Recruitment videos have become a real communication tool for companies. Much more than just a means of promoting job vacancies, it is an essential channel for presenting the company’s culture, values and growth opportunities to potential candidates.
What are the issues involved and what steps need to be taken to carry it out effectively? This article answers all your questions about recruitment videos.
What is a recruitment video?
Between job advertisements, recruitment events, social networks, etc., there are many ways for companies to reach potential candidates as part of a recruitment campaign.
These include the recruitment video, a tool that can be used torecruitment 2.0 of the most effective.
Recruitment video : Definition
A recruitment video is a short video created by a company to present its working environment, its corporate culture, its employees and the opportunities it offers to potential candidates.
Its main objective is to give candidates an authentic insight into what goes on in its premises, going beyond simple written descriptions of job offers. These videos are designed to pique the interest of potential talent and encourage them to apply.
Is it really effective?
Generally speaking, job offers with videos attract 12% more views than those without videos.
D’après Careerbuilder, l’utilisation d’une vidéo de recrutement dans une offre d’emploi peut entraîner une augmentation de 34% des candidatures. But that’s not all. There are a number of advantages to using a recruitment video.
Opting for this tool allows the company to:
- Increase the reach of your ads and accelerate your visibility;
- Infuse humanity into its brand image;
- Significantly improve the candidate experience;
- Attract more qualified applicants;
- Highlighting and exploiting its corporate culture;
- Modernise and optimise its recruitment process, etc.
Creating a successful recruitment video in 7 key steps
Creating a recruitment video is a complex process that can be broken down into 7 major stages. Here they are.
1 – Developing an effective HR marketing strategy
Creating an effective recruitment video requires a solid HR marketing strategy.
This first stage involves clearly defining your objectives, the type of candidates you want to attract, the channels you are going to use, the key messages you want to convey, theHR performance indicatorsetc.
This is the time to find out what questions potential candidates are used to asking about your company, by consulting forums or comments on your social networks.
By anticipating these questions, you will be able to provide answers in the video before they are even asked.
In addition, make sure that your HR marketing strategy is aligned with your company’s culture and values. A successful recruitment video must authentically reflect what makes your company an attractive employer.
Finally, the definition ofkpi recruitment The relevant data will be used to analyse the effectiveness of the video and to make adjustments afterwards if necessary.
2 – Choosing the right format for your recruitment video
The choice of format for your recruitment video is crucial. Once the strategy has been defined, the next step is to choose a format that matches your vision, your brand image and your HR objectives.
There are a multitude of recruitment video formats. That said, some of the most popular are:
- The virtual visit: this enables candidates to take a virtual tour of your premises and familiarise themselves with the working environment;
- Explanatory video: used to explain the recruitment process in detail and answer frequently asked questions from candidates;
- The vlog video: this format offers an authentic insight into life in the company and is often shot informally to show the day-to-day lives of employees;
- The presentation video: this video highlights your company, its history, its mission and its management team to attract candidates;
- Employee video interviews: here, current employees share their experiences and views on the company to help candidates better understand the corporate culture.
It is important to ensure that the format you choose is appropriate for the message you wish to convey. Apart from that, the length of the video is also important. It should be short enough (ideally between 1 min and 1 min 30) to maintain attention.
3 – Prepare a captivating storytelling
Having chosen the video format, the next step is to consider the content. One of the best ways of doing this is through storytelling.
Storytelling is the art of telling a compelling story. Your video must evoke emotion, captivate viewers and immerse them in the world of your company.
Forcreate a recruitment campaign identify all the elements of your business that can be turned into an interesting story. Of course, there’s no question of inventing anything. Stay authentic.
Focus on what makes your company unique and attractive to candidates. Structure your story so that it has a logical beginning, middle and end, while emphasising the benefits of working for you.
4 – Identify the employees you want to put forward to best represent your company
This fourth stage involves choosing the employees you are going to feature in your recruitment video. However, it is important to choose carefully.
Even if including employees is a good idea for humanising your company, it is essential that these people are credible. Otherwise, an unconvincing testimonial or half-hearted participation can undermine the effectiveness of your online recruitment strategy.
To avoid this, select staff ambassadors who are comfortable in front of a camera and naturally smiling and relaxed to convey a positive image. They must also have the skills and values you are looking for to encourage viewers to apply if they identify with them.
You can find other good ideas by consulting the following websitesexamples of original recruitment campaigns.
5 – Invest in the right equipment to guarantee professional quality.
Logically, the quality of your recruitment video is a direct reflection of the attention you pay to your recruitment process. To make a high quality video, you need to invest in good quality filming and editing equipment.
The idea is not necessarily to buy expensive equipment. Just make sure you have a camera, some lapel microphones and quality editing software. In other words, get everything you need for good lighting, clear sound and a sharp image.
A professional recruitment video shows that your company pays attention to detail, including the way it presents itself to potential candidates.
6 – Finish with acall to action to encourage candidates to apply
Once you’ve finalised the video editing, you’ve passed the most tedious stage in creating your recruitment video. However, there is one important detail that must not be forgotten: the call to action.
To conclude your video in a memorable way and guide your future candidates towards the next stage of the recruitment process, make sure you end your video with a clear and easily understandable call to action.
You can invite candidates to take concrete actions such as sending their CVs and/or covering letters by e-mail, applying on your website or browsing your latest vacancies.
If you want tocarry out recruitment testsYou can also specify this in a specific call to action.
7 – Distribute the recruitment video on the appropriate channels.
By following the steps above, you’ll be able to make an impactful recruitment video. That said, an exceptional recruitment video can only have an impact if it is distributed effectively.
This final stage involves identifying the channels on which your target candidate is most active. This could be your website, social networks such as LinkedIn, recruitment platforms or even physical events.
Also very important, make sure your recruitment video is optimised for a mobile experience, as more and more candidates are using mobile devices to search for jobs.
