Advertising for Employees: The Power of Video To Attract Top Talent

In today's hyper-competitive job market, finding and attracting top talent using traditional methods of job advertising and recruitment may not always yield the desired results. 

That's where video comes in.

Video has become an essential tool for attracting and engaging candidates in the hiring process. It allows you to showcase your company culture, highlight key job responsibilities, and give potential candidates a taste of what it's like to work for your company.

So, if you are looking for options for advertising for employees, you'll love this article as we deep dive into advertising for employees using video. 

Key Takeaways:

• Video is a powerful tool for attracting potential candidates in the hiring process, and Video tools like Vouch make it remarkably easy.
• Using video allows you to showcase your company culture.
• Video in your recruitment marketing campaign can help you stand out from the competition.
• By optimizing video for mobile devices, you can cater to the on-the-go applicants and reach a wider pool of candidates.
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What Is The Impact of Video on Talent Acquisition?

In 2024's job market, standing out as an employer of choice is essential for companies of all sizes, from start-ups to global corporates. Understanding the impact and how to capture, edit and share videos on social media and other platforms like your website and blog posts is key. 

On top of that, there is a growing preference for video among most generations and demographics, including Millennial and Gen Z job seekers who are looking for companies with a strong employer brand, which we'll dive deeper into below.
 

What Is The Media Preference for Video Among Millennial and Gen Z Job Seekers?

Did you know that in the U.S. in 2023, 12.4M people were searching for a job every month? This includes 4.9M unemployed Americans plus 7.5M employed job seekers who are looking for a sea change. This data is directly from the U.S. Bureau of Labor Statistics. 

From those 12.54M people, Millennial and Gen Z job seekers are a huge portion as they are looking to move up and also find the perfect job for their beliefs and, today, look for diversity & inclusion.

Millennial and Gen Z job seekers, born into the digital age, have a clear preference for consuming video content, which makes video such a powerful tool for our future employees and leaders.
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What's The Difference Between Video And Written Text in Your Recruitment Process? 

Probably the biggest power of video is that, unlike text, that video allows you to showcase your company culture and workplace environment while showing employee experiences in a visually inviting and authentic manner that top talent looks for.

Compared to traditional text-based recruitment methods, videos have the advantage of evoking emotions. This enables candidates to form a better understanding of the organization and what it would be like to work there, ultimately increasing their interest and likelihood of applying - while also improving your retention rates!
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How Do Videos Build Your Employer Brand? 

One of the key benefits of utilizing video in talent acquisition is its ability to help build a strong employer brand - and when you upload videos on YouTube and social media, they will be evergreen. 

If you have yet to see the impact your Employer Branding has on your business, be sure to read 21 Employer Brand Statistics To Know in 2024.

Additionally, videos allow employers to inject creativity and personality into their recruitment efforts, creating a memorable candidate experience and leaving a positive brand impression.
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Why Should You Incorporate Videos In A Recruitment Marketing Campaign? 

Through visual storytelling, you can communicate your company's mission, vision, and unique values in a compelling and memorable way. This not only attracts candidates who align with your values but also sets you apart from competitors during your entire recruitment process.

One of the greatest advantages of incorporating video into a recruitment marketing campaign is its ability to create a memorable candidate experience. From LinkedIn and Google remarketing, job seekers today are inundated with job postings and advertisements, making it challenging for your organization to stand out.  

However, with the use of videos like Vouch, you can leave a lasting impression on potential candidates, ensuring they remember your brand and consider your current and future opportunities.
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How Do Recruitment Videos Improve Candidate Awareness On Social Media? 

Another significant benefit of video in recruitment marketing is its shareability potential on social media. Compelling videos have the potential to go viral on social media platforms, reaching a wider audience and increasing your brand's exposure. 

By creating engaging and shareable video content, you can extend the reach and streamline your recruitment efforts.

In the 2024 job market, it's crucial to stand out from the crowd to attract top talent. Recruitment videos have emerged as a powerful tool in scaling your hiring process, increasing application rates, optimizing for mobile devices, and elevating your employer brand through authentic storytelling.
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Does Mobile Optimization Matter For Catering to the On-the-go Applicants? 

Absolutely, mobile optimization is crucial in today's digital era, especially when it comes to engaging with candidates on the go. Recruitment videos that are optimized for mobile devices ensure a seamless viewing experience for applicants using smartphones or tablets, which is essential for the 7.5M Americans employed job seekers who are passive job seekers.

