Showing Off Your Company to Prospective Hires With Video
More and more people are searching for job online, with data from Pew Research revealing that 79% of job-seeking Americans have researched companies to work for online, and 34% saying the internet was their single more important avenue for learning about a company. It only makes sense, therefore, that companies are thinking more carefully about how they present themselves online to talent. And video is getting into the picture more and more.
Last fall, Twitter released their Periscope phone/tablet app that broadcasts your videos for 24 hours before they disappear into the ether. Facebook has started offering similar functionality in Facebook Live. There’s also Meerkat. All offer an interesting approach for companies looking to present their company culture to prospective applicants. You could also use other more traditional outlets like youtube and vimeo if you’re more comfortable with them.
Susan Vitale, chief marketing officer at iCIMS Inc. spoke to talent management, saying, “In essence, it’s a way to grab great attention for potential candidates for a brand without a ton of overcrowding or noise from other recruiting organizations or commercials and spam, if you will. You can produce a really authentic message, which is tremendously helpful for job seekers and for candidates.”
Vitale suggests five types of videos a company can broadcast.
- Video interviews with employees who can share how great it is to work at your company.
- Videos of the office space, particularly the entranceway and reception, to help applicants feel more comfortable when they arrive for an on-site interview.
- Videos of the office environment that show what it’s like in your office. Include decorations, amenities, pets, whatever you think presents the space most accurately.
- Videos of office events can reveal a lot about your company culture.
- Talk directly to job seekers on a video, explaining to them what the interview and, hopefully, hiring process will be like once they apply.
Vitale also encourages companies to take their cameras outside the office when there’s an opportunity to show something that presents the company in a positive light.
It’s also a good idea to promote the video before broadcast and after on the social platforms your company uses. (You can save and replay a video so it lasts longer than the basic 24 hours.) You’ll also need a strategy for constructively responding to comments on Periscope, Facebook Live, or any other video platform you choose. You will get them. It is the internet, after all.