In today’s market, where 70 percent of the workforce is passive talent, recruitment marketing is more important than ever. And if you’re not using traditional marketing tactics as part of your recruitment strategy, you’re losing out on countless opportunities to engage, attract, and hire your top picks.
What does that mean for your organization? Whether you’re brainstorming your recruitment strategy or you’re already ahead of the curve, you need to leverage every marketing tool at your disposal to transform skilled candidates into new hires.
The most important asset in your recruitment marketing toolbox? Video. According to marketing statistics, over 92 percent of people watch videos online every week, and the average viewer spends 100 minutes per day watching digital videos. Your dream candidates are spending more time online than ever before, and video marketing is the tool you need to capture their attention and make them stop scrolling.
Ready to harness the power of video marketing? Here’s how to strengthen your employer brand and highlight your employee benefits so you can drive more qualified applications.
Why Do Recruiters Need Video Marketing?
The power of video marketing is real, and the numbers back this up. According to recruitment marketing statistics, 82 percent of candidates search for job postings on mobile devices, and 87 percent of mobile traffic is video content. The most effective recruitment campaigns leverage video to attract skilled candidates. What’s stopping you?
“Video is too expensive,” you’re thinking. “I’m already spending enough on recruitment.” We hear you. Video marketing might seem like a costly marketing technique, but it doesn’t have to be. Even if you’re working with a limited budget, finding the right video marketing partner can take your videos from snore-worthy to scroll-stopping.
And remember: You don’t have to go overboard with expensive locations or fancy props to make an impact on prospective candidates. When you’re filming videos about employee benefits, the best location is your workplace, and the best brand advocates are your employees. Whether you’re trying to upgrade your social media presence or strengthen your employer brand, always keep your recruitment goals and marketing budget in mind.
How Does Video Help With Talent Acquisition?
If you haven’t tapped into the power of video yet, here’s your sign to start. Studies show that 80 percent of recruitment marketers believe video has increased their volume of applications. At the same time, 78 percent say video has increased the quality of applications.
So, how exactly does video marketing help your recruitment efforts? In the world of recruitment marketing, video is essential for reaching your top picks. At Main Street Recruitment, we know this firsthand: We’ve helped our clients successfully use video content to boost candidate awareness, drive more qualified applications, and build a powerful employer brand.
Just as video is vital in traditional marketing to influence consumers, it’s also vital to give candidates clarity throughout their candidate experience. You’re trying to give them a glimpse behind the curtain so they know what to expect from your company—and video is the perfect way to capture their attention and show them what you have to offer. And with the right strategy, video can be an amazing tool to highlight your employee benefits.
How to Drive Top Trade Talent With Video
Video marketing can be a game-changer for your recruitment strategy, but what’s the catch? Well, you’re going to need high-quality video content to set yourself apart from the competition. You’re fighting for your candidates’ attention, and you need well-planned and well-executed content to win them over.
So, what are you waiting for? Here’s how to position your company as an employer of choice with a winning video marketing strategy.
1. Think Beyond Traditional Benefits
Chances are, you’re already talking about your employee benefits on job ads, social media, and your careers website. But if you really want to show prospective candidates what makes your company unique, you need to show them. That’s where video comes into play.
Instead of creating traditional recruitment marketing videos like the competition, you’re going to take a different approach. You need to think beyond traditional benefits and strike an emotional chord with your audience. Before you start filming, pin down your employer value proposition. Ask yourself what sets your company apart from the rest and why prospects should choose you over the competition. What benefits do you offer that your competitors don’t? How can you provide value to potential candidates?
Maybe you offer access to affordable childcare. Or every employee gets a free public transport pass so they won’t have to worry about transportation costs to and from work. When you include transportation and childcare support among more traditional benefits like health insurance, you’ll differentiate your company from the rest. And for some candidates, those nontraditional benefits might just make the difference between submitting an application and continuing their search.
2. Leverage Your Current Employees
Now that you’ve jotted down some nontraditional benefits, it’s time to highlight them. The good news? You don’t have to create an expensive animated video to spread the word. To showcase your benefits, you just need to leverage your current employees.
Why interview your employees? It’s simple. You can talk about how amazing your company is all you want, but your candidates are always going to trust your employees more than you. They want to hear real stories from real people who work for your company, and your employees are the best resource for the job.
Start by encouraging your employees to share their stories with your company. Focus on their real-life experiences—their day-to-day obstacles, opportunities, interactions, and workday. If you’re already taking steps to build an employee-centric culture, you’re on the right track. You need genuine, authentic, and honest stories from your employees to drive applications from top trade talent.
What’s the best way to leverage your current employees? You might ask them to talk about their average workday, or you might ask how company benefits have helped make their lives easier. Don’t be afraid to get creative, either. Your content might focus on unique cultural moments, team-wide events, and more. At the end of the day, snapshots of your employees encourage prospective candidates to picture themselves working at your organization, with your employees, on tangible challenges.
3. Serve Laser-Targeted Video Ads
Maybe you’ve already mastered the art of video marketing across your careers website and social media. What’s the next step in your recruitment strategy? Two words: Video advertising.
Video ads might seem intimidating, but they’re an incredible tool to retarget potential candidates and stay top of mind. Plus, well-targeted video ads can even help you reach passive candidates so you can build awareness and showcase why you’re worth working for. As long as you can captivate your audience within the first few seconds, you’ll be one step closer to converting skilled candidates into applicants.
If you’re not sure where to start, we recommend YouTube advertising. It’s the third most popular website in the world, and 74 percent of adults use it. In other words, it’s the perfect platform to broaden your reach and tap into new audiences. YouTube also comes with unrivaled targeting options, so you can serve hyper-personalized recruitment ads to the people most likely to apply for your open positions.
Need some inspiration for your YouTube ad campaign? You’ll need to consider what type of ads resonate with different audiences. For example, if you’re targeting parents, you can add glimpses of your unique company benefits, like affordable childcare. Meanwhile, if you’re targeting passive candidates in the industry, you might include interview clips of current employees talking about the benefits of working for your company.
Attract Skilled Candidates With Scroll-Stopping Videos
If you’ve been sleeping on video, it’s time to rethink your recruitment marketing strategy. Video is the tool you need to differentiate your employer brand and showcase your benefits. And in such a tight job market, you need to leverage every resource at your disposal to attract your top candidates.
When you’re ready to level up your recruitment strategy with attention-grabbing video content, we’re here to help. Download our self-audit checklist and schedule a discovery call with our team to tap into the power of video marketing.
