Video is currently being rolled out across LinkedIn as a standard media option for all posts. In coming months all users will be able to upload video content to supplement their posts and articles. This means LinkedIn feeds could very well end up mostly video, or video may get prioritised over text.
As a recruiter or marketer, does this make you excited or nervous?
Based on the content I see in my LinkedIn feed each day I’d suggest most people in recruitment should be quite terrified of the prospect of video recruitment marketing.
Why do I say this when video is such an exciting and accessible medium?
The reason I say this is that precious few companies have any idea how to portray themselves or their products and services on video. You can’t just pick up a video camera and wave it at some chatty people and make compelling content. This medium takes serious practice to get right. Producing a shitty video is very easy to do, but creating one that a person on LinkedIn will watch for 90 seconds and THEN click ‘like’ or ‘share’, is a whole other kettle of fish. (Who has ever put fish in a kettle??)
Video is a very authentic form of communication. If your company is boring and your products and services are not differentiated or compelling, then no amount of video pizzazz will be likely to fix that. You can dress up your corporate piggy in pearls and high heels but on video it will still be a piggy.
That’s the bad news out of the way. The great news is that video is actually pretty easy to do, and with some bravery and practice, any company with a mobile phone can produce fantastic video content. For video to be successful it does not have to be hilarious, or full of glamorous people – it just needs to be authentic. It needs to be genuine, unique content that delivers an interesting message and will capture someone’s attention for 30-90 seconds. Your service might be the placement of senior legal executives – (lord knows it doesn’t get less “sexy video” than that) – however there is plenty of content that lawyers do find sexy. Latest cases and precedents, changes in laws, attracting new talent, competitor updates and so on. (It’s OK I have a free pass to poke fun at lawyers because I am part of the fraternity, via marriage).
Here are some examples of recruiting videos that literally anyone reading this article could produce;
- Different types of US Military recruiters (language warning)
- “The Recruiters” series by Just Digital People (warning you will want to binge watch the whole series)
- .Net Developer job ad (warning: blatant self promotion)
- Railway recruitment (intimidatingly technical production. More aspirational than achievable for the tech challenged readers of this post)
- Moving to Australia – what’s the minimum wage (low budget, job seeker oriented video but has had 35,000 views since Jan, so clearly something a LOT of people are searching on. Why would agencies not be producing these helpful videos for job seekers instead?)
Here at JobAdder as an example, we are currently a team of 65 people and have recently hired a full time videographer to produce all of our video content. Time will tell, but I feel this is going to be a great move for our business. Hiring someone full time is not necessarily a path a recruitment agency or most companies will go down, however you could definitely be considering other options such as;
- Finding people on your team who have an interest in video and sending them on a training course so they can start producing video content. As recruitment processes become more automated, perhaps you could be thinking about how you can up-skill and utilise the brilliant people you have in your admin team?
- If you don’t have someone in your team already then next time you have an open admin or reception role, perhaps think about making it a dual role so the person can really challenge themselves? You might find you are able to attract a whole new calibre of applicant if there is a career path that involves producing video.
- You can also hire a contractor a few days a week or month.
- Recruiters should really all be thinking about having full time digital marketers. Video would fit in under their remit.
Whichever way you choose to produce video, I don’t think you can consider it to be ‘optional’ any longer. Video is an essential component of any marketing proposition, so it would be a great idea to get busy with your video strategy today.
My biggest piece of advice is do not over think it. Just do it. If your video is rubbish no one will watch it. You can always take it down and try again.