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How Recruitment Video Production Can Help Build a Brand

19th July 2022

Employees are a key aspect of your business. Indeed, without the right employees, you will always struggle to keep up with the competition or deliver the service that your customers or clients want. 

Your choice of employees will also have a huge impact on your brand identity. Why is this? Clients and customers won’t be interacting with you or managers on a daily basis. Instead, they’ll be interacting and engaging with the same you have built from the ground up. The right employees can ensure that your business earns positive reviews and creates the right impression. They can help customers feel as though their needs are being tended to and that your company cares about their problems. 

A diverse team can also help ensure that customers feel like your company is made up of people like them. Customers respond well to this and research shows that diverse teams are more likely to be successful in various industries. 

So, what does this mean for your business? Ultimately, choosing the right team and ensuring that they want to work for your company can have a huge impact on the success of your business and the future of your brand on the market. 

This means that you have to market to employees the right way. One of the best ways to do this is through recruitment videos. 

What Is A Recruitment Video?

There are different types of recruitment videos. However, the general purpose of this type of content is to market your company directly to potential candidates and ensure that they understand what your business is like. Through recruitment videos, you can communicate various key aspects of your business. This could include your:

  • Culture

  • Values 

  • Mission

These elements are important to an employee choosing which business they want to work for. 

Why Choose Video As A Recruitment Tool

There are lots of different ways to attract employees to your business. For instance, you might decide to target candidates on social media. Or, you could choose to set up events that are designed to allow candidates to get to know your company. So, why are recruitment videos the right choice for your business?

The main benefit of video content is that it allows you to break down complex information and ensure that it is easily digestible. Candidates will often have multiple companies that they want to work for or that they are considering. They won’t usually spend hours researching companies. Instead, they are looking for quick, concise information that they can use to narrow down their final choices. Through video, you can quickly break down and explain key aspects of your business in a matter of minutes. 

As well as breaking down complex information, video content also has another unique advantage as a marketing tool. It provides a way for you to engage directly with your target candidates. Through video recruitment messages, you can speak directly to them and make them feel as though they are engaging with your brand. You can use video messaging as a way to tell stories. Stories are often the best way to market anything and this does include your company. 

Video content also drives higher levels of engagement. This is the main reason why it is quickly becoming the main type of content that is available online. In a couple more years 80% of content online is going to be videos. 

Recruitment videos are also cost-effective. This is a form of evergreen content which means that it will remain relevant and useful to your business for years. You won’t have to worry about constantly updating your recruitment videos as long as you tick the right boxes the first time. 

Of course, with so much video content being used, it’s important to ensure that your recruitment videos stand out to candidates. So, let’s explore the different types of recruitment videos that could be useful to you. 

Types of Recruitment Videos

There are various styles and types of recruitment videos that you can consider including:

  • Leadership videos
  • Employee spotlight videos
  • Job function
  • A day in the life
  • Values
  • Team story
  • Onboarding
  • FAQs

Each of these different types of recruitment videos can provide different benefits. For instance, a leadership video can highlight who you are as a business owner and why potential candidates should care. A video like this can demonstrate how you run your company, the type of management that they can expect and why you are an exciting business to work for. 

Another option such as an employee spotlight video can allow an employee of your business to tell a story about what it’s like to work for your company. This is important as candidates are more likely to trust the word of your team members compared to direct marketing from management. They want to know what it’s like for employees who are already part of your company. 

Day-in-the-life videos are similar to these types of content but provide a more immersive experience. Essentially, these videos can offer a direct window into what it’s like working for your company. This is also a great way to demonstrate aspects such as office culture. 

You can also use a recruitment video as part of the onboarding process. Research shows that employee onboarding can boost employee retention by as much as 82%. However, one study found that only 12% of employees have a good onboarding process in place. If you create the right recruitment video, you can immediately start off on the right footing here. 

Similar to customers, employees also have pain points that they want a prospective employer to address. The easiest way to highlight your solutions to these pain points is with a recruitment FAQ video. This can be used to answer any questions that potential team members could have which may be stopping them from signing on the dotted line.

Where Can You Use Recruitment Videos?

The next step is to consider where you can use recruitment videos and how you can ensure that they create the greatest impact. You can use these videos across various areas of your brand. This includes key candidate touchpoints. 

There’s a clear reason why you should be using videos like this in as many different places as possible. Employees will research your business in lots of different ways. They can explore career websites, your business website and social media networks. When they do this employees will be searching for key information relating to:

  • Who are you?
  • What can you offer?
  • What makes you different? 

You can use recruitment videos to answer any and all of these queries. 

While you can use recruitment videos anywhere, there are certain places where they will provide the greatest benefits. This includes your:

  • Career website
  • Glassdoor profile 
  • Social media networks

Each of these resources will be used by candidates when they are researching your company. Particularly, if they have limited information about your brand or if you are a new business entering the market for the first time. 

You can even use recruitment videos as part of your job descriptions. This is a great way to ensure that your job descriptions do stand out and that you will be able to attract the best candidates for your business.

Where To Begin When Creating A Recruitment Video

The best place to start when producing a recruitment video will be by exploring the employee value proposition (EVP) for your company. 

An EVP will help ensure that you attract and retain the qualified candidates that you need. If you are not sure what your EVP is, it’s best to speak with the people who you have already employed. By listening to your employees, you will be able to gain a deeper understanding of your business culture and the benefit of working for your company. This will also allow you to directly address any negative aspects of your business that could be putting off your candidates. You can use recruitment videos to directly address concerns connected to issues like this.

Why You Need To Use A Professional Video Production Service

You might be considering DIYing a recruitment video to cut costs or perhaps to give your content a more personal touch. However, this is often going to be a mistake. Once published, this will be a vital element of your employee brand and your business brand as a whole. It needs to feel professional and hit the right targets.

Similarly, by using a professional recruitment video production company, you will be able to demonstrate the personality and culture of your brand more effectively compared to if you created a video without this type of support. A professional recruitment video production service will also ensure that the content provides long-term benefits and delivers the right ROI. 

By working with marketing experts you can craft a piece of content that appeals directly to the audience that you are interested in. You can also guarantee that this content fits with your core brand message and the culture that you want to create. This won’t just help ensure that you recruit the right people. It can guarantee that you find individuals who want to stay with your business for the long term, eliminating issues with employee churn. 

We hope this helps you understand some of the key ways that the right recruitment video production service can help build your brand by ensuring that you attract the right team members from day one.

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