I recently attended Enhance Media’s 12th Annual Online Recruitment Conference here in London, and there were some great presentations and insights leaving me with a lot to think about. One of the presentations that really stood out for me was one from the Strategic Sales Director at Google, Alex Lowe.
Amongst many mind-blowing stats about the future of technology and recruiting, Alex spent a lot of time talking about the predominance of YouTube videos worldwide. At last count, YouTube attracts more than 1 billion unique users each month. In other words, it’s highly likely that the candidates you’re trying to attract are spending a good chunk of their time looking at videos.
To me this was very interesting, we’ve only recently started experimenting with our own recruitment video here at Stack Exchange as a way to attract new candidates to join our growing company.
A candidate’s resume can’t possibly reveal whether they will be a cultural fit at your company or whether they will ultimately thrive in the job. These are details you can only assess in person at the office or after interacting with members of that team. In the same way that actions speak longer than words, videos can do a better job than text at showing candidates what it’s actually like to work for your company.
If you’re not using videos as a valuable recruitment tool to showcase your company and employer brand, here are 5 reasons why you may want to re-consider your strategy:
In the UK alone, ComScore states that in 2010, the number of videos viewed per month was 6 billion. In 2013, this figure was 13 billion. If 13 billion videos are viewed per month in a country with a population of 63.23 million people, this means that if every single, living person in the UK would watch videos, they would need to each watch 205 videos per month. Combine this with the fact that the average YouTube viewer spends 15 minutes a day checking out videos and you can’t deny the endless opportunities in front of you.
As videos are becoming increasingly utilised as a recruiting tool, if you aren’t using videos to reach candidates, you might find yourself overshadowed by competitors that do. In other words, you’ll risk losing great candidates. According to a recent article from Software Advice, CareerBuilder found that job postings on their site with videos linked to them received 12% more views than postings without videos. On average, employers receive a 34% greater candidate application rate when they add video to their job postings. Today’s content must engage its users, and what better way to do this than video?
The selection and recruitment process is changing, and investing in videos can be a great way to promote your company to candidates for a fraction of the cost it takes to hire them. In a recent article, Josh Tolan points out the importance of having a recruitment video, stating that “In 2011 the average cost per hire was $5,054, and the traditional recruiting process takes an average of 45 days to fill a position. This is a lot of time and money disappearing. Is it any wonder why more recruiters are looking at the popularity and usefulness of online video?” Modern technology has allowed us to streamline the way in which we source and screen candidates. Since videos reach multiple channels and employees can share it on social media, it’s a cost-efficient way to highlight your employer brand.
In February 2012, Google made a huge change to their search engine ranking algorithm, Google Panda, which affected the ranking of an entire site or specific sections rather than just the individual pages on a site. Videos are both SEO and Google Panda friendly since they help educate users and increase your site’s relevance. Google also places value on long stays and video users stay longer than others. Even though 48 hours of video are uploaded to YouTube every minute, a Forrester study from Jan 2010 suggested that a product page with a video on it is 53 times more likely to show up on the first page of search results on Google. So get those videos going!
The aim of a good recruitment video is to show candidates what it would to work for your company. Interviewing candidates over the phone or even in a face-to-face interview doesn’t always give the candidate the real picture of what your company is like. Showcasing the true feel of what it is really like to work in your company by the people who already work there is the best selling point you’ll have. This also lets you attract the type of candidate who are more likely to self-identify as a strong cultural fit.
As your company grows, the backbone of your organisation will always be your employees. In order to be competitive and get the most out of your hiring process, producing a recruitment video is a great way for you to attract the right candidates and therefore get closer to reaching your long-term company goals. And the evidence speaks for itself. Video is fast becoming the dominant source for communicating and sharing all sorts of information online, with the potential to reach the broadest or most targeted of audiences in the shortest amount of time.
If you’re interested in seeing how our London recruitment video “This is Stack Exchange- London” turned out here is the link!