Candidates with mobiles, like on a commute or a break, can easily access and engage with your video content from their mobile devices. This mobile-friendly approach enhances candidates' convenience, making it more likely for them to explore your job openings.

Note: Companies all around the world use Vouch for their employer branding; we are just referencing U.S. data as a benchmark.

Should You Leverage Authentic Storytelling When Advertising for Employees? 

Yes, your company culture plays a vital role in attracting top talent, and your recruitment digital marketing videos should include authentic storytelling. By featuring employee testimonials and behind-the-scenes footage, you can give candidates an inside look into your company and its values. 

Authentic storytelling in videos allows candidates to connect emotionally with your brand, increasing their interest, engagement, and likelihood of applying for your roles - along with your current employees sharing this content on their own social media channels.
 

How Do You Gauge The Success And ROI of Video in Your Recruitment Marketing? 

Measuring the success of your recruitment marketing efforts is essential. And when advertising for employees, there are several important metrics that come into play. One key metric is view count, which can provide a general indication of how many people have watched your recruitment videos. 

However, it's important to note that view count is just the tip of the iceberg. To get a more comprehensive understanding of video performance, you should also consider metrics such as engagement rate, watch time, and click-through rate.

By analyzing these metrics and comparing them against your recruitment goals, you can assess the success of your video campaigns and make data-driven decisions to optimize your future efforts.
 

Showcasing Your Career Pathway With Video Testimonials

Video testimonials from your current employees can be a powerful tool for showcasing the career pathways within your organization.  

By featuring real employees sharing their experiences and growth within your company, you can give potential candidates a glimpse into the opportunities they can pursue. These testimonials can help potential candidates visualize their future with your organization, and that is rather powerful. 

Exhibiting Flexibility and Diversity through Video Stories

In 2024, Diversity, Equity, Inclusion and Belonging (DEIB) is crucial are essential factors that resonate with top talent when considering job opportunities. 

By incorporating videos that highlight your organization's commitment to these values, you can attract a diverse pool of candidates. Showcase stories of employees from different backgrounds and roles, emphasizing their experiences and perspectives.  

By exhibiting flexibility and diversity through video stories, you can position your company as an inclusive and forward-thinking employer.
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What Are A Few Recruitment Video Types You Can Utilize? 

In today's competitive job market, organizations need to utilize a variety of recruitment videos to attract and engage top talent. Videos offer a dynamic and effective way to showcase your company culture, highlight the experiences of employees, and provide valuable insights into the benefits and perks of working for your organization.  

In this section, we will explore three types of recruitment videos that can greatly enhance your hiring strategy.

1. Spotlight on Day-in-the-Life Employee Videos

One of the most impactful recruitment videos you can create is the day-in-the-life employee video. 

These videos offer a behind-the-scenes look at what it's like to work at your company, giving potential candidates a glimpse into the day-to-day experiences and responsibilities of different roles and the diversity of your company.

By highlighting real-life stories and experiences of your employees, you can provide a genuine and transparent view of your company culture. These videos help people visualize themselves as part of your team.

2. Feature the Voices of Leadership: Executive Interviews

Executive interviews are powerful media that can help build trust and credibility with potential candidates. By featuring interviews with key leaders within your organization, you can showcase their expertise, vision, and commitment to employee value propositions or EVPs. 

This allows candidates to gain valuable insights into the leadership style and strategic direction of your company. Executive interviews also demonstrate that your organization values transparency and open communication, which can be a huge selling point for top talent.

3. Highlighting Benefits and Perks to Attract Candidates

Benefits and perks videos are an essential part of any comprehensive recruitment video strategy - whether it's flexible work arrangements, professional development opportunities or a vibrant company culture.

By incorporating a variety of recruitment videos, including day-in-the-life employee videos, executive interviews, and benefits and perks videos, you can effectively showcase your company culture, engage potential candidates, and attract top talent. 
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How to Optimize Your Job Advertising Platforms with Video

Optimizing your job advertising platforms with video can significantly enhance your recruitment efforts and attract top talent.  

By integrating video into your job postings and applying effective video SEO strategies, you can maximize the visibility and engagement of your job advertisements.

How Do You Integrate Videos into Job Postings?

When incorporating video into your job postings, it's essential to consider the following best practices:

1. Keep videos concise and engaging: Capture the attention of potential candidates by creating short, captivating videos that effectively convey the key aspects of the job.
2. Showcase your company culture: Use video to highlight your company culture and values, giving candidates insight into what it's like to work at your organization.
3. Include employee testimonials: Encourage your employees to share their experiences working at your company to provide authenticity and credibility to your job postings.

