One hour of video is uploaded to YouTube every second. By the time you finish reading this post, well over 120 hours of video will have been uploaded. If that didn’t blow your mind this should: over 4 billion videos are viewed per day, making now the perfect time to seize the opportunity and develop a recruitment video to attract talent. But before you race to get started, take time to develop a strategy with these four considerations in mind.
Target Your Audience (Duh)
Who you are trying to attract should determine your content and format. Educate yourself on the behavior and taste of your ideal candidate. Consider what motivates them in an employment environment and research the type of videos most viewed by their demographic, as well as where and when they watch.
Length Matters
The original cut of the blockbuster hit Titanic was 36 hours. Take a lesson from James Cameron and edit! If your recruitment video drags on, your audience will click away before you make your point. Read: lost opportunity. Keep it short and simple to guarantee the highest engagement – under 2 minutes is necessary, less than that is ideal. Consider the pace of your video as well. Quick cuts and shot changes will help keep viewers engaged.
Avoid Complexity
Complicated videos are usually less interesting and unnecessarily long. Keep it short and simple (you’ll be glad you did). Don’t choose a topic that could change frequently and cause your recruitment video become outdated, like employee stats. A targeted focus will ensure the most mileage on your video. And if gets too long, split it in two.
Be sure to start the video off with a strong hook to capture viewer attention early on. No one wants to watch an HR manager drone on about what makes their company special. Show, don’t tell. For example, take some footage at a company volunteer event. Interview a person in your cool break room. Work in footage of the cafeteria, the ping pong tables, whatever your company has to offer. But your video should be more than a highlight reel. Come up with a unifying concept to drive your recruitment video and keep candidates watching.
What other factors should you consider when creating a recruitment video? Share your ideas (and examples) below.
Image: tableatny/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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