Is video helping employers get an edge over recruiters?

A quick scan on the web will show you some great integration of video content to recruitment sites.

Have a click to see some examples for the likes of 3, PwC and of course Google. There’s a big difference between visiting a site like this and a visit to a text only site. Employer brands, differentiation etc - people have been getting excited about these sorts of things for years. Video seems to be becoming the platform to edge ahead of competitors for those prospective hires - both other employers and recruitment agencies.

Interesting to see some firms having video content on their graduate careers section and leave the main section video free. Does that mean video only appeals to grads? I think not… Besides, we’ve now had video content long enough that grads of 2/3 years ago may be coming to market next year as, for example, qualified accountants. If they’ve worked in the big 4 it may well be the case that they’ve only ever applied for a job after seeing video….

There’s an opportunity to really paint a picture of what its like to work for your business with use of video. The approach here is not dissimilar to the advice I’d offer on corporate blogs - keep it real, use members of staff (perhaps clients?) and avoid any spin like the plague. The people who are visiting your site will be more than able to see through that.

I believe it is a real mistake to underestimate any of your target audience with this form of communication. Let me give you a short example as to why. About 6 years ago I took part in a conference where there was an group activity. Yep, in short each of the groups at the conference were tasked with shooting a video ad for the firm we worked for. Two years ago I did exactly the same thing, at the same company (not that many people had attended both events, but that’s another story!) The quality of the finished product at the more recent event was head and shoulders above the previous. The two groups were pretty similar in make up, yet one seriously outperformed the other. Why? Well if you look at the changes in lifestyle - 6 years ago very few people had even a camera phone. Now its actually pretty hard to find a mobile that doesn’t have video facility. Social media? What was social media in 2001/2? There certainly wasn’t a facebook. People in this demographic now treat user generated content as the norm, whether its text, photo or video.

That’s got huge implications for anyone looking to attract the much heralded Generation Y. Get it wrong and its going to be counterproductive. Its not really the sort of thing you can agree an approach on in 15 minutes flat. This may be why so few UK recruiters are adopting video as part of their online strategy. If you think about the contingency market in particular, consultants will juggle a portfolio of multiple jobs. How would you sort out a video approach there? I suspect the only option would be to allow consultants to shoot a video of themselves talking about the nature of job, what sort of applicants they are looking for? Hmmm not sure. Could work, certainly hits the nail on the head for being real/ genuine - and its certainly more engaging that a standard ad. Just not convinced this would be practical for a whole host of pretty obvious reasons.

My take is video is best used to introduce real people, an indication of the working environment as well as the company culture/ values etc. This sits very nicely with a corporate careers section as opposed to a recruitment agency site. Doesn’t mean there is no opportunity for recruiters to differentiate themselves using video, they just need to be a bit more creative on how they use it. Consider the USPs for a recruitment consultancy - you could nail a lot of these within the context of a video. Not seen it in the UK market yet, but no doubt its coming!

In terms of UK recruiters current use of video it is worth a click on http://www.wegetpeople.co.uk/ - the careers section for Premier Group. They’re certainly not shy of video content! What do you think? Does it have you dusting off your CV? Interesting to see Premier go down the same route as the Hudson IT blog, using a web address that doesn’t have their brand on it.

From across the pond, the recruiter community recruitingblogs.com has picked up video content in a big way. This one did make me laugh - Don’t let this happen to you - as much as it isn’t what you want advertising your client or vacancy it does show there’s some creative recruiters out there.