If you’re anything like me, you start your day scrolling through social media feeds in bed (or over breakfast if you’re more of a morning person). With 45% of people watching more than an hour of video on Facebook or YouTube each week, I’d be willing to bet there are many videos viewed during these morning scrolls. Some may be posted by a friend and recorded by an amateur, others may be posted by a company you follow and look like something you’d see on TV.
It has never been easier to shoot, edit, and post a video online. It doesn’t have to be highly produced, either. Videos captured on smartphones can be of good quality if you have the right kind of phone and a steady hand. Even if you don’t have these two ingredients, it can still go viral if the content is engaging enough.
Many brands have started taking advantage of this, especially because it’s much easier to make a message resonate by communicating it visually. It has been proven that humans process visual data like photos and films 60,000 times faster than text. It’s no surprise marketing teams have embraced video on social media platforms like Facebook, Twitter, Instagram, Snapchat, LinkedIn, and more.
But video can be utilized for more than just brand management. One thing your HR team should be doing is creating videos for recruitment purposes. Recruitment videos attract candidates to your open positions and with social media, it’s never been easier to get this information in front of future employees.
Making the Most of Social Media Recruitment Videos
By sharing videos your company has made on social media, you’ll be connecting with potential applicants who may not be frequently checking the job boards. You may also attract someone who isn’t looking for another job, but was encouraged to apply to one of your open positions based on what they saw on social media.
Savvy recruiters should be working with their company’s marketing team to figure out a video-based social media campaign that would best attract applicants to job postings. It’s important to keep in mind not every video is going to be a success and something that gets a lot of views on Facebook might not go far on LinkedIn.
Shooting a video on your cell phone and posting it on Twitter is a decent start to a video recruitment campaign, but that won’t go far enough if you’re hoping to engage passive candidates. Below you’ll find some tips on how to engage with candidates through video and how to get the most out of what you produce.
1. Add an Experience to the Job Description
It’s easy to go overboard when writing a job description, which can make it sound cheesy, but the other side is having a boring post that won’t attract any applicants. To make your job description stand out without going too far, instead of just posting a link to it on your social media feeds, add a video of an employee already in that job position.
The employee can add a personal touch to the job description, so anyone viewing the video will hear from the horse’s mouth exactly what the position requires. You can even make it more engaging by adding some shots of employees doing that job, to break up the time spent focused on one talking head.
2. Speak Directly to Candidates with Live Videos
Live videos provide a great opportunity for recruiters to connect directly with potential applicants and answer any questions they may have before applying for a job with your company. Facebook, Twitter, YouTube, Instagram and Snapchat all have live capabilities, which will stream a video directly to your company’s social media page. Anyone watching will see you speaking in real time, allowing them to ask questions in the comments underneath your video. You’ll see the comments pop up on your screen and you can answer the questions immediately.
To make this endeavor as successful as possible, you should pick a date and time and then advertise a bit on all your social media feeds. You should also pick a time when lots of people will be on social media, such as in the morning or during lunch hour. Also make sure you have some things prepared, such as what jobs are currently open and application tips, in case you don’t get a lot of questions.
3. Put Your Company Culture on Display
As important as company culture is to the recruitment process, chances are your applicants won’t truly understand it until after they accept the job. Company culture is difficult to describe in writing or during an interview, but it could mean the difference between a candidate wanting to work for you or moving on to the next employment opportunity.
The easiest way to explain a company’s culture is to let your applicants see it for themselves. By taking the time to create a recruitment video focused on culture, they’ll be able to do just that. These videos should almost be a branded video advertisement, but it should focus on working for your company and direct viewers to your online career page.
4. Do an Employee or Department Takeover
There’s another option for showing off your company’s culture than just doing a branded recruitment video posted on social media. Many companies are experimenting with employee takeovers, where they give an employee or department access to the company’s social media account and they post photos and videos for a day. This is particularly popular on Instagram.
Employee takeovers are a great option because it showcases not only your company culture but the day-to-day work of a department as well. Anyone who sees it will know exactly what working for your company is like, which may get them to apply for open positions.
If the idea of giving free rein to an employee or department for a day is something you’re worried about, you can always get them to “pretend” to be doing it. They can send you photos, videos, and captions, then you can pick a day to have the takeover and schedule the approved posts.
5. Add Great Social Media Videos to your Career Section
The downside of social media is most things are forgotten over time. Similar to a blog, social media pushes down older content and keeps the newest posts at the top. You don’t want to lose some great videos to this, risking them never being seen again.
Thankfully, there’s a great solution. Most organizations with social media accounts also have websites. Any great videos you produce for social media purposes should also be added to your website, particularly your career page. Anything that was heavily produced should always go on your website, but even something as simple as a live Q&A can be posted if it’s informative. If there’s a video specific to a certain job description, add it to that page. You have to be mindful of each video, though, you don’t want to overwhelm website visitors with lots of videos. Only add the best of the best to your website.
Remember: Content is Key
Even if you put all these tips into action, you still might not be reaching the right people. It’s important to remember there are a lot of videos for users to consume online, and experts predict 80% of what we see online in 2019 will be video content. To stand out against all the competition, you need to make sure your content – in this case your recruitment video – is great.
There are different ways of creating high quality content, whether it’s a full recruitment video or a quick company culture clip or anything in-between. The easiest way of achieving this is by working with your company’s marketing team. They’re the experts and will be able to lead you in a direction which will work for your company and your audience.
Subscribe and stay up-to-date