Here’s the question: How is an employer supposed to stand out digitally in a crowded hiring market? Drive down any highway, and you’ll see “We’re hiring” and “Help wanted” flags frantically waving at passersby as businesses look for new team members.
But most job seekers are searching for a job the same way they buy dog food or a new pair of sneakers: on the web. The challenge for employers is to find the digital equivalent of that flag staked along the highway. Something that is going to engage candidates and encourage them to begin the application process.
Between Instagram video, YouTube, and TikTok, there’s a lot of content vying for candidates’ attention, but one thing is clear – video is king of the content pile. But just like their personal online video diet, beyond slickly produced film or professional graphics, job seekers are craving authenticity above all else.
Talent professionals who think they can still capture candidates’ attention and encourage them to complete the application process using static content could find themselves the proverbial flip phones of the talent industry.
“We have a lot of work to do for improving candidate experience,” says Shane McCarthy, senior solutions marketing manager at iCIMS, who noted that only 24% of candidates report being satisfied when engaging with a company. “As employers, we’re not doing a good enough job exciting job seekers about opportunities or telling them what our companies are all about or what our culture is like.”
He sees a few developments that factor into candidates’ shifting expectations:
To validate all this with candidates is to find ways to showcase the organisation in an authentic and genuine way. But HR and talent teams are being asked to solve these growing problems – and growing expectations – with shrinking budgets. “How do we meet the challenges of this new Tik-Tok era head-on and ensure we’re building a winning team with less?” asks McCarthy.
While video makes up about 84% of internet content and keeps viewers interested 2.5 times longer than text, strategies for attracting and engaging candidates are mostly still text-based. A job description that’s a long wall of words is no way to get a job seeker excited about a position.
“The key to generating interest is through authentic storytelling and providing engaging, relevant, and meaningful content throughout the candidate experience,” says McCarthy.
Taking advantage of video technology can help you transform the candidate experience and meet these new expectations head-on. How? By empowering your personnel (who are your true brand ambassadors) to share their unique experiences with top talent across the entire candidate lifecycle.
iCIMS Video Studio empowers teams to produce videos at scale, within budgets, and also on their own timeline, which can give you the scale and flexibility to be agile and proactive. Video Studio’s intuitive yet robust design and social sharing platform can empower talent teams to produce professional video results without needing to hire a full production team.
Video content also lets you engage with candidates throughout the hiring lifecycle.
Plug video content right onto your career site and create a gallery featuring personnel answering prompts, which helps humanize your brand. Embedding video modules directly to your site keeps job seekers on the page and enhances the candidate’s experience.
All video content is tagged, allowing candidates to search for what interests them and close-captioned for language translation. “Think of it as curated content that’s specific to wherever a job candidate is in their job search,” said McCarthy.
According to McCarthy, companies who use video content are seeing a significant increase in conversion rates, time on site, and social engagement. They also see a huge increase in overall site traffic since pages with video outrank static pages in SEO. He said, “By transforming traditionally static pages, like the job descriptions, to a more engaging page with relevant video, our customers are driving 74 to 75% more interested candidates to their career site just based on the SEO alone.”
Video content can also be embedded on your job description page, which lets you introduce rich media into the highest traffic page on the site. It allows you to personalise that media, highlight personnel and line Managers, and give a day-in-the-life snapshot of the open position.
Memorial Sloane Kettering leverages employee video in a variety of ways, including through job descriptions, apply pages, social media, the organisation’s career page, and internally to promote career mobility. They also use video to promote diversity, highlighting team members on their DEI pages who discuss initiatives and networks MSK fosters for personnel.
Accounting powerhouse PwC uses video content to support their outreach to historically black colleges and universities (HBCU) and features videos of personnel who attended those schools.
There’s a reason why employee-generated video content performs so well. It breaks the mold because it’s different and attention-grabbing. You’re fighting for attention and engagement on social media as well. Who do you think the algorithm will favor: your job posting or another hilarious video of cats behaving poorly?
Video Studio’s editing suite lets you aggregate videos and stitches them together to create company stories and help make posts feel more personal.
Using video during the offer process provides a personal touch to an otherwise straightforward event. It’s a way to continue the excitement and welcome new hires. It’s also a final sales pitch, a last nudge in the right direction – and it may make all the difference when it comes to highly sought-after candidates.
Video plays a similar role during the employee onboarding process. Starting a new role can be overwhelming. Incorporating employee testimonial video in onboarding can help get new hires up to speed quicker and put a face to the names of the people they’ll be working with.
For Valvoline, a leading provider of automotive services and supplier of premium DIY motor oil, iCIMS Video Studio has become a powerful tool for connecting with current and future personnel.
According to Brandie Dawson, director of Global Talent Acquisition and Candidate Experience at Valvoline, the majority of their workforce has been home for over a year. The pandemic forced them to redesign the way they had to source, recruit, and onboard talent.
From career sites to onboarding job descriptions to internal comms and everywhere in between, video content helps deliver the meaningful experiences needed to attract, engage, hire, and advance talent wherever they are in the hiring funnel.
“Video technology has really taken a front seat for us,” Dawson said. “It’s now the primary way we’re communicating with both job seekers and candidates as well as internal workforce.”
Want to learn more about leveraging employee video to tell your company story? Download your copy of Attracting talent through employee video.