Companies are marketing their products and services with video, but have you considered the impact video can have on promoting your workplace to potential candidates and employees? From the initial recruitment process all the way through to onboarding and training, video can help you attract candidates, vet their comprehension, and train employees once they’re hired.
Hack the Recruitment Process
For many organizations, an aspect of the workplace they promote the most is also the most difficult to communicate: company culture. Video can help to convey this feature by allowing candidates to visually see what it’s like to work at your company. That said, why not offer candidates a video “tour” before or after they apply so they can fully grasp the culture you’ve been endorsing?
You can add the tour video to your careers page and use techniques like email gating, to collect a database of potential candidates. Regardless of whether or not viewers actually apply for a job, there is an opportunity for some proactive recruiting.
Because you have viewer’s contact information, these interested candidates are easily reachable and can be asked a variety of questions through a call to action form after the video. Even if you are not currently hiring for a position suited to that candidate, the future might present an opportunity.
Similar to how salespeople are able to contact “warm leads”, recruiters can contact “warm candidates”. Basically you’ll know there is some interest in your workplace based on video views from prospective candidates and, with video analytics, you can see how long they watched for, if they’ve watched your video more than once, and if they’ve returned to your content on multiple occasions. This really allows recruiters to gage just how interested a candidate is.
Preparation for the interview
This material, all in video format, goes into more depth about the industry we operate in and our product. We want and expect candidates to prepare beforehand, but the question always arises of how many are actually taking advantage of the resources we send, and this is where email gating comes in.
This gated video content has become extremely useful at the interview stage, as we enter the interview knowing exactly how much preparation the candidate has done and how quickly they are able to understand our product and what we do.
For instance, if a candidate watches a video once and demonstrates a high level of understanding, that communicates to the interviewer that they are a quick learner who is able to understand new products with ease and is likely familiar with the industry. However, if they watched the video once and have very little understanding, the interviewer knows that, not only are they unable to pick up new concepts quickly, but that the candidate made no effort to watch the video again to deepen their understanding.
However, if it is consistent with all candidates – that they watched the videos repeatedly and all struggle to grasp the concepts – this tells the interviewer that the video is not communicating what was intended and that the content requires further review and refinement.
Onboarding with video
Video is a very powerful tool when it comes to onboarding, especially for a company who has operations globally, because it provides a personal touch when an in-person onboarding session may not be an option.
Companies such as Fairmont hotels send welcome videos to the staff of each new property they are opening from various locations around the world. Having a video hub where each different location can upload their video in one spot makes it very convenient and easy to keep track of content for those who are putting the final video together.
With this use case in mind, there are many ways to offer a personal touch for those who are beginning with your company, such as sending a personalized video prior to a new employee’s start date which covers all the first day details they need to know and welcomes them to the team. A video welcome goes a long way to communicate your company’s culture and develop a sense of community in the workplace.
Provide and measure effective training with video
Email gated video content is also useful when it comes to training employees. Certain training is required through legislation, such as training employees on Bill 168. Video offers the opportunity to send this training piece to all staff and, by having them provide their email, the trainer knows exactly who watched the video and how long they watched it for, making it apparent if anyone is simply skipping material.
This can be especially useful when many employees are remote and it may not be possible to have all employees in one location to do the training together. This also allows employees to do the training when it is convenient for them.
The opportunities for video in the human resources field is vast and increasing greatly. I believe we’re just now beginning to skim the surface of its capabilities and the impact on the HR function. If you’re using video successfully in any of the areas described above, let me know and share your story below.