rates to improving candidate experiences. By crafting genuine and captivating recruitment videos, companies attract quality talent, enhance their employer brand, and streamline their hiring processes.
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Contact Recruitics today to optimize your video content, showcase your employer brand, attract quality talent, and streamline your onboarding process.
