According to Forrester Research, videos are over 50 times more likely than text to appear organically on the first page of search results. With this in mind, many organizations have created modules and webinars to help marketers build a framework for their video marketing strategy. And while technically geared toward consumer marketing, we gathered quite a few takeaways for developing an effective recruitment video strategy, as well.
Recruitment Video Content Mix
A company’s video mix can be comprised of both live events and on-demand videos in long and short form. While traditional employment brand videos are on-demand, consider the benefits of mixing in live events. According to Brightcove, clients have seen what they dub the “halo effect” – website traffic increasing above normal levels, even after the event has ended.
Great opportunities for live events include webinars where recruiters present tips to your talent community (for example, what your company is looking for in a resume or candidate interview) or targeting soon-to-be college grads with a Q&A session about the transition from college to professional life.
Recruitment Video Quantity
How many videos do you need on your site? Typically, pages with video draw more visitors and higher engagement, so it’s up to you to determine how many landing pages within your careers site should include a video.
In regards to quantity, it’s also important to have a long-term recruitment video strategy in place to keep a pipeline of fresh video content. And while it’s important to include professionally-produced videos, this can also include user-generated content or unscripted employee testimonials.
Recruitment Video Discovery
Of course, all of the best content in the world is useless if no one can find it. While SEO should be a larger part of your recruitment marketing strategy, you must also consider job seekers who are already visiting your site. Are they able to navigate easily from page to page? Are they seeing videos that are directly relevant to them? What type of experience are they having?
Want more? Brightcove created this Video SEO Playbook for additional insight. And if you’re specifically interested in the benefits of recruitment video, check out this e-book on virtual candidate experience and using video to differentiate your company!
Image: Sam Greenhalgh/Flickr
Author: Mandy Cornish
Mandy Cornish graduated with a degree in journalism and when that didn’t pan out (surprise, surprise), she found a new home in social media marketing. She also works to create unique events throughout Chicago with her company, Booth25. Connect with Mandy on Twitter @setsko or at linkedin.com/in/amandacornish.
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