Are you using video to your best advantage in recruiting? Use this complete comprehensive guide to using video to engage candidates at every point in your recruitment process.
Think back to the last time you wanted to learn something. Or, the last time you had to quickly troubleshoot a problem. Perhaps you combed through a help manual, called up one of your smart friends, or both? Better yet, if you’re like me, you quickly hopped on YouTube or another video platform. I believe media is the literacy of the 21st century. From fixing your kitchen sink, learning a new hairstyle, or training your dog to do new tricks (although still hasn’t worked on mine!) video can bring difficult concepts to life. And, the trend towards video only continues to rise. Given that, it’s no wonder our candidates are also turning to video to learn about organisations, open roles, and everything recruiting in between. Your organisation may have already dabbled in video with an organisational culture and/or careers overview. But, what if I told you, you could delight candidates with video at every touch point of the recruitment process? Here are eight video ideas for you to jumpstart your recruitment process and give your organisation (and it’s people) some visual zest.
Culture/careers overview
Your organisation’s culture/careers video is typically a nice place to start. In terms of focus, think about the nuances that make your organisation different from others in the industry. Once you’ve narrowed that list down to the top 3-5 themes, dive deep with your employees to identify stories that highlight these themes. At a high level, this video should inform candidates what it is that your organisation actually does, how all the roles connect, and more importantly, your “special sauce” (i.e. your key 3-5 themes) that makes doing the work so great.
Examples:
Walgett Aboriginal Medical Service
Employee profile “day in the life” video
Think of the job video as your job description brought to life. For many candidates, the decision to apply comes down to understanding what it is they would actually be doing. And, what opportunities exist to grow from that role. Oftentimes, these important details are difficult to convey in standard job post copy. Using video, you can share the excitement for what this role is all about by capturing employees in that role sharing what they do in their own words. In addition, follow them around as they show their role in action.
Examples
Accenture – Nathalie: Music Lover, Data Decoder
Your industry explained
For some organisations, your challenge might be how candidates typically perceive your industry. Or it might be that you’re forging into a new industry and want to drive awareness. If this is the case, integrating video into your campaign can be a lighthearted and informative way for candidates to understand your new direction. In this case, it’s less about your organisation and more about leading your video stories with the intention of simply making your candidates more informed consumers.
For example, in recent years, Phillips wanted to make a transition to a health-tech focused company, instead of just lightbulbs as consumers and candidates alike previously thought. To drive awareness, they created a series of light-hearted videos aimed at promoting this focus:
Phillips, “Does snoring mean I’ve had a good night or a bad night’s sleep?”
Phillips, “Why does the pacifier have a hole in it?”
“Benefit” highlight
Your organisation may offer plenty of perks and benefits. But there are typically 1-3 that stand out from the rest. Perhaps it’s your flexible scheduling, onsite childcare, or your stellar wellness program. Whatever it is, if your current employees rave about it, then your prospective candidates would too. Dive deep into how and why this benefit has so much impact. More importantly, show the impact of this benefit through the stories of your employees.
Examples
AGL, “Why job sharing works for us”
Patagonia, “Family Business: Innovative On-Site Child Care Since 1983”
Schneider Electric, “Soo in Singapore: Employee Testimonials”
“What to expect” from the recruitment/hiring process
Nothing gets candidates more anxious than when they’ve actually applied and are in your interview pipeline. “When will I hear back? What’s next? Who will I be meeting with? What kinds of activities will they assess me on?” These are just a few of the many questions spinning in candidates’ heads. Show them you empathise with them by using video to demystify your application and interview process. This will not only decrease the amount of ad hoc follow ups you have to do, but also arm candidates with the information they need to put their best foot forward.
Example
Lions, “How We Hire, part 1 of 3: Application”
Meet your colleague(s)
People work for people, not organisations. Your employees and their individual stories are the best tools to drive candidate interest. Think about the cheerleaders in your organisation who always send positive vibes and uplift their colleagues in large and small ways. Or think about those colleagues who started from the ground up and have important lessons to share about their journey. These are the kinds of employees you should highlight on video. These are some of the most relatable stories for candidates because there is at least 1 nugget, or two (or several!) that will resonate with them.
Examples
Optus Careers, “Meet our people”
Meet Your Recruiter(s)
As recruiters, you are often the first person a candidate will meet on this journey. And for some, you could be the last person they meet if that interaction, be it from the process or person-to-person, isn’t a positive one. Recruiters are people too! And, you have such an important story to share about why you do what you do and why you’re with your organisation. Turn the camera on yourself and share your own organisational journey and a few personal nuggets that can make it easy for candidates to relate to you.
Personalised video intro
Think of the many emails some candidates receive from recruiters all saying almost the same thing. What if one of your first interactions with a candidate was not over text or email but rather a personalised video email? I call these personalised videos my secret weapons. And, the cost and time are next to nothing. By using affordable video recording tools like Loom or Vidyard, you could turn your standard email into a short 30-second video that delights and shows the candidate you’re paying attention to them!
See my own example I sent to a recent candidate who applied at Skill Scout!
The kinds of video stories you can share are endless and constantly changing. Think of all the stories you share on a daily basis that could use some visual support. Or even better, think of the stories where others voices would lend well. With video, you have the power to provide a more personalised and informed experience for candidates. And, with the right videos, you can jumpstart the candidate experience right from the beginning at each and every touch point. Now let’s get to filming!
Workplace Filmmaker and Design Researcher, Elena Valentine spends her days leading the team at Skill Scout to bring jobs and company culture to life on video. As CEO, Elena wears many hats, but really geeks out on: new media (360, VR, POV videos, silent storytelling), and building Skill Scout’s diverse workforce!
She was recently named “HR Superhero of the Year” by the DisruptHR Chicago community. She’s also the founder of Mezcla Media Collective, an organisation that provides opportunities for female filmmakers of colour to connect, partner, and build their skill sets as leaders and storytellers.
How do you incorporate video into your recruitment process? Share a comment below.
Looking to incorporate video into your recruitment process but not sure where to start? Contact our editor.