By: Shannon Price, Managing Partner for MadDash E-Media
The numbers are astounding -- with nearly 60 billion video viewing sessions projected for this year in the United States ALONE, online video has become mainstream and commonplace. It’s also become an integral part of many company’s recruiting strategies.
One of the fastest growing and effective uses of online video is in social media recruitment, with over 60% of Fortune’s Top 100 employers using online video to promote their employer branding.
How can your company join the online video revolution in a meaningful way?
Having looked at over 500 online employment videos, we’ve pulled together what we believe to be the 6 most important considerations when developing and implementing your own online video solution.
The “Eye Candy” Trap
During our 10 years producing online video solutions, we’ve seen a lot of change. Perhaps the biggest evolution is the change in attitude regarding the usefulness of online employment videos.
In years past, video was looked at as an afterthought. It was often shoehorned into an existing website as, well, eye candy. We suggest taking a different approach.
Before undertaking a video project, take a look across your entire collection of yearly initiatives and campaigns. Be on the lookout for recurring themes (diversity, college recruiting, global recruitment, etc.) and the recruiting strategies associated with them.
With a little planning, you’ll be able to fashion your videos so they can be used across a broad swath of initiatives and digital strategies. Imagine, for instance, a 2-minute video that’s meant to demonstrate a career path for a new college recruit.
If developed correctly, it can also highlight workplace necessities like team building or flexible work arrangements. Now, imagine that video placed on your career site, on your Monster.com postings, within your social media strategy, emailed by your recruiters within a mobile campaign. With one video, you’ve addressed 5 critical branding elements and improved the ROI of 5 digital strategies.
Too Cute for your Own Good?
It’s important to make your video interesting and compelling. However, remember your audience. Most candidates are likely to come across your video while searching for information about your company. Ground your video in solid information about your brand, career paths, culture, etc… and THEN introduce creative elements as a means to reinforce your branding messages.
Appreciate that those wacky viral videos you find on Youtube, while impactful on some level, also tend to have very short shelf lives. A properly produced video can sustain itself for a couple years…or more.
If You Build It, Will They Come?
When it comes to online video, that age old adage is rarely true. Like anything worthwhile, you’ll have to work to get your video in front of candidates. In fact, it’s been reported that nearly 70% of all videos on Youtube are barely seen at all. One of our large company client videos regularly gets 2 million views per year by using it across a variety of digital campaigns, yet they only see about 2000 views from YouTube.
While a viral video juggernaut can happen, it’s incredibly rare in the employment video vertical. You’re much better off relying on your proven digital channels to get your message out.
You Get What You Pay For
We strongly recommend that you hire a professional video company with a deep client base, employment video experience and a solid reputation. While that may appear self-aggrandizing, it’s actually sound advice.
Not only will a poorly executed amateur video fall flat with candidates, but you can actually harm your team’s internal reputation if you stumble through a video project. Remember, your video is going to get a lot of exposure within your company and will impact various departments. Make sure the experience for your internal customers is top notch.
Not All Hosting Is Created Equal
If you want your video solution to age well, and your video investment to continue to remain technologically relevant for the long run, it’s worth seeking out a professional hosting solution.
Far too often, we see excellent videos placed on a company’s web server, supported by an off-the-shelf video player. Unfortunately, these implementations tend to be rife with issues. Candidates report long load times, incompatible formats, lacking features and poor quality.
Today’s professional hosting providers overcome all these issues with their baseline offerings, but it’s the advanced services that can really differentiate your company in the HR marketplace. These include closed captioning, multi-language support, search engine optimization, social networking features and others enhancements that will allow your video to be accessible, available and streaming perfectly by the widest possible audience. And remember, this is one of the fastest evolving technologies on the web today. An in-house, cobbled together solution that is “good enough” today will likely be considered antiquated and stale within less than a year.
Just Do It!
Let’s face it, the difference between the industry leaders and those that lag behind often comes down to one word: Initiative. It’s easy to find 10 reasons why you’re not ready for video. And believe me, we’ve heard them all.
Each year we come across dozens of clients who could benefit immensely by implementing even a single, simple video. Yet, somehow they never execute.
Years ago, that reticence was understandable, but online video is no longer a “nice to have”, you’ll need it in order to remain competitive. So, my one final piece of advice is JUST DO IT!
Shannon Price is a Managing Partner for MadDash E-Media. MadDash is the premier provider of online employment videos, including Monster’s Video Profile solution. Price and the MadDash team have successfully implemented over 1000 online video solutions during a 10+ year span of industry leadership.