THE TOP TRENDS IN VIDEO AND WHAT IT MEANS FOR YOUR RECRUITMENT
We’re all well aware of the increasing importance of video. Whether it’s the often quoted old Cisco Systems stat that video will make up 80% of all consumer internet traffic by 2020 or Nicola Mendelsohn, Facebook’s Vice President for EMEA’s recent comment that in five years the social media giant will be all video, it seems unavoidable you’ll need to be using video in your candidate attraction. Yet, a lot has changed since Cisco first made that claim. So what do you need to know about all things video and what should you do about it?
Video is not just all big brands and big budgetsWhilst high quality video with all the bells and whistles requires investment it doesn’t always have to be that way. If you’re creating a quick video blog style update, then people aren’t expecting huge polished efforts. Think of all the YouTube stars that command big figures from brands to mention their product. Many started out with nothing but an opinion and webcam.
Think about the kind of content you’re producing, your target audience and what you are trying to achieve with the video. Does it really need to be a polished, glossy, big brand video or is it more of a honest look at what your business is like or a quick market update? The best analogy I’ve heard on the subject was when a videographer said to me “Laura, if I invited you out for a coffee and I turned up in a top hat and tails you would not trust a word I said, so why is video any different?” Add to that the increase in live streaming and you’ll find video viewers are fairly forgiving as long as what you’re saying is engaging.
That said with all the innovations in the sector and as new players enter the market costs are coming down. So even the big polished efforts don’t have to be as costly as they were.
Don’t assume it is audio-visualOne of the great things about video is it appeals to the visual and audio learners. However, as videos on social channels autoplay without sound, to avoid the viewers embarrassment when a video starts blaring out in public, brands are responding with compelling video content that works with and without audio.
So when you’re considering creating your next video think about how you’ll be promoting it and where your target audience will be viewing it. Is this a message that really needs audio or could you create it in a way that still gets the message across if viewed without sound?
Live video is inAs touched on earlier one of the biggest trends in video right now is live streaming. From Twitter-owned Periscope (a social media platform dedicated to people streaming live) to Facebook live (Zuckerberg’s offering that allows you to live stream to your followers), social media is banking on live video, and they aren’t alone. Amazon’s Style Code Live is a 30 minute show that the online retail giant produces daily. In an area of brand transparency video doesn’t get more genuine than a live stream.
The beauty of live streaming is the instant feedback so you could host a real time questions and answer session with potential candidates, or you could showcase company culture events such as awards or team building, or even just day in the life streams with employee takeovers.
It’s increasingly interactiveWhilst paying for your office to be a PokeStop could well attract a lot of attention there are other uses for augmented reality, and it could help you attract top talent. Technology that once seemed light-years away or the sole preserve of the gamer generation is coming to recruitment.
Whether in the form of virtual reality office spaces or 360 video to show new recruits the office, or an augmented reality business card that once scanned sees your employee pop up to explain what they do, new technology is taking video off the desktop screen. It’s allowing brands to build interactive experiences to create compelling stories that set them apart from other employers.
Whilst there’s no need to run before you can walk, and the cost is still prohibitively expensive for some, it’s always worth considering is there a better way to communicate this message? And could new technology allow you bring that message to life.
GIFs are socialIt’s not all about the latest in tech, GIFs can be a very useful part of your careers content marketing. A GIF is an animated image, meaning you can take that attention grabbing image and make it stand out further with a little movement.
So if you’re looking to video simply to stand out from the crowd on social, a simple GIF could be the answer.
Video isn’t the be all and end allWhilst the use of video is on the rise, and it can offer you a great way to speak to your talent pool in a way that your competitors aren’t, you don’t have to invest big now. When it comes to reaching out on an emotional level video is great, but when it comes to potential hires that are fact finding information it’s not always the easiest way for people to take information in. So if you’re looking for a better way to show how you are different and what it’s like to work for you video could be key, but as a job ad it may not be the best method.
It’s never too late to invest in creating video content, and even a small budget can lead to the desired results. Something as simple as a GIF could be a start, but just because something can be video, doesn’t mean it has to be.
We’ve worked with clients to produce video to support their candidate attraction, and the key question we always ask is ‘is this the best way to ensure these messages reach my target talent pool?’
Global Marketing Manager, Hays Talent Solutions
Focused on leading the planning and delivery of strategic marketing programmes to support the growth of Hays Talent Solutions globally, Laura works with our teams around the world to share our insight and expertise.
Before moving to her current role Laura headed up the marketing for a third of Hays' UK specialisms, including Accountancy and Finance, Life Sciences and Financial Markets, developing our candidate attraction and client engagement strategies. Prior to joining Hays, and after completing a BSc in Management at the University of Manchester, Laura worked in a marketing agency as an account manager and headed up the marketing for a technical recruitment company and marketing consultancy, where she gained her Professional Diploma in Marketing.