Video marketing is not only good for selling things. Videos can be a smart way to showcase your company and attract top talent. Recruiting great candidates involves showing them what it would look like to work for your company. Short videos, whether casual or scripted, can be powerful tools for illuminating the daily experience and values of your company. Incorporate videos into your immigration advertising and watch the applications roll in.
Organic Social Media
The first type of video is for your organic social media posts. If your company has an Instagram account, Facebook account, or Twitter account, short videos are a great way to capture attention. People do have very small attention spans on social media, so micro videos are the best approach here.
Candidates love behind-the-scenes videos, especially if they come directly from the perspective of current employees. Invite people to record 10 seconds of their day, discussing their favorite part of their job or a favorite client. Save these to your highlights on Instagram so they’ll be available forever. In today’s world, candidates immediately go to social media to see if your company is legitimate. They want to know how the brand is perceived by others and what values they’re broadcasting to the world. Are you cool? Professional? Very active?
Another great way to share short videos is to film a longer video and then break it down into smaller pieces. For instance, do a long video tour of your office space. Then break it up into 15-second chunks to show candidates around the water cooler, the kitchen, and their future desk. These can be casual. In fact, candidates may be more likely to trust the content and form a relationship with the company if the content is presented in a casual way.
Remember, micro videos are usually between 6 and 15 seconds. On a scrollable platform like Instagram, your company only has a few seconds to get a message across and impress top candidates.
On the Website
You can increase the length of the video slightly when it’s embedded on a static website. Here, you could publish a two-minute video with brief interviews featuring key leadership. Invite candidates to hear from executives and understand the future direction of the company.
Another idea is to ask each department to film a short video. This way, candidates can get to know their potential new coworkers by specific department. Videos retain attention much better than photos. Wherever possible, try to include videos on all pages of your website. Even a short one-minute video can make an ‘About Us’ page come to life. To expand on this idea, ask happy clients to provide short video testimonials. If they’re not willing to go on camera, ask them to submit an audio file. Otherwise, turn their written testimonial into a short video using a voiceover actor and stock footage. Top candidates want to see that your company is working with real customers and delivering great results. Videos can convince them of this.
On LinkedIn
You should take a multi-prong approach to your immigration labor advertising campaigns. To get the best international talent, you need to cover all the places where top candidates spend time online. For many skilled professionals, LinkedIn is the most popular platform. People go here in search of professional development, networking opportunities, and to research companies and job postings.
Many companies focus on written content for LinkedIn. Your company has an opportunity to stand out by creating videos directly for your audience of job-seekers on LinkedIn. Think about the kinds of questions people will have when considering a job with your company. Then create video content to answer those questions.
For instance, your HR department could create a podcast-style video addressing some of the key competencies you look for in new employees. It’s almost guaranteed that this type of video will get a lot of views and clicks when published to LinkedIn. Not only does that build up the reputation of your company but it can direct more traffic to your job listings when you start recruiting. If no one in your company is comfortable on camera, use stock footage with graphics and free music.
Paid Advertising
Finally, paid campaigns are a smart way to target specific locations or skill-sets with PERM recruitment ads. Videos can make your marketing come to life and catch the eye of people on social media. When you’re paying for an ad placement, you want to make sure your company is getting the most bang for its buck. The first step is strategic placement, but the second step is the format of the content. No matter how good the message is, it won’t mean a thing if no one stops scrolling long enough to digest it.
Direct mailings are good and they can help you reach very specific target demographics. But paid Facebook campaigns are a clever way to attract top talent where they’re not expecting you. Keep in mind that it typically takes seven times before someone will remember your brand after seeing it. Paid advertising campaigns sometimes have to take a long view on investing in engagement.
Build a relationship with candidates through the strategic use of short videos. Don’t take up too much of the candidate’s time and don’t talk too much about your company and its goals. Instead, show them what it would be like to work there. Discuss work/life balance and employee benefits. Inspire people to reach out and your videos will definitely produce a strong ROI.