How Do You Optimize Your Videos For SEO?

With the increasing popularity of video, it's crucial to optimize your videos for search engines to ensure they reach the right audience. Here's how you do it:

1. Use relevant keywords: Incorporate keywords in your video's title, description, and tags to improve its visibility in search results.
2. Host videos on reputable platforms: Uploading your videos to platforms such as YouTube or Vimeo can enhance their discoverability and reach amongst your target audience.
3. Provide accurate captions and transcripts: Including captions and transcripts improves accessibility and allows search engines to index the content of your videos.

What Are Some Video Recruitment Ideas In Addition to Advertising?

To effectively use video across your entire recruitment funnel, consider these video strategy ideas:

1. Personalized welcome messages: Start the candidate experience off on a positive note by sending personalized video messages to applicants, making them feel valued and engaged.

2. Virtual interviews: Conducting virtual interviews via async video enables efficient and convenient candidate evaluations while reducing the time and effort spent on in-person meetings.

3. Video job descriptions: Instead of relying solely on written descriptions, create video job summaries that showcase the role, its responsibilities, and the potential for growth. You can even highlight some of your current team members.
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How Do You Maximize Social Media Reach Through Video Job Postings?

When it comes to advertising for employees, social media has become a powerful tool for reaching a wide talent pool, anywhere in the world. Utilizing video on social platforms can significantly enhance your reach and engagement. Here's how:

1. Using Video to Target Specific Demographics on Social Platforms

One of the key advantages of using video job postings on social media is the ability to target specific demographics. Social platforms like Facebook, Instagram, and LinkedIn provide precise targeting options, allowing you to reach candidates based on their interests, location, and other relevant criteria. 

2. Build a Shareable Narrative to Extend Reach

A well-crafted video narrative can significantly extend the reach of your job postings on social media. When creating your video content, focus on telling a compelling story that showcases an employee and their experiences and growth in your company. 
 

FAQs

What is the role of video in advertising for employees and attracting top talent?

Video plays a crucial role in advertising for employees and attracting top talent. It enhances the recruitment process, helps build a strong employer brand, and increases engagement with potential candidates.

How does video influence the perception of a company among Millennial and Gen Z job seekers?

Video is increasingly preferred by Millennial and Gen Z job seekers. It can greatly impact their perception of a company by providing an interactive and visual representation of its culture, values, and work environment.

What are the benefits of incorporating video in a recruitment marketing campaign?

Incorporating video in a recruitment marketing campaign has numerous benefits. It attracts potential candidates, increases engagement and application rates, effectively conveys the employer's message, and creates a memorable candidate experience.

How do recruitment videos improve candidate engagement?

Recruitment videos improve candidate engagement by enhancing the visibility of job posts, increasing application rates, optimizing for mobile use, and elevating company culture through authentic storytelling.

How can you gauge the success of video in recruitment marketing?

The success of video in recruitment marketing can be measured using metrics and analytics that track video performance. This helps in determining the return on investment (ROI) and allows for future optimization of recruitment efforts.

How can you craft recruitment videos that resonate with top talent?

Crafting recruitment videos that resonate with top talent involves designing a career pathway through video testimonials, showcasing the brand's culture, and exhibiting flexibility and diversity through video stories.

What variety of recruitment videos can you utilize?

There are various types of recruitment videos that can be utilized, including day-in-the-life employee videos, executive interviews, and videos highlighting benefits and perks offered by the company.

How can you optimize your job advertising platforms with video?

You can optimize your job advertising platforms with video by integrating video content into job postings, optimizing video SEO, and using video to attract and engage potential candidates.

How can you maximize social media reach through video job postings?

You can maximize social media reach through video job postings by targeting specific demographics on social platforms and creating a shareable narrative that extends the reach of your video content.
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Conclusion

In conclusion, a video is a powerful tool in advertising for employees and attracting top talent - and the companies that use video for recruitment across social media have the best chance of standing out to their qualified candidates and new potential employees on job boards and social media.

Tools like Vouch also make advertising for employees remarkably easy, helping you create video content that captures authentic employer reviews and employee experiences.
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Like to try Vouch?

Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon and more, tools like Vouch make leveraging video in your business remarkably easy.

Be sure to book a Vouch demo today and chat with a video content expert.