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How to Make a Killer Recruitment Video

Seventy-two percent of candidates spend an hour or more researching a job. They will look to resources such as your website, social media channels, and Glassdoor page to determine if your opportunity is worth pursuing. If you want to attract and convert the best talent on the market, don’t just tell them why they should want to work for your company—show them! A killer recruitment video can give your candidates the information they need to consider working at your organization. Here’s what you need to know to make one.

Plan compelling content

Think about your target market and the message you want to convey to them. A good way to brainstorm is to ask your current employees what they like most about working at your organization, and focus on those things. A general recruitment video should showcase your company culture, while an engineering-specific video might also highlight your tech stack and the types of problems your team solves. You may even determine that it makes sense to create a series of videos to cover each department, geographic area, or grouping of similar roles.

Depending on the message you’d like to convey, you may want to include the following elements in your recruitment video:

  • Message from the CEO
  • Company mission, vision, and values
  • Employee testimonials
  • Hiring manager introductions
  • A-day-in-the-life of an employee
  • Office tour

Provide an authentic view of what makes your organization unique so you can attract the right people to your open roles.

Produce your recruitment video

You can create your own recruitment video in-house, or you can outsource it—the choice is up to you (and your budget). With the plethora of video tools available today, many companies are opting to produce their own. This usually comes at a lower cost, provides an authentic feel, and allows the organization to easily edit clips as needed.

Here’s what you might need to make it work:

  • A recording device, including your phone or camera
  • A video editing tool, such as Cameo or Apple iMovie
  • Tripod (optional)
  • External lighting (optional)
  • External microphone (optional)

Don’t be worried if you don’t have experience with video production, these tools make it easy for beginners to give it a shot. You may even have someone within your organization with video production experience, so it doesn’t hurt to ask around for a voluntary production assistant. In fact, Twitter’s famous recruitment video was the result of a hackweek project.

Promote, promote, promote

Your killer recruitment video won’t make an impact if nobody sees it, so get it out there for the world to enjoy! Put it everywhere your candidates might be looking, including your:

  • Career site
  • YouTube channel
  • Vimeo account
  • Facebook Page (on the video tab)
  • LinkedIn Company Page (both as a post and on your Career Page)
  • Twitter account
  • Job descriptions
  • Email signatures
  • Cold outreach emails
  • Job advertisements

Candidates look at 16 sources in their job search, so get your recruitment video in front of them, regardless of where they’re researching.

Conclusion

Great candidates are in high-demand, and will be quite discerning about where they work. Use your recruitment video to show them why they should consider your organization for their next opportunity. Your video doesn’t need to be a theatrical masterpiece, but it does need to show an authentic view of what it would be like to work at your organization. A great video can go a long way in attracting and converting the talent you need to build a strong team.