5 ways to use video in recruitment marketing

According to HubSpot’s 2020 State of Marketing report, video was the most used type of marketing content beating out other contenders like email, blogging and infographics. Another surprising find was that 20% of respondents primarily use TikTok (the newest social network on the list) for video viewing. While this doesn't necessarily mean you need to shift your whole strategy to TikTok, it does show that the platform could continue to have a promising future for content marketers. YouTube is currently the second most popular website in the world, with over 800 million unique users visiting each month, making it the perfect place to find a new and more engaged audience. Facebook, Instagram’s Reels, and even LinkedIn and Twitter offer platforms for video marketing, and some companies are using videos on these channels to reach candidates where they’re spending most of their time.

Job postings with videos are viewed 12% more than postings without video. On average, employers receive a 34% greater candidate application rate when they add video to their job postings. They are a powerful way to relate and resonate with your candidate in a way the written word does not.

Recruitment Videos and Your Company Page or Career Site

Two great examples of the use of video are from IMC Trading and Covestro. Both companies take a different approach to the video. IMC Trading focuses on a new developer's experience while Covestro focuses on the bigger innovation picture.

Five Different Types of Recruitment Videos

1. Employee testimonials are a powerful way to tell a story, which is crucial for your employer brand. Candidates will respond to hearing what it’s like to work for your company better when it comes from employees than when it comes from your HR team. Job seekers trust what they hear from employees, and testimonials are a great way to get your employees involved in the recruiting process.

2. Short career videos allow you to get creative with video on a small budget. If your company is like most in the tech space, your employees have a sense of humor. Candidates tend to appreciate a sense of humor. Some ideas: Film a Q&A with senior management, but let the most recently hired employees ask any questions they’d like. Have a contest for employees to submit a “day at my job” video (from start of day to end of day in short narrated segments), and offer prizes for 1st, 2nd and 3rd place (this could be gift cards or bonus time off hours). Film a company outing or event and ask for volunteers to create a final edit, prize goes to the most creative.

3. Video job postings with a message about the job or a viewpoint directly from the hiring manager. These videos focus on the responsibilities of a specific position. Think of them like a visual job ad. You can talk about your culture, but these videos should have elements like a short tour of the workspace (or what your virtual huddles look like), an intro to some coworkers, and a narrative that focuses on what you’re looking for and what the role offers.

4. Live streaming video, including Facebook and YouTube Live, plus Instagram Stories. The algorithms on these social platforms prioritize video and live video feels personal and can reach candidates who aren’t even in the market for a new job (or weren’t before they saw a video about your company). You could show candidates what a few minutes on the job are like, introduce some co-workers, or do a question and answer session about a job opening. Live video has the added bonus of reaching candidates who would not have noticed or seen a standard job post.

5. Social sharing of videos allows you to take content you’ve already created and allow your employees or customers to amplify your message on their social networks. Making it easier to share them can organically boost reach and engagement.

Remember: Add a call to action at the end of your video (and in the video description) to direct viewers to apply for the job. Use subtitles (many of us watch videos with the sound off). Don’t shoot for perfection; just shoot. The production value matters less than whether or not your video is authentic, human, and sincere.