Recruitment videos: Your FAQs answered

Setting the scene

Forget generic recruitment strategies.

In the 2024 job market, traditional recruitment methods no longer cut it.

Employees on the hunt demand more. 

They’re no longer just looking for a job; they’re seeking a glimpse into their future work life.

• A culture they can belong to.
• A mission they can align with.

And you get that connection with recruitment videos that give potential candidates a real glimpse into what it’s like to be part of your team. 

Whether you’re a small business or a large enterprise, the goal remains the same: to attract top talent who aligns with your mission, vision, and culture.

If you need help figuring out where to start, this guide will answer your frequently asked questions about recruitment videos.

Do recruitment videos work?

Recruitment videos foster a connection that text-laden adverts can only dream of.

• Job ads featuring videos achieve a 34% increase in applications
• 76% of job seekers find it helpful to view a video that overviews the company culture before applying
• Candidates are 85% more likely to apply for a job after watching a recruitment video
• Recruitment videos can reduce cost-per-hire by up to 50%

How does a recruitment video achieve these results?

Recruitment videos get results through a combination of factors that increase emotional engagement.

You could sum it up as the power of human connection.

Here’s a deeper look into how it works:

Visual storytelling

Humans are visual creatures.

We process images faster than text, and videos combine visuals with sound to create a compelling narrative. 

Emotional engagement

Videos evoke emotions more effectively than text.

You foster an emotional connection by showcasing team interactions, the work environment, and employee testimonials.

Potential candidates can envision themselves in your team, increasing their desire to apply.

Human connection

Seeing and hearing from potential colleagues and leaders in the video creates a personal connection.

This humanises your company, making it more relatable and attractive to prospective candidates.

Company culture

Unlike text, videos can convey the vibe of your workplace, your team’s dynamism, and your brand’s spirit.

This transparency allows candidates to assess the cultural fit directly, which is crucial for long-term job satisfaction and retention.

Standing out from the competition

In a sea of job listings, a well-crafted recruitment video differentiates your company.

It highlights your innovation and commitment to investing in talent acquisition, positioning you as an employer of choice.

In essence, recruitment videos leverage the strengths of multimedia to communicate your message in a more dynamic, engaging, and effective way.

They transform the recruitment process from a transactional interaction into a captivating experience that attracts more qualified candidates, reduces hiring costs, and improves overall hiring quality.

How can recruitment videos enhance your hiring process?

Using recruitment videos can bring a wealth of improvements to your firm’s hiring process.

Firstly, they enable you to showcase more than you could ever convey in a written job description.

Video content allows potential applicants to visualise the role and your working environment, giving an authentic glimpse into the day-to-day activities and the team they could join.

As a result, job seekers can decide whether your company aligns with their career goals and values. 

Secondly, well-structured recruitment videos provide an opportunity for you to save time during the hiring process.

By presenting essential information about a role in a condensed, easily digestible format, you increase the potential for only genuinely interested and well-suited applicants to proceed, saving you both time and effort to weed out poor matches.

Thirdly, recruitment videos streamline conveying your company’s unique selling propositions to potential candidates, from highlighting your firm’s commitment to work-life balance or lifelong learning initiatives

You’re building an engaged workforce excited about your brand and company culture before they walk through the door. 

Lastly, recruitment videos can be tailored to individual roles or departments.

This targeted strategy engages potential applicants more effectively and lays the groundwork for a streamlined hiring process.

Prospective candidates gain meaningful insights into what awaits them, improving the chances of finding that perfect fit for both parties. 

Incorporating recruitment videos into your hiring strategy can significantly enhance recruiting by promoting greater understanding, engagement, and enthusiasm among potential job applicants.

What are the critical inclusions of a recruitment video?

Your recruitment video bears a dual responsibility:

• to present an authentic picture of your organisation
• to captivate potential candidates

The key elements that match this criteria are:

A solid first impression

 Your video’s first impression is a brief yet powerful introduction to your company.

