Recruiting has gone beyond posting on a job board and sending follow-up emails. Job seekers have become more demanding when it comes to interview expectations. They do their research, are more connected to company reviews though sites like Glassdoor, and social media. This means companies must go the extra mile when it comes to attracting (and keeping) the top talent they need.
Enter the “employer brand.” The term stems from the growing mentality that “recruiters need to think like marketers,” when approaching the hiring process.
What Is Employer Branding?
Employer branding is the practice of using content to promote your company as an optimal place to work. Just like marketing, recruiting and HR teams are using content to engage with employees and candidates in new and innovative ways.
Video can play a big role. Studies show that job posts get 36 percent more applications if they’re accompanied by a recruiting video. When accompanied by strong visuals and captions, they can also be a way to make the job search more accessible to audiences.
When it comes to animated video, you already know the power an explainer video can have explaining products or services in engaging and imaginative ways. But videos don’t have to be just for your sales or marketing team. You can get candidates excited about working for your company with a video that’s tailored just for them. When approaching this type of video, think about the needs of your audience, and the best way to engage top talent.
With employer branding, you’re not trying to sell your product or service – you’re trying to get job seekers excited about the possibility of joining your company and growing with your team. Your audience is different, and your narrative should cater to their needs.
Here are several ways to think about video for recruiting, and how educate and engage with top talent:
Explain The Interview Process
According to CareerBuilder, more than half of all job candidates want to know what to expect from the interview process before they even apply to a position. By clearly mapping out expectations, candidates will feel more comfortable, and ultimately, more prepared to meet your needs. These videos can easily be added to follow-up or scheduling emails to help get your candidates excited about their interview opportunity.
If your company uses video interviewing software, an introduction video showing candidates how to respond to questions and submit their answers can help avoid confusion and speed up the process. You may also want to consider using video if your interview requires project work, tests, or other evaluations that fall outside just submitting a resume. Include details like:
- How long the interview process takes
- What materials they may need to bring to an in-person interview
- When candidates should expect a follow-up
- Background information and other company resources
Defining Brand Mission
Studies show that “mission-driven” companies typically have 40 percent higher employee retention rates than other organizations. This means today’s job seekers have more affinity for brands that share the same goals they do. Use video to educate job seekers on the driving force behind your organization, and your plans to grow. You may want to trace the history (and future) of your company mission through an animated whiteboard timeline (something Coca Cola did well back in 2011). Or, consider showcasing ways employees can make a difference, whether it be through volunteering, group events, or opportunities to grow.
Showcasing Company Culture
Company culture goes hand in hand with your brand mission. Organizations with stronger company cultures tend to have happier employees, and are more likely to be listed as a “Best Place to Work.” Put your company culture front and center by giving candidates a glimpse of what it’s really like to work for your company before they even step into your office. You may even want to include testimonials from employees or members of your leadership to offer deeper perspective.
We’ve seen a number of ways companies have done this. At IdeaRocket, we worked with gTeam to help explain their remote-work culture through animation:
Your Biggest Achievements
Your mission and your culture are both great attributes of your employer brand. But don’t be afraid to flaunt your work too! A video highlight reel of your recent accomplishments, projects or accolades can help get potential employees excited about joining your team.
If you’re looking for a live-action approach, check out this inspiring company culture video Zappos created in partnership with Wistia. We like it because the story is authentic, and it takes you right into what it’s like to be a part of the “Zappos Family.”
Expand Reach On Social Media
Studies show that around 79 percent of job seekers are likely to use social media to research companies they’re interested in. They’re also more likely to respond favorably to a company who put their employer brand front and center.
Video is one of the most powerful ways to connect with audiences on social media, and brands are taking creative routes to let job seekers know they’re hiring. In 2017, McDonald’s released a series of video ads on Snapchat as they geared up to hire thousands of workers for the summer season. After job seekers viewed the video, they were invited to apply for a job right through the app. Talk about convenience!
LinkedIn, one of the biggest social media platforms for recruiters and job seekers, has also introduced video to their platform. This poses new opportunities to add video resources to your company page and connect with candidates right in their News Feed.
Get New Employees Excited
Once you’ve made a great hire, the next step is keeping them. As we’ve written about before, video can also play a major role in spicing up your internal communications. When a new hire joins your team, use video to help with the on-boarding process.
Consider sharing a series of training videos to let them know what they need to do ahead of their first day. Or, give new hires an overview of your company policies as they get their paperwork in order. This will make what can often be a tedious process more digestible. After all, who wants to read a huge employee handbook when they can watch a simple, animated explainer video?
Using Recruitment Videos In Your Hiring Process
In today’s candidate-driven world, companies need to go above and beyond to stand ahead of their competitors. Tapping into video can help companies shine, and make the interview process easier for job seekers.
It’s a win-win for everyone, if you think about it.