LinkedIn’s become the corporate equivalent of YouTube over the past year or so. Now, more posts buffer than simply read “URGENT ROLE, CALL NOW”.
Although the latter still exists – in droves – moving images account for about 75% of internet traffic today. And recruitment’s staging a catch up. Which means there’s enough out there now to get an idea of what works and what doesn’t.
A question to ask yourself before posting an entrepreneurial monologue from the front seat of a 3 Series:
If it isn’t, your vid might not land with the kind of clout you’d want. I get it. He’s full of beans and his content’s compelling. But it works because he’s got a huge platform and is famous for doing it.
And rightly so. Gaz knows video’s brilliant for driving engagement:
– most candidates start their job search on a mobile device
– videos are typically shared more than other posts
– people usually spend over two and a half times longer on pages with video
So how can you get the most value out of creating and sharing video content?
Possibly the most obvious application for video is to add another dynamic to job ads. Adam Johnson, Social Media & Attraction Manager at Bupa Dental Care, advertises his own role as he departs for pastures new within the company:
Granted, it’s an internal vacancy, but the principles apply to agency recruitment in that a simple set up, natural language, and a bit of time spent adding graphics and subtitles makes for a convincing prospect.
For examples of how agency recruiters can create straightforward video job ads, have a look at the content Jeremy Pierce is putting out at Silven Recruitment and ask yourself whether you could be doing the same.
Our partners benefit from our video feature which brings job ads to life. It only takes a few clicks and you’ve got a 30 second video showing off the best bits of your brand.
Lloyd Murray’s video popped up in my feed the other day. From 5,000+ views, there’s a load of comments from employers and recruiters offering well wishes and job opportunities.
This is becoming more common, suggesting it’s a potentially effective way to raise a candidate’s profile. As a recruiter, there are a number of things you can do to capitalise on video increasing your candidate’s chances of success.
I’d suggest asking for a short video in response to a job ad, to be included with the application. Involving candidates in the recruitment process in this way would be a key differentiator in itself.
Or filming meetings with candidates to shop to clients. Video simultaneously gives a more specific and more holistic overview of your candidate’s experience for clients to look at.
While I’m personally loathe to use the word ‘disruptive’, it’s accurate in that your competitors won’t be doing this. And finding new ways to stand out in recruitment isn’t easy.
I’ve got a lot of time for Mark Hopkins. I was a bit drunk in Venice a few years ago and emailed him asking what it was like setting up a recruitment business. He got back to me pretty sharpish with a tonne of invaluable insight.
As Founder and Director of technical and engineering specialists Thomas Lee Recruitment, Mark uses his platform to post videos offering practical tips and advice to job seekers within his market. Like 5 reasons why your job hunt is hitting brick walls.
This is a great example of creating simple, shareable content in a way that proves the value you add.
One of the more common uses of video in recruitment is to add to your employer brand. We’ve covered the subject in depth in articles on Hunted. Essentially, there’s no reason not to do it.
Speciality chemicals company Clariant absolutely nail it with a short video highlighting an individual case study. Nothing groundbreaking here, just a really good story told well.
This appeals to me as a former contract recruiter. Do you end up saying the same things about timesheets and payroll to all new starters?
Knock up a video explaining your agency’s processes and email it out at the point of confirming start dates. This will streamline your onboarding process and add a personal touch to proceedings at the same time.
Hunted’s Content Manager Tom Wish lays out his top 5 don’ts in a conversation I copy/pasted from Slack:
1. Don’t stand near a sewage pipe
2. Practice your content
3. Have one message or ‘sell’
4. Don’t let someone who constantly moves record you
5. For the love of god, learn how to edit
Filming’s a creative process. It’s more about finding what works for you than following prescribed instructions. Although being mindful of your surroundings, rehearsing, keeping the camera steady and cutting it all together professionally is sound advice.
If editing video’s new ground, you’ll want to test yourself on free programs before committing to a purchase.
i) Blender – relatively basic when it comes to editing videos, Blender’s USP is that it works as a fully equipped “open source 3D creation suite”
ii) HitFilm Express – unlimited video and audio tracks, animation tools, and plenty of cuts and transitions to tinker with
iii) Lightworks – the free version gives you access to editing software used on films like The Wolf of Wall Street, Pulp Fiction and The King’s Speech
And if you really want to push the boat out, check out Vimeo’s stock video gallery.
If you follow the trajectory, the next media innovation in recruitment will likely come in the form of Virtual, Augmented or Mixed Reality. Julia Tokareva, Business Development Executive at software company RubyGarage, defines all three on Quora:
– Virtual reality (VR) immerses users in a fully artificial digital environment
– Augmented reality (AR) overlays virtual objects on the real-world environment
– Mixed reality (MR) not just overlays but anchors virtual objects to the real world
VR’s been around for a while now and back in March of 2016 we wrote about How Virtual Reality Will Change Recruitment Forever. Expect to see more of V, A and M R in recruitment as the tech not just improves, but becomes more accessible too.
In the search results on Google, YouTube videos “rank far more frequently in the top 10 than videos that are either self-hosted, or hosted on other video platforms”.
So as well as pushing content out on social networks and having it on your agency’s website, you’ll cover your bases by uploading any videos to the company YouTube channel as well.
Graduate Recruitment Consultant at Austin Fraser & Austin Vita
Senior Consultants across Digital, Marketing, Tech at Reuben Sinclair
Financial Technology Recruiter at Summit Search Group Limited
Principal Consultant - Finance at Ernest Hunter Green
Technology Senior / Managing Consultant Germany at Twenty Group