If you’ve been on either end of the hiring process in 2020, you’re probably aware that the entire recruiting process, from beginning to end, is starting to happen entirely online, and it’s unlikely to change much in 2021.

Working with only digital media, one of the most effective ways to get your recruiting message in front of the right people and bring high-quality applicants to your open positions is to make a recruiting video. With a DIY recruiting video, you can showcase your company’s personality, provide valuable information, and spread your message across various platforms in a creative and personal way.

If you’re looking for a path forward to create your own recruiting videos, look no further. I’ll go over the 5 most important things to consider before getting started:

  1. Your Phone Camera Is Fine
  2. Always Add Subtitles
  3. Use Branding to Make It Memorable
  4. Create Versions for Different Platforms
  5. Include the Boring Stuff

1. Your Phone Camera Is Fine

Professional video production can encompass an enormous range of techniques, workflows, and production values. Some promotional and recruiting videos can cost companies a six-figure sum, while other successful video campaigns can be executed with little to no cost. To keep costs down when making your own recruiting videos, consider shooting your recruiting videos using only the camera that comes with your phone.

Apple’s “Shot on iPhone” ads made this process a bit of a meme in recent years, but filming and even editing with your phone is a practical and increasingly powerful way to create professional content. You may be able to get by with nothing but your phone and your ingenuity, but I recommend using an affordable phone tripod or steadicam. Here's a phenomenal example from Digital Remedy of a recruiting video that has standout quality and impact, even without professional video filming equipment.

While the editing software built into many of today’s phones is fairly powerful, I recommend using a third-party video editing app like Kapwing or DaVinci Resolve to edit your videos, and an online collaborative space like Google Drive or a Kapwing Workspace to store and manage your videos as a group.

2. Always Add Subtitles

You’ll never be fully in control of where, when, and how your audience will view your recruiting videos. Sometimes they’ll be sitting at their computer, deliberately searching for career opportunities and trying to learn more about the companies they’re interested in. Other times, they’ll be browsing their recruiting channels passively, standing in the train with their sound off.

If you present the most important information in your video as fully as possible, using various media, you’ll be able to reach your viewers no matter how they’re engaging with your video. The most important thing to do in order to increase the reach of your message is to include subtitles in your video. On some platforms, up to 85% of viewers watch videos with the sound muted, so subtitles are entirely necessary for your message to reach most of your audience.

3. Use Branding to Make It Memorable

If you’ve spent time thinking about how to bring people to your company as customers, clients, or partners, you’ve thought a lot about branding. Good branding can do a lot: increase retention, make your brand identity more memorable, and create a more trustworthy impression on your viewers.

Though the ways you appeal to potential recruits will be different from the ways you appeal to clients and customers, your branding can boost your recruiting efforts, as well. An attractive branded intro can do the trick, and even a well-placed logo PNG in the corner of your video can create a more attractive and professional impression for your viewers.

4. Create Versions for Different Platforms

You might have just one distribution platform in mind for your recruiting videos, but more likely than not, you’ll want to use every platform you have access to in order to generate the greatest interest.

While most platforms contain somewhat similar types of video content, there are certain differences you should keep in mind. Most platforms that are popular for professional content (like LinkedIn, Facebook, and Twitter) work best with fairly short videos (2 minutes or shorter) in a 16:9 aspect ratio. But on other platforms like Instagram, taller videos work better, and they should be even shorter. Your best bet is to use an editing program that lets you save and manage different drafts and versions of the same content.

5. Include the Boring Stuff

A lot of your video will be intended to hook your viewer, hold their attention, and appeal to them on a personal level. But for recruiting videos, that can’t be all there is to your approach. Your viewers will also be looking for some simple, concrete information. If you want your video to stick, you’ll need to provide it as clearly as possible.

This doesn’t mean your video should only include your location, positions, benefits, hiring process, and other logistic information like that. But some of these things need to be included in your video in a clear and concise way – they’re really important for the people who are interested in positions at your company, and they’ll appreciate getting forthright information that can help them in their job search process. Make sure your viewers come away from your video with at least:

  • Where they can look for open positions
  • How they can apply for open positions
  • What kind of work you’re looking for (remote or on location, full- or part-time)
  • Location and benefits

I hope this article helps you start creating your own recruiting videos and level up your hiring in 2021. If you’re interested in more of this type of content check out the videos on our YouTube channel Kapwing App. And while you’re here, take a look at some related articles on hiring and digital content for small businesses:

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