Recruiting videos can be compelling stuff, if done right. And by “right” I don’t necessarily mean expensive equipment and video production. What really makes a compelling recruiting video is a strong employment brand, or an authentic portrayal of the company and employee experience.
Gallup describes an employment brand as “the way your organization’s prospective applicants, candidates and employees perceive you as an employer.”
That’s the one thing missing from most recruiting videos. Many companies fall into the same trap of only showing company leaders in the video or overly scripted scenarios or employee testimonials, failing to give potential candidates an accurate perception of the employment brand.
Companies that effectively use video to promote their employment brand do so by showcasing their employees and work environment in the most realistic way possible. Because if job seekers can visualize what it would be like working at your company, you’re likely to attract more enthusiastic applicants who truly know what they’d be getting into.
In its recruiting video, Zendesk highlights some of the everyday aspects of working there, such as the door greeter, the elevator or the mural of the company’s mascot behind the front desk. Small details like these add color to the personality and culture of Zendesk.
The Rackspace video also gives potential candidates an authentic view of the company by letting employees tell their story in a less scripted way.
HubSpot’s recruiting video also showcases its employees and work environment to shape the employment brand. This video shines more light on the people who work at the company as they’re filmed talking about the tools they use and the projects they manage.
What do you think of these examples? What else do you think makes a successful recruiting video?
Jennifer King is an HR Analyst at Software Advice, a company that compares and review human resources software. She blogs about trends, technology, and best practices in HR and recruiting. Follow her on Twitter at @HRISadvice.