In today’s candidate-driven market, a positive, definite employer brand is important for attracting and retaining top talent. With an employer profile, you have numerous opportunities to showcase your companies’ unique brand and culture. Including online videos in your profile is a brilliant way to communicate your employer brand to candidates due to the rise in video.
The rise in video is quickly increasing and radically shifting as the main source of how we consume our information compared to text-based and image-based content.
Research undertaken by Wyzowl found that where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.
As of May 2016, YouTube reported more than 1 billion users; growth in viewing time is up at least 50% each of the past three years. For 2015, Cisco reported 55% of all mobile data traffic came from video, and predicts video will account for 82% of mobile data traffic by 2021.
How exactly can an employer branding video support a company in the recruiting process? Why does it work so well? Here are some top tips on how employer branding videos can support your hiring process.
To ensure a cultural fit
A video is a great way to showcase your employer branding to candidates. 75% of job seekers consider an employer’s brand before even applying for a job (CareerArc).
They want to know what the company culture is like, will they fit in, will they love going to work every day, will they want to get involved in after work activities like tag rugby. Therefore, video is the best way to do this. Potential candidates will be to assess if working at your company is what they are looking for.
Get more applicants
Not only does video catch the attention of your potential job candidates, but it is also a brilliant way for convincing candidates to apply to your open job vacancies. CareerBuilder research has found that job postings with videos have a 34% greater application rate.
Basically, by including video in your job postings you can get a vast increase in the number of job applicants you can choose from.
Research undertaken by TheLadders showed that potential candidates are only reading jobs ads for about 50 seconds if they don’t feel the job is a good fit and around 75 seconds for ads that seemed to match their skills and interests.
Considering the time and effort that goes into writing up a good job description, they hardly seem a worthy investment. In contrast, studies have seen candidates spend over five minutes viewing job ads containing video.
This is an increase of almost 490% in time spent. A CV-Library poll of thousands of candidates also revealed that nearly 80% of job seekers would be more likely to apply for a job that contained a video in the job description. Thus, you will considerably shorten your whole hiring process and better your time to hire.
The way millennials consume information is different from previous generations.
Millennials watch more videos online than anybody else. Therefore, searching for and finding young talent should incorporate video as part of the recruitment strategy. Otherwise, you will fall behind other companies.
In fact, research on Millennials shows that 54% visit YouTube every day. It is believed that by 2030, millennials will make up 75% of the workforce. This, in turn, means that your recruitment should be focused on this generation. For this to transpire, the old traditional recruiting mechanisms need to be replaced with more modern alternatives such as the use of video.
Creating a compelling employer brand video that showcases your mission, your vision and your values will be easier if you’ve done your research and have a clearly defined employer brand.