Video has quickly gone from being a quirky distraction to an essential tool in the worlds of both marketing and recruitment. If you have little or no experience with this digital medium, we have some tips that will make adapting the skill that much easier.
In the past two years, videos have shot their way to the top digital media’s volatile food chain. Between April and November of 2015, the number of average daily video views on Facebook doubled to eight billion a day, according to Hubspot – and Syndacast predicts that by 2017, 74% of all internet traffic will come from video content. The medium’s rapid growth has made it an utter necessity for professionals in every industry, and particularly in HR recruitment strategy.
Before Lights, Camera, Action
From sales to recruitment, videos are having a profound impact on consumption habits in major markets. For example, shoppers who view a video associated with a product are 1.8 times more likely to purchase that product than those who did not view the video, as Adobe describes. Similarly, almost 46% of people are more likely to research a brand after viewing an online video they produced, according to simplicant. And while recruiters hoping to attract top talent aren’t selling a product, per se, there is something you must get your viewers to buy into: the company itself.
But before you begin filming, it’s necessary to plan a few things out first – primarily, what message you want the video to convey. Are you trying to show off your company culture? Are you demonstrating what a certain position entails? Are you giving tips? The more specific you can be the better – and the more videos you can make the better.
Generally, you want your videos to be short, no longer than four minutes. On average, according to trackax, viewership decreases with the length of the video, with the highest retention rate (80%) on videos no longer than 30 seconds. Of course, this will vary depending on the type of video you are making and your audience – but remember that you can always make more, so don’t overpack your projects.
A great way to find inspiration or guidance is to explore what’s popular within your given industry and elsewhere. Pay attention to things like lighting, audio, and setting, noting what works and what doesn’t while keeping in mind how your own budget and equipment will impact your video. The videos can and should be simple, but you also want them to look and sound professional.
Picking an appropriate backdrop is a good next step, according to another trackax piece – again, simplicity here is key, but make sure it’s not too boring! You’re trying to capture candidates’ interest, after all.
Filming and Editing
Of course, how and what you film depends on the type of video you are making – an interview or casual conversation will look much different than a “day in the life” segment. Importantly, remember that a video’s effectiveness suffers without good sound quality. Don’t hesitate to invest in a basic microphone in order to get the best sound quality and limit background noise.
You need to give candidates an accurate view into your company, so be sincere. It’s natural for some people to get nervous in front of a camera – but, as cheesy as it sounds, the best strategy is to just be yourself. Remember that you can only improve with each shot, and you will have plenty of opportunities for retakes and edits.
Depending on the scope and budget of your videos, it may be worth hiring a professional to edit your film. The more professional it looks, the more likely it will appeal to the top candidates, but in the end, it’s better not to overthink it and to let yourself have fun. Genuine excitement and sincerity will shine through your video every time – even if the lighting isn’t perfect.
(Main image credit: Joshua_Willson/Pixabay)