Companies are increasingly using online video as part of their recruitment branding efforts. Some have been more successful than others. Here are some practices to consider when creating your own recruitment video.
As part of a recent rebranding project for a client, we recommended developing a recruitment video – a 2-3 minute film featuring interns and employees talking about what it was like to work at the firm. The client, an investment management firm that had recently spun off from a major bank and was having trouble engaging prospective employees, jumped at the idea.
While the concept of a recruitment video is not necessarily new, lately we’ve noticed more companies using online video as part of their recruitment branding efforts. Some have been more successful than others. After careful examination, we have identified five best practices for any firm to consider when creating recruitment videos.
Principle 1: Let Recruits See Themselves At Your Firm
When recruiting young talent to your firm through the use of video, it is crucial to show applicants why they should want to work at your company rather than tell them. Letting recruits visualize themselves at the firm gives them a realistic sense of how your company operates and allows them to see how they fit into that context. Deloitte demonstrates this practice spot on through their “What’s Your Deloitte” Video Campaign. Deloitte allows their employees to be creative by producing their own recruitment videos to show recruits what working at Deloitte means to them. This campaign enables recruits to see a wide variety of employee perspectives thus allowing them to envision themselves at the firm. It also allows them to connect with employees on a personal level through a creative and innovative perspective.
Principle 2: Help Recruits Envision Their Future at the Firm
Many B2B firms provide training and internship programs to college-aged interns, which very frequently leads to full time jobs with the firm. Due to the increased competition to attract the best young talent, it is important for firms to emphasize training programs in their recruitment videos. Towers Watson is one firm that effectively illustrates their training program in their recruitment videos. They show current employees in leadership roles at the firm speaking about how the training they received from Towers Watson has allowed them to advance in the firm. It is a very short and simple video clip, however it is enough to potentially persuade recruits to choose Towers Watson. It portrays the commitment Towers Watson has to their interns, and the potential for success that exists at the firm. Watch one of Towers Watson’s recruitment videos below:
General Electric also effectively secures recruits through videos that stress the strong commitment they have to their interns. Showing successful individuals in the firm talk about the importance of their training can motivate recruits to follow in their footsteps.
Principle 3: Make Sure Messaging Is Aligned with the Corporate Brand
It is important for companies to make sure that the messaging in their video directly aligns with their corporate brand. IBM has strived to build a brand around the idea of “making an impact on the world to make it a better place for all.” IBM’s “Smarter Planet” campaign has become the face of the company, encouraging sustainability and environmental awareness across every facet of their company. IBM encourages recruits to join the firm through recruitment videos by informing them of how they will be “challenged to be innovative in order to help create a brighter more optimistic world.” IBM brands around an ‘intelligent globe,’ the logo of their “Smarter Planet” campaign, to make their brand easily recognized by recruits.
Deloitte presents another example of brand messaging alignment as they pride themselves on ‘being innovative.’ This is shown through their company slogans including, “defined by its people,” and “always one step ahead.” Through the “What’s Your Deloitte” campaign, recruits get to see examples of how Deloitte brands itself around these principles as they empower the employees to be the voice of the company, allowing them to be creative and try something different. Watch one of Deloitte’s recruitment videos below:
Principle 4: Leverage the Right Channels to Maximize Engagement
Social media use is growing by the day, and it is crucial for companies to take advantage of these platforms in order to attract a younger generation of talent. Companies such as Deloitte and Towers Watson take advantage of social media platforms when reaching out to recruits through video. Both companies can be found on YouTube where they have various videos organized into playlists based on their purpose and content, such as employee recruitment. Organizing your YouTube channel into playlists makes it easy and convenient for recruits to find videos pertaining to them. As a result, there is a greater chance of them actually viewing and being interested in the videos, and your company.
Facebook is another social media tool that firms should consider taking advantage of. Once again, we must stress the importance of making sure your videos are easily accessible to recruits, so make sure to have a video tab on your Facebook page and post videos directly on your wall. Lastly, make sure your company has an active Facebook page and quickly responds to recruit’s questions, comments and concerns on the videos you post. This will show recruits that their opinions matter, and that you are just as interested in them as they are in you.
Finally, do not hesitate to use LinkedIn as a tool for reaching out to recruits through video. Successful firms such as Deloitte and Towers Watson have a “careers” page within their LinkedIn profile. LinkedIn is one of the most popular channels for employee recruitment, so leverage this platform to post videos on your careers page within your company’s profile.
Principle 5: Don’t Forget About Your Own Website!
With the continuous rise of social media as a tool for reaching out to recruits, many firms have entirely ignored their own website as a platform for recruitment videos. Others post videos on their website, but they are hidden deep within, and chances are that a recruit would end up relocating to a competitor’s site before being able to find them. It is best for a company to either have their recruitment videos directly on the homepage or under a tab located on the homepage, making them easily accessible.
In addition to a dense YouTube channel, IBM has stayed on top of their website dedicating an entire section to recruitment which contains all of IBM’s recruitment videos. Organization and easy accessibility make it inevitable for a recruit to see IBM’s recruitment videos when entering the website. Despite the increasing rise in social media activity, it is crucial for firms to continue to reach out to recruits on their own websites.
Clearly, most top companies are engaging in recruitment branding strategies as a way of attracting talent and creating a unique voice for their brand with prospective employees. What better medium to achieve this than through video? As we’ve mentioned before, video is a power story telling medium, and it allows companies to showcase their greatest assets. This includes their employees, clients, and executives– all of whom help to create a corporate culture that fosters growth, creativity and innovation for the benefit of both current and new employees.
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