Amplify candidate attraction with a remarkable recruitment video
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Attract and recruit top talent creatively in a competitive candidate landscape
Recruitment in 2022 has changed dramatically in the last few years. And as the evolution of change continues to unfold so too do the challenges. We spoke to James Crichton, Head of Assessment at Omni who told us:
“Recruiters (inhouse and agency) are extremely busy, they have more roles than ever before, and have to work harder to fill these roles due to the lack of candidates and also the speed of change in the market, but this is at a time where candidate experience is key so there is a challenge.”
– James Crichton, Head of Assessment, Omni RMS
Recruiters are looking for creative ways to respond to their recruitment challenges
In this blog we’re going to explore the root of those recruitment challenges and how a dash of creative thinking about your employer brand and values will go a long way in delivering seriously good talent to your recruitment teams.
Adjusting through accelerated change isn’t easy
2020 changed everything. As businesses adapted to a remote model of recruitment as quickly as they could, so too did their employees adjust to a completely new model of work. As we all did our best to continue working from our makeshift home offices day in day out during those early lockdown months, we soon started to experience the benefits of losing that daily commute.
Enjoying the extra free time with family became something that - as our offices started opening up again - we wanted to retain. Because we’d found a new balance that we liked and we wanted flexible working to stay firmly on the table.
Paul from Encore Recruitment Limited told us:
“Post-pandemic there is a need [for employers] to adapt to hybrid ways of working as candidates are now equipped and used to working from home, are less tolerant of commuting long distances, more aware of personal time lost through commuting and have been able to demonstrate how productive they can be while working from home”.
– Paul Bryce, Co-founder, Encore Recruitment Limited
Challenging traditional norms
Our attitudes towards ‘the way it’s always been’ were forced under the spotlight in 2020. This has ultimately lead to a shift in candidate priorities. Employees continue to have higher expectations of their organisations. And those that aren’t able to deliver are accelerating into the struggle to attract and retain top talent.
Too many roles, not enough talent
The candidate market is now fiercely competitive, fast paced and costly for employers. Businesses are under a range of unprecedented pressures to keep up; pay has increased, candidates are demanding increased flexibility, companies are making offers in haste in order to secure talent as quickly as possible.
What’s interesting though is that we’re seeing a shift towards candidates who’re no longer attracted by salary alone. Instead, candidates are looking much deeper. An organisations values, purpose and culture are now equally – perhaps even more – important in candidate decision making.
Differentiate and attract top-talent with video marketing
Organisations are trying to keep up with these changing recruitment priorities. Interestingly many marketing teams are now being asked to support the recruitment process.
James states:
“It is now more important than ever to differentiate your organisation from others through your employer brand and the recruitment process; from the initial advert or outreach all the way to offer and on-boarding.”
Communication is the new priority
Candidate experience is crucial for brands who’re serious about attracting and retaining top talent. Because candidates are looking for a realistic preview of the job and the culture; they want to know what it’s really like ‘on the ground’ at an organisation, day in and day out.
Be creative with your recruitment campaign
Success is not necessarily a case of simply shouting about your roles louder and more consistently than your competition. Communicating your candidate experience well requires a little more creative thinking.
And unsurprisingly, advertising on your website, professional networking sites like LinkedIn, and through a company's intranet, has formed a large part of successful candidate attraction methods for brands over the last twelve months [Source: Resourcing and Talent Planning Report 2022, CIPD in partnership with Omni].
Can video marketing overcome rapidly changing recruitment challenges?
As much as the challenges in recruitment have been rapidly changing, so too has the demand and popularity to advertise the employee experience in new and creative ways. Which might explain why many brands are now utilising a recruitment video as a crucial part of their approach to candidate attraction.
Because when done well, the brand recruitment video is the perfect candidate attraction tool!
Here are five of the best recruitment videos we’ve seen
Whilst the typical recruitment video can leave a lot to be desired, actually when an organisation allows itself a little freedom to explore their brand message creatively, the results are incredibly effective. Here are five of our absolute favourite examples:
1. ‘Working at Dropbox’ recruitment video
We love this example from Dropbox. It’s such a charming, simple idea that shares the employee experience in an incredibly fun and engaging way.
2. ‘Make greatness happen’ recruitment video
A dramatic and edgy recruitment film, truly reflective of the Adidas brand values. This example takes a more aspirational approach to sharing employee insights.
3. ‘Freeze!’ recruitment video
Created in the style of a cinematic trailer, this New Zealand Police example pack an awful lot into 3 minutes. And you can see by the viewing figures just how well it performed.
4. ‘Commitment - Frac Flowback’ recruitment video
A very real insight into a physically and emotionally challenging role. This example from FMC Technologies takes transparency seriously, yet somehow it remains appealing.
5. ‘The Power of Difference’ recruitment video
It’s a poem (see ‘Lyrical Marketing’). Taking this kind of indirect, incredibly creative approach to a recruitment video is a brave move. Yet it pays off in this BHH London example, don’t you think?
What goes into an effective recruitment video?
Our approach is always to involve your people, right from the start. An effective recruitment video isn’t about sharing the official, glossed up corporate message designed by the board. In order to strike the right balance between brand values and authenticity, your differentiator is your people.
And this ethos has helped us achieve exceptional recruitment video results for our clients and partners:
“The creative team at Majestical took their time to fully understand our business goals with this recruitment campaign. They shared their ideas with a real passion to deliver the best possible outcome for our HR team. They organised and carried out filming at our Solihull site with such flair, leaving all our colleagues feeling relaxed and confident delivering their contribution on camera. What we’ve got now is a series of films that offer an authentic, wide ranging insight into working for Sytner BMW. The films are real, credible and from the heart and we’re so incredibly proud to share them as part of our wider recruitment strategy.”
– Sophie Padgett, Senior Marketing Executive, Sytner BMW and MINI
We always work closely with HR and marketing teams to find a creative approach that truly captures the magic of a workplace, with a finish that adds exceptionally to your brand value proposition.
Watch some of our recruitment videos:
‘Colleague stories: Shangi’ is part of the Sytner BMW recruitment video series
‘Be appreciated’ is part of the Sytner JLR recruitment video series
Do you want to attract top talent with a remarkable recruitment video too?
Click on the button below and see how we can help you with your next project!
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