Make Your Employer Brand Part of Your Recruiting Video Strategy.
While a recruiting video is a great tool that can help your company establish and strengthen its employer brand, most fall into the typical recruiting video trap in which it introduces company executives, talks about the exciting market in which the company plays, or includes other overly-scripted scenarios that fail to give potential candidates an accurate (or relevant) perception of the employment brand.
In contrast, companies that effectively use video to promote their employer brand do so by showcasing their employees and work environment in the most realistic way possible. These videos highlight unique aspects of their organization, including subtle things that make the company stand out, like unconventional office decor, clips from lively company meetings or other day-to-day activities that give the company a personality and make it authentic.
The best way to establish an employer brand is to depict an authentic employee experience, and I found three recruiting videos which do just that. The following pieces by Zendesk, Rackspace, and HubSpot do a great job authentically portraying what a prospective employee’s life would be like at the company.
In its recruiting video, Zendesk highlights some of the everyday aspects of working there, such as the door greeter, the elevator or the mural of the company’s mascot behind the front desk. Small details like these add color to the personality and culture of Zendesk.
The Rackspace video also gives potential candidates an authentic view of the company by letting employees tell their story in a less scripted way.
HubSpot’s recruiting video also showcases its employees and work environment to shape the employment brand. This video also shines more light on the people who work at HubSpot as they’re filmed talking about the tools they use and the projects they’re working on.
What do you think of these examples? How do videos fit into your recruiting strategy?
A special thank you to Jennifer King for featuring her piece on Employment Branding, Recruiting Videos. Jennifer King is an HR Analyst at www.SoftwareAdvice.com, a company that compares and reviews HR software. She blogs about trends, technology, and best practices in human resources.