You’ve decided that the way to win top talent is to tell your employer brand story. To showcase your value proposition, you collaborated on a video with a hip creative agency. To be honest, you are rather proud of yourself. It’s slick. Your CEO debuted it during the company meeting. Employees cheered. Yep. That was $10,000 well spent.
Days later the employee featured in your cinematic masterpiece exits the company—stage left. When you visit your agency’s website to reshoot Joe solving a Rubik’s cube, you realize that every single company on their site has a similar story. They collaborate around tables. They draw on whiteboards. They play ping pong or pinball or make snow cones in the office. They smile while eating on free-lunch-Fridays.
Just because you look like any other company, should you give up on video? Absolutely not.
The reality is that video is a powerful tool. You can convey more information and emotion than in text. Mobile users are more likely to watch a 2-minute video than to read for that same amount of time. Futhermore, what you tell them will be more memorable. Research shows that our brains process visuals 60,000 times faster than text, and that viewers retain 95% of a message when they watch it in a video compared to 10% when reading text.
So how can you be differentiated, tell the stories that matter and create value with video?
Authentic Beats Slick
Think about when you’ve wanted to know something – whether it is how a product works or which rides are best for three-year-olds at Disney’s Magic Kingdom. I’ll bet the quality of the video didn’t matter nearly as much as the quality of the content. In fact, seeing real people in their real surroundings is authentic.
Slow motion shots of your CEO opening a door and artistic close-ups of your logo pale in comparison to a video of an employee saying why they love their job. Consider the power of telling real stories on your career site, and now consider that you can do it will with only a GoPro, a Snowball microphone and your own employees. No agency required. And low fidelity isn’t only fast, and inexpensive—it is cool these days.
Be Kind. Rewind.
Now that you know video doesn’t have to be a big budget production, why not use more of it? Any time you hear yourself saying the same thing over and over to candidates, ask yourself, “Could I do this once really well on video?”
Why not have a hiring manager explain what the job entails on video and add it to the posting? It gives a candidate two things that your job description never will—they get to see who they’d be working for and they get the requirements direct from the decision maker.
In addition to giving candidates a sneak peek, you’ll ensure that there is no misinterpretation and all candidates are getting the same information. Plus, you’ll reclaim time during an interview. You can now use that time to get to know your candidates better instead of giving them the same spiel.
Why not be kind to your recruiting team and hiring managers and keep them from having to repeat the same pitches over and over? How about just once—with feeling?
Tell It to Me Straight.
We have a client who was struggling with an abysmal 30-day turnover for a specific job in their plant. The role required the employee arrive earlier than the rest of the production staff. Often it was messy and hot in the safety equipment. However, the day ended at 2:00pm and many of the managers had been promoted from that role.
To combat the turn-over, the company had to get real. Instead of an average job description, they created a video that showed what the work was like. In addition, they had people who had done that role before, describe their experience and how it had helped their careers with the company.
Now they are getting candidates who understand what is required of them, are aware of how the job could positively impact their career development, and who appreciate the unique benefits of getting off work early to pick up kids from school, take classes at the community college, or training for an Iron Man. Because of video, these candidates can see the successes of those who have been in this role before them, providing built-in mentors when they first start their new job.
When you think about video and how you can use it, don’t be deterred by thinking it should be a Coppola-directed masterpiece. Instead, think about how you can tell authentic, unique stories about your organization. Shopify has my favorite one ever.
If you have tips based on how you’re successfully using video on your career site, we’d love to hear you! You can reach us on Twitter and we might have prizes for the best ideas. Here’s looking at you, kid.