While Zoom and other video conferencing apps have become a part of everyday life, valuable lessons continue to be realized regarding video in recruitment marketing and its impact on finding and retaining quality employee talent. With a large pool of job seekers, including new Gen Z talent, and employees feeling the strain of pandemic life, video marketing is proven to be an effective tool in a company’s marketing (and human resources) arsenal.
• According to Careerbuilder, “users who embraced the power of recruitment marketing videos
achieved a 34 percent uptick in application rates.”
• Properly optimized and disseminated, video can drive organic search by nearly 160 percent, helping
you to reach qualified candidates.
• Sharing video on social platforms can exceed text/image sharing by nearly 120 percent, providing
powerful opportunity to reach additional talent.
Standing out in a competitive hiring marketplace is a critical first step to leverage video content. A recent survey found that nearly 31 percent of HR professionals find it challenging to tell interesting stories about “boring topics,” including writing compelling job descriptions and postings. Video marketing can help change the narrative quickly from “boring” to “intriguing” if a candidate is able to hear directly from a manager, team lead and/or recruiter – or if they can see what your workplace environment is like.
Grab a candidate’s attention using engaging video content that makes them think “I want to know more about that organization.” Remember that a smart digital marketing recruitment campaign will already be targeting those who match your ideal candidate criteria. So, when your ad does serve to that audience, make sure you get their attention.
Savvy job seekers will also be searching your website and social media channels to learn more about your company and culture. Use video to showcase employee testimonials and information important to today’s candidates like corporate commitment to diversity, benefits, and company values. Pro tip: make sure your videos are optimized for mobile devices.
Consider further enhancing the candidate experience by using video communication during the application process. A pre-recorded video to thank a job seeker for reaching out, or a video to communicate about next steps in the hiring process after an interview, especially to a final candidate, can go a long way to make your company stand out positively.
Once an employee joins your company, the recruitment process has not ended! Video from HR, company leaders and division/department team members can help employees quickly learn more about their new professional environment. Remember, some employees may be working remotely, so opportunities to “chat around the watercooler” decrease.
Cue the stat above about “boring topics.” While a new employee can easily become overwhelmed by long employee handbook content, new HR policies and more, video can help distill the information into more entertaining and easily digestible bites, helping new hires acclimate more quickly. And those videos that you added to your website about company culture, benefits and more (see above) do double-duty here! Videos can help remind your workforce exactly why they work there, and how.
With a hybrid of remote and in-person work likely to become the norm as pandemic restrictions ease, video is a great way to stay connected to employees across the organization. Use videos to:
• Keep employees informed about latest company updates (weekly or monthly).
• Highlight employee milestones like anniversaries and awards.
• Showcase the good work of employee volunteerism and activism.
• Involve your employees by asking for video testimonials for use on your web site and/or social media
channels. They will be likely to share the content to their own network, expanding your company’s
reach to new, potential talent.
Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you’re looking for a trusted agency partner to help elevate your recruitment marketing, we want to talk. Reach out today.
We'd love to hear your story and how we can help your business succeed.
© 2022 Stifel Marcin. All Rights Reserved.