Someday, the phrase ‘went straight to video’ will lose its original meaning. Perhaps it has already.
Once upon a time, this meant a film skipped its big screen run and was released only for purchase. In the future, perhaps candidates will joyously report that dream companies they were considering for employment ‘went straight to video’ skipping the traditional text emails or paragraphs of copy on their website.
Ok, maybe it won’t happen exactly like that. But as we all know, video is definitely taking over the internet. And it plays a key role in your recruiting efforts. At least, it should.
Video content is projected to account for 82 percent of all internet traffic by 2023. (And yes, we know Netflix accounts for a significant chunk of that!) With this growth and the increasing user demand for more video content, recruiters have to get on board with the trend in order to get attention, especially from passive candidates who might just as well be binge-watching the latest streaming series.
It’s safe to say that most recruiters are not using video, but most marketers are. As of 2019, 87 percent of businesses are using video for marketing, up from just 63 percent in 2017. And marketers also say they’re getting more out of video than in the past, setting a great example of the advantages recruiters can enjoy in the years to come.
Why video matters
Video has made its way into marketing (and more slowly, into recruitment marketing) because it works. And the reasons it works are actually fairly simple. Video is the next best thing to meeting a recruiter in person, and it allows recruiters to break through the noise with an authentic voice and personality. Compared to the organizations that don’t even tell candidates their application status, recruiters using video come out looking pretty good (literally and figuratively).
According to Debbie Weinstein, VP of YouTube and Global Video Solutions at Google, “brand and performance goals can be tackled simultaneously with online video. Video can capture people’s attention, move them from inspiration to consideration, and encourage them to take action.” Research backs that up. Showing job seekers a welcome video from a hiring manager would make them 46 percent more likely to consider applying for a job and 30 percent more likely to respond to a recruiter. This illustrates the power video has, particularly in attracting passive candidates.
Video also offers the authenticity candidates say they want from prospective employers. In a labor market where top talent has the advantage, recruiters that demonstrate authenticity may be more likely to earn trust and form bonds with candidates, that in turn convenience job seekers to make the decision to come work for your company. Combined with other strategies, video can help your team embrace conversational recruiting almost immediately.
Don’t overthink it.
You don’t need a video production suite, an expensive camera, or even fancy software to make videos to support your recruiting efforts. In fact, some research suggests that employee-made mobile videos perform better than slick corporate productions. You don’t need to invest in script writing or devote lots of time to shooting, either. Successful recruiting videos can be a few seconds or a few minutes long, with a specific point, piece of information, or instruction to share—kind of a like a video version of a voicemail message.
The goals of using video in conversational recruiting are simple. First, put a face to a name and voice so your candidates know (and feel) that they are interacting with a live human being. Second, you want candidates to remember that you want to build a relationship with them—and the ‘you’ here is not only the recruiter or the talent acquisition leader, but your entire organization. This is one of the stepping stones to building more trust and being able to have better conversations with your candidates.
Make it personal yet scalable
Deciding to use video in your recruiting doesn’t mean you suddenly have to find the time to make a personalized video for every single candidate in your funnel. Recruiters need to think big, as in big picture, about how to make video work for them. For instance, a recruiter might make a video message that applies to all candidates at a particular stage of the recruiting process. This strategy works well for Theresa Mazzaro, RN, CHCR who is Senior Talent Acquisition Specialist at Johns Hopkins Suburban Hospital.
Theresa told us that new employees she had recruited with her videos told her they felt like they actually knew her before they’d actually met in person. Theresa owes this all to the videos she creates with her smartphone.
Blake Thiess, director of talent acquisition at Portland-based Prestige Care, has also been reaping the rewards of video recruiting. He makes a weekly video to discuss the current available openings in their network of care centers. Blake’s videos are simple, to the point, and almost always clock in at under a minute. The video is then shared on social media, where a few minutes of effort is translated into potentially thousands of impressions.
We’ve even used the approach here at Brazen. When Joe Matar, our director of marketing, was advertising for a new sales team member, video helped get the word out. Joe quickly filmed a video after he got some tasty food from one of the food trucks that sit outside the Brazen office (Editor’s note: one of the many perks of working at Brazen!).
Customized for the step of the process
One of the most important things to keep in mind about using video in recruiting is that it needs to make sense in context. When producing a video for candidates, think about these three things:
- the step of the recruiting process they are currently in
- the types of information they need to know at this stage
- thequestions candidates frequently ask at this point.
Just as with other forms of candidate communication, your video messages should be tailored to the specific stage of the process you’re in.
For instance, if you want to make a video with instructions for a candidate’s first in-person interview, it might need to contain information about parking, building entries and security measures, and floor or room details. After an interview, you might have another video that thanks the candidate for their time and lets them know what the next steps are, such as how long it will be before they hear a decision or receive an offer. Again, a recruiter might make one video for each stage of the process, that they in turn use to communicate with multiple candidates.
The future of video recruiting
As we watch video takeover large proportions of internet content, we expect to see the adoption of video in recruiting increase as well. Ultimately, it’s a low cost, high reward tactic that recruiters can easily integrate into their existing strategies and routines. With the competition heating up for top talent in the labor market, recruiters who put video to work for them may wind up with a significant lead.
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