In today's consumer driven economy, companies are constantly looking for new and innovative ways to attract top talent over other companies.
Recruitment strategies and the hiring process have evolved from traditional methods such as job postings, ads and very old-fashioned career fairs, to more modern techniques like social media recruiting and leveraging employee referrals whenever viable.
One strategy in particular that is gaining popularity among recruiters, hiring teams and companies is the use of videos for recruitment.
Videos have become a powerful tool for companies to showcase their company culture, values, and job opportunities. The best part is that video can be used engagingly and dynamically across all channels - much like an omnichannel marketing strategy.
With social media platforms like YouTube and Instagram being a daily hangout across the globe, it's no surprise that recruiters are incorporating videos into their own recruitment process. But is it really worth investing time and resources into creating recruitment videos? Let's take a closer look at the benefits and drawbacks of using video for recruitment, and also tools like Vouch that make video recruitment and building your employer brand super easy.
What is Video for Recruitment?
Video for employer branding and recruitment refers to the use of videos as a medium to showcase a company's culture, values, and job opportunities to potential job candidates. Employer brand videos and recruitment videos go hand-in-hand and can combine one or multiple videos.
Using video for recruitment includes producing various types of videos, such as employee testimonials, office tours, day-in-the-life videos, or short explainer videos. The goal of using a video format for recruitment is to attract top talent by providing an inside look into the company and its people.
In other words, you are marketing your workplace as the dream place to work.
One of the main reasons why companies like Canva, Shopify, Dropbox, HubSpot and more (who use Vouch) use video for recruitment is its ability to capture the attention of job seekers.
In today's 5-second attention world, people are bombarded with information and have much shorter attention spans. From engineers to salespeople, videos are a great way to communicate a lot of information in a short amount of time while keeping the viewer engaged.
What's the goal of Recruitment Videos?
A well-crafted recruitment video can showcase a company's unique culture, values, and work environment in a visually appealing way that text or images alone cannot. This can help to attract candidates who align with the company's culture, vision and open position.
The overall goal, however, is to create a recruitment video that is highly shareable so your HR team can share it across social media platforms and video-sharing websites, and your staff can share it, too.
By creating content so good that it gets shared, you can significantly expand your talent pool while increasing brand awareness. The goal of every recruitment video is to attract potential job candidates, and the second goal is a brand-building process.
It's not only the role you have open now that matters. It's building the talent pool of the future.
Likewise, a great recruitment video should make your current employees feel proud and even appeal to customers who can see inside your company and fall in love with what you do and your team. The best way to keep customers for life is to make them feel like part of the family!
Videos are the perfect medium for a more personal and authentic representation of your company. They add a human touch to the recruitment process and can make candidates feel more connected. Videos in recruitment also allow for a more diverse representation of the company's mission and its employees, which can attract a wider range of candidates.
While there are certainly many benefits to using video for recruitment, there are also some drawbacks that companies should consider. The main disadvantage is the cost and resources required to create high-quality videos. Producing professional-looking videos can be expensive and time-consuming, especially for smaller companies with limited budgets.
This is where modern video production tools like Vouch come in, where you can create employer brand and recruitment videos for a fraction of the cost, time and effort.
3 famous recruitment video examples to copy
Let's look at some of the best recruitment videos out there to get inspiration and ideas.
Slack, "Why should someone join Slack?" recruitment video.
First, we have an amazingly authentic video (Slack use Vouch video, so we're biased) showcasing Slack's team, company's culture and values. It features employees in different work scenarios, highlighting their teamwork, support for each other and kind, diverse nature. These authentic videos are usually the most effective, as these would be your new colleagues if you worked at Slack, and that is a surefire way to attract top talent.
Airbnb "A day in the life" recruitment videos.
Taking up the production a little more is one of the most well-known recruitment videos by the world-changing company Airbnb. The recruitment video showcases the company's culture and values through a series of behind-the-scenes footage for a software engineer job that even shows an employee getting ready for work, making breakfast and her day with the team. Talk about a personal touch.
Dropbox "Working at Dropbox" recruitment videos.
To throw a different kind of recruitment video in the mix, Dropbox produced a great example of a highly quirky employer brand video that takes viewers on a journey through the company's work environment using puppets! By doing this, they are giving potential candidates an inside look into their work culture and values without showing the team. In our opinion, this is not the best approach.
