The Impact of Video in Employer Branding & Advertising

November 23, 2021

A picture is worth a thousand words, so what does that make a video? Over the past few years, video has become the MVP of social media content—and for good reason. Let’s take a look at the numbers: 83.3 percent of Internet users watched videos in 2020, and 55 percent view online videos every day. According to Cisco, online videos will make up more than 82 percent of all consumer Internet traffic by 2022.

If you’re not already using video for employer branding and advertising, what’s stopping you? Video content plays a key role in boosting engagement levels across all social media platforms thanks to its unparalleled ability to convey a powerful message in just a few seconds. Considering how important employer branding is in the recruitment process, you can’t afford to lose out on potential connections with your target candidate personas.

Of course, it takes some time, effort, and resources to craft a great video marketing strategy, but the right strategy can make all the difference for your organization. So, how can you start using video to fuel your recruitment process?

 

How Video Can Transform Your Employer Brand

In today’s technology-driven world, it’s essential to convey your employer brand using relevant, captivating content at every stage in the recruitment process. Just like consumers interested in buying a new product, candidates are doing a lot more research before they apply to a new position, relying on social media platforms like Facebook and Instagram to learn more about organizations. 

According to a LinkedIn survey, 75 percent of job seekers consider a company’s employer brand before applying, while 52 percent of candidates seek out the company’s websites and social media channels to learn more about the organization. After all, who doesn’t scroll through a company’s social media profiles to get a feel for the company culture? 

To stand out from the crowd and start driving new talent, your company needs to effectively communicate your employer brand on social media. That’s where video will be your MVP.

Checking out companies who are pros at employer branding is a great place to start, so let’s take a look at Google. They’ve created a separate Instagram page dedicated to @lifeatgoogle, which focuses on highlighting talent and employee experiences around the world. When potential candidates research Google, they’re going to find an Instagram page dedicated to company culture—and that might just be the push they need to apply.

What does that mean for your employer brand? You need to push beyond the traditional, cookie-cutter interview video and start getting creative. Insightful, genuine, compelling video content will captivate the most qualified candidates—and it’ll give them the information they need to take the next step. It’ll also help you reach the passive candidates that aren’t browsing traditional job posting sites like Glassdoor and Indeed.

 

What to Avoid

Creating a strategic, captivating video is an art form—and you don’t want to rush the process. Most social media users will judge a video (and, by expansion, your entire organization) by the smallest details. So, instead of jumping right in, let’s start with a few things you should avoid.

Facebook, Instagram, and LinkedIn are becoming more and more saturated with video content every single day, so you need to make sure your videos cut through the noise. Naturally, most organizations turn to interview videos to entice potential candidates—but you’re going to do things differently. 

Let’s face it: People click away from tired, repetitive, and boring content.

Social media users are already overwhelmed by today’s 24/7/365, always-on culture of digital engagement. In a sea of status updates, news stories, and endless advertisements, how can you stand out from the crowd and capture their attention?

You have to cut to the heart of your employer brand. What makes your organization tick? How is your business different from the competition? How can you add value to candidates’ lives? What kind of experience does your company provide for your employees? Take the answers to those questions and showcase them in your videos.

Don’t be afraid to innovate or do things differently. Remember: Potential candidates want to learn about your true company culture. You need to use that to your advantage instead of relying on outdated clichés. Right off the bat, highlight your company’s core mission. Video content gives you unrivaled opportunities to target new talent and build strong connections. How can you get started? By giving them a glimpse of your company culture and work environment.

 

Crafting the Perfect Employer Branding Video

In a competitive, saturated market, you’ll need to work harder to attract qualified candidates and win the war for talent. Boring, low-quality, cliché videos aren’t going to be enough to drive new talent or build connections with potential candidates. Your video content should stand out from the competition, showcase your employer brand, and add value to candidates’ lives.

After all, the perfect video might just be the difference that convinces your ideal candidate to click the “apply” button. So, how can you start using video content to leverage top talent?

 

1. Keep It Authentic

We know: Your end goal is to promote your organization. This way, more people can find out about your career opportunities, and you can start filling open positions with qualified employees. Believe it or not, there is such a thing as too much marketing. Your candidates are going to steer clear of hard sales pitches, and they’re going to tune out if you’re being too pushy. How can you strike the perfect balance?

It’s simple: You keep it authentic. Potential candidates need to hear the true story from your employees—they’re not just going to take your word for it. Focus on the real-life experiences of your employees: the day-to-day obstacles, opportunities, interactions, and fun work rituals. If you’re taking steps to foster an employee-oriented company culture, you’re already on the right track. The genuine, authentic, and honest opinions of your employees will captivate your audience, boost engagement, and encourage more qualified candidates to apply.

 

2. Show, Don’t Tell

You’ve figured out what kind of message you want to send to potential candidates, but how do you actually communicate that message? You’re fostering an employee-oriented culture, but claiming things like “we value our employees” or “we offer great benefits” is a quick way to lose the attention of potential candidates.

How can you make sure your content has the desired effect? To start, make sure you’re creating diverse content—both in terms of format and employees. Avoid the cliché interview-style video. Instead, get creative with interactive videos, story-based videos, and even animation. You’ll set yourself apart from the competition—and your videos will give candidates proof that your company is innovative in everything it does. In turn, you’ll leave a lasting impression with a powerful, curiosity-provoking employer brand.

 

3. Get Employees Involved

You’re ready to start strengthening your employer brand with the power of video, but where do you start? Internal communication matters—and you’ll need to start from the inside out. Sure, it’s easy to get caught up with all the video possibilities for external branding, but your company’s mission, values, and team members should be your top priority.

This might mean encouraging your employees to create video content and rewarding the best creators. Alternatively, you might offer incentives for new video ideas or employee participation in video content. By encouraging initiatives like quarterly updates, newsletters, and newbie introductions, you can create a steady stream of video content while driving home your brand identity.

 

Finalizing Your Video Content

Congratulations! You’ve crafted a video with all of these elements and you’re ready to post it on social media. As you’re finalizing your video content, what’s the most important thing to consider before putting it out into the world? Time.

When it comes to video content, time is critical. We’re living in an attention-hungry digital landscape, where millions of businesses are competing for the attention of your ideal candidates. On top of that, those candidates have less and less time to devote to your content. 

So, what do you do? For the best engagement, you’ll need to keep your video content shorter than 90 seconds. Successful Facebook videos tend to be 24–90 seconds long, while Instagram videos achieve the best engagement at 30 seconds.

If you’re worried that 90 seconds isn’t enough time to get your message across—or you’re feeling frustrated that you’ve dedicated so much time and effort into creating great video content—take a step back. Instead of creating a 3-minute video, try segmenting your videos into two 90-second sections. Better yet, you can create a series of 30-second excerpts to publish on different social media channels.

Don’t be afraid to “videofy” your career page, either. Your organization’s job listing page is a great place for employer branding videos. Instead of a run-of-the-mill text and photo layout, use video content to answer questions. Here’s where the classic interview video can come into play. Ask employees questions that your candidates will ask, like “What’s your daily work environment like?”, to take your employer branding strategy to the next level.

 


 

Drive New Talent With Video

Whether you’re just getting started with video or searching for new ways to attract talent, strategic video content can have a huge impact on your bottom line.

Ready to fuel your recruitment strategy with video content? Schedule a discovery call to ignite your recruitment process with the power of video.

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