Recruiting, in the most basic sense, involves a text-based job post (with maybe an image or two of the company logo or ad) with a list of requirements and qualifications that are expected of the candidate, followed by a brief description of the company and why it is great to work there. Well, if you’re looking to recruit millennials and Generation Z candidates, then these text-based job posts are simply not going to cut it anymore. In fact, you may have just killed your recruiting strategy with it.
Rather, video recruiting is the new kid on the talent sourcing block. And it is making waves and leaving all the old recruiting strategies in the dust. But, if you prefer to go old school, though, fret not: You can still use the tried and true recruiting strategies you know. Just ensure that you add educational videos to your recruiting strategy. For this kind of engagement is what millennial and generation Z candidates will truly respond to.
Here’s how you can make video recruiting work for you effectively:
Give them educational videos, because your millennial candidates want to learn:
More than anything, millennial candidates appreciate being mentored, taught new skills, given new and practical information, and taught the ropes. Many of them prize a learning experience more than company perks and even brand reputation. So the best way to recruit millennial candidates into your company is by showing them that you do have something you can teach them. And, as educational videos are any day more engaging than, say, an educational blog post, your candidates will react much more positively to teaching and training videos than any other form of content.
Do note, though, that this in no way means posting educational blog posts or podcasts or infographics is unnecessary. Go right ahead. In fact, any medium of educational content will likely catch your candidate’s interest. But an educational video will simply assure that you catch your candidate’s interest. For, millennials are more inclined to video content than any other form.
Don’t tell, show:
As the saying goes, “Talk is cheap.” And millennials believe that. So don’t expect to impress the candidates by talking about your company and how great it is to work there and what all a candidate can learn there. Instead, show what your company is about and what it can do. (And we don’t mean self-promoting videos.)
Make educational or training videos that teach candidates about something that they are interested in. Make a teaching video that gives a glimpse into the company’s culture without making it the main subject of the video. Maybe you can even offer a free tutorial video or a product demo video related to your company and business. Whichever kind of video content you choose, though, if you show a video that interests and is useful to your audience, then you’ve made a much better impression on your millennial candidates than any self-promotion video or video ad could ever do.
And, speaking of self-promotion videos…
Avoid self-promotion videos at all costs in your millennial recruiting strategy:
Millennials do not believe most of what they are told. In fact, most of them don’t believe anything that you or anyone else tells them. They are very skeptical about offers that seem too good to be true. So, if you make a video that basically keeps talking about how great the company is for its entire duration, then it’s much more likely that your millennial candidate will tune out and even make sure that they don’t consider your company’s job postings.
These candidates are looking for value, not full-fledged marketing videos for the company. What are they supposed to learn from that?
Instead, if you give such candidates a true look at your business through a video, they are much more likely to be engaged. For example, consider giving your potential candidates a behind-the-scenes look at your company: Offer them a video that talks about how they tackled a particular innovation of an aspect of their business. Feature your employees and get them talking on camera about a project or process. Or else, you could even make a video talking about what a particular job position entails and what a candidate can expect to do and experience in that role. Get an employee or team member (who has a similar role) to explain it, for that will make the information more authentic (and thereby, more engaging).
Your employees can be the teachers:
Your employees are the best information source for your videos. In fact, feature those who are willing on your educational videos. Feature entire teams of your employees working together if it is a feasible option. Whichever route you go, the main aim is to give your candidates a glimpse of the work culture at your company.
Identify which area(s) of your business needs recruitment and make videos based on those needs:
General videos about your company and educational videos about a task or process are good. But, also make at least one video where you’re highlighting the area(s) of your business that you are actually recruiting for. And here, talk about the job and make sure the meaning, purpose, and value that this job offers are clearly put across. This engages the candidate in the job post. And, if it catches his or her interest, and if he or she finds it a match to their own career goals, then you’ve just won a potential candidate.
Basically, the deal is that video content is currently ruling the roost on the World Wide Web. And millennials love this mode of content and engage with such content frequently. Hence, as a recruiter, it’s only natural that you also jump on the video content wagon. It will certainly yield more returns than static job posts will.