Video marketing has become an indispensable tool for employers to attract top talent and strengthen their employer brand. In an increasingly visual society, recruiting videos offer a unique opportunity to reach potential candidates in an authentic and engaging way.
Why you should not do without video marketing in recruiting
Videos have become an integral part of social media channels and they also offer advantages in working life. Recruiting videos, for example, allow companies to present their corporate culture, values and working atmosphere in a lively way. Instead of limiting themselves to rigid job descriptions, employers can use videos to convey a realistic portrayal of working life and establish an initial connection with potential candidates. The visual representation gives talents a realistic insight into everyday working life and helps them to better assess whether they are a good fit for the company.
In a highly competitive job market, companies can also set themselves apart from the competition with creative and authentic recruitment videos. Videos offer much more creative freedom to convey the uniqueness of the company and its Employer Value Proposition (EVP).
The success of recruiting videos depends largely on their authenticity. Companies should make sure to let real employees have their say in order to give an honest insight into everyday working life. This creates trust and helps to set realistic expectations among potential applicants.
Video recruiting: facts and figures
Recent studies underline the benefits of videos: 72% of users opt for a video if they have the choice between text and video. Videos are processed 60,000 times faster by the brain than pure text. Media consumption has also changed significantly in recent years - the average user spends 1.5 hours a day with video content. These general preferences can also be transferred to recruiting: a case study by Cammio, a pioneer in the field of video recruiting, shows that the use of videos in job advertisements increases the application rate by at least 50 percent. A recent study by LinkedIn (2023) also showed that 80 percent of applicants feel more attracted by a recruiting video.
These figures show that videos not only attract the attention of potential talent, but also lead to a higher engagement rate. The transparent presentation of the company makes it easier for them to assess for themselves whether they are a good fit for the company. This leads to an increase in the quality of applicants.
Generations Z (1995-2010) and Alpha (2010 onwards) in particular, who have grown up with digital media, prefer visual content. For them, videos are often the first port of call to find out about potential employers. This is mainly due to the fact that videos
- Convey information in a compact and entertaining way,
- convey emotions and enable identification, and
- Promote authenticity and transparency.
Effective video formats in employer branding
Careful planning is crucial when creating recruiting videos:
- Define clear goals (e.g. increasing the number of applicants, improving the employer brand).
- Identify your target group precisely.
- Choose suitable topics and develop a convincing story.
- Determine the right tone of voice and style for your brand.
- Plan distribution via relevant channels (career website, social media, job portals).
Different video formats are suitable depending on the target group and message:
- Image films: These are longer videos that offer a comprehensive insight into the corporate culture, values and working environment. They are ideal for building and consolidating the employer brand in the long term.
- Short videos: For social media, on the other hand, concise clips of 30 to 60 seconds are relevant and are ideal for platforms such as LinkedIn or Instagram. They can present specific aspects of the company or job vacancies and appeal to younger target groups in particular.
- Employee testimonials: Authentic testimonials from employees create trust and provide a realistic insight into everyday working life. These videos are particularly effective in convincing potential applicants of the company culture. Finally, there are also job-specific recruiting videos that focus on specific open positions and can be used in a targeted manner.
Examples of videos can be:
- "A working day in our company": Realistic depiction of everyday working life.
- Corporate culture videos: Communicating values and atmosphere.
- Job description videos: Visual presentation of tasks and requirements.
- Behind-the-scenes: Exclusive insights into projects or departments.
Target group-specific use of videos
In order to use videos effectively for different target groups, a precise analysis of the target groups is essential. For young professionals and graduates, short, dynamic videos on platforms such as Instagram or TikTok that emphasize development opportunities and the corporate culture are a good idea. Here, junior employees can act as testimonials to create an authentic connection.
Professional image films on LinkedIn or the company website are useful for senior specialists. These should highlight career opportunities, interesting projects and technologies as well as provide insights into management positions. When it comes to targeting industry-specific talent, specialist videos can be used to provide detailed information about projects and technologies.
For international talent, it is important to offer multilingual videos or subtitles. These should present the international corporate culture and diversity and provide information on relocation support.
Optimization of video formats
To maximize the effectiveness of the videos, a few aspects should be considered. Adapting the format is crucial: widescreen videos (16:9) are suitable for desktop views, while vertical (4:5) or square formats (1:1) are better suited to mobile devices. Authenticity plays a key role; real employees and real working environments create trust. Storytelling can help to create emotional connections and convey the corporate culture in a lively way. It is also important to adapt content to specific target groups and ensure high-quality technical productions.
Production: From do-it-yourself to professional agency
Recruiting videos can be produced internally or externally. Internal productions have the advantage that they are more cost-effective and usually authentic. It is important that the necessary technical know-how and appropriate equipment are available. In addition, a time frame must be made available for the people responsible. External productions offer professional quality and expertise, but also entail higher costs.
Tools for video production:
- Smartphone apps such as Filmic Pro or Adobe Premiere Rush.
- Desktop software such as Adobe Premiere Pro or DaVinci Resolve.
- AI-supported tools such as Synthesia for avatar-based videos.
Conclusion:
Video marketing in recruitment is more than just a trend - it is a strategic necessity for companies that want to compete for the best talent. By combining visual appeal, emotional appeal and authentic presentation, employers can strengthen their brand and target the talent that suits them best.
The use of video formats in employer branding and recruiting is particularly important for addressing Generations Z and Alpha. Studies prove the effectiveness of this medium, which corresponds to the visual preferences and media usage behavior of younger target groups. Companies that specifically integrate videos into their recruitment strategy can benefit from greater reach, better candidate journeys and ultimately more successful recruitment processes.
