Can you imagine a brand trying to market a product without using video? In this day and age, when video comprises upwards of 80% of all internet content?
Outrageous. Unthinkable. Perhaps even insane.
Everyone working in talent acquisition today understands the importance of having a strong employer brand. If you’re not using video to enhance your employer brand, you’re missing out big time. But if you’re just wrapping your head around the idea of using recruiting videos to communicate with job seekers and active candidates, you may not have approached the point of thinking strategically about using video to elevate your employer brand.
It’s not just about what people think about your employer brand, either. It’s about what your brand inspires people to do. Video helps brands accomplish multiple objectives simultaneously, making it a smart investment for organizations determined to compete for top talent. According to Debbie Weinstein, VP of YouTube and Global Video Solutions at Google, “online video captures attention and moves your audience from inspiration to consideration, and encourages people to take action.” And, at the end of the day, action is what it’s all about.
And this isn’t just conjecture. It’s reality. Job listings accompanied by video get 12% more views and 34% more applications than those without, proving that video encourages job seekers to follow through. Assuming you’re already well acquainted with the archetype of your employer brand, read on to learn exactly how to use video to strengthen your employer brand and attract more of your ideal candidates.
Create an immersive brand experience
We recently covered the reasons your virtual career fairs need to become immersive brand experiences and video is a large component of that goal. Because video is the next best thing to meeting in person, it bridges the gap that time and distance often put between recruiters and candidates. It’s the only way candidates can get a real feel for the attitudes and culture inside your organization, which is exactly what they want to know about when they are deciding where to apply or where to spend time interviewing.
Outside of virtual career fairs, video expands that immersive brand experience to reach job seekers who are just finding out about your company. Create recruitment marketing videos that tell candidates what they want to know – like the perks and benefits, the dynamics behind the scenes, and the intangibles as well. Candidates love “day in the life” videos, and video is also a great way to highlight what makes your company special, such as unique events, initiatives, or accomplishments.
For a truly immersive brand experience delivered through video, you need to use videos throughout the recruiting process. After the application, use video messages to communicate at key stages of the process, which keeps the candidate experience personalized and humanized. (Check out this example from Johns Hopkins Suburban Hospital for inspiration.)
Put videos in front of job seekers as early as possible
Expensive, well-produced videos are useless if nobody sees them. And that’s not to mention how disappointed your boss would be if that happened. So, make sure it doesn’t.
Think about all your digital touchpoints with job seekers, and look for ways to add a video component. Placing videos on your careers site, in your emails, and on social media is expected. And you should cover all those bases. Try some unexpected places as well, like in your recruiting chatbot. A recruiting chatbot alone improves your employer brand, but a chatbot that responds to job seekers’ questions with videos is even better. At Brazen, we call this feature Videobot. Right in the chatbot conversation, Videobot responds to questions with videos instead of just plain text responses. This approach works particularly well with job seekers who haven’t yet filled out an application. (Think back to that stat about getting more applications with a video in the job posting, and then imagine how job seekers will feel when a chatbot shows them a video to answer their question.)
You can see a more detailed video of how this works by visiting our VideoBot page here. You’ll also learn about the special offer we have running until the end of the year!
Get emotional… but don’t be sentimental
Job seekers don’t want to watch your boring corporate branding videos. We’ve been over this before. If you really want to build a strong employer brand (and we know you do), dive into your candidate personas and get creative. Make the videos your candidates want to see. Reveal the mysteries they are curious about. Introduce them to the people they want to meet (like your hiring managers). The best recruiting videos elicit a smile or a giggle, or at the very least, leave viewers with a generally positive feeling.
The key is knowing where to draw the line, so your video content doesn’t come across as forced, sappy, or dramatic. It’s a fine line that some of Hollywood’s best have yet to master but if you continuously refer back to your well-developed candidate personas and pay attention to the feedback from videos you share, you’ll find out what works best to connect with your audience.
Lights, camera, apply!
Recruitment marketing is largely about storytelling and, in a way, your employer brand is the story of your organization. Video helps you control that story and positions you to control the conversation with candidates as well. Talent acquisition leaders who think strategically about video’s role in recruitment marketing will set their organization apart from the competition and candidates will notice.
Until the end of the year, get 70% Brazen’s Videobot when you purchase a video package from our partner Stories Inc. Click here to learn more about how Videobot works and request a demo.
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