How to Create a Recruitment Video That Attracts Top Talent

We all know that video content has been taking over – and it’s no surprise that as a recruiter, you need to adapt to stay afloat. In an era where visual storytelling reigns supreme, a well-crafted video has become the cornerstone of modern recruitment strategies. Did you know that job postings with videos receive 34% more applications? The power of a recruitment video goes beyond words; it paints a vibrant picture of your company’s culture, values, and the opportunities that await potential candidates.

Whether you're a seasoned recruiter or dipping your toes into the video waters, it’s time to think beyond the basics and get ahead of your competitors. Buckle up; we're about to embark on a visual journey that elevates your recruitment game to cinematic heights.

Why video matters

In a world brimming with information, attention spans wane. Here's a nugget: 95% of a message is retained when consumed through video, compared to just 10% through text. With all the changes happening in the online world recently, video content became the cornerstone of all marketing. Since the introduction of TikTok, the average user’s attention span dropped to just about 8 seconds. And with further AI-powered SEO, which now understands the content of videos and brings them up in search results, visual content is not just a nice-to-have – it’s a necessity. By harnessing the storytelling prowess of moving images, you create a lasting impact that resonates with job seekers. In 2022, 61% of consumers chose video content to learn about a brand or a product, and that number only skyrocketed this year. Visuals are now the pillar of any great marketing strategy. 91% of marketers already turned to it – and if you haven’t you are missing out on a massive chunk of the audience.

Essential elements of your recruitment video

Great, now that you know how crucial it is for you to dip your toes in the video waters, it’s time to get to the hard part – how can you make your content engaging and stand out from all the other competitors? Well, the key to a great recruitment video is structure – and there are a few vital parts for you to remember:

Hook: Start your video with something that grabs the viewer’s attention. In the short-form content era, it takes most users less than 2 seconds to decide whether they want to keep watching or scroll away – which means you have a limited amount of time to grab their attention. As a rule, hooks that perform best can be divided into 3 categories: educational, controversial, and entertaining. Make sure your hook – and the entire video as a result – addresses one (or more) of these purposes.

Target persona: You need to think about your target persona for each singular piece of content that you produce. Who exactly are you trying to reach? What are their pain points, struggles, and dreams? Answering these questions will help you tailor the content to the exact type of customer and activate them to click through. If you’re just posting fun videos and hoping something sticks, you won’t go far!

CTA: It’s not surprising, but each video you produce needs to have a strong CTA – at the end of the day, the content itself won’t do you any favours if your viewers don’t know what you need them to do next. Make sure it’s on the soft sell side, but still clearly directs them to the next step.

Build authority: Keep in mind that a lot of people might not know who you are yet when they first come across your video – which means you have to build authority for them to want to listen to you (and do business with you). Instead of just saying who you are, throw in a sentence about one of your client's success stories to do with the topic of the video, your time and experience in the industry, and so on. It will indirectly show your viewers that you know what you’re talking about.

How to make your video engaging

We all know that just structuring a great video is often not enough – especially with the flood of content our candidates and clients are attacked with every day. To make your video unique, you need to step into a content creator's shoes for a second – and here are some tricks that will help you do just that!

Show, don't just tell: Video allows you to showcase your company culture, work environment, and team dynamics in a way that text or images cannot. Potential candidates and clients get a real glimpse into who exactly they will be doing business with – after all, 82% of candidates explore the employer’s brand before applying. The value of your company culture has gone up massively in the last few years, so things like flexibility, work-life balance, and mental health support matter more than ever. 52% of workers say they would turn down the job if it didn’t offer a good work-life balance! Make sure you’re not just talking the talk, but walking the walk. Showcase all of these things indirectly in your video content, instead of just telling viewers what you do. It has a lot more impact.

Use short clips: Using shorter clips instead of one or two long ones keeps the viewers engaged throughout the entire video and ups your retention rate (which for most video-based platforms is vital to increase visibility). If you sit down and talk for 3 minutes, most people are likely to click off – but if you’re saying one sentence per clip, changing the way you stand, your setting, or what you’re doing slightly, it will create a sense of urgency and purpose.

Keep it neat: Pay attention to the visual quality of your video. Use high-definition footage, professional editing, and visuals – whether it’s a green screen or some visuals to back whatever you’re saying (could even be a screenshot of job requirements that you’re talking through), it tends to make your video look a lot more appealing and professional. Don’t ever record with a messy background and remember to keep it all on brand!

To learn more about creating a solid content strategy that skyrockets your results, read our eBook below!

eBook: How to Create a Content Marketing Plan For Your Recruitment Agency

Martha Kosmider

As a Senior Marketing Executive, Martha keeps all our written content on point, sharing the latest tips and updates from the recruitment industry.

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