How to use video to optimise your recruitment success

Wednesday August 28, 2024

For organisations about to embark on a recruitment drive, or even businesses looking to fill a single vacancy, communication is key. As part of any recruitment process there’s so much information that must be communicated both within an organisation and to external parties. The benefits of video can be felt long before an advertisement is placed, since it supports the effective, clear communication that helps to make an employer desirable. So, from internal comms and business culture to the candidate experience and overall employer branding, we’ll look at how video is a key tool. 

Communication challenges 

Recruitment is a complex process that involves multiple stakeholders and stages. Communication is often cited as one of the biggest challenges. Internally, HR teams need to align with different departments and decision-makers to ensure everyone is on the same page. Externally, conveying job requirements and company culture to potential candidates can be equally delicate. Miscommunication at any stage can lead to missed opportunities, a lengthy and convoluted hiring process, and a poor candidate experience. Long term, all of this can result in a poor employer brand and an increased turnover of staff.

Video as a solution

Video can be a powerful tool to address these challenges. Unlike text, video can convey tone, emotion, and context more effectively. It allows for a more engaging and dynamic form of communication, making it easier to capture the attention of both internal teams and potential candidates.

Internal uses and communication

Internally, video can streamline communication between HR and other departments. For example, a video briefing on a new job opening can provide clear and consistent information to all decision makers. This ensures everyone understands the requirements and expectations from the outset, reducing misunderstandings.

Conveying information externally

Externally, video can help convey job descriptions, company culture, and expectations more vividly than text alone. A well-crafted communications video can attract top talent by showcasing what makes your company unique. Candidates are more likely to engage with a video than a lengthy job description, increasing the chances of attracting the right applicants.

Enhancing your employer brand 

Employer branding plays a critical role in successful recruitment. Essentially this is the reputation that your organisation has within your industry as an employer. Candidates today seek a company that aligns with their values and offers a positive work environment. This means that a strong employer brand can attract and retain high-quality candidates and reduce hiring times. 

Brand values

Video is an excellent medium for showcasing your brand’s personality and values.  Employer branding videos can highlight your company’s mission, vision, and culture, giving candidates a glimpse of what it’s like to work there. They can feature employee testimonials, highlight community involvement, or showcase company events. These scenarios not only attract potential candidates but also reinforce your brand to existing employees, boosting morale and engagement.

Company culture

Two-person dialogue videos offer a genuine glimpse into the company culture. When employees share their stories and experiences, it feels more authentic and relatable. This authenticity helps build trust with potential candidates, making them more likely to consider joining your organisation.

Realistic expectations

These videos can also set realistic expectations for candidates. Hearing directly from employees about the challenges and rewards of working at your company helps candidates understand what to expect. Video interviews with managers and leaders helps to lay a foundation of understanding from the very early stages. This transparency can lead to better job satisfaction and lower turnover rates.

Practical uses of video 

Of course, within the recruitment process, there are a selection of practical motivations which can benefit from the use of video. Video content can be used to communicate interview requirements and organisational needs to prospective employees. This is increasingly crucial in a remote or hybrid workplace, where candidates and new employees can feel cut off. 

Communicating requirements clearly

A video briefing can outline what candidates should expect during the interview process. This can include information on the interview format, key topics to prepare for, and any assessments they might need to complete. Clear communication helps candidates feel more confident and better prepared. You can mix job specific briefing videos with more generic information videos about your organisation. 

Onboarding and training

Successful onboarding is crucial for retaining new hires and reducing long-term employment costs. Video can play a vital role in this process, making it more engaging and informative. Effective onboarding helps new employees feel welcome and supported from day one. An onboarding video can introduce them to the company culture, outline their role and responsibilities, and provide essential information about company policies and procedures. This reduces the likelihood of new hires feeling overwhelmed and leaving prematurely.

Long term comms

Reducing turnover through effective onboarding has a direct impact on long-term employment costs. Training new employees is costly, and high turnover can drain resources. By using video to create a comprehensive and engaging onboarding experience, you can improve retention and save on training expenses. Ongoing recruitment and employment strategies should see the use of video extended to cover ongoing training, updates and internal comms.

Internal comms within the recruitment process

Good internal communication can support the recruitment process in several ways, and as the most engaging method of communication, videos are an ideal medium with which to do it. They can keep employees informed about new job openings, encourage referrals, and provide updates on recruitment progress.

Keeping employees informed

Regular internal comms videos can keep all employees informed about new job openings and recruitment initiatives. This ensures everyone is aware of opportunities within the company and can contribute to the hiring process.

Encouraging employee referrals

Employees are often the best source of referrals. Internal videos that highlight referral programmes and incentives can motivate employees to recommend candidates from their network. This not only speeds up the recruitment process but also increases the chances of finding a good cultural fit.

Providing recruitment updates

Updating employees on the progress of recruitment efforts through video keeps everyone in the loop. This transparency fosters a sense of involvement and encourages teamwork across departments.

Successful, growing businesses need to attract the best talent. Using video to optimise your recruitment process can give you a significant advantage. From enhancing communication and employer branding to improving authenticity and onboarding, video offers numerous benefits. Contact us to learn more about how our videos can help your recruitment strategy.

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