Integrating Video Into Talent Acquisition Strategy

Video has emerged as a powerful tool for businesses. Not only is it a superior marketing tool, but it’s also highly effective in the acquisition battle for top talent. But a common misconception is that producing a video alone will solve hiring challenges. While video is a highly effective tactic, its true potential lies in its strategic integration. Whether that strategy is connected to improving the business culture, adding focused areas of expertise, or attracting a younger professional, the most strategic video content begins with understanding the ultimate business goal.

What are your goals?

The first step is to clearly define your goals. Are you aiming to add sheer numbers to your workforce? Attract more specialists? Or are you trying to develop a stronger career path for entry level employees? Once you identify your talent acquisition objectives, you can best determine how video can support your efforts and identify what videos should be produced.

Video as a Tactic

Did you pick up on that? Plural, not singular when talking about video. Here’s why. Video companies used to use film or videotape in production. It was extremely expensive and the production process was far more complicated than it is today in the digital age. Consequently, when a business produced a video in the past, they tried to pack as much information into a 7 to 10 minute video as possible.

In this TikTok era in which we live, the idea of a 7 to 10 minute video is ludicrous. Instead, the key is to produce a series of short, bite-sized videos that will draw the viewer (or prospective employee) deeper and deeper into the content. Businesses need to adopt this approach.

From many conversations over the past 20 years, here are 4 common goals that Talent Acquisition leaders hope to accomplish by using video:

1. Share Company Culture

You have a unique and vibrant culture that you know is not like any of your competitors or businesses of the same class, but how do you let applicants know? Create a video that showcases your culture. This is not a video that talks about what you do, but why you do it. This is a video that illustrates the common set of values and beliefs of your team. It captures the essence of the company and showcases its unique attributes.

This is not a video about your foosball table, ping pong tournaments, the ability to work remotely, or your 401K. Save that stuff for the “About Us” video. If your organization is unclear about the real “why” of your business, you have some work to do first. It's important to clarify what your organization stands for, because if you can’t answer this why would anyone join you?

2. Go Beyond a Job Description

Let’s face it, job descriptions do a pretty terrible job of describing what a job actually looks like. In fact, applicants know that some employers will embellish job descriptions so they sound better than they actually are. By producing “Day-in-the-Life” videos that go with job descriptions, the prospective applicant can not only see what the job entails, but the viewer can also virtually “meet” someone who currently has that job. The prospect can visualize themselves in the job, or realize that it’s not a position that will appeal to them.

While some employers may be afraid they won’t attract as many applicants, they will most likely attract the right applicants, even if there are fewer to choose from. Better yet, they are more likely to stick around beyond the first week or so on the job!

3. Show that we Give Back

It’s more important now than ever that businesses show they give back. Studies show that people want to work for a charitable company. Talent Acquisition leaders want to let future employees know that they stand for more than just making money and yet, they have a hard time earning recognition for generous contributions in their communities. These stories help attract people who share similar passions and showcase what it means to the existing team members. These video stories also reinforce the common set of values and beliefs shared by all team members.

4. Explain What We Do and How We Do it

What is your business elevator pitch? People often struggle to articulate what their business actually does. For example, manufacturers may have a hard time explaining what they do and where their product is used. Suppliers, software companies, and distributors may also have challenges in this regard. This is where video can be helpful. Unlike a culture video that focuses on the “why” this video shows the “how and what” a business does. It can act as a testimonial video by showcasing customers and introducing the viewer to opportunities they didn’t realize existed.

Beware, “About Us” videos can become long, boring, and uninteresting if a business tries to share too much information. Remember, the primary goal is to get the viewer to take the next step. This might be applying for a job, it could lead the prospect to more information, or have them view another video! Then again, that one “About Us” video might just be enough to help the viewer know that this is not the job they are looking for. And that’s alright!

When exploring the many ways video can be used in your current talent acquisition process, begin by clarifying the goals of your organization. What exactly is it that you are trying to improve or create? Once there's clarity around the goals of an organization, it's helpful to look at the various strategies that will help reach those goals and then ultimately the tactics. Video isn't a cure for every part of the hiring process. However, when used strategically and thoughtfully it is the most powerful communication tool today and can change the type of people you bring into your organization.