How To Boost Your Social Recruiting With Videos
Written and contributed by: James Pointon
Broaden your applicant pool with a new take on media
Today’s job recruiters are well aware that social media is a candidate gold mine. Platforms from LinkedIn to Facebook can yield a massive pool of highly qualified applicants, ensuring that employers will be spoilt for choice on the hiring the right person for the job. But job recruiters also know that converting qualified social media users into actual applicants requires a bit of wooing. And while direct communications, company marketing, and photographs are all integral parts of said wooing, videos are rapidly becoming the most effective tool.
Tell a story
One of the best selling points for prospective applicants is your company’s workplace culture. Luckily, this is often something that translates well into a video format. You can capture the essence of your workplace culture by simply filming an average day at the office, team-building activities, or emphasize how you value your employees and their well-being by offering generous benefits.
Pay attention to length
If you commit to a video campaign, length of each video is something to have in mind at all times. Partly this is because different social media platforms will call for different lengths. For example, 30 seconds on Instagram versus a few minutes on Facebook. You could approach it different ways, as well. Rather than coming up with unique videos across platforms, you can edit the same video into a condensed version so long as the effect is similar and you don’t expose viewers to too much redundancy across platforms. Another reason to always consider the length of a video is because your audience may not watch the entire thing if it goes beyond their social media attention span. For more help on the ideal video length, review some of your own video statistics or check out these pointers.
Without subtitles, you risk alienating a portion of people who might apply for a job with your company. Consider that those with hearing disabilities may prefer and/or need subtitles to accompany your video. Also generally consider that those watching your videos in public will keep them muted. If your company hires for locations in different countries, it’s also important to give viewers the option of reading subtitles in their native language.
Highlight current employees
Putting a face on the experiences of those in the company adds a personal touch that can make prospective job applicants more receptive to your videos. Learning about important selling points like company culture, benefits, and work-life balance from someone who is a part of the culture can also seem more genuine than if they were to read a text-only description of what your company has to offer. You can also highlight company values such as fair-trade practices, humanitarian efforts, and other ways that your organization gives back to the community. Job seekers are looking for much more than an attractive salary, so try to put yourself in their shoes when you craft your messages.
Use hash tags
Video series cohesion and consistency goes beyond strategic branding and quantity. You also need to account for all the details that can enhance user experiences and sharing, as well as drive active participation (through applying for a job, or even just joining the conversation!). This is where hash tags come in. Use some of your classic company tags plus some new video specific hash tags to tie it all together. Finally, you can also consider incorporating some popular recruiting hash tags.
Maintain a YouTube channel
While some people think that you should be driving traffic to videos on your company’s own website, there is a lot of value in routing viewers to your YouTube link. YouTube has a massive following, so it makes sense to go where the people are. By integrating recruitment-oriented videos into your company’s usual playlists, you may capture an applicant pool that has an interest in your company’s work (as demonstrated by their being subscribed to your channel), but that perhaps isn’t as actively looking for employment as, say, LinkedIn users.
If recruiting with videos on social media is something that you and your company are already doing, there is still plenty to be learned. Using the wealth of data you’ve gathered on what viewers are most responsive to, you can continue to refine your videos and integrate some of the tips described above for a remarkably successful outcome.
Bio: James Pointon is a blogger and content specialist from Australia, supporting OpenAgent. James enjoys working with social media and is constantly on the lookout for new ways of using them for business growth.