Video is everywhere. And with 87% of consumers wanting to see more video from brands in 2019, that’s unlikely to change.
For good reason too. In so many situations it’s just the best option.
Think of the last piece of furniture you bought from Ikea. As you looked at the pieces laid out all over your floor, the countless screws and the allen key, what would you have preferred. Looking through the pages of instructions? Or to watching someone guide you step by step on your phone?
In recruitment, video is a great way to be authentic. To personalise your message. To provide clear, easy explanations. And to improve your candidate experience.
In this issue we’ll look at how you can use video in your recruitment process. Including practical tips and tools that are useful whether you’re taking your first steps, or looking to fine tune what you’re already doing.
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Apart from actually meeting, video is the most personal way to connect with someone. By letting a candidate put a face to your name (and vice versa), you’re better able to build trust and legitimacy.
So, where can you weave it into your recruitment process?
The obvious place is video interviews. They’re convenient, save time, and most people have used a video conference before. Candidates can also appreciate the time saved from not having to go into your office.
However, video calls are not always the best choice.
If you’re trying to speak to a candidate who’s at work, they may struggle to find somewhere private to take a video call. Also, I know one large organisation that avoided video. They kept using phone interviews because they were concerned about additional biases creeping in when they could see the candidates.
Some other areas where video can be a real asset are:
Over the last few years more and more sales and marketing teams have been using video. And it must be working - 87% now actively use it.
So, what can we learn from them to attract more candidates? And get more offers accepted?
A double dose of 5 in this article. Firstly 5 steps to making your own video content strategy. Which is a great place to start if you’re new to using video in your marketing. Or to take stock and check you’ve got everything covered.
Then, the 5 most important things you need to know to grow your traffic and get more applications are:
Another 5 tips. These ones are great for building your employer brand and posting on social. You’ll also notice they agree on a few of the same points as the previous article:
These six tips can help when you’re working with passive candidates. Or those great candidates you’re talking to that you know everyone else is after as well.
Christina talks about using video in every step of the sales journey. Not just as a one-time novelty. Which is now helping her close deals faster. More quickly establish a rapport with prospects. And shows that she’s a real person - there for them when they need her.
But it wasn’t all smooth sailing. So to help you get results quicker she shares the 6 mistakes she made before she got it right:
There’s nothing as real as hearing directly from the people you’ll be working with why you should apply.
An obvious place for this is employer branding videos covering your entire company. But you could also try using video job descriptions. It doesn’t have to be anything fancy. Just the hiring manager explaining why it’s a great opportunity, what they’d be working on and who they’d be working with.
Statistically, these seems to be a smart choice - 68% of people prefer to learn about new products or services by video. Far higher than text, which only scored 15%. There’s no reason why candidates won’t have the same preference when it comes to job descriptions.
But not everyone is a natural on camera. So these next few articles will give you tips on how to make a great testimonial and put your stars at ease.
There’s no one better to tell people how great it is to work at your company than the people already working there. But how do you create a great, polished testimonial?
And the key take-away:
“You can use all of the fancy production technology you want, but if your testimonial isn’t making a connection with your customer, it’s not going to get you business.”
For most people, getting in front of the camera is something they’ll actively avoid. But you need them to be comfortable and to tell their story. One way to help them relax is to treat it like an interview. Sit with them, off camera, and engage them in a conversation. Reassure them. Connect with them. And have them look at you, not the camera. Then, at the end, edit yourself out.
In this video interview, Elena Valentine from SkillScout chats with James Ellis on how to make an employer brand video on a tight budget. Plenty of good advice - a few points that stood out are:
Not comfortable on camera? But want to make more videos (or are being asked to)? This article is for you.
The author, Liz, goes through how she got over her fear. And if you watch the video, you’ll agree she comes across as genuine and helpful. None of the tips are complicated and all are easy to do.
Don’t forget practice makes perfect. So start using video wherever you can. Instead of sending an email to your teammate, send a short video instead. There is free, easy-to-use software for this - see the tools section below.
If you’ve ever wondered what difference the budget makes, check out the great movie One, Ten, One Hundred. In it they create the same ad with budgets of $1k, $10k and $100k. Interestingly all have their constraints - more money doesn’t always make things easier. A great thing about this movie is that it gives tips on what equipment to use and where to spend your money.
With a bit of creativity, a small budget doesn’t have to limit you. To see what I mean, take a look at what packaging company Lumi has done. Who knew learning how much to budget for packaging or how corrugated boxes are made could be entertaining? (I watched a lot more of these than I’d care to admit...)
In recruitment, I’m not a fan of the overproduced employer video. Often they say very little - take this one from Indeed as an example. On the other hand, this one from zendesk is brilliant. It’s funny and engaging. And after watching it you have a good idea about what it’s like to work there.
For a good example of a video for a specific role, check out this one from Galileo Camps.
Here are a few tools you can use to easily start recording, editing and sharing videos (and they all have free options).
For hosting larger videos, like those on your career site, you can of course use youtube. This has the added advantage of it being widely available, and easier for people to find. But, you can never be sure what the algorithm will recommend people to watch next. Remember, these will show up at the end of the video - on your site…
It may also be worth checking out what your marketing team is already using. Even if they aren’t using a specific tool, a lot of marketing software has a video plugin. For example, Vidyard is integrated with HubSpot.
Hopefully that’s given you a bit of guidance and inspiration to get out there and start making more videos!
On a side note, if you have some tips on how I can improve this newsletter I’d love to hear them - just reply to this email.