Is Video the New Classified Ad?
Google and Microsoft do it, Disney dapples in it, even HSBC and Deloitte have joined the bandwagon. All of these companies are harnessing the power of video and social media to connect with potential candidates. Most communications professionals will tell you that video marketing is the wave of the future (and even the present) as more and more people are accessing video through social media outlets, including YouTube as well as corporate websites and news multimedia channels. Some quick stats and facts:
35 hours of video footage is uploaded to YouTube every minute.
Over 13 million hours of footage was uploaded in 2010
More video is uploaded every 60 days than the three major US television networks produced in 60 years
94 of AdAge magazine’s top 100 advertisers have run campaigns on YouTube
Over 5 million people have found and subscribed to a friend’s channel using YouTube’s friend-finding tools.
Over 2 billion videos are viewed every day
If you are currently recruiting or just looking for ways to help establish your company as a great place to work, why wouldn’t you broadcast your employer message through a medium with this kind of reach? As the economy gains momentum and the skills shortage again rears its ugly head, having a strong company brand reputation, particularly amongst YouTube’s base age demographic of 18-54, will help your recruitment efforts and overall market positioning.
Some great examples of recruitment videos include: Google, Disney, Telus and Deloitte.
Recruitment videos are about sharing the experience, speaking with employees and supporting your existing brand message. Job seekers are increasingly conducting extensive research on companies before applying for roles and while your corporate website, Facebook and Twitter pages offer some insight, it is the personal touch of a recruitment video that can tip the scale, particularly for younger workers.
Online video is not confined to YouTube alone. There are many other uses for recruitment videos, whether they are uploaded to your company website or on targeted job board or news website, shared on various social media, including Facebook and Twitter, or even played in the office reception area or career fair. While videos should be professional and communicate a consistent brand message, they need not be expensive. The best videos highlight employees of different ages and departments, explaining why they enjoy working for the company.
Think video recruiting might be right for your organization? Here’s a checklist to get you started.
Assess your objective and key message(s)
Determine your budget
Hire a video production company (this need not be expensive, but companies have the right equipment to help ensure a strong finished product)
Gather key employee spokespersons to participate
Follow through with an integrated marketing campaign including online, social media and email communications as well as possibly traditional print, out-of-home and broadcast messages
Have fun and showcase why your company is a great place to work!
Have a great recruitment video to share? Post the link below and we’ll share them on our social media pages.