With the way we hire becoming more digitally focused, video is also becoming an important element when it comes to recruitment. It is vastly becoming a welcome addition to the toolkits of many recruitment marketing practitioners.
In fact, a recent study carried out by Talent Board research revealed that 59% of employers are considering investing in video to include in their job adverts in 2019.
Why Include Video?
Generally, when we think about job adverts we think about text laden, bulletproofed formats and even though this practice is still carried by out by some companies, it simply isn’t enough anymore to effectively communicate your culture, physical work environment, and your employee experience. These are all elements that candidates want to see today to close the persuasion gap and to apply for your roles.
Why has video become so popular in recruitment?
Jobs ads with video generate 50% more applicants and a substantial increase in the job qualification of candidates who apply. Including video in your job descriptions reduces cost per hire by reducing media spend on paid job ads. In addition, social videos generate 1200% more shares than text and images combined.
Specifically, within Recruitment Marketing, job postings that include video garner 12% more views than postings without, according to CareerBuilder. Videos within job descriptions can also help drive a 34% higher application rate, the CareerBuilder survey also found.
Should we make these videos ourselves?
Making videos yourself is great when you need a fast solution. If you don’t have access to a production team then using a phone or iPad is ideal, as you can easily download editing apps to help you put together a simplified video. We have put together some tips to help you get started:
- Choose the right person – someone who is very familiar with the role and expectations, who also knows your company culture, and is comfortable with video.
- Keep it short – many video job descriptions are two and a half minutes or less.
- Focus on a candidate-centric message – what do candidates want to know?
- Make it authentic and distinctive – it should be consistent with your employer brand messaging used in other recruitment marketing channels, and grab viewers’ attention.
- Work in your environment – gives viewers an inside look at your workplace.
- Check lighting and sound to ensure the video content is easy to consume.
- Create greater value by integrating it with your social recruiting and career site strategies.
- Set a high standard – don’t be afraid to re-record several times until you believe the video is the best it can be.
What are the benefits of hiring a production team?
Production companies will have high-quality audio and video equipment as well as an experienced team that will help you create a professional final product. However, because of the increased investment, you may want to create videos that are slightly more general or apply to a large number of openings to get the most mileage for your money.
Videos do more than bring in ROI and results. They also engage candidates more effectively and provide a more personalized element so that job seekers feel they are being spoken directly to. As part of your job adverts, videos can be just the thing that candidates need to become applicants.