Did you know that the job market today is 90% candidate-driven?

According to a study by MRINetwork, this means two important things for employers: 1) the way companies recruit has changed 2) it’s more competitive than ever before.

If employers want to attract the right talent—and hire them before their competition—they will need to create the type of content that will speak to candidates best and then provide a good candidate experience.

That type of content is video.

In fact, video has been proven to deliver higher audience engagement than any other type of content whether it’s used for entertainment, education, or marketing.

When it comes to recruitment, job postings with videos have a 34% greater application rate according to research by CareerBuilder.

A well-made recruitment video can attract, entice and, motivate the right candidate to apply. But how do you make recruiting content that is both engaging, and effective for hiring candidates? This blog post will explain what makes a good recruiting video and the 8 tips you must keep in mind when creating yours:

Why recruitment videos make your company stand out

A recruitment video can help set your company apart from the competition – allowing you to creatively ‘blow your own horn’ in order to attract the right talent.

To begin with, recruitment videos show your company’s human side. They give an inside scoop into the people who steer the business, a look at the daily life of employees, and the values you stand by. All these are touchpoints that a text-based job advert can’t capture accurately.

In fact, video-based job postings get 12% more views and have a 34% greater application rate than those without videos. Translation: recruitment videos attract applications.

Not to forget, these videos can be fairly simple to make, share, and repurpose.

With the right video creation tools, creating a recruitment video becomes a breeze. Even better, if you’re using templates to create your video, you can save a lot of time.

On top of that, you can easily share the video on your website, social channels, employers review sites, and on your job pages. Even employees won’t hesitate sharing an engaging video about their workplace on their social profiles.

5 elements of a good recruitment video

Let’s start with how to make a recruitment video by looking at the essential elements:

  • A good recruitment video is clear and concise

It gets straight to the point – introducing the company, culture, value, and employees without being too wordy or long-winded.

  • It provides essential information about the company and the role

The goal of a recruitment video is to help prospective applicants understand what your business does and how they’d fit in. An effective video can encourage the ideal candidate to apply, which saves you time from looking for a needle in the haystack of mediocre candidates.

  • The video highlights the company’s uniqueness

Whether it’s work-life balance or friendly work culture that is a business’s unique point, a good recruiting video showcases those clearly. How? By showing it in action.

  • It offers a glimpse into the company culture

A well-thought recruitment video help prospective candidates envision what it would be like to work at your company.– something that a typical text-based job description can’t do.

  • It’s packed with employee testimonials

Captivating recruitment content doesn’t just humanize businesses through a talking head interview with the CEO, but by sharing employee testimonials too. Why? Because social proof is a powerful factor that encourages candidates to apply for your open position.

The 8 best practices for creating compelling recruiting videos

Now that you know what makes a top-notch recruitment video, let’s dig into 8 best practices that will help you create the perfect one.

1. Include key information and highlight FAQs

Start with making notes on what you have to feature in your video. This checklist is a handy one – add or remove pointers from here as needed:

  • An introduction to your business
  • Business principles you stand for
  • A day in the life of your employees
  • Employee testimonials/interview
  • Your company culture
  • Your value proposition

This effective recruitment video by Unibail-Rodamco-Westfield, for example, presents an employee testimonial to promote the company's International Graduate Programme. And it was created with PlayPlay!

2. Write a script before you shoot

A video script is a roadmap of actions and dialogue. It’s here that you brainstorm, plot, and finalize your ideas until you get a distilled outline of what you want to show in your video.

Here’s a complete guide to writing a video script including the questions you need to ask to get started.

3. Include subtitles (always!)

No headphones? No problem. You can make it easy for your ideal candidate to watch your video no matter where they are physically by adding subtitles.

In fact, you can get 80% of the viewers to watch the entire video with captions in place.

4. Ensure good sound quality & add the right music

If you’ve invested in good video quality, there’s no reason to compromise with the standard of your video’s sound.

One key reason is because viewers are less likely to retain a message that’s delivered in poor sound quality.

You’ll also want to make sure the music you include in your recruiting video reflects your business’ personality and supplements your message. For example, if you’ve a lively culture, an upbeat tune will do you good.

Additionally, keep in mind: music should engage viewers, not distract them. So reduce the volume as someone speaks as in this video.

5. Avoid using vague buzzwords

Buzzwords can mislead your video’s purpose by failing to answer questions that your audience has. A good way to address this by being specific.

Write a script before shooting your video to help you identify jargon and generalization.

Not sure if you’ve added buzzwords to your script? Read the script aloud sentence for sentence. If any sentence isn’t clear, doesn’t add value, or uses words like ‘solutions,’ ‘innovative,’ ‘generalist,’etc. — think about rewording it.

6. Be authentic: show the good and the bad

Being real attracts talent. It tells applicants you’re genuine, truthful, and transparent. Your recruitment video should reflect the same.

Here’s how: show your company’s good, bad, and the ugly. For example, recall a struggling period and tell how you emerged from it.

What’s more, don’t just zoom in on your CEO as they alone can’t tell employee experiences. Instead, let employees narrate their experience with you as Dropbox does in their hiring video:

7. Keep it short and punchy

According to Skill Scout, The average time candidates spend on watching recruitment videos is 1 minutes and 36 seconds. So try and create videos no longer than 2-5 minutes.

With that said, it’s crucial you jump straight to the point with a hook.

A hook is an interesting opening point that immediately catches your viewer’s attention. For instance, begin with an engaging question or use an arresting image of employees having fun.

8. Include a call to action (CTA)

Don’t forget to add an action item at the end of your video to direct viewers to apply for the job and send in their resume. Keep your CTA clear and short: use 3-5 words to tell them about the next steps.

Here’s a pro tip: use power words such as ‘easy,’ ‘final, ‘value,’ and ‘fast’ in your CTA as these words are psychologically proven to encourage action. Or, better yet, sprinkle them throughout your video’s script to inspire action.

Try PlayPlay to create your next recruitment video

We know from firsthand experience that recruitment videos can take time and resources to create. But once you perfect them, they can help you cut down on recruitment costs and efforts significantly - every HR team can appreciate that.  Not sure where to start? Create your first recruitment video with PlayPlay using our many awesome templates.