Video rules the online world: recent studies show that video clips will make up almost three-quarters of internet traffic this year.
For recruiters, video represents a prime opportunity.
Today, it is not enough to simply put an ad on a job site. According to CareerBuilder, job postings with videos get 12% more views than those that don’t.
If you want to attract the best talent, you need to create a powerful recruitment video. Although it may seem complicated at first, it’s not really that hard once you learn the basic principles of recruitment videos.
In this article, I explain the 7 most important steps for making a convincing recruitment video.
1. Use the right equipment
First, use the right equipment to create your recruiting video. You can have the most interesting ideas but if you mess up the video or sound quality, no one will want to watch.
2. Don’t waste time
According to some studies, only 60% of people watch an entire 5-minute video, while 75% of viewers will watch a full 2-minute video.
Don’t waste time discussing obvious or irrelevant topics. Of course, you shouldn’t feel obligated to cut your story short, but try to keep it to the reasonable maximum length.
3. Customize the video for a specific position
Most companies are trying to make a creative and exciting recruitment video. However, some of them lose focus along the way and forget what the purpose of the video actually isL to attract talent for a specific position.
Avoid generic information and create the video to fit a concrete role. Capital One is an example of a company that does this well – their video immediately reveals the position and the corresponding qualifications.
4. State your requirements early
A successful recruitment video combines two elements well: the company’s strengths and the job requirements. State your requirements clearly and describe what kind of person you would like to see on your team.
Facebook did it well in one of their recruitment videos. They need creative individuals who can contribute with new ideas. This is basically their main requirement and they made it clear: you will never get criticized for trying something new, even if it doesn’t turn out to be successful in the end.
5. Highlight your strengths
As an employer, highlighting your strengths will attract candidates who are similarly minded.
For instance, Microsoft isn’t shy about inviting the best of the best to join their team. They discuss the privilege of working for them and invite ambitious candidates to apply. Your recruitment video should reveal your strengths and show why you’re a desirable employer.
6. Be realistic
Keep your recruitment video as realistic as possible. Don’t just have five minutes of constant bragging about your successes, as that turns off viewers.
Google did this successfully by busting some common myths about this company. In this video, Google wants to eliminate the hype and admit that they don’t ask their applicants crazy brainteasers during interviews. Instead, they ask you normal work-related questions and meet you to see if you could fit in their team. Simple, right?
7. Keep it personal
KPMG did a great job personalizing their recruitment video. It’s funny and down to earth, with real people and real scenes.
They send an obvious message here: making the right career choice is important but finding the right company is essential.
Kevin Tyler, an HR assistant at Essaysontime, explains:
“You need to show the human side of your company, to show the greatest values you pursue. It’s the only way to really approach applicants and prove that they won’t be working with the machines and computers but real people.”
Rachel Bartee is a blogger and freelance writer dreaming of a tour around the world to write a story of her greatest adventure. For the time being, she feels inspired by her daily yoga sessions and her studies in Interpersonal Relationships. Connect with her on Facebook. 