YouTube’s popularity is reflected in its more than 1 billion unique users each month, with 100 hours of video uploaded every single minute. Thanks to that vast audience pool, videos can boost companies’ visibility and, when used correctly, be a compelling way to tell your staffing business’ story. How can staffing firms create recruiting video content that stands out in the throng and generates value for your business?
We looked at three killer recruiting videos, analyzed what makes them effective and summed up our reviews into five tips for making a recruiting video that works.
1. Pinpoint your staffing company’s audience and answer their questions.
Start off by surveying your recruiters and sales team about the questions they hear most frequently. Then put yourself into your ideal candidates’ and clients’ shoes and answer those questions, including the types of job placements you offer and the benefits of working with your agency.
According to Anna Wright, a social media consultant for LinkedIn, the content itself needs to remain clear and informative, staying away from a sales focus. We see this “non-salesy” approach in the first recruiting video we analyzed, which was created by Humana, a health benefits company. This recruiting video is very clear about what the corporation does, employees’ opportunities for advancement, the types of jobs the company typically needs to fill and the desired background of candidates they’d like to hire.
2. Highlight your recruitment firm’s differentiators.
Your next step is pinpointing what makes your recruiting company different from the others out there. From the niche industries you specialize in to proven results, show your audience why your company should be their number one choice for recruiting. Leverage video to connect with your audience, highlight your success stories and prove the value you can offer in finding the right talent for the right job. Recruiting software can provide you with data to incorporate into your video, whether you want to highlight team performance or other achievements.
Frontline Source Group made a video that ramped up their visibility with more than 25,000 views. Their strategy including highlighting the many awards they’ve won and the specific industries they target.
3. Incorporate sound, personality and your staffing agency’s culture.
Now that you know your audience and differentiators, it’s time to think about adding pizzazz to your content. This killer recruiting video, which comes from Shopify, has a defined focus on what makes their company different, with added zest from funny interviews and music.
The video incorporates unique music to set the tone of the company’s quirky culture, enthusiastic sound bites from employees and shows the personality of the company. Your recruiting company should include clips of compelling interviews with top clients, successful candidates and internal employees to add personality and charm to your video.
4. Add interesting visuals that support your recruiting firm’s success.
You may choose to include some hard data in your recruiting video, which is fine as long as you don’t let it slow down the video’s pacing and energy. At points in the video where you’re offering statistics or basic information, use visually interesting video, moving graphics, and presentations to cover the “talking head” who’s delivering your staffing data.
Your audience doesn’t want to see one person drone on—after seeing the person who’s talking, cover what they’re saying with valuable, pertinent graphs, grids, bullet points and video. For example, if you’re offering statistics regarding the percentage of successful placements, you could cover most of the sound with a short graphic containing moving elements and then return to moving video.
5. Develop a compelling story about your staffing agency.
You may have heard the saying, “Facts tell, stories sell.” This is particularly true when you’re creating your recruiting video. Staffing firms need to focus on what interesting story they can tell and who will be the main characters.
The Shopify video has a narrator who leads viewers through the information provided and sound bites from staff, acting as the main character of the piece. If possible, focus on a successful client or candidate, or have one of your employees serve as the point person for the video. Then create a compelling story that connects to your targeted audience with energy and style.
Recruiting video content can be a powerful vehicle for getting your message out to numerous candidates and clients. When done well, video allows your staffing agency to connect with your audience on multiple levels—a personal touch as well as with statistics and data that prove your value.
Learn how you can leverage other social media outlets like YouTube to help your recruiting agency grow with our webinar, Social Media Tips for Recruiting & Staffing.