Employer branding videos have been around for some time, so why the sudden need to pay attention? Well, although employer branding videos are pretty much the norm in progressive larger employers, they are far from the norm for the average business on the street. And, there is a paradigm shift occurring which means that employer branding videos are no longer a ‘nice to have’, they are becoming a ‘must have’ if you want to attract the top talent.
8 Tips for a “Must Have” Recruitment Video
What is that shift? The demographic and makeup of the talent market that you are recruiting from is shifting and becoming more physically mobile in nature and more smart-phone fixated, (or even addicted if you believe some reports). Yes, during 2012, figures show that for the first time smart-phones outsold PCS, and smart-phone usage is expected to rise from 37% of Americans up to 43.1% in 2013, 4G is coming in 2013 taking mobile data speeds up to 5 megabits per second, and to top it all Boeing is now enabling wi-fi for cell phones on planes.
So, the talent market has shifted, YouTube is now the third most trafficked site in the world and job seekers expects to find employers on there. In fact, CareerBuilder research tells us that jobs with video icons get 12% more viewings and a 34% greater application rate. So, if it wasn’t clear already, the message should be crystal now; employers must incorporate employer branding videos into their hiring process. But, what should that video look like?
From scouring the web and looking at the types of video offered, I think there are 8 elements of a great employer branding video. Mix and match these elements as you see fit to create one or more great employer brand videos.
8 Elements of Great Employer Branding Videos
1. Summarizes the employer’s product and service offering
2. Charts the ‘Day in the Life’ of a cross section of employees
3. Gives a personal or professional profile of a cross section of staff
4. An employee video describing ‘Why They Like Working Here’.
5. The classic ‘office and grounds’ tour
6. A presentation outlining the perks and benefits
7. Videos of company events like conferences, away days etc…
8. Demonstrations of company expertise
I look forward to seeing your company on screen soon!
Image:jsawkins/Flickr
Author: Kazim Ladimeji
Kazim Ladimeji is a Chartered Member of the Chartered Institute of Personnel and Development, and has been a practicing HR professional for 15 years. Kazim is the Director of TheCareerCafe UK: a resource for start-ups, small business and job seekers.
Agreed, and we’ve been banging the drum for several years now. Thanks Kazim for pulling this together.
I would say it’s important not to try and do too much in a video as you risk the message becoming diluted. This piece we made for Jaguar Land Rover in the UK http://casualfilms.com/uk/work/jlr-2012-recruitment-film/ uses video for what it’s good at – provoking interest and emotion. If it does that then your candidate will want to find out more.
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