Video production 101: creating effective recruitment videos

Recruitment Video

Attracting top quality candidates is a big challenge for recruiters and HR managers today. In uncertain Covid-19 times, businesses are still hiring and a recruitment film or company culture video can help save you money in the long term. It can help you  to target your perfect candidate with an engaging film that truly strikes a chord, whilst showcasing what it is that really makes you, you. Telling your story through video will broaden your reach, convey your company culture and values and offer people a genuine insight into what it’s like to be part of your team.

As employers try to improve their selection process, they are increasingly calling on the power of video. Often initial interviews with candidates are done over face to face video applications, then as part of the process, candidates can be asked to send in a video of their own, answering certain key questions, to be reviewed by the selection panel. You can also create video job descriptions (they are 34% more likely to generate a greater application rate), add videos to your careers page or sprinkle your videos across social media profiles.

How are companies using video to attract the right candidates in the first place? Take a look at our tips on getting started with a recruitment video production.

Communicate your company culture through film

‘Business leaders understand the value of culture.  Millennials are looking for more than just money, they want to know about a company’s mission and values,’ says Stuart Roberts of Identifi Office Professionals. ‘Some companies are increasingly using video to showcase company culture.’

Once upon a time, a company culture video would feature staff away-days, lunch and learn events, free fruit or snacks, locally supplied coffee, beer Fridays and so on.  All the things that give insight into the day to day life of your work space and your company’s work style. However, in the current climate, a company culture could best be boosted with a message of collective good including CSR, training opportunities and online incentives. You’d be surprised by the great footage of team activities  collated through Zoom!

Don’t forget to add a call to action

Job postings with videos are more likely to generate an application than those without. Put a link to the video in your job posting, that way candidates can see why your company would be such a great place to work.  If you’re using a recruitment firm it will also help you to make sure your brief gets through as you’ll be speaking directly to potential candidates.  You could also use your recruitment video to increase your SEO; a job posting with a video is more likely to show up in a job seeker’s search results. 

Size up for all social channels

You should then post your recruitment video across your social channels; Facebook, Linkedin, Instagram, Twitter.  For social posts our advice would be to make a strong graphical call to action that links to your job posting. Optimise your content across social media. For example, if you’re looking to attract a specific demographic that frequents on Instagram, create a ‘square’ version and set to sound off.

Optimise for mobile

90% of job seekers use mobile platforms for their job search, with 16% of applications now submitted via mobile. Make sure your video is mobile-ready. Keep them short with text size enlarged.

Embrace new technology

If you’re feeling brave, think about adopting new technologies and techniques to make your video standout. 360, VR and AR adds to the experience of attracting potential candidates. Take a look at Deloitte’s gamified recruitment experience or John Lewis’ interactive videos.

‘But make sure it’s not just a glossy video about an imagined utopia or your new hires won’t stay,’ warns Stuart.  ‘Companies have this big thing about culture – beer Fridays and so on but in reality, the job can be 60 hours a week with very little time out.’

Recruitment video examples

We love Hubspot‘s 80s-inspired culture video. Kicking off with the company’s mission statement, the video uses clever motion graphics, animation and colour grading techniques to give all the feel of a nostalgic – yet funny – cheesefest.

How do you create a memorable culture video? By replacing your employees with puppets! Dropbox avoids boring viewers with a montage of staff interviews. Though quirky, it’s a good option – as is animation – if staff are reluctant to appear on camera. The video takes aim at Dropbox’s company perks which it executes successfully with comedy, demonstrating the company’s playful and fun culture.

Bath-based tech firm Actual Experience invests in its talent and clients – and this is something that  CEO, Dave Page, wanted to showcase in a short social-ready two minute video.

Identify the right production agency for your recruitment film

Get it right and your recruitment video will resonate and connect with the right candidates. Which of course leads us on the next video you’ll be needing! Once you’ve interviewed and hired you’re into the induction process. Here you can save time and money by providing a video resource that helps your new hires to quickly get to grips with the company’s processes and values.  If you’d like to get started on a recruitment film or company culture video, get in touch at [email protected]