If you caught our last post, you know that companies are discovering the advantages of using user-generated content for their recruiting efforts. Who are the users best-equipped to generate this content? It’s your employees who are often the strongest advocates when it comes to sharing your company culture with prospective candidates.
But user-generated content can take many forms - from carefully edited photos taken by one of your employees, a comprehensive blog entry detailing why your company is a great place to work, comments on a company post-- or what about a video?
Video is your best bet for engagement on your user-generated content.
Ever since the advent of TV, brands have known that engaging consumers with video results in the highest levels of engagement.
Combining movement and sound makes all the difference. Both of these play an important role in conveying a message, and when you combine them it leads to better engagement.
Research shows that a viewer remembers 95% of a message when it is watched, compared to 10% when it is read.
This means that consumers, and prospective job candidates, are more likely to remember your message when watching video.
Create content they will remember, that stands out from a sea of regular old text and photos. You'll gain the upper hand in finding and closing your next recruits.
And there are more benefits than just increased engagement!
What? More benefits? You heard us right! User-generated video has tons of bonuses.
Okay, so we’ve covered the benefits of using videos. But what kind of videos are best? Should you create a 20 minute movie giving potential candidates an in-depth view of what their life will be like at your company? Or what about a 10-second video clip of the outside of your work location?
You’ll want to end up in the middle of these two. Twenty minutes is simply too long for even the most interested viewer, and you’ll lose candidates along the way (even if your’s is their dream job!). A 10-second piece doesn’t give you enough time to showcase what makes your company special.
We’ve found that videos around two minutes (give or take) typically work best! And hey, we’re not the only ones. TikTok only lets you record up to three minutes worth of video! Why? Cause they know it is the perfect amount of time to capture attention and share a message without your viewers becoming bored and unengaged. This is an ideal length for visitors to your company career page.
On social media and job sites, the best way to engage with your audience is to create short, social media-length videos. Videos are the next talent sourcing solution: They will help you to showcase your authenticity, get your message across, raise awareness about your company and open positions and get ahead of candidate questions so you can spend less time sorting through unqualified candidates and more time getting the right candidate in the door at your company.
Have we convinced you yet?
A company’s employer brand is simply the perception people outside of a company have about what it’s like to work there – whether it’s accurate or not!