How to Use Video in Recruiting

LaKeisha FlemingBy LaKeisha Fleming
February 26th, 2024 • 4 Minutes

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Zoom. Microsoft Teams. Webex.

COVID-19 has completely changed the way we do business. Many people went from sitting in a cubicle in an office, working a 9-to-5 shift, to sitting behind a desk at a home office or even in a bedroom, operating on a 4-day work week. It also changed the way we interact and communicate with each other. The large conference room meetings have given way to Zoom calls and video chats. Technology, and more specifically video, has revolutionized our work communication. It has also significantly changed the recruiting process.

“Overall, video technology is a positive addition to the recruiting landscape. People are watching, on average, 17 hours of video content a week (per Hubspot). The medium is preferred across generations. Like any technology — what matters is HOW you use it,” says Allison McCutcheon Barcz, Chief Strategy and People Officer, Co-founder of Largely. “Video has allowed companies to tell their stories in an authentic and relatable way that written copy just doesn’t get across. You can see and feel the emotion expressed, and connect to it,” she adds.

While the use of video is not new, the ways it can be used in recruiting to enhance the process are taking on new meaning. We take a look at the role video can play in your company’s recruitment, ways you can incorporate video to simplify your hiring process and make it easier for job seekers, and important points to keep in mind when incorporating video.

The Role of Video in the Recruiting Process

The use of video as a part of the process of finding and hiring employees has steadily grown in the last decade. Since 2011, virtual interviews have grown in use and popularity. In fact, today 60% of talent acquisition professionals use video interviews in the hiring process. Companies say it shortens the time it takes to hire a new employee, which is beneficial for recruiters and businesses alike. Potential employees also enjoy putting technology to use; 50% of job applicants say they would prefer a video interview over a meeting in person face-to-face. 

But video has more to offer than just remote interviews.

Videos are the perfect tools for company branding. 

People remember 20% of what they read, but 80% of what they see. A professional, informative, engaging video that talks about your company and its culture will not only captivate a job seeker’s attention but is more likely to be remembered in the long run. “Utilizing video in the recruitment process allows recruiters to showcase the company culture, values and workplace environment more effectively. By providing candidates with a glimpse into the organization’s ethos and day-to-day operations, recruiters can attract top talent who align with the company’s mission and vision,” Barcz says.

Hold a virtual career fair

These cast a wider net for a recruiter’s reach and helps you not to be limited to speaking with job seekers in a specific location. “Virtual career fairs expand recruitment efforts and broaden talent acquisition to include new geographies. This promotes applicants from many different backgrounds, which helps grow organizational diversity,” explains Amy Casciotti, Vice President Human Resources at TechSmith Corporation.

Give new employees a sneak peak

Give prospective employees a preview of their job experience with a video or a virtual tour. Show them around the office, the workspaces and even their cubicle. The video tour can take the place of coming in person, and help the new employee feel more comfortable when they officially start.

Highlight employee testimonials

Job Seekers can hear first-hand about what it’s like to work for a company, thanks to video. Recruiters can highlight employee testimonials and have them give insights into their experience. Word-of-mouth is one of the strongest forms of communication and recruitment. This “offers opportunity to hear directly from the hiring manager and peer group or incumbents [and] this allows candidates to opt in or out if they aren’t a fit, saving your recruitment teams precious time,” notes Barcz.

Streamline your hiring process

Once you have successfully recruited the ideal candidate, streamline the hiring process remotely. “Virtual on-demand onboarding offers candidates a personalized and flexible onboarding experience, allowing individuals to grasp information at their own pace and accommodates different learning preferences. It also gives them the ability to refer back to information in the future should they need it,” Casciotti states. “This is also true of videos shared with candidates for learning the technology involved in the interview or sharing information about the company/interview that the candidate needs to know.”

Get creative with video

Look for other creative ways to implement video. What would you want to know if you were applying for this job? Put yourself in the job candidate’s shoes. “By coming from an empathetic perspective — that of the candidate — recruiters can develop video content to share at every stage in the process, keeping candidates informed of how to apply, what to expect during the interview process, etc. Use video to create connection — and reduce candidate anxiety,” Barcz advises.

The key to using video effectively is making it work for you. Find the ways that it can enhance your recruiting process. Also know what to look out for when you’re putting it into practice.

Things to Keep in Mind

We all hear it consistently—don’t forget the human touch when it comes to using technology. And even with all the advancements like software, gadgets and video, potential employees want to feel like you’re just as invested in the process as they are. You don’t want to overuse video to the point that your recruiting process is missing one of the most important pieces—you.

It’s also important to make sure your message is consistent and clear. One of the worst things you can do is recruit someone based on a convoluted or faulty understanding of your company and the job.

“While there are more positives than negatives to technology in recruitment, sometimes candidates can be misled or confused by it, which leads them to enter incorrect information or apply to the wrong positions,” Casciotti adds.

Along those lines, make sure you are being upfront and truthful in what you are presenting.

Today, candidates and employees alike are looking for transparency and relatability. Highly polished corporate videos have a place…but it better be the right one…otherwise they come across as company propaganda,” Barcz warns.

Also, be mindful of hacking and security risks. Doing consistent quality control checks on your content can help you catch something before it gets out of hand.

Ultimately, technology is here to stay. Not putting the tools into practice can have you running to play catch up with the others who have implemented software, gadgets and video into their recruitment tactics. Evaluate your company’s brand, be mindful of the candidate’s experience and set out to make the best use of video technology in your recruiting and hiring process.

 “Utilize video to connect authentically with job seekers throughout the recruitment process, keeping them informed, engaged and connected,” Barcz concludes.

For more tools to help your recruitment marketing efforts, visit our marketplace now. Happy hiring!

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