We talk a lot around here about the real value of video production and how its full power usually remains untapped, even among those who think they understand it. It’s not that they haven’t caught onto the fact that video can help, no matter their overall mission or message nor who they’re trying reach, because they have. It’s just that most of them don’t realize all the ways it can help.
But one particular application is finally starting to catch on with more and more brands, videomakers, and marketers, and that’s using video as a recruitment tool. Why? Well, there are more than a few reasons, and we happen to have made more than a few recruitment videos in our time in video production in NJ & NY.
So, we thought we’d pass along some tips and tricks we’ve picked up along the way that should help in case you yourself determine that video can, and should, be a part of your recruitment and/or hiring process.
1. It’s not just the who and the what, but the how as well.
Yes, the first step to making any video is determining what your specific goals are and who, exactly, you’d like to get your message across to. Every step that follows should be dictated by that information, which is why that’s always a good starting point, however, you also need to carefully consider the how.
No, we’re not talking about how you should go about creating your video and getting your message across, although that’s all obviously very important, too. What we’re talking about, though, is how you want your intended viewers to feel after watching your video and receiving your message.
It should obviously go hand-in-hand with your overall goal(s) for the video, but it still helps to clarify exactly the feeling you want the viewers to walk away from your video with, because it may not always be as simple as you think.
For instance, perhaps your brand or organization is currently perceived as a little on the old-fashioned side and you’d really like the overwhelming feeling that your viewers get from your video to be that you’re hipper and more with-the-times than they may have thought.
Or it could be just the opposite. Your current style and perception could be exactly where you want it, in which case you’d probably want the people who watch your video to understand your culture and the fact that they need to be the right fit for it to work.
2. You need to highlight what sets you apart.
Far too many brands & marketers simply check out a few highly successful recruitment-style videos from other big brands, copy the style and tone for their own video, and then expect the same kinds of results, but that’s never going to be the most sound strategy.
It’s not that you can’t learn from other successful recruiting videos. Of course you can, but you need to think of them like a buffet. Take what suits you here and there but leave the rest, and most importantly, make your own plate. Don’t just copy someone else’s exact combination of ingredients.
It’s not just the fact that it’s a flat-out lazy approach, either. You’ll also be selling yourself and your brand or organization short doing things that way. Why? Because you won’t be putting any kind of spotlight on the elements that make your brand unique and set it apart from other brands and organizations.
It could be your team of people and unique working environment. It could be the fact that they all go out and socialize together outside of work, or maybe you use a very distinct and customized set of tools to do what you, in which case you’d want to let the viewers see it. The point is that what makes one organization attractive to some people may not be what draws others to another.
That’s why it’s so important to not only determine what your unique selling points are, but to also find video production people who truly understand you and those selling points and how to shine a spotlight on them in a way that captures the unique spirit of your organization.
3. Let the right people talk, all of them.
Yes, most of the time it’s a good idea to let the leaders of your organization speak in recruitment videos, but many brands and marketers make the mistake of only letting the higher-ups get camera time. But unless those are the only kinds of people you’re trying to recruit, then why not mix in some other team members?
In fact, while you don’t want to get anyone who will be too uncomfortable on camera, the best bet is usually to try to be as diverse as possible in terms of who gets to speak to the viewers in your recruitment video. Try to compile a nice mixture of people of different ages and backgrounds working in various divisions and positions.
Even current interns can prove to be very helpful to viewers envisioning themselves in the same or a similar position, and that’s really the whole point. You want the viewers, any and all of them, to be able to see something of themselves on screen.
You want them to be able to envision themselves playing that same kind of role at some point down the line in your organization, and that can be somewhat difficult for some when the only actual team member they’re getting to hear from in your video is the president.
4. Personalize your recruitment video production.
To kind of piggy-back off the last point, because you’re likely trying to recruit more than one kind of person to your team, then it’s always a good idea to tailor different recruitment videos to the specific persona, and position, you’re trying to attract.
Yes, the overall message can be the same, but you may want to tweak the elements you highlight most depending on the distinct persona you’d like to reach. It may seem a lot of extra work, but trust us, it usually proves to be more efficient in the end.
The bottom line is that video is too powerful a recruitment tool to not give a try if you’re trying to attract new members to your brand or organization. It’s just like any other form of video in that simply creating one won’t necessarily do much for you. You need to know what you’re doing and how best to connect with your target audience. We hope these tips help.
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.