Why Recruitment Videos are One of the Best Strategies for Finding Employees
Learn why using a recruitment video for finding employees can save you more time and money than you’d think.
Image via Noble Bison Productions
America needs workers! We’re going through a period where many companies are urgently seeking more employees. Some establishments are so eager for hirees that they are offering incentives to encourage more people to apply, and not the typical incentives, such as company gift cards or hiring bonuses. Instead, companies such as Waste Management will now pay for employees to earn bachelor’s, associate degrees, and certificates. In addition, they’re also offering this benefit to the spouses and children of new hires, a New York Times piece reported. Tamla Oates-Forney, the chief people officer at Waste Management, states that these offers were necessary during this time when there’s a “war for talent[…]”.
With this being the current state of our labor force, companies not only have to step up their incentives but take another step back and improve their recruitment process. One of the best ways to find and engage job seekers is with a quality recruitment video. What is a recruitment video? A recruitment video is exactly what it sounds like: a video created to stimulate ideal applicants to apply by highlighting why people should work for your company. There are different ways to create such a video — it depends on your company’s primary goals, benefits, and values.
For instance, let’s say your goal is to hire a fleet of employees to undertake the high demand for your services. The recruitment video should have a clear motivation to get a load of people interested in working for you. An example of this is Door Dash’s latest 2021 recruitment TV ad. They motivate prospective applicants with the concepts of FAST CASH! Their recruitment ad markets to people who want/need money quickly and does so by flashing tons of cash in the hands of employees sitting in their cars after dropping off orders. It highlights how you can be their next employee to cash out quickly and easily.
On the other hand, a different video would be necessary if your company is focused on building a strong team, employee collaboration, and a fun environment. And your ideal employees are more interested in long-term benefits, like 401k or education.
A fantastic example that represents a company with these types of values is a recent recruitment video we shot for North Park Transportation (see below). The employees each note how long they’ve been working there, most of which for more than a decade! They highlight the reasons why everyone has continued to work for North Park Transportation, such as the friendly work environment, security, and more. This is a strong approach to pull in quality applicants who hold the same values.
Video Via North Park Transportation
do recruitment videos improve the Type of applicants Who apply?
Recruitment videos are effective for a handful of reasons, but one of the top reasons is that they attract quality applicants. This is because it’s a clear way to show applicants what they can expect when they work for your company. You can actually show the values of your company and highlight what would most interest your ideal employee(s). They are more palpable than ads with plain text. As such, it narrows down the type of people who choose to apply.
When you can define your company culture, what type of people work there, and the perks of the job, it often weeds out many people who wouldn’t mesh well with the company. In the end, you end up with high-quality candidates who can become star employees. Not only do you reap a better retention rate, but the bond of your team continues to grow and get stronger over time.
One of my personal favorite recruitment videos is from the company BambooHR. They’re an HR software company based out of Utah. The video not only has a great story and focus but it’s filmed and edited very well. It focuses on how important it is for their employees to enjoy their personal lives outside of work. Most of the employees enjoy the outdoors, which will attract a specific talent who would relate to this whole team. Take a look:
Video Via BambooHR
How Does A Recruitment video OutPerform A traditional text-based job listing?
As I noted, recruitment videos showcase your company’s goals and values in a clearer way, which helps you find candidates more suited for the job. But what’s more, is how the performance of a recruitment video outshines a traditional text-based job ad or career page.
Posting a recruitment video on an online job platform or your career page creates a more engaging experience for job seekers. It can promote your company’s modernness and attract the latest generation of candidates entering the workforce.
Reach more applicants. Videos are more “shareable” – this means you can easily spread your recruitment ad across the web. Who knows, if it’s an awesome video, it may end up going viral and raising your brand awareness.
People prefer to learn information from a video rather than text, and Google knows this (Google knows all). Because of this, videos rank better than text-based web pages. So, posting a recruitment video is more likely to boost your position in job search results.
In addition to better performance, application rates rise by 34% when a job post includes a video.
Finding top talent (read: long-term employees) will help you save money in the now and down the line, as some companies report searching and hiring a replacement employee can cost thousands of dollars.
Video Via Sony Pictures Imageworks
The above recruitment video is by Sony Pictures Imageworks looking to hire PSTs (production services technicians). It highlights the technology they use (the kind of tech that the perfect candidate would love to work with), plus interviews with other PSTs explaining how fun and rewarding it is to be the creators behind these animated films. It creates an attractive image of what it’s like to work there and also shows a friendly, relatable team to the right candidate.
How do you create your own recruitment video?
What’s great about a recruitment video is that it is solely based on who you are as a company. In other words, it’s your time to shine and be completely authentic. This could mean using your sense of humor in the video if the work environment tends to keep things on a lighter and fun note. You want job seekers watching the video to say, “Oh, this is the perfect job for me” or “Eh, definitely not my kind of place.”
For example, the video below, created by Fiverr. They decided to create a parody of the archetypal recruitment video. This will attract a certain type of person. And, when you produce a recruitment video that is unique like this, it becomes a great ice breaker for interviews.
Video via Fiverr
Before you create your own recruitment video, prepare by answering the following questions:
What’s the company culture?
What type of people do you want to attract?
What skills are important to your company, both technical and soft skills?
What are the benefits of being an employee/getting hired at your company?
What are the people like who work for you? What do they love about working there?
Is it a collaborative space or the perfect job for people who prefer to work solo?
Is the job flexible in any way? According to LinkedIn, workplace flexibility encourages retention and more than 50% of HR professionals say it attracts candidates.
Do you have a company story that you want to share? It may highlight what your company is all about and be relatable to certain candidates.
After seeing a few examples, can you think of the tone you would like your video to have?
What type of visuals do you want to include? Your offices, equipment, long-term employees and management, technology, etc.?
You don’t necessarily need to cover all these topics in your recruitment video, but it will help you flesh out the overall voice and story that you put together. If you need help producing a quality recruitment video highlighting these aspects of your company, then consider hiring a professional video production company.
Video production companies are skilled storytellers who can create dynamic videos that are interesting to watch. Our team has the necessary equipment and team to ensure you get a compelling recruitment video that says and does what you want it to. Please feel free to reach out if you would like a quote or with any questions you have.
Don’t stop there with your recruitment strategies. Did you know another recruitment trend is video interviews? There are many benefits to using video to conduct interviews, including saving more time and money.
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