4 reasons to incorporate video into your recruitment strategy
The consumer marketing landscape is constantly evolving, and in terms of digital platforms, research has shown that Australians over 18 now spend more than 21 hours per month watching online video, whether it’s on a tablet, desktop or smartphone. In fact, by 2020, the average person is expected to spend nearly half of their total time online watching videos.
These trends are also been seen in the recruitment sector, with 57% of talent teams now using online video content in their recruitment marketing efforts, according to a global survey by VideoMyJob and SocialTalent. 73% of business-to-business marketers also believe using video for recruitment positively impacts their return on investment (ROI). But how can it be leveraged effectively?
1. Increased engagement
Candidate attraction is still one of recruiters’ biggest challenges. So providing ‘rich’ content to candidates can increase engagement, particularly from passive or continuous candidates. Video enables them to imagine themselves visually in a role at your organisation, regardless of whether or not they choose to apply.
Using video content when recruiting creates a visual, emotional experience without you having to meet applicants and potential candidates in person. Being able to see what your organisation is like, your values and team members allows candidates to make informed decisions about whether or not to apply.
Candidates typically spend more time watching a video in a recruitment advertisement than they do on text-only advertisements. Video is also mobile friendly! 90 per cent of job seekers start looking for roles using their mobile device, which is just another reason video is such a valuable talent attraction tool. Millennials and Gen Z are particularly receptive to video.
2. Promote your employer brand
Using video for recruitment can also be an effective means of promoting the less tangible aspects of your organisation, including your brand’s vision and values. Candidates can get a snapshot of your cultural identity, see what makes your organisation unique, and witness your Employee Value Proposition (EVP) authentically in action.
In the long run, video recruiting can also increase retention rates, as candidates have a better idea of the job role and what they can expect from the workplace. Workplace showreels are a creative way of attracting top talent that can result in more suitable and engaged applicants, particularly if they highlight company perks, incentives, personality and ‘day in the life of’ scenarios.
3. Build trust
Obtaining honest, transparent feedback from current employees is also an effective way to leverage video content when recruiting to build trust with potential candidates. In fact, 68% of respondents surveyed trust employees the most when it comes to explaining a company’s benefits and Employee Value Proposition (EVP).
Interviewing your current team members about their roles, day-to-day duties and projects they’ve worked on give potential candidates an insight into what it would be like to work for you. Video content can also increase the chances that a job ad will be shared on social media channels. In the same survey, almost half of respondents said video was the content they would most likely share with their own social networks.
4. See tangible results
The value of video for recruitment marketing can’t be ignored, with more than half of respondents surveyed spending the same or more of their marketing dollars on video content in 2019 compared to previous years. It’s no longer just a ‘nice to have’ – it’s a key element in attracting top talent and driving inbound traffic.
Video content also not only helps raise brand awareness and an organisation’s Employee Value Proposition (EVP), it can boost website traffic, drive click-through rates, increase ROI, and ultimately convert both passive candidates and job seekers into actual job applicants.
For support with creating beautiful, branded recruitment videos, complete the form in the link, call us on 1300 366 573 or email info@employmentoffice.com.au.