Key takeaway: What is apparent through these three different examples is that the best recruitment videos aren't necessarily professionally made. You might turn top talent away by being overly polished, as it might look like you're hiding the cracks, not celebrating them.
8 tips for crafting an award-winning recruitment video
If you're considering using video for recruitment, here are some tips to help you create a winning video that stands out and attracts top talent:
Know your audience: Before creating your video, it's essential to understand who your target audience and ideal employee is. What type of candidates are you trying to attract? What do they value in a company? Tailor your messaging and visuals accordingly.
1. Be authentic
Candidates want to see the real company and its employees, not a scripted or rehearsed version. Be genuine and honestly showcase your company culture.
2. Keep it short and engaging
Attention spans are getting shorter, so aim for a video length of 2-3 minutes. Use personalized storytelling techniques to keep viewers engaged throughout.
3. Include a call-to-action
One difference between an employer brand video and a recruitment video is that a recruitment video should always include a clear call-to-action, whether to apply for a job or visit your company's career page. Make it easy for interested candidates to take the next step.
4. Focus on your strengths
What sets your company apart from others? Use the video to highlight your unique selling points, whether it's a diverse and inclusive culture, a focus on innovation, or opportunities for growth and development.
5. Include a range of employees
Showcasing a diverse range of employees in your video can help attract a wider pool of candidates. This also allows viewers to see themselves represented in the company and its culture.
6. Use brilliant storytelling
With Vouch, you can set up questions for your employees so they are not lost while recording their experiences. The goal is to tell little stories of people who work at your company. If in doubt, Zappos has an amazing YouTube channel for storytelling inspiration.
7. Share and promote your video
Once you've created your recruitment video, share it on your company's social media platforms and career page, and ask your employees to share it, too. You can also consider promoting it through paid advertising to reach a wider audience - and this is where your marketing team can likely help.
8. Track and measure your success
It's important to track the success of your recruitment video, whether it's through views, engagement, or conversions. This can help you improve future videos and understand the impact of your current one.
Tips for keeping recruitment videos engaging
Creating an engaging and informative recruitment video is just the first step. It's important to continuously create new and fresh content to keep your audience engaged and interested in your company's career growth opportunities.
Consider creating a series of videos rather than just one. This can help keep viewers interested and looking forward to the next video.
You can explore different themes within your company culture, showcase different job roles and departments, or feature employee testimonials on specific topics such as work-life balance or career development. This also allows you to target different segments of your audience and cater to their specific interests.
We mentioned it above, and it's worth referencing again; browse through the Zappos YouTube channel if you ever need any inspiration: https://www.youtube.com/@ZapposStories
It is also essential to regularly review and update your videos. As company cultures and values evolve, your employee recruitment videos and content must reflect those changes. Keep an eye on trends and what's resonating with candidates in the industry, and adjust or create new videos accordingly.
Furthermore, consider using video in other aspects of your recruitment process. For example, you can use pre-recorded videos for initial screening interviews to save time and resources - another benefit of a modern video recruitment platform like Vouch. This also allows candidates to showcase their personalities and communication skills in a more dynamic way than through a traditional resume or cover letter.
Lastly, there is no need to limit your videos to employer brand or recruitment themes. Sharing behind-the-scenes glimpses of your company's day-to-day operations, like the warehouse, management or invaluable admin teams, also helps to build brand awareness and interest but also gives potential candidates a deeper understanding of your company's culture and values.
Always keep in mind that the purpose of using video for recruitment is to attract top talent. While it's important to be engaging, don't lose sight of the fact that you are showcasing your company as an employer.
6 tips on creating a budget-friendly recruitment video
Here are the tips on how to create a budget-friendly recruitment video:
Plan and storyboard: Before you start filming, have a clear plan and storyboard in place. This will help you determine what shots, scenes, and messages are essential for your video and avoid unnecessary costs or reshoots.
Utilize in-house resources: Take advantage of your company's internal resources, such as employees who love creating videos and getting other team members involved. This can significantly reduce costs compared to hiring external professionals.
Keep the script concise and impactful: A shorter video will not only save time and resources in filming but also keep viewers engaged. Craft a clear and concise script that conveys your message effectively and avoid unnecessary shots or scenes.
Use a cost-effective video platform: If you don't have access to a professional videographer or the budget for filming, consider using a video platform like Vouch; it is exponentially more cost-effective.
