In one month, more video content is uploaded to the web than is created for television. Over the last thirty years, the popularity and growth of online videos has significantly increased and it’s predicated that by 2021, global IP video traffic will be 82% of all consumer internet traffic. Video content has become an essential marketing channel for interacting with customers, so why not use it in recruiting as well?
The first goal of an employee selection campaign is to ensure that candidates are informed of the open positions in your company. Since many job searches start online, your ads must appear among the first results that appear on the most popular search engines. Initially, you could use sponsored links, but this may prove to be too expensive if used frequently. However, similar results, can be achieved by optimising the content, and this is where videos come into play, becoming valuable HR allies.
Video content: the benefits
Using video as a tool to promote your company to the world is an excellent way to engage an audience. It becomes the perfect partner for companies wanting to be noticed by potential new customers and talent. In light of this, here are the main advantages of using video for recruiting:
- Reaching a wider audience
Google loves video, particularly when determining the order of the search results, as it uses an algorithm that considers the time users spend on websites. The longer visitors stay on a site, the higher the site's position on the results page, and consequently, the higher the likelihood that the person searching will see your job ad displayed. If the ultimate goal is to make sure that job seekers become potential candidates, keep in mind that users spend 2.6 times more time on pages that have video content and the presence of video content on a web page can increase conversions by 80%.
- Create engagement
Several studies have shown that the more text on the page, the less the user is focusing on it. About 90% of the information collected by our brain is, in fact, of a visual nature. Images are processed 60,000 times faster than text, and this explains why many recruiting actions do not translate into the desired results. Candidates have a quick look at the typical text ad, often have to read over a long and boring description, and abandon the page without interaction. However, according to James McQuivey of Forrester Research, the marketing value of a one minute of video is the equivalent of 1.8 million words. Similarly, video content is mobile friendly, and with 90% of job seekers using a mobile device to look for jobs, the use of video is perfect for recruiting.
- Increase social reputation
If a better search engine ranking and a higher engagement level doesn’t convince you, then there’s one more reason: social media loves video. The majority of companies are targeting candidates that are using Facebook, Twitter and Instagram. Last year, 500 million people watched videos on Facebook alone and this is just the tip of the iceberg. YouTube, for example, reaches multiple users in the 18-49 age group and 75% of managers watch work-related videos at least once a week.
- Space for creativity
Videos allow a lot of room for creativity. The most engaging videos are often explanatory and informative with light hearted, fun animations. A video of this type should usually last around 15 seconds, as shorter videos receive 37% more shares and views than a 30-60 second video.
But what kind of content is the most effective? Whilst a professional approach is important, in some cases YouTube-style videos or even well-made selfies can be useful as they help to humanise the company. With today’s smartphones having the capability of producing high resolution images, videos have the advantage of being truly authentic. An engaging video for attracting potential candidates could be a brief introduction from a business manager, a 30-second interview of an employee, a look at a typical day in the office or a brief description of the job role.
Video CVs: the benefits for the candidates
As well as being beneficial to the company, video can also be valuable to candidates. Alongside the traditional paper CV, there are now video CVs, which are being used more and more by candidates to help them get noticed by companies and HR managers.
Anyone can create a video CV by simply using a webcam. The most important aspect is the software, which should be well-packaged and easy-to-use, enabling candidates to highlight their individual and professional skills, attracting interest and curiosity to increase their recruitment opportunities.
The perfect video CV
The most important point to remember when recording a video CV is to be concise. Do not be too discursive and only talk about the most relevant information. For recruiters, one of the main advantages of a video CV is the ability to evaluate a candidate as if it were a live interview without the formalities of a traditional interview.
The structure of a video CV is important because it can reveal the creativity and originality of the candidate. They could submit a traditional video CV, which recreates the setting of a standard interview, or a creative video, with images and music. It can be formal and serious, or fun and humorous, but it should ultimately reflect the candidate’s skills and match the culture of the company.
A video CV can be very beneficial, especially for those candidates who lack career or industry experience. It can increase their chances of getting a face-to-face interview, leveraging their own personal skills in a creative way
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