If you need to fill a position at your company and are having a tough time finding passionate, qualified candidates, you might want to explore creating a recruitment video.
According to a recent survey of hiring managers, time to fill increased by 50 percent from 2010-2017. It’s becoming more difficult for even top companies to find the perfect fit, and that increase in time needed can be costly: Average vacancies cost companies hundreds of dollars each day.
A well-made recruitment video not only does a lot of the work for you regarding explaining the company’s mission and culture, but it can make for more rewarding candidate experience. A quality candidate experience makes potential hires not only more likely to become your employees, according to IBM but more likely to recommend the organization to others and to become customers as well.
If you’re not a filmmaker, however, the idea of making a good video can be daunting. Here’s a rundown of everything you need to make a standout recruitment video for superstar applicants:
1) Make a Plan or Script
Just like you created a business plan for your company, you’ll need a similar program for what you want to accomplish with your recruitment video.
You likely won’t be “scripting” a whole lot of the video, especially if you plan to tour around your office and conduct interviews with employees—you’ll want to let them speak for themselves.
But it’s good to have an idea of who you’ll be talking to, what points you’ll want to go over with them, and what aspects of your office and culture you want to spotlight.
Therefore, make a list of highlights you want to hit in your video, which can include: a message from the CEO, a statement of the company mission and values, interviews with employees, a tour around the office or day-in-the-life, shots of various perks and benefits of working in the office, and more.
Additionally, you’ll want to figure out ahead of time the goal of your video. Who is your audience for this video—entry-level employees, middle managers, executives, all of the above?
Do you want to sell them on the company culture or the mission/vision? Ensure you know what story you want to tell and who your audience is before you begin shooting.
2) Get Ahold of Basic Production Tools—Like Your Phone
In this day and age, almost every personal smartphone comes with the tools and specs necessary to shoot a recruitment video. You don’t necessarily need high-powered equipment.
Whether you’re renting a high-tech camera or using your iPhone, it’s good to brush up on a few basic techniques when shooting:
Hold steady: Get a tripod or use a table or other flat surface to shoot without shaking.
Shoot horizontal: If you’re using your phone, don’t shoot vertically. It looks unprofessional.
Get sound: Use a third-party recording device, or another phone, to record audio. Make sure to record in a quiet room without a lot of ambient noise.
Use decent editing software: Most Mac products come with simple editing software, but you can always invest in something simple to string your scenes together.
If you still don’t feel comfortable shooting this yourself, a talented freelance videographer is just a Google search away.
3) Let People Speak for Themselves
When conducting interviews with employees, conversationally talk to them about their role, their day-to-day, and their experience with the company.
There are a couple of good reasons for doing this.
One, it will just sound more natural to let real people tell their real stories, rather than reading off a script—even if they wrote it.
And two, you may discover some perks or highlights about working for your company that you didn’t realize.
4) Capture Some “Day-In-The-Life” B-Roll
B-roll is supplemental footage intercut with the main shot. It’s the footage of people typing at their computers, or laughing around the water cooler, while the voiceover talks about the company.
Take some time to capture some of the days in the life of your employees, to give candidates an idea of how they too will spend their time. Again, common editing software will help you intercut this footage seamlessly, giving your video a professional look.
5) Mention Tools of the Trade
You can use your video to demonstrate what platforms, applications, and other tools your company uses throughout the day. Show candidates that you are using up-to-date technology like cloud computing, payroll software, communication and collaboration apps, and whatever else is specific to your industry.
This helps to give candidates an idea of how current and connected your company is—a glimpse into the culture and mission.
6) Highlight What Makes You Unique
Let’s be honest: A suitable candidate is going to take lots of job interviews, and potentially view plenty of recruitment videos. Some of those videos may be of higher quality than yours. It happens.
Something that other companies can’t touch is what makes yours unique.
Is it your flexible remote work policy?
Maybe your exciting mix of people from different backgrounds in the office? Or the social mission of your business?
Is it that you let people ride skateboards and bring their dogs into the office?
Whatever unique, human perks come with working for your company needs to take center stage in your video.
7) Use Basic Cinematic Effects
You can learn more about this in a variety of YouTube and Vimeo tutorials, but some straightforward tricks while shooting can bring your phone-shot video to the next level.
For example, sliding your phone across your flat surface while filming can give a shot of a cinematic feel. Using functions like Hyperlapse and Timelapse lets you squeeze a whole lot of video and content within a few seconds.
And using external lighting can turn any drab office space into a bright, almost heavenly atmosphere.
In conclusion, handle your recruitment video the way you would handle any other piece of creative content: Show, don’t tell. Keep it short.
Let your characters do the work for you. And most of all, have fun with it—a joyful experience will always shine through, and will perhaps be the most compelling aspect of your recruitment video.