If you’re ready to make a recruitment video, rest assured you’ve made a wise decision. Online videos are hot. So hot in fact, that video watching outranks all other online activities, according to a recent study by Wistia. Additionally, most Internet connections are getting faster, making it easy to stream video almost anywhere. For organizations, this trend offers exciting opportunities to reach potential talent in a new way.
In preparation, you can choose to take two routes: entertaining or informational. Both types of recruitment video offer unique benefits but may serve different purposes, depending upon audience and target objectives. Here are just a few highlights of each:
Entertaining Recruitment Video
To get the attention of prospective talent, you must capture it. Movie trailers are masterfully designed to lure you in to the point where you announced to your neighbor, “We should go see that.” When done well, a branded recruitment video can have similar effects on the viewer. “I want to work for that company, so where can I learn more?”
Entertaining recruitment videos tend to focus less on the ins and outs of working for a company and more on leaving an impression with the audience. These are the videos that get posted on Facebook, the videos that get shared and talked about. Their purpose is to create exposure and drive traffic to your careers site or a specific job posting where potential candidates can apply or find the career information they need.
Here is an excellent example from Intel:
Informational Recruitment Video
An informative recruitment video focuses primarily on educating viewers about specific details of working for a company. Imagine employees sharing why they love their job or the CEO explaining the valuable products and services provided by the company. Choose the most compelling facet of employment at your organization and build your recruitment video around it.
Informational videos work well on careers sites and on corporate YouTube channels. These platforms often serve as information hubs where candidates can find more detailed information about the culture and perks of employment at your company.
Note: Informational is not code for boring. Case in point, the following recruitment video from the enterprise social network Yammer. They aptly chose to flaunt the perks of working in their office – MTV Cribs style.
No matter the angle you choose, keep your recruitment video fun and upbeat. If you enjoy making it, others will probably enjoy watching it.
Image: Roman Soto/Flickr
Author: Katy Zimmerman
As a self-proclaimed social media junkie, Katy has helped numerous companies extend their brands into the ever-evolving world of new media. With over a decade of experience in marketing and PR, she is currently a social media consultant and freelance writer. Katy is a cake decorating extraordinaire and a proud mother of two little boys. Connect at linkedin.com/in/katyzimmerman.
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