Video SEO for Recruiters: Optimizing Your Videos for Job Seekers

Video has emerged as a powerful tool for attracting top talent. From engaging culture videos to day-in-the-life videos that show what a specific job entails, video content helps companies tell their story and connect with potential candidates. But it’s kinda like the old saying, “if a tree falls in the forest, does it make a sound?” In the same way, even the most compelling recruitment videos won't serve their purpose if job seekers can't find them. The key to getting your recruitment videos “found” online by the right audience starts with strategic SEO optimization.

Gone are the days when job seekers simply scrolled through text-based job boards. Today's candidates are better researched with so much more information available online. They conduct thorough research before applying, starting with broad searches about company culture, work environment, and employee experiences. They're looking for authentic insights into what it's really like to work at a company, and video content often provides the most genuine window into an organization.

Understanding Search Behavior

Job seekers typically begin their search with broad queries about potential employers and gradually narrow their focus. They search for company names, industry-specific roles, and location-based opportunities. Each of these searches represents an opportunity for your video content to appear and make a meaningful impression. Much like doing research on a product before making a purchase, this natural progression in search behavior should inform both your video content strategy and optimization approach. Here are some “must-do’s” before posting your video online:

Craft Video Titles That Capture Attention

In case you weren’t aware, search engines don’t view videos. They solely rely on the descriptions and metadata to know what a piece of content is about. So, the art of title creation for recruitment videos requires a delicate balance. They should be descriptive enough to appear in search results while also compelling enough to encourage clicks. Rather than simply labeling a video "Company Culture at TechCorp," consider a more appealing approach: "Inside TechCorp: Where Innovation Meets Work-Life Balance | Seattle Tech Jobs." Think of your video title as a headline—it should inform and intrigue while incorporating key terms that job seekers are likely to search for. Also, notice the addition of “Seattle Tech Jobs” in the title. This helps match the search behavior of a candidate.

Use Rich Descriptions

Your video description is valuable real estate for both search engines and potential candidates. The key is to craft messaging that naturally incorporates important keywords while providing genuine value to the reader. Begin with a compelling introduction that describes what viewers will learn, followed by context about your company and role-specific information.

Strong descriptions should include relevant keywords, location information, and clear calls to action that direct viewers to your careers page or application process. Avoid using catchy phrases and metaphors that could confuse search engines. Remember, search engines have yet to develop a “sense of humor” so when writing descriptions be clear and direct. Your descriptions should include:

• A compelling introduction describing what viewers will learn

• Context about your organization

• Role-specific information

• Location details

• Clear calls to action directing viewers to your careers page

Select the Right Video Hosting Platform

While YouTube dominates the video hosting landscape, your hosting strategy should align with your broader recruitment goals. YouTube, as the 2nd largest search engine on the planet, offers unparalleled search visibility and robust features, but embedding videos on your careers page provides more control over the candidate experience. It also increases time spent on the page which signals to Google and other search engines, that this is important content.

Consider a hybrid approach: host your videos on YouTube for search visibility, but natively embed them on your careers site for a seamless application experience. This strategy capitalizes on YouTube's search power while maintaining your ability to guide candidates through your preferred application process.

Technical Search Optimization Makes a Difference

Behind every successful recruitment video lies thoughtful technical optimization. Implementing proper schema markup tells search engines exactly what your video is about, while a well-structured video sitemap ensures all your content is discoverable. These technical elements might seem minor, but they form the foundation of strong video SEO. Technical optimization serves as the infrastructure supporting your video content—invisible to candidates but crucial for getting your videos in front of them.

Create Content That Converts

The most sophisticated SEO strategy can't compensate for weak content. It’s not enough to have moving pictures and talking heads, your videos should tell compelling stories that resonate with potential candidates. Whether you're showcasing your company culture or explaining day-to-day responsibilities, you ought to connect with the viewer at an emotional level. Content series featuring different aspects of your workplace environment, professional development opportunities, and company impact naturally incorporate keywords. They should also feel authentic and real. People can smell B.S. a mile away and if it looks like you’re “selling” your video strategy is going to fall flat.

Measuring Impact and Adapting Strategy

When it comes to search, one thing is certain - it’s always changing. This means success in video SEO requires ongoing measurement and refinement. Pay attention to metrics like viewing time and application rates from video sources. This data-driven approach to measurement helps you understand not just if your videos are being found, but if they're attracting qualified candidates.

Other key metrics to monitor include:

• Average watch duration
• Click-through rates to career pages
• Application completion rates from video sources
• Search result rankings for target keywords
• Video snippet appearances in search results
• Looking Ahead: The Future of Recruitment Video SEO

As search algorithms evolve and candidate behaviors shift, video SEO strategies must adapt. The rise of AI-powered search is changing how content is discovered and ranked. First off, focus on what you can control. Stay ahead by focusing on creating genuine, valuable content while keeping abreast of technical best practices. 

Consider implementing AI tools for generating video descriptions and captions, but never at the expense of authenticity. The future of recruitment video SEO lies in balancing technical optimization with genuine human connection.

The Path Forward 

Effective video SEO for recruitment isn't about gaming the system—it's about creating valuable content that naturally aligns with how candidates search for opportunities. By understanding search behavior, crafting compelling content, and implementing thoughtful technical optimization, you can ensure your recruitment videos reach and resonate with the right candidates.