Leveraging ROI on a Recruiting Video

It is very hard to find an organization today that is not trying to stay lean during these challenging economic times. There is no reason that you should expect anything less from your recruiting video.

Your focus needs to reach beyond your main message to maximize your return on investment. An essential step to achieve this will be to strategize your central theme and refine it for your audience with secondary themes that end up in the final product. In order to achieve this you need to engage in planning and discussions that should involve these questions.

  1. Did you really layer your message effectively? This is one of the basics, yet it is rarely done well. It is imperative to layer messages to make the most of the very brief yet expensive frame of time you have for getting your message across. Most recruiting videos communicate a main theme and one secondary theme such as a diverse workforce but fall short in effectively getting across multiple messages. A strategic recruiting video will revolve around a central theme, and while it is delivered, put forth appreciable examples of secondary themes. Your organization may be a leader in wellness or internal career development or another area that you want to include to distinguish your secondary messages from the competition. Remember you want to give your target audience a significant reason to watch the video.
  2. What websites is your recruiting video appropriate for? In order to engage your audience, you must understand where they frequent when looking for information on organizations. Are they more likely to see your video on your career site, at a job fair, third-party career site, a Facebook page, or