Leverage social media and employee advocacy: Instead of paying for advertising or distribution, leverage your company's social media platforms and encourage employees to share the video with their networks. This can help increase reach and engagement without additional costs.
Repurpose existing content: If your company already has video content, consider repurposing it for recruitment purposes. This can save time and resources while showcasing your company's culture and values.
The importance of distributing your recruitment videos through social and targeted channels
The success of your recruitment video depends not only on its content to engage with a new potential employee but also on how effectively it is distributed. Simply uploading the video to your company's website or social media platforms may not be enough to attract prospective employees.
Here are some reasons why distributing your recruitment video through targeted and paid channels is essential for the best results.
1. Targeted distribution allows you to reach potential applicants who are more likely to be interested in your company and job opportunities. This can include industry-specific job boards or professional networking sites such as LinkedIn. By targeting these channels, you are increasing the chances of your video being seen by qualified candidates who are actively seeking employment.
2. Distributing your recruiting video through targeted channels can help you reach passive job seekers. These are individuals who may not be actively looking for a job, but if the right opportunity presents itself, they would consider making a career move. By showcasing your company and its culture through a recruitment video, you can pique their interest and potentially attract top talent that may not have otherwise applied to your company.
3. Targeted distribution also allows for better tracking and analysis of your video's performance. Using specific channels or platforms, you can gather data such as the number of views, engagement rates, and click-through rates. This information can help you understand how effective your video is in reaching and engaging potential candidates, allowing you to adjust for future recruitment efforts.
Distributing your recruitment video through targeted channels allows for better customization and personalization. For example, if you are targeting a specific demographic or job role, you can tailor the messaging and visuals in your video to appeal to that audience. This can help create a more personalized and impactful experience for potential candidates, making them more likely to apply to your company.
Analyzing campaigns to measure the effectiveness of recruitment videos
The effectiveness of a recruitment video is not solely the number of views or engagement rates. It is essential to analyze specific metrics that match your company values, like the quality of applicants based on their qualifications and experience.
One way to measure the effectiveness of a recruitment video campaign is by looking at recruitment metrics, such as application rates and time-to-hire. These are direct indicators of how successful your recruitment video was in attracting and converting potential candidates into applicants. If you see an increase in these metrics after launching your recruitment video, it can be seen as a positive impact on your overall recruitment efforts.
Engagement metrics can also include likes, shares, and comments on social media platforms or the number of clicks to your company's careers page from the video. High engagement rates can indicate that your recruitment video highlights have resonated with viewers and encouraged them to take action, such as applying for a job at your company.
Recruitment video FAQs
Q. How can I effectively use a recruitment video to attract top talent?
To create a compelling recruitment video, showcasing your team and culture is vital to attracting the ideal candidate. A generic recruitment video, like an animated video, probably won't yield the desired results. Go the extra mile to emphasize the impact of your company and mission, and talk about your challenges and the customers you help daily.
Q. What elements should be included in a recruitment video?
A successful recruitment video should feature a combination of storytelling, employee testimonials, and a glimpse into your workplace culture. Showcase how your teams work collaboratively and emphasize your commitment to employee growth and development. Make sure to capture the essence of your company's values and mission, which can resonate with candidates seeking a meaningful career.
Q. How can a recruitment video help a small business?
A recruitment video is not reserved for large companies. In fact, many smaller business owners are now creating recruitment videos that showcase their small, agile and often flexible workplaces. If you are a small to medium business owner or hiring person, check out Vouch to see how to get started on your employer brand and recruitment videos in no time!
Recruitment videos and employer brand videos go hand in hand and can be either the same videos or separate, depending on your goals and position at hand. The goal is to attract top talent to your company by showcasing your company's culture and values, highlighting job opportunities, and providing an inside look into your workplace.
Additionally, videos for recruitment are more than just to fulfil a role now. They are also designed to build your brand for future employees. You can create a lasting impression on potential candidates through a video that no text-based job listing could ever do, no matter how big or small your company is!
Finally, in a competitive job market. It is essential to carefully plan and strategize your recruitment video process to ensure it reaches the right audience. By continuously refining and improving your approach, you can create compelling recruitment videos that attract the best candidates for your company.
Ready to start making your own award-winning recruitment videos?
Book a demo and one of our recruitment video experts will show you how you can start attracting top talent to your company and start better building your employer brand.