Lights, camera… action? Whether you’re creating short-form videos for social media, or producing a series for your website, video offers endless opportunities to engage your audience in creative ways. It allows for immediate connection in ways that static content on a webpage or social post simply can’t. With audiences increasingly hooked on video, it’s an essential medium in digital marketing for recruitment agencies.
The good news is you don’t need a Hollywood production team to pull it off, nor do you have to choreograph a few dances for TikTok. A smartphone with a few accessories and basic editing software is enough to get started.
Here are practical video marketing tips for recruiters to help you create appealing content for your candidate and client audiences – and promote your employer brand to boot!
Video Testimonials
Written testimonials are great, but video testimonials add that extra layer of authenticity. Hearing directly from candidates or clients who have had a positive experience with your agency gives testimonials a more genuine and personal touch. Video testimonials are great for sharing across your social media channels, website landing pages and email campaigns.
Whether filming in person or virtually, keep the mood light – avoid rushing your subject and allow time for a few takes. To make the testimonial authentic, engage your client or candidate in a casual conversation where you can guide them with talking points.
Remind them that edits can be made, so there’s no pressure to get it perfect on the first try! The aim is to keep your subject relaxed and sounding natural.
Video Case Studies
Case studies are an excellent tool to demonstrate your agency’s ability to deliver results, but PDFs or reports aren’t the only way to present them. Turning a case study into a video can add much more heft to your message and make it more shareable on social media. Video case studies will typically walk the viewer through the problem your client faced, the solution your agency provided and the results you achieved.
If your client is willing to participate, you can interview them as a key player to bring the narrative to life. To keep the video from becoming a dull sequence of people talking to the camera, we recommend including visuals like workplace footage.
Client Workplace Videos
If your agency has an exclusive relationship with a client, you can create videos showcasing their workplace – an engaging way to give their candidates a behind-the-scenes look at where they might be working.
These videos can offer a sneak peek into the client’s company culture, office environment and the people they’d be working with, making them a great vehicle for highlighting your client’s employer brand. When planning the footage, think about what will help candidates envision themselves in the role and create a strong connection to the client’s brand.
‘Work for Us’ Videos
EVP content is a key puzzle piece in digital marketing for recruitment agencies – and ‘work for us’ videos are perfect for getting your employer brand out there to other recruiters.
Just as you would for a client, use a ‘work for us’ video to communicate the benefits of working for a business – in this case, yours. Highlight your agency’s values, mission, and what makes you stand out from the competition. You can include footage of your team, your office environment, and day-to-day activities to help potential candidates see what it’s really like to be a part of your recruitment team.
Tips for Making Videos Look Professional
Here are key tips for making your video content look professional, no matter how small your budget:
Ensure Good Lighting, Audio and a Clean Background
Lighting can make or break the quality of a video, so ensure whoever is appearing in front of the camera is well-lit and easy to see without making them look washed out. (Pro tip: The main lighting source is best positioned behind the camera.) Avoid busy or distracting elements in the background that could pull attention away from what’s being said.
Invest in a basic tripod for your camera to avoid the amateurish camera shake look, along with a clip-on microphone to cut out background noise. There are plenty of budget-friendly options available for this gear that is compatible with smartphones and easy to use without having video expertise.
Grab Attention with a Punchy Intro
The first few seconds of your video are critical in this era of ever-shrinking attention spans, so avoiding lengthy introductions is key. Instead, dive right into something engaging – pose a thought-provoking question, share an eye-catching statistic relevant to your audience, or make a bold statement. The goal is to make people curious within the first two seconds, making them more likely to keep watching.
Write a Script to Create Structure and Flow
Whilst it’s tempting to improvise, writing a script ensures the video flows logically from one point to the next. Preparing a script will keep you on track and prevent rambling. This doesn’t mean the video needs to feel robotic – you should leave room for natural moments as well. The purpose of a script is to ensure you hit all your key points and keep the viewer engaged from start to finish.
Include a Clear Call-to-Action (CTA)
Every video should have a purpose, and that purpose should lead to a clear call to action. Whether you want viewers to sign up for your newsletter, register a CV or a vacancy, make sure the next steps are obvious. Including a CTA at the end in the form of a pop-up annotation or an embedded link makes it easy for viewers to follow through.
Incorporate Your Company Branding
Using video for marketing is an opportunity to reinforce your company’s brand identity. Whether it’s through a branded intro/outro or placing your logo in the corner throughout the video, make sure your company is clearly associated with the content.
Add Subtitles
Consider that most people watching your video will have the sound off, so including subtitles is important for keeping them watching as long as possible.
Get Started with Video Marketing – Talk to Us!
Using video for marketing campaigns can help drive engagement, add more colour and show the humans behind the brand of your agency and that of your clients.
Plus, as more people scroll through their social feeds, they’re increasingly drawn to the storytelling power of video. Why not use it to rise above the noise and create genuine connections with both candidates and clients?
At Prominence, we consider every channel available to execute digital marketing for recruitment agencies, including video. With careful consultation, we’ll help you determine how video can fit into your marketing strategy and how to produce content that grows your recruitment business. Contact us today for a free chat to see what we can do for you.
