How to Produce a Recruitment Video That Attracts Top Talent

Video helps boost your SEO so that more prospective candidates find your job posting while searching online. Not only do web pages with video content generally receive more clicks than those without, but videos will also keep users on the page for longer sessions, which will improve search rankings.

Learn more about how video can be used to improve SEO.

Shares are truly the holy grail of organic digital marketing! Not only does sharing a post on social media, for example, cost your business nothing, but it also implies a degree of social proof that means a lot to the network of people with whom the post is being shared. Say one of your favorite college professors shares a recruitment video on LinkedIn for a company that you may or may not have ever heard of before- wouldn’t you be interested to learn more about the company or job? Maybe forward it to a friend that you know is searching in that field?

Video is shared 20X more often than any other type of content on LinkedIn, a social media platform with a large number of job searchers and professional networks. This statistic alone speaks to the power of company recruitment videos!

Whether due to improved discoverability or the tendency of video to leave a positive impression, job postings with videos acquire a 34% higher application rate than those without. A recruitment video that speaks to why your company is a great place to work can greatly impact the number of applicants received.

Video can also encourage applications from people who are a better fit for your company. Video allows you to express your company culture and employee expectations in a clear format. In this way, a well-crafted video will attract the right candidates who are more likely to succeed at your specific workplace.

Recruitment videos allow companies to show potential candidates what is expected of employees before they even submit an application. This can lead to higher employee retention since candidates have a clearer idea of what they’re signing up for when they apply. In other words, utilizing a video format for recruiting can deter low-quality candidates from applying and consuming your company’s time and resources.

Creating an engaging video showcasing happy employees and a positive work environment will help you connect with job seekers at the very start of the recruitment process. This type of authenticity encourages a more personable approach to recruiting that can be felt by all parties involved.

If you’re looking to attract top talent, you’ll want to showcase your brand in the best possible light (and yes, we mean that both figuratively and literally). Creating a recruiting video requires an initial planning phase and, ideally, a trusted production partner who will help you create a video that attracts potential candidates.

A strong video production company will help you create recruiting videos that stand out and attract the best talent. Learn more about how to hire a video production company that will help you reach your recruitment goals.

In order to begin developing recruitment videos that attract the best candidates, it’s important to hone in on your key messaging points.

Conduct a brainstorming session with your team and determine the most important things for your target audience to know about your company or this specific job. As mentioned earlier, great recruitment videos don’t just attract high-quality applicants; they also deter those who are less qualified from applying in the first place.

For example, Kabbage‘s company culture video highlights their team-building efforts, transparency, and quirky office environment. Candidates who aren’t immediately attracted to this type of workplace may opt out of applying (because apparently office dogs and scooters aren’t necessarily for everyone?!).

Creating a great recruitment video should demonstrate what it’s like to work at your company while also communicating the type of candidate who would make a good fit. Sound boring to you? Well, it certainly doesn’t have to be! Some of the best recruitment videos out there are fun and entertaining while still disclosing the most important pieces of information interested candidates should know.

For example, GrubHub’s Beyond the Wheel series highlights motivated employees who have gained more than just some pocket cash from their GrubHub gigs. The video series is inspiring, relatable, and establishes brand trust and respect.

So, while you still want to be professional in your communications, you also don’t have to be afraid of going outside the box. In fact, with such high competition in the job market, creative concepts help your business stand out and attract top talent.

Authenticity is key here, folks! A general recruitment video can only do so much. Instead of something generic, ensure your video is scripted in a tone that speaks to your company’s values and culture.

Quirky, as the brand name suggests, takes an unconventional approach to its internship recruitment video that stands out while communicating a unique company culture. The video shows interns working on eccentric projects while saying witty lines that exhibit an almost unprofessional demeanor. Once more, this is where casual companies can filter out candidates who aren’t aligned with the company’s culture. Also, note Quirky’s clear call to action to “take the interview.” A distinct CTA should be a key piece of a recruitment video script that ensures employers are getting the desired results from their recruitment strategy. It should not be omitted, even in the case of a funny recruitment video.

It’s time to choose who will be the star in the video! While hiring actors can be an option for your recruitment video, we strongly recommend tapping into some of your awesome employees instead. This way, your content feels more genuine, and you can showcase what it’s really like to work for your company.

Part of recruitment involves showing your company at its very best! Ensuring a clean and tidy office space filled with employees dressed to impress will keep your video looking crisp and your company desirable. Here are some tips for what to wear for a corporate video shoot.

While any great recruitment video highlights the benefits of working for your company and presents it in a positive light, you also want to be mindful of not appearing overly promotional or robotic. Your content should feel true to your company’s culture and values. Focus on establishing a comfortable atmosphere to capture employee testimonials that don’t appear staged. You’ll also want to think through some ways of capturing B-Roll footage of employees that don’t appear staged. For example, if you’re looking to show how teams in your office have fun working on projects, have employees brainstorm ideas for a fake unconventional project in a meeting room and roll the cameras to capture some lighthearted and authentic footage.

Now, we know that not everyone feels comfortable in front of a camera! There are lots of ways to help employees embrace their inner screen star- We suggest starting here.

As mentioned earlier, you want to make sure your recruitment video feels true to your company. In the post-production phase, ensure your editor selects sound and music that resonates with your brand and values. A great video may also embrace a specific editing style that speaks to company culture and expectations.

For example, Zappos uses docu-style filming and editing techniques not only to create a visually engaging piece of content but also to highlight their approach to ‘work-life integration.’ It is easy and clear to understand what their company values are and what they expect of their best candidates.

Creating a video that targets prospective employees is one thing. But how exactly do we reach said prospective employees?

One of the best places to start promoting your company video is through the online platforms you already use to promote your brand. Social media, email marketing, and SEO are common strategies that can be utilized to promote recruitment videos.

Videos make a great add-on to any recruitment event! While employee representatives at the event characterize the business and the company, a video answers what the office and employees are like.

It’s important to have your recruitment video on the same platform as your job listing. You can even optimize the SEO of your recruitment video to increase its visibility amongst strong candidates.