If the goal of recruiting is to get many good candidates applying (so you can pick the best ones) then having a recruitment video is essential.
Recruitment videos are a great tool for finding new staff. This is because video can get people excited in a way that text or images can’t. They also provide proof that you won’t get from text. Any company can put ‘great culture’ on their website but a video can actually demonstrate that culture. So if you want to find out what elements make a great recruitment video, one that will help get the the best applicants sending in CVs, this post is for you.
Tone of voice
A recruitment video needs to really speak to the target audience. Achieving this will help define your company culture but also mean your video appeals to people that fit that culture. There’s no use having people applying if they don’t share your brand values or outlook. So figuring out your target audience and then finding ways to connect with them is crucial. Take the below video for Harley Davidson as an example. The video uses very patriotic language. Even the presenter has a voice that really suits the Harley Davidson brand. It starts by positioning Harley Davidson as a company that doesn’t listen to doubters and just focuses on excellency. Any spirited American that appreciates craftsmanship and sees that video will surely be handing in a CV.
Genuine recruitment videos
We think the video below for Fulton Hogan is a great recruitment video. Partly because we made it. But also because it’s very genuine. The video is made up of interviews from real staff that work at Fulton Hogan so it has that authenticity factor. In today’s switched on, tech savvy environment people sniff out scripted testimonials pretty easily and they won’t buy into something they don’t find genuine. Putting your staff on screen is a great way to come across as genuine. If you want to find out more about this shoot, click here.
Make it look good
Making your company look like an attractive place to work is important because it’s another aspect you can only get across with video. When I say ‘look attractive’ I don’t just mean the technical side of the video (although that helps). I also mean showing off the work space and it’s surrounds, making the environment look attractive to be in. Not everyone has the luxury of a Google style office with wacky modern furniture but at the very least it’s worth cleaning desks, replacing the flowers at reception and being generally presentable. In this KPMG video (after all the gags) notice how the space each interviewee is in looks pleasant, colourful and inviting.
Make it different
Sometimes it pays to be different. Many recruitment videos are very similar so setting yourself apart is a good way to be memorable. A word of warning though, it’s not as easy as it looks. Comedy is a common differentiator but it’s also subjective and it’s much harder to pull off than most people assume. That being said, if you can pull it off then your video will be memorable while also demonstrating that your organisation is fun. Take a look at the video below and decide for yourself if the humour works.
So these are my best tips and four examples that I think really demonstrate best practice when it comes to recruitment videos. If you’re looking to create one yourself and you’d like a team of experienced film makers on board then get in touch, we’d love to help you out.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2002, and specialises in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience more effectively by using video.