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CREATE A COMPELLING RECRUITING VIDEO

How to make sure your video creates demand for your job vacancies.

UPGVideo.com @UPGVideo

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9 Things to Consider

Know your target. Like any form of persuasive media or marketing, you need to know what motivates your target’s decisions. What motivates and inspires them? What makes them lose interest? What will make them open to hearing more?

SPEAK TO THE TARGET. NO ONE ELSE. If you’re trying to speak to multiple categories of talent, you need to do multiple recruiting pieces. Marketing candidates won’t respond to a video better suited for engineers. In this case, one stone has no chance of killing two birds.

Know your Context LinkedIn is an obvious hotspot right now for finding candidates. Events are great too. But keep in mind that a video that works online may not work at an event. A truly compelling video works in concert with its environment.

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Your Current Employees are the experts! What style of video will you create? Will comedy work? What will the perfect candidate want to hear? What makes your company so great in the first place? Nobody’s better suited to answer these questions than your current team. After all, THEY already joined the company. Ask them, “why?”

Everybody has a ping pong table. Make sure you communicate important, unique reasons why your company is a great fit for a prospective new hire. After all, it’s not the ping pong table or “unlimited snacks” that will make them get out of bed in the morning. Identify your differentiators and leverage them.

Brand Schmand. Recently, a CMO friend of mine told me that his decision to “stay out of it” turned out to be a good one while his company was creating a recruiting video. This is good advice with one exception. When the people in the video intro the company itself, what will they say the company actually does? I’m not suggesting someone should recite the mission statement but it needs to fall in line with the brand messaging. This is just as much about accuracy as it is about branding.

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Say “NO” to the CEO. Consider which members of management, IF ANY, should be in the video. Potential candidates may not connect with a CEO they will rarely see if they’re hired. Resist the urge to put an “official face” on the company. Candidates want to see people like them, the ones they can relate to. Have a reason for EVERY person or character in the video.

Tell a story. Stories are memorable and help people connect emotionally. Canned, boilerplate… “we’re committed to excellence” blah blah blah won’t resonate. Make sure your video weaves an authentic storyline. Doesn’t have to be The Great Gatsby, it just needs to feel personal.

Be Real. So many recruiting videos and company culture videos out there are fake and say what we think people want to hear. This isn’t necessarily a creative issue as much as it is about letting your company be itself. You have a personality. Embrace it. Don’t be afraid to use it. After all, it’s a MAJOR reason why people work there in the first place.

The End.

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About UPG We tell stories. Stories that communicate the value of a service, product, culture or experience. Stories that drive a bigger picture narrative. Stories that a make up a strong video strategy. Feel free to view our portfolio.