Video remains the most versatile and impactful digital tool in advertising and promotion. Similarly, it is the most effective tool to implement in a recruitment marketing strategy. This is especially the case for appealing to Millennial and Gen Z professionals. A study by Google found that 1 in 2 Millennials and Gen Z's have claimed “They don’t know how they’d get through life without video.” With that said, it’s evident that video needs to be a part of your recruitment marketing strategy in 2023 and beyond.
As we continue, we will explain the importance of using video in your recruitment marketing campaign, and share examples of the type of recruitment videos you can use to improve the recruitment process, attract and retain top talent and create a strong employer brand.
Whereas a marketing video is used to promote or inform audiences about your brand and products, a recruitment marketing video rather highlights a particular job opening or general hiring initiative and shows potential candidates what it is like to work at your company. Recruitment videos guide prospects through every step of the candidate journey, i.e., from the initial awareness stage to the consideration, interest, application, selection, and hiring processes.
Typically, a series of recruitment marketing videos is used to provide a complete picture of your company's culture and convey the value behind the employment opportunity. Each video in the series should cover a different aspect of the business. These aspects could be the brand overview and mission statement, employee value proposition, a walkthrough of a particular job listing's prerequisites, or providing details for the application and interview process.
Brands can use recruiting videos across various digital channels and formats, such as their own website, social media marketing, and programmatic advertising to maximize their recruiting efforts.
Video is the most powerful way to communicate your message, educate, and influence an audience. As such, it can provide an excellent resource for your recruitment marketing plan, allowing you to reach the best candidates, create awareness and engagement, and drive action. Video also gives candidates clarity throughout a recruitment marketing and employer branding effort, simply because viewers better understand and retain 95% of a message when they watch it on a visual display, compared to the 10% retention they have when reading text alone.
According to statistics, the most effective job posts have video implementation. In fact:
Talent pros say video has the best return on investment (ROI):
Video in recruitment marketing specifically assists the talent acquisition strategy so as to attract top talents in the field. Additionally, they improve the recruitment process and can help to create a strong employer brand. Here’s how:
We have rounded up some of the most essential recruiting videos that will kickstart your journey to more job listing impressions, engagement, and quality hires. We hope these examples inspire you to implement video into your next recruitment marketing campaign.
Recruitment videos to target and attract potential candidates will easily position the context of a job role within your company and highlight its culture. It allows candidates to envision themselves working for you and see how well they’d fit in.
Video can put into effect multiple strategies to help companies identify talented candidates so that they can fill positions with the right people. By tailoring the most impactful message and implementing the right strategies, videos can easily attract the ideal individual persona to join your work family.
Brand culture videos give candidates a candid view of the culture, family, professionalism, and community spirit of the people working within a company. Prospects can envision what life would be like at work and see how they compare to existing employees. For instance, a ‘Day In A Life’ video is a terrific way for candidates to see how others juggle the daily demands of work and life at home, etc., while an executive feature video allows potential candidates to be inspired by the leaders within the company.
When developing your video recruitment strategy, keep this stat in mind: Candidates are more likely to trust the employees working for a company 3 times more than other company sources. In 2021, the Edelman Trust Barometer uncovered that employees are the most trustworthy content sources.
A Benefit Overview video offers a unique proposition to candidates by explaining the benefits provided by your company. These videos focus on building trust and engagement so that you hire and retain top talent. In all, they help encourage potential candidates to take the leap into the future with your brand.
Corporate videos can range from an About Us or Mission Statement video to quickly get prospects up to speed with what your brand is all about. From there, potential candidates can know if they will meet the expectations of your brand or a role within the company. Additionally, these videos will articulate the greater mission and vision that will help convince the right people to apply.
Other Corporate Communication videos will highlight your workforce during significant corporate events such as conventions, and large training sessions, giving potential candidates a glance at work life outside of the office.
To get ahead in today’s candidate-driven job market, videos are a must in your recruitment marketing plan. Creating the best types of videos to effectively aid the recruiting process and land top talent while positioning your brand as a frontrunner in the industry takes some know-how. Fortunately, at Trifactor, we can help you connect with top talent in a much more meaningful, personalized & effective manner. Call us today to discuss how we can help maximize your recruitment marketing strategy with video!