You’re a member of a Human Resources team and are trying to find a way to find and retain the best talent. You come across content marketing in a training event, article, or video and say to yourself, “This seems like it could work for me, but I’m not sure what my next steps are…” Many other HR professionals have been in your shoes! These steps will help you create high-quality video that attracts the best talent.
Start collecting common questions from candidates and new staff
Content marketing is all about answering questions in a transparent and engaging way. In-order to answer questions effectively you first have to know which questions are the most important to your audience. Questions like, “How much does this position pay?” or, “Does this position allow for flexible hours?” will span across job categories. Other questions will be specific to a position.
For large organizations you may be able to collect this data by reviewing past emails and-if recorded-phone interviews. Organizations of all sizes can start by interviewing new hires, adding a space for comments or questions to the job posting portion of their website, and asking HR staff at similar organizations about questions they’ve received.
Once you have a list of common questions create storyboards that answer the most common and critical questions
For people outside of the videography world its common to believe that the most important part of shooting a video is pointing the camera in the right direction. While this may be true for sports and entertainment, businesses need thoughtful planning to create effective video. I recommend planning a video by creating a storyboard. A storyboard is a set of written or, preferably, drawn descriptions of a scene or interaction. The scenes you describe in your storyboard will help you understand what will be captured on video when, and the specific question each scene should answer.
An example of a scene could be a picture of a staff person getting into a car with the caption or description stating: “Because my work requires me to drive up to two hours a day I really appreciate the comfort and reliability of the company cars XYZ corp provides.” This scene answers the questions: “How much driving is required for this position?” and, “Will XYZ corp provide a company car or gas reimbursement?” while building a positive perception by showing that XYZ corp cares about staff comfort during travel.
The quality of your storyboard will determine the quality of your video. If your videographer, staff, and actors are not sure how to create a great video, the shoot won’t be as effective as you hoped. If you are working with a video production company or marketing firm to create this content, they will likely be join you for this step in the process. Having said that, your team will still need to lead the process because you will have the best understanding of your company’s culture, goals, and brand.
Decide where your video will live
Video optimized for Instagram is very different than video designed for YouTube. Deciding where your video will be viewed is key to shooting the video that is best for you. If your organization attracts talent through their website, you will probably want to shoot a video designed for YouTube or Vimeo. These videos can be easily embedded into your website and email campaigns, as well as linked to job descriptions you post on third party sites. If you are looking for quality talent and don’t always get the best candidates visiting your website you should consider making a video optimized for LinkedIn and Facebook. These videos would have to be effective without sound, as a lot of social media videos are viewed with sound off on phones. They also need to look good at a lower-quality so you’re not hampered by unreliable cell service. If your target market is younger people or consultants and influencers you may want to create a video optimized for Instagram, Snapchat, and Twitter. These videos may be oriented to look best vertically as those platforms are most popular on mobile phones. Videos on those platforms will also need to be bolder, more colorful, and shorter.
You’re probably asking, “Why can’t we just shoot a video that looks great everywhere?” The unfortunate truth is that a videographer would need to set up the shoot differently for each platform. If you ask them to shoot a piece of content that works on every platform then it won’t look great on any platform.
The day of the shoot
Shooting video is much more difficult than you may expect. It often requires a lot of equipment, people get nervous in front of cameras, and seemingly mundane sounds can ruin a take.. That’s why I recommend making the shoot day an event. Buy pizza for the staff that participates, offer “best actor/actress” awards, and give people some time away from their core responsibilities. If people feel rushed your content will suffer or, worse, they will never want to shoot another video.
After you receive the video
Once you’ve finished the editing process and have a great video, your next steps are to work with your marketing and IT staff to make sure you are tracking success. Your video hosting site–like YouTube or Facebook–will keep track of your views, but views aren’t your only measure of success. Check to see if your website views increase when the video is hosted on the site. Keep track of the clickthrough rate for emails that include the video. Finally, track the overall quantity and quality of your applications after uploading the video. If everything goes well you are likely to see an increase in all of these categories by incorporating video content marketing into your HR strategy.
If your HR team is looking for new ways to add to its talent pool video content marketing may be a great option for you. Videos are an engaging and effective way to attract talent of all levels, at all ages. As long as you start with good questions, create a strong storyboard, select the right hosting for your platform, and make the shoot day(s) fun, you’ll be able to create effective video content marketing for your recruitment and retainment efforts.
If you want to learn more about content marketing you can read more here. If you’re curious about storyboarding learn more about the process here.