All talent acquisition pros wish the job were as easy as dipping into their talent pools and filling empty roles. It’d be a cut-and-dry, plain, and simple process.
Of course, you know it’s more complicated than that. You spend time and energy sourcing new talent to replenish your talent pool. All the while, already established talent quickly grows cold because there’s little time for effective communication.
You also have silver-medal candidates who may be the right fit for an upcoming opening, but they’ve already moved on to new offers. Additionally, passive candidates are left with automated messages and unread email follow-ups.
It’s a whirlwind of seemingly uncontrollable constants, but something has to change. The key lies in evolving technology to free up time while also improving personalized connections with candidates. Many hiring managers and recruiters (more than 60%) do this by adding video technology to their strategies, according to a report by Software Advice, a software comparison company.
Video messages are the here-to-stay trend companies use to entice both candidates and consumers. And we can see why. According to SuperOffice Marketing, just having the word ‘video’ into subject line of an email can increase open rates by 6%.
Those opens could lead to candidates viewing your open roles, discovering the company culture, and even networking with your team.
Here’s how you can quickly and easily start using video messaging to keep your talent pools engaged:
Share what’s shaking with the company culture
Companies are already using their cultures to woo talent. In fact, 82% of professionals believe “culture is a potential competitive advantage” in Deloitte’s 2016 Global Human Capital Trends. Unfortunately, effectively sharing your company culture in a few short sentences and social shares is challenging.
The true essence of the “who” and “what” behind your company is better received when candidates can see and hear personalities. Share short clips (approximately 30 seconds) of real-life happenings around the office. Keeping it short is critical because 33% of viewers will stop watching a video after 30 seconds, 44% by one minute, and 60% by two minutes, according to a report by AdAge and Visible Measures.
Messages should be fun, personable, and a genuine reflection of your company culture. However, branded video messages must also stay professional so they don’t reflect poorly on the company.
Give quick updates on how the company is making an impact
Younger working generations are highly focused on how companies take care of the world around them. Respondents in the 2019 Edelman Trust Barometer revealed societal impact is the No. 1 communication topic that builds employer trust.
Even more surprising, a 2017 Lever report noted 92% of candidates would consider leaving their current company if another company with an excellent reputation offered them a job.
Take your camera to volunteer events or ask employees to share their own personal videos. Sit down with the group or community you’re impacting. Ask them to discuss how the company and its employees are making a real difference in the world around them.
If your employees aren’t volunteer-focused, share global impact missions the company is dedicated to. For example, show places in the office that are in the process of or have already gone green and why that particular cause is important to your organization.
Offer sneak peeks of new products and sales
Hubspot’s The State of Video Marketing in 2020 recently revealed 68% of consumers prefer to learn about products and services via short videos. This same strategy can keep your positions at the top of candidates’ minds as they’re considering their future career opportunities.
Use video messaging to increase brand loyalty with candidates to influence their employment decisions. Send unique VIP sales invitations to give them an inside glimpse of new acquisitions and goals. Also, distribute new product information immediately after it’s made public.
Send out an industry trends report
According to a Cisco report, online videos will make up more than 82% of all consumer internet traffic by 2022 — up from 75% in 2017. This proves the majority of your candidates already prefer videos to obtain information.
It’s safe to assume, top talent is using video to gain a competitive advantage over other candidates. Help them stay ahead of the pack by offering quick video message updates of industry tricks and trends. While they’re gaining valuable information, you’re becoming a trusted resource connected to their desire to succeed.