Ready for Your Close-up?
I know what you’re thinking: “I didn’t become a recruiter to put my face on film.” Or maybe you are one of those that love it. Fair, but at this exact moment in time, we’re all about a minute away from appearing on video, whether that means TikTok or closed-circuit TV. Might as well be good at it, no? And listen, I hear you, recruiting, by nature, feels inherently like a behind the scenes role, where we’re better heard than seen, except when absolutely necessary. But in recognizing the power of video content and visual storytelling, we’re able to transform our practice and become better recruiters. The kind of videos that people want to watch, whether that’s to learn more about a specific job or just because it’s part of our brand (roll tape).
If you’re not doing it, you’re already behind the curve.
Here’s the thing though, the video doesn’t always come naturally. We see it happen during video interviews as well as recruiting materials. People who typically command attention and light up a room become stiff and unable to converse, relying too obviously on scripts and cards. At the same time, without the right storyline in place, the content will feel forced or challenging to follow, causing viewers to tune out before you make your point. Which is why we’ve put together the following tips for your reading pleasure:
Define Your Vision –
In filmmaking, there are three stages of production: pre-production, production, and post-production. If you’re serious about using video for recruiting purposes, you should follow a similar model. During pre-production, you’ll define your vision and set about planning, scripting, and storyboarding. What type of video are you making? Where will it get posted? Production covers your actual shoot. Who is doing the filming? What equipment is required? Post-production involves all the editing and polishing needed before your official launch. How will you deliver the product? Who will see it? If that sounds like a lot, it’s not. Pithy, off the cuff content, takes time to perfect, and you’re just getting started. Choosing a film school 101 approach offers just enough coverage to ensure an audience-worthy outcome.
Get Comfortable –
OK, with your plan in hand, it’s time to figure out what it’s going to take to look good on camera – and I don’t mean hair and makeup). Nerves happen to all of us, even the most seasoned actors. Heck, there’s research out there that indicates video interviewing makes job seekers more nervous than in-person meetings! But coming across as stiff and stodgy isn’t going to make your case to candidates. Whether you need to practice, practice, practice, or create videos that feature multiple people to alleviate some pressure, you need to make sure that the final cut instills confidence in you and your organization. If nothing else, remember that you’re a star, and this is your time to shine.
Bring the B-Roll –
Also known as “skip the stock.” Look, I get it, stock images and video clips make all of our lives easier. The problem is, stock footage doesn’t offer an accurate sense of reality, and that’s what your candidates need. They need to see your offices, hear from your employees and get a sense of what they’re signing up for if and when they receive an offer letter. This applies to your career site and any other collateral you’re creating, too. Now, I get that it’s a struggle to jazz up the conference room and wrangle team members into appearing on camera talking freely about the organization. Instead, think editorial. Throw some resources (hello, local students!) at editing in order to layer in supplemental shots.
Change Perspective –
Once you have some clips put together, start shopping them around to people outside of your organization. That’s right before you get the team on board and excited, have a fellow recruiter take a look. Or ask a friend in the middle of a job search. Set up a test market and collect a few responses before finalizing anything. We’re all guilty of groupthink, especially when it comes to shared topics, and frankly, you’re more likely to experience backlash during pre-production than you are posting. Pending no significant catastrophes during filming, most people will assume that everything went fine, and that’s it too late in the game to make substantial changes. It’s not.
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Video in recruiting opens up a whole new world of possibilities, from job descriptions to employer brand awareness. At a time when every candidate interaction counts, developing an action plan and making the necessary investment can help put you ahead of the curve, even before you hit upload. Whether you use your smartphone or retain Spielberg, make sure your content puts the spotlight on what matters most to your hiring strategy.
Want to learn more about using video in recruiting and job descriptions from people doing it?
FREE WEBINAR: https://recruitingwebinars.com/film-school-for-recruiters-video-content-visual-storytelling-best-practices/