by Traci K and BrightMove Applicant Tracking and Recruiting Software
Marketing is first and foremost about visibility. It doesn’t matter if you have a solid brand or whether you have done your homework and developed a campaign to appeal to a targeted market. If your work is never seen, it won’t make a difference. Organizations still purchase television air time for commercials because people are watching TV. Online advertising has skyrocketed over the last fifteen years because people are online. These strategies make sense in order to promote a product or service – the more consumers that know your company exists, the higher the probability that one of them will make a purchase.
The same logic applies to recruitment. If job seekers, whether active or passive, don’t know you’ve got an opening, they aren’t going to apply. If passive candidates are not familiar with your company, even if they see your job listing, it may be a lost cause. They are going to be much less likely to take a risk on a company they know nothing about. They may fear that your culture, work environment and structure may be worse than their current situation. In order to provide a more convincing and motivating explanation as to what your company is all about and the opportunities you have available, creating recruitment marketing videos or “job commercials” may be worth the investment.
The exorbitant expense associated with advertising, whether video or print, deters many decision-makers from expending time and monetary resources towards certain ventures. However, with the advent of free-to-use sites like YouTube, a world of possibilities has been opened. Not only can companies create promotional videos for their website, but they can share them with the world for free through various mediums. In order to set the wheels in motion, there are a few quick tips on incorporating videos into your recruitment strategy.
- Plan to keep videos “real”. Misleading a candidate into working for you is only going to lower your productivity and increase your turnover rate. Securing long-term tenure involves matching the right candidate to the position as well as the overall company culture. When using videos to promote open jobs, use actual employees and honest descriptions of the work environment.
- Utilize workers at every level. Don’t rely only on executives and high level managers to promote the company. Applicants will be looking for organizations that convey authenticity. Choose to video interview employees that candidates can relate to and connect with, increasing the likelihood they will envision themselves working for your company and apply.
- Imagine yourself as an applicant and the questions you might have for a potential company. Recruitment videos are an opportunity to provide the answers to these questions before a candidate applies. Include explanations from employees as to why they like working for your company and the perks they enjoy as part of the organization. Highlight employee accomplishments along with those of the company.
- Don’t limit yourself to YouTube. Just as there are premium sites to post job ads, there is YouTube for videos. When you post a job, the wider the reach the better. Posting to free job boards, local workforce development sites and even Craigslist helps to generate candidate traffic. Post your videos on your company careers page and YouTube, as well as other video sharing sites and company Facebook or LinkedIn recruitment pages. Careerbuilder suggests having employees tag themselves in the videos, thereby showcasing “the benefits of working for you to their peers, who are presumably the people you are trying to recruit.”
As technology continues to advance, mobile internet devices are becoming as common as televisions. Introducing a recruitment strategy that can reach candidates at any time increases your visibility and the potential quantity and quality of applicants, though the advantages of video recruitment go beyond the simple concept of exposure. While the introduction of videos into your current strategy does not have to be a complicated process, there further details to keep in mind if you plan to make an extensive investment.
Traci K. is an HR professional and freelance writer based in the Midwest, specializing in recruitment and immigration. When she’s not improving unemployment, she keeps busy with her husband and four children.