Digital transformation continues in talent acquisition with a new focus: video job descriptions. According to recent Talent Board research, video job descriptions top the list for 59% of employers considering technology investments in 2019. Recruiters who adopt the tech can take another giant step forward for TA, while the have-nots will find themselves at a major disadvantage in the talent market. Read on to learn the whats, whys and how-tos to do video job descriptions exceptionally well.
What are video job descriptions?
They are short videos candidates can view to learn about a job, often directly from the hiring manager and team members. Sounds simple, and it is. What’s significant is their shareability. They can be posted on popular social media channels, embedded in paid job ads, and easily viewed by candidates on their mobile phone.
Why have video job descriptions become mission-critical in recruiting?
The metrics for video job descriptions are eye-popping to say the least. Video tech vendor Digi-Me reports a 53X increase in first-page search results for ads with video job descriptions, and that candidates retain job description information up to 300% more with video.
In global outsourcing leader Alexander Mann Solutions’ experience, jobs ads with video generate 50% more applicants and a substantial increase in the job qualification of candidates who apply. Both firms say video job descriptions reduce cost per hire by reducing media spend on paid job ads. In addition, social videos generate 1200% more shares than text and images combined.
So, candidates are more likely to see the video job description right away in their search. More candidates who are a match for the job apply, and they’re more likely to share it with their network. And this approach costs less. These are all incredible advantages for recruiters scrambling to find talent.
What makes them so popular with candidates?
One reason is that candidates are comfortable with the technology. Pew Research Center shares that 91% of U.S. adults ages 18 to 29 use YouTube. Maybe not too surprising, but Pew also indicates that YouTube use doesn’t drop as much as you might expect for older age groups: 85% of people age 30 to 49 use it, and 68% of people age 50 to 64 use it.
Another reason is that video job descriptions are coming to them. Candidates may not be actively searching for potential career moves, but most are on social media many times each day, where video job descriptions are right there for the viewing. Even if an individual only checks his or her LinkedIn page once daily, they’re likely to see them.
Here’s another reason: As mentioned above, video job descriptions are much easier than text to consume on a mobile device. Individuals may be hooked by a video job description while on the go. Some may take time later to view the related text on a larger screen. However, many will apply right then and there, giving recruiters an edge. SHRM notes that nearly 70% of highly-skilled potential candidates are more drawn to organizations with a mobile recruitment option.
And, don’t underestimate this reason, too. According to CareerArc, the number one obstacle candidates experience when searching for a job is not knowing what it’s like to work at an organization. Video job descriptions provide candidates with a richer, authentic view into a potential employer, which is another data point they can use in their job hunt and decision.
Doing video job descriptions exceptionally well
You can choose to work with a video vendor, or use video technology you may already have in your back pocket.
Keep these tips in mind:
- Make it short – many video job descriptions are two and a half minutes or less. Have an advance conversation about the points most important to include.
- Choose the right person – someone who is very familiar with the role and expectations, who also knows your company culture, and is comfortable with video.
- Focus on a candidate-centric message – what do candidates want to know?
- Make it authentic and distinctive – it should be consistent with your employer brand messaging used in other recruitment marketing channels, and grab viewers’ attention.
- Work in your environment – give viewers an inside look at your workplace.
- Check lighting and sound to ensure the video content is easy to consume.
- Create greater value by integrating it with your social recruiting and career site strategies.
- Set a high standard – don’t be afraid to re-record several times until you believe the video is the best it can be.
Recruiters already know they need to evolve their approach to leverage advances in technology, and video job descriptions provide key advantages like raising the visibility of diversity in a company and extending candidate reach. With their potential to expand the top of the funnel with qualified candidates and improve recruiting yield ratios, 2019 may very well be The Year of The Video Job Description.