This includes several factors, including a quality video production and a relatable opening set of scenes.

So, what are relatable opening scenes?

Relatable opening scenes are the initial frames of your recruitment video that have the power to catch the viewer’s attention immediately.

Examples of a strong first impression could be:

• An employee testimonial about what they love most about working for your company. Hearing directly from a team member can instantly create a personal and relatable connection.
• A warm welcome from a friendly face—possibly your CEO or a team member—welcoming viewers directly. This personal touch can immediately create a connection with potential applicants.
• Behind-the-scenes tour of your office or workspace to give applicants a visual feel for the environment they could be joining.

The goal is to initiate engagement by drawing the viewer in and enticing them to watch more.

You should clearly understand your company culture and ensure that your relatable opening scenes truly represent this.

But most importantly, make sure these opening scenes stay authentic.

Today’s candidates crave authenticity.

They look for genuine insights into your company and what makes you different.

Showcase company culture

Revealing the company culture in an appealing way can have a powerful impact.

The answer lies in authenticity.

With video, you give prospective employees a window into the heart of your company.

You’re not telling them what it’s like to work for you; you’re showing them – and there’s a world of difference between them.

This could involve footage of day-to-day workplace life or testimonials from existing employees.

This authenticity is a glimpse into your firm’s ethos, showing prospective candidates what it would be like to be part of your team.

Role-specific content

Detailed breakdowns of the available roles help potential candidates understand their role and work day.

By including current employees discussing their responsibilities and experiences in those roles,  you help candidates make an informed decision.

Inject some personality

A compelling recruitment video humanises your company, revealing personality, passion and [hopefully] warmth.

So, let your company’s personality shine through.

And the best way to do that?

Give your employees a voice in your video. Allow them to share what they love about the company and what motivates them every day.

Their authenticity and enthusiasm will resonate with potential candidates.

This storytelling approach captures the essence of your company and the role on offer, making the opportunity more appealing.

Call to action

A recruitment video’s most common call to action (CTA) is a variation of Apply Now, supported with a web address.

This is the most direct CTA, encouraging viewers to submit their application for the open position immediately.

However, there are other effective CTAs depending on your goals:

Visit our careers page – this CTA is helpful if you have multiple open positions or want to give viewers a broader view of your career opportunities.

Learn more about [specific role] – Use this CTA to provide additional details about a particular role before directing viewers to apply.

Join our talent network – this CTA is ideal for building a pool of potential applicants for future openings.

Contact us for more info – use this broad CTA to encourage viewers to reach out for more information about your company culture or specific roles.

Regardless of the specific wording, the most essential element of a recruitment video CTA is clarity.

Ensure interested viewers know what to do next, making it easy for them to take the next step in the application process.

How can recruitment videos reflect your company culture?

Your recruitment video is a window into your business – giving potential applicants glimpses into your company culture.

• Authenticity  – don’t portray a company culture that doesn’t exist. Be authentic in your video to attract candidates who resonate with your values.
• Content and tone – your video’s overall content and tone should reflect your company culture. A lighthearted or humorous video might work well for a fun and energetic culture, while a more serious and professional tone might be appropriate for a company focused on precision and expertise.
• Employee testimonials – once again, my fave approach is to let your employees be the stars. Feature genuine testimonials with team members from diverse backgrounds and departments. Encourage them to talk about what they love about the company culture, the work environment, and their interactions with colleagues.
• Show, don’t tell – instead of listing your company values, show them in action. Feature employees collaborating, celebrating wins, or working together as a team. This allows viewers to see how your values translate into everyday work life.
• Visual cues – pay attention to the scenes filmed for your video. The overall aesthetic, the work spaces and what employees wear on camera all communicate your company culture. For example, a casual, brightly lit office with collaborative workspaces reflects a culture of openness and innovation.

By incorporating these elements, your recruitment video can become a powerful tool for attracting talent who fit your company culture.

Can recruitment videos improve hiring diversity?

One powerful benefit of recruitment videos is connecting with a more inclusive and diverse workforce.

The positive impact of these videos stretches beyond attracting a wider talent pool; they enrich your organisation’s fabric and outlook. 

By seeing and hearing from employees from diverse backgrounds, you’re sending a message that you’re open to all.

This visual representation of diversity goes a long way in boosting your employer brand image and cultivating an inclusive company culture. 

How long should a recruitment video be?

The ideal length for a recruitment video depends on a few factors, but generally, it’s best to keep it short and sweet:

• Attention spans: Consider the average attention span of viewers, especially online audiences. Studies suggest it’s around 1-2 minutes.
• Content and message: If your video conveys your message and company culture within a shorter timeframe, there’s no need to drag it out.
• Platform placement: Some platforms, like social media, have limitations on video length – and poor attention spans.

Here’s a breakdown of suggested video lengths for recruitment purposes:

• Ideal range: Generally, recruitment videos are most effective between 1-3 minutes long. This allows you to showcase key information without losing viewers’ interest.
• Shorter options: For social media platforms like LinkedIn, Instagram, or Facebook, we can create shorter versions, around 30 seconds to 1 minute.
• Longer options: If you’re showcasing a complex work environment or in-depth employee testimonials, a longer video could be compelling – but only on your website, not on social media.

Remember, the goal is to capture attention quickly, deliver your message effectively, and leave viewers wanting to learn more.

A concise video is more likely to achieve these goals than a long-winded one.

Once you have your viewers’ attention, you can use the CTA to direct them to more detailed information.

Where can you share your recruitment videos?

Share your recruitment videos of where your desired job seekers are looking.

Here are some of the best platforms to consider:

• Your company website – embedding the video on your website – on a careers page if you have one – is step one. When researching your company, it’s the first place your hopeful applicants will look.  You can add more detail on the page and a link to the application form or process to support the video.
• Social media – share snippets or teasers from your recruitment video on social media platforms to spark interest and drive traffic to the full video on your website. LinkedIn is a must-use platform to connect with potential recruits, especially those with experience. By sharing your recruitment video here, you’ll bring your employment opportunities directly into the news feeds of possible candidates.
• Job boards – videos on job boards like Seek make your listing stand out from the boring and provide a direct link to your company culture.
• Email campaigns – if you have a mailing list of potential candidates who’ve enquired with you before, an email campaign linking to the video can be very effective.
• Employee networks – encourage your employees to share the video in their networks to reach passive candidates who might be swayed by a personal recommendation.

Can recruitment videos be used for remote hiring?

Recruitment videos fit perfectly into remote hiring. They bridge the geographical gap by providing candidates with a tangible sense of your company’s culture, values, and environment, regardless of their location.

You can highlight your approach to remote work, collaboration tools used by your team, and testimonials from current remote employees to show candidates the supportive and connected work culture they can expect. 

Distance banished!

The benefits of recruitment videos for remote hiring

• Showcase company culture virtually – recruitment videos act as virtual tours, giving candidates a glimpse into your company culture, work environment, and team dynamics and helping them assess whether they’d be a good fit for a remote work setting.
• Highlight flexibility and work-life balance – remote work offers flexibility and often a better work-life balance. Videos showcase this aspect of your company culture, attracting candidates who value a remote work style.
• Introduce remote teams – feature testimonials from remote employees, a personal touch to build rapport with potential remote hires.
• Demonstrate technology and tools – remote teams rely heavily on technology and communication tools. Videos can showcase the software and platforms your company uses to facilitate collaboration and communication, reassuring candidates about the efficiency of remote work within your organisation.

Your recruitment video goes beyond simply listing qualifications and responsibilities. They give candidates a glimpse into the heart of your company, fostering a deeper connection and a more engaged applicant pool.

What are the common mistakes to avoid when creating a recruitment video?

There are common pitfalls when making a recruitment video.

Let’s explore these mistakes and ways you can avoid them. 

This knowledge can make you not just able to avoid costly errors, but also ready to deliver a recruitment video that stands out and does its job effectively. 

Not knowing what your applicants want

The first mistake we see is not matching content to what your viewers will tune into.

Listing all the ways your company is great can be one-sided if you don’t balance this with what your employees care about.

I suggest you prioritise the most essential message/benefit to your viewers – something they will care about.

You can then cover your other vital messages, staying focused on ‘you’ instead of ‘we’ and ‘us.’

Defining your messages this way keeps the production on track.

Cramming in too much content

I love the saying ‘say too much and you say nothing’ – it sums up viewer confusion when you overload your video with too much information.

Think of your video as an introduction that creates an emotional connection.

Its role should be a high-level overview of the main points you want to convey, not an exhaustive lecture about every nook and cranny of your organisation.

Save the deep details for the next step after they express interest.

Underestimating the power of storytelling

Recruitment videos should be more than a list of facts about your company and the job offer.

Instead, your video should tell a story.

• That might be via chats with your people to let the genuine values of your company shine through.
• You could use the emotional pull of music to create a montage of scenes that takes viewers through a ‘day in the life’ of a typical work day.
• You could start your video with an attention-grabbing blooper – a behind the scenes moment that makes the viewer smile.
• Another approach is to start your video story with a thought-provoking question. This technique turns passive viewing into an engaging experience.

The ebb and flow of scenes, the changes in temp, and various camera angles all work together to keep viewers engaged in your video storytelling.

Your audience – prospective candidates – can then connect with your company emotionally.

Going too long, or too short

Another slip-up is creating a video that’s too long – or too short.

A long, drawn-out video may lose your audience’s attention, but a super-short one may not convey all the necessary information.

Striking the right balance is vital.

1 to 3 minutes is generally considered the ‘sweet spot’.

If you have multiple employee testimonials, you could end up with a mini-doco in length. To control the length, you can create a video series with a highlight video that pulls together the best grabs from each employee.

Ignoring video production values

Shoddy production values will let you down.

If your video looks unprofessional, potential candidates assume your operations are too.

Quality doesn’t mean you have to break the bank – but you do have to invest within budget to create a stronger first impression.

How can you measure the success of your recruitment video?

• Track website traffic coming from the video. Google Analytics can track traffic sources by default.
• Use UTM parameters  to track applications coming from the video. UTM parameters are special codes you can add to the end of a URL (web address) to track where that click originated from. In the case of recruitment videos, use UTM parameters to see if someone who applied clicked the page with your video.
• Monitor social media engagement on the video.
• Ask candidates during the interview if they saw the video and how it influenced their decision to apply.

What is the cost of producing a recruitment video?

Without a brief, this is the trickiest question to answer, but most recruitment videos ballpark between $5,000 and $15,000 plus GST.

How do we cost this out?

The most significant chunk of the budget is determined by the number of filming days and our estimate of how long we’ll take to edit the video.

Smaller costs include script development, voiceover talent fee, music copyright, masters and digital storage.

If you’d like a quick quote, leave your contact details OR complete this briefing questionnaire – we won’t leave you hanging.

In fact, you’ll hear from us within hours, if not minutes. 😊

And that’s a wrap

Compelling recruitment videos keep your talent pipeline flowing by attracting suitable candidates.

They act as a window into your company culture, allowing applicants to assess whether they’d be a good fit.

Unlike static job descriptions, recruitment videos can use storytelling or energetic montages to boost engagement and generate excitement among potential hires.

Remember, the most powerful recruitment tool is authenticity.

As the credits roll on your video, what message do you want to leave in your potential recruits’ minds? 

For the right applicants, the answer should be, ‘Yes, this company is a good fit for me, and I’m going to apply.’