Video is one of the best ways of selling a company or organization to potential new hires. The visuals and information you share in a recruiting video will show, rather than tell, prospective employees about your company, and let them have an inside look into where they may be working.

Video is becoming one of the most consumed forms of content. People are now watching billions of hours of video daily on platforms like YouTube and Facebook. With more and more people watching video online than they were a year ago, using video as a method to attract top talent and market your company is a strategy that should not be overlooked. In a recent study, CareerBuilder found that job postings with video icons are viewed 12% more than postings without video, and that companies receive a 34% greater application rate when they add video to their job postings.

A thoughtful and compelling recruiting video gives your company a personality. It’s also a way to share your company’s culture and environment with potential new hires. It can make your organization stand out and inspire people to want to be a part of it. To help get you started, we’ve put together a few tips to produce recruiting videos that prospective employees will love.

Define Your Goals and Plan Your Content

Identify what your video will focus on. Do you need to make a general recruitment video about your company to add to every job posting? Or do you want to highlight a department within your organization? A general recruitment video should share your company culture, while a department-specific video might feature employee testimonials and a day-in-the-life of an employee of that department. You may discover that you need to make a series of videos that each feature a specific department or geographic area as well as a general company culture video.

Share What Makes Your Company Unique

The most talented employees have lots of options of where they are going to work. Find a way to show how your company is different from the others they are considering. Do you promote volunteerism or are you involved directly with any philanthropic organizations? Do you offer tuition reimbursement? Do you have any special company outings or events? Incorporate whatever it is that makes your company unique in your recruiting video messaging.

Feature Your Employees and Customers

Turn the microphone over to your employees and customers. Highlight relatable employees from different geographic locations and backgrounds. By featuring a diverse group of people, you are helping prospective candidates envision themselves working for your company in similar roles.

Ask Thought Provoking Questions

Instead of using scripted content, let your current employees and customers tell their stories in their own words. Ask open-ended questions and allow employees and customers to talk freely about why they enjoy working for your company or why they chose your company to do business with.

Keep Your Video Short

Respect your audience’s time and keep your recruiting video under 3 minutes. SkillScout reviewed over 450 company and job videos on YouTube and Vimeo and concluded that the amount of time candidates spent watching recruiting videos is 1 minute and 36 seconds. If your video is long, meandering and features lengthy speeches by CEOs and VPs, chances are that your potential new hires have already tuned out and moved on.

Tell Candidates What to Do Next

Make sure to include a call to action that tells prospective candidates what to do after the recruiting video concludes. Include a link directly to the online job application or your company’s careers page. Be forward and direct to let candidates know exactly how to apply to your open positions.

Promote Your Recruiting Video

Don’t make the mistake of only uploading your recruiting video to your company’s website. Broaden its audience by uploading it to job posting websites such as CareerBuilder and GlassDoor as well as YouTube and Vimeo. Ensure your video is shareable and upload it to all of your company’s social platforms.

By leveraging video to attract top candidates, you can start making engaged viewers your next best employees. If you have any questions about creating recruiting videos or want to learn more about how video marketing can help your business, contact us at Millennium Agency today.

About Millennium Agency

Millennium Agency is a national, award-winning, digital, creative, content/PR, and video marketing firm. With offices in Boston and New Hampshire, our team unites creative branding and data analytics to accelerate our clients’ growth, while combining our clients’ vision with our marketing expertise to increase sales opportunities and drive brand success. From video advertising and web design to social media and PR, Millennium can guide your marketing efforts every step of the way. Contact the professionals at Millennium Agency to learn more!

Linda Fanaras is the President and Founder of Millennium Agency (www.mill.agency) located in Manchester, NH, and Boston. She can be reached at 877-873-7445 or lfanaras@mill.agency.