The problem with the talent pool is that it keeps getting shallower. As best-in-class companies pick out highly skilled and motivated staff, the brightest and best jobseekers are off the market almost as quickly as they appear. How quickly? Some can be snapped up in as little as 10 days.
In PwC’s 2017 CEO survey, chief executives cited the unavailability of talent and skills as the biggest threat to their businesses. For recruiters, there’s intense competition to even get jobs in front of the right candidates. And the old tools and approaches increasingly fail to cut through the noise.
Recruitment videos are a key tool for HR Managers
With video already accepted as one of the most effective formats for marketers, it’s fast becoming a key tool to connect HR departments and recruiters to the right talent. Recruitment video is more widely watched and shared, more clearly remembered, and more visible in search than words alone. In a crowded jobs marketplace, you can’t afford not to include it in your strategy.
To hammer the point home, research by CareerBuilder found that job postings with a video icon got a 12% uplift in views, and generated a 34% higher application rate.
Video is essential. But how can you be sure that you’re using it wisely? Here are seven tips to help you get the most from video recruitment.
1 - Integrate video into your wider recruitment strategy
Video is the perfect format for selling your brand, values and workplace culture, but it’s not the format for the minutiae of job specs. Consider how you’ll use video to lift your company’s profile as an employer and get the attention of top-tier candidates. But don’t view it as an alternative to conventional tactics. Properly integrated across your recruitment strategy, recruitment videos can improve the effectiveness of all your efforts.
2 - One size doesn't fit all
Don’t just create a general ‘hiring’ video and embed it in every conversation. Invest in a range of content that highlights aspects of your business and what it’s like to work there. Where possible, put together specific recruitment videos to sell each job. Stay agile and keep costs down by combining job-specific footage with background content from the archive.
3 - Personalise
Video helps sell your brand and its culture to people looking for jobs. However, what if you’re headhunting those who aren’t actively looking to move? Video is a great way for recruiters to tempt passive candidates by showing them what they might be missing out on.
If you’re targeting specific people, personalise your recruitment videos to them. Show why your company is a good fit for their skills and outlook. For example, highlight the technology or department that they’ll be managing. Add a message or voiceover that addresses them directly and show them how important they’ll be to your team.
4 - Build the brand
It’s not all about personalisation, however. You can also create more general content that builds your brand as an employer. This can sell the benefits of your company culture, working environment and location.
Staff interviews and day-in-the-life shorts are a great way to show prospective employees what it’s actually like to work for you. And it also lets you showcase the great people who already do. While generic content may not be the best way to recruit for a specific post, it will help raise your profile as a great employer, and boost interest among job seeker communities.
5 - Span Channels
Don’t just see recruitment videos as something you embed in a job ad, or link to in an email. Mix brand building and recruitment content into your social output, including it in website, Twitter, Instagram, Facebook, LinkedIn and other feeds.
Crucially, make sure videos can live outside of the context of your web page or job advert. Brand them, and include shortlinks to your careers resources to keep them relevant once the original position has been filled. And don’t overlook offline channels, either. Be sure to project your best brand-building content front and centre at any jobs fair or presentation.
6 - Make the best of your resources
Video is expensive, and it can date quickly. Get the best return from your spend by carefully managing the archive. It’s important to ensure your production teams can quickly retrieve stock footage and interview excerpts to work into new films. Doing so will slash the need to re-shoot footage, leaving more budget for more channel-specific or personalised content.
And while we’re talking about maximising returns, don’t just fire videos out into the void and assume they’re hitting the target. Use analytics to understand who’s sharing and viewing your recruitment content, and which channels, forums and platforms are the most fertile. Use the insight to refine what you do, and focus your recruitment spend where it generates the best results.
7 - Video is a two-way street
Finally, remember that video isn’t just about broadcasting. With reliable video conferencing, recruiters can engage more meaningfully with a wider range of candidates before and during the interview process. Video supports recruiters looking to cast the net into other territories, or to engage with a wider range of candidates ahead of the screening or interviewing stages.
Maximising your use of video
As we’ve shown, recruitment videos are a powerful tool in helping reach the right people. It’s a great way to convince them that your company - and the position you’re trying to fill - is the next step in their career.
But why stop there? Video is a powerful way to cut costs and save time during the onboarding of new staff. For example, by bringing them up to speed on policy through entertaining short films. The smart use of video and video conferencing can also help you induct new hires at their own pace and location, without losing time to travel and long meetings.
However you’re using video, Imagen’s media asset management platform is the perfect way to maximise the return on your recruitment spend. Built around a secure and searchable cloud archive, Imagen enables the efficient use and reuse of existing video assets. And it coordinates multiple file versions and formats between teams and external partners.
Supporting secure distribution with integrated analytics, Imagen lets you create and share targeted video content that energises your recruitment. It gives you the insight to focus your effort where it yields the best results.
Imagen gets your footage to the right people, in the right places, at the right time. Secure, measurable and unbelievably quick, discover how leading companies like BP, Aon and the BBC use Imagen to unlock value from their video.