The New Shift of Employer Branding
Cisco forecasts that online video is projected to account for 82% of all Internet traffic by 2021. That’s up 9% from the previous year’s projection. It’s a staggering stat for any marketer, and it definitely means something to us recruitment marketers: New kinds of opportunities to gain the attention of jobseekers.
As an employer, you have to stand out. To make your right-fit candidates take notice. And as the marketers who help make it happen, we think in tactical terms and express ideas with creativity. The point is to share information that means something to them—and connect with them wherever they are. Since most users are more heavily engaged with video content, imagine how this could boost your recruitment and TA strategies!
Let your outreach strategy and pain points determine the form of your video content. For example, an “anthem” video is the ideal way to build general awareness about your organization and culture. Want to give candidates a look inside at the day-to-day employee experience? A “vignette” video is the perfect solution. And for those high-churn or tough-to-fill roles, a “short story” video pulls back the curtain to generate understanding and interest.
The idea is to capture the essence of your culture, your people, and communicate it in a way that helps target candidates understand if, why, and where they fit in. So we approach videos through a recruitment marketing lens. To sell opportunity to your ideal candidates, we keep the content real: your people, your premises, your promise.
Consider this: Job seekers visit an average of 18 sites before applying for a position. What will compel them to click on yours? It comes down to the candidate experience across all touch points. Throughout your digital eco-system, your employer brand look, feel, and messaging must be consistent and memorable. It is critical to capture their interest and invite them to engage with rich content.
There is no better way to do so than with video. And no better time than now.
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