CommunicationHuman Resources

Two Powerful Ways To Use Video In HR

By 9 January 2018 No Comments

How to use video to level up your talent recruitment and engagement game?

 

Before we get into this post, though, I want to kick off with a recent example of a next level LinkedIn recruitment video by our friends at TRIBE. This post got a staggering 2484 likes and 313 comments! Talk about organic reach!

Digitalization has caused disruptions across industries, which forced businesses to undergo a digital transformation. This transformation created new possibilities, as well as challenges, including the creation of new job titles, which require new skills. The demand for talent is high, but the supply is low, forcing HR to enter the war for talent.

Hottest Talent Recruitment Trend

Companies with progressive HR departments are abandoning the resume process in favour of social recruitment to get ahead. According to Jobvite’s social recruiting survey, 93% of recruiters use or plan to use social media for hiring.

“The web is your CV and social networks are your references,” says Vala Afshar, Chief Digital Evangelist at Salesforce.

And when it comes to social media content, the undisputed crowd favourite is video. As for strategy, IBM Watson says, “Recruitment is marketing.” If a company wants to hire top talents, it should treat candidates as prospective customers.

Video as a Weapon for Talent Recruitment

HR can use video for recruitment in two ways: As an effective employer branding tool and as a lively engagement mechanism.

Employer Branding, Why Image Matters

Millennials are shaping the workplace according to PwC, and they will make up half of the working population by 2020. To attract them, companies must be able to tap into their career aspirations and attitudes toward work, which according to Forbes revolve around:

  • Culture
  • Corporate Social Responsibility
  • Diversity and Inclusion
  • Work-Life Balance
  • Ideas, Engagement, and Purpose
  • Feedback and Growth

It’s not surprising that those elements are what the 2017 world’s best employers’ recruitment videos showcase:

Alphabet (Google) – Google Interns First Week

Microsoft – Join the Best of the Best

IBM – Become a Digital IBMer

Facebook: Dublin Careers

Talent Engagement, Why it’s Everything!

Recruitment and retention are costly to brands of all sizes. But with engagement as a strategy, HR can hit two birds with one stone: attract quality candidates while reducing recruitment costs and turnovers.

How? Engagement encourages prospects to reveal more about themselves, giving HR insights into their professional profile and potential. It gives HR higher chances of identifying which candidates are not only perfect for the company culture and job, but also which ones will likely stay for the long haul.  

There are several ways in which companies can use video to engage candidates. Here’s a couple:

  • Social Video – This is basically any recruitment-related video that can be shared on social media. It can be employer branding videos or testimonials for the purpose of creating awareness, widening the reach, and encouraging engagement. Watch how Heineken’s recruitment team put up a masterclass in recruitment and engagement in this video:  

 

 

  • Gamified Video – Also known as “recruitainment”, gamified videos feature challenges in the form of quizzes and competitions to make the recruitment process more interesting and actually effective. What is gamification exactly? It’s simply the application of game mechanics in non-game scenarios. Here’s e3Learning’s example of using it in HR:

Strategic places to feature recruitment videos include:

  • Career Page – If including a video on the landing page, it can increase conversion by 80%, there’s no reason why it can’t be applied to the career landing page.
  • Job Postings – Candidates spend only 55 seconds on average viewing text-only ads, while they watch for an average of five minutes and 23 seconds on a video job post.
  • Emails – Recruitment videos can also be sent to potential recruits’ inboxes. Why not, if just adding the word “video” on the subject line increases open rates by 19%? Kissmetrics has some great tips on how to embed videos in emails.
  • Job Fairs – What sort of recruitment video should you bring to job fairs? With the abuzz with activities, what could make people stop to watch? How about this one by Dropbox? It features the employees as puppets answering the question why they love Dropbox and they say it’s the people and how they don’t take themselves that seriously…

  • Social Media – Nothing beats social media in terms of reach, attraction, and engagement:

LinkedIn comes in at number one with 93% of companies utilizing the page for recruitment as far back as 2012. It’s followed by Facebook (66%) and then Twitter (54%)

Nestle on LinkedIn

This video is an announcement by Nestle that they are transforming back-office recruitment into proactive talent acquisition using LinkedIn. It’s an employer branding video showcasing Nestle’s very serious intent in getting only quality hires:

Eficode on Facebook

Eficode, the maker of Pepper the robot, used a combination of weird humour, musical, and reverse psychology for its recruitment video on Facebook:

The Better Team has some advice on how to use Facebook Live for recruitment:

  1. Start promoting the broadcast a week before.
  2. Let visitors know you’re answering employment-related questions.
  3. Watch out for questions and comments on the feed, so you can promptly respond.

UPS on Twitter

UPS focused on benefits for its recruitment strategy using employee testimonial:

The UnderCover Recruiter has some tips on how to use Twitter to attract prospective talents:

  1. Tweet evenly about company culture, inside stories, and job openings throughout the day.
  2. Don’t spam followers with PR and job posts.
  3. Be responsive, consistent, and engaging.

How to Create Effective and Compelling Career Video Ads

  • Use emotion – Nothing beats good storytelling when it comes to inspiring job seekers to choose your company. After watching your video, the prospective applicant should come away with a positive association with your brand. Just like this very old McDonald’s mini career movie:
  • Highlight Core Values – A lot of industries, particularly the fashion industry, are changing or adjusting to the millennial demands. This generation is value-minded and socially aware, that’s why they favour brands like H&M, Forever 21, and Zara. These brands are not only hailed for their fashion but their purpose. Here’s another ‘oldie’ from H&M as an example: Our Responsibility
  • Emphasize Culture – It’s no secret that Google will top the best corporate culture of the whole world should a contest be put up, as evidenced by the number of about Google’s corporate culture videos online: 3-6-1 Google’s Organisational Culture.
  • Entice with Perks and Benefits – According to an Inc. article, “The No. 1 thing Millennials want to know about a company is its “culture and values,” followed by “perks and benefits,” and “employee perspectives of the company.” Here’s Amazon recruitment showcasing not their company, but one of its locations and the benefits and perks of living there:

  • Be Informative – This could be a behind-the-scenes look, FAQs, processes, how-to videos, or even literal instructions. 
  • Keep it Short and Sweet – You have 10 seconds to grab the viewer’s attention and if you haven’t fully engaged them after 30 seconds, they’re gone. Watch how Pepsi did it back in 2011:

In summary:

HR can use video as a weapon to win the war for talent via 1) Employer branding and 2) Talent engagement.

Employer branding is essential because image matters to the millennials, which is the group that will compose half of the working population by 2020. They are attracted to:

  • Culture
  • Corporate Social Responsibility
  • Diversity and Inclusion

Talent engagement is a powerful and cost-efficient tool to filter through candidates and identify the perfect fit. HR gets inside track on the prospective employees’ profession and aspirations straight from the prospects themselves.

Social and gamified videos are just a couple of proven and effective ways to engage candidates.

How to create an effective video ad?

  1. Use emotion.
  2. Highlight core values.
  3. Emphasize culture.
  4. Entice with perks and benefits.
  5. Be informative.
  6. Keep it short and sweet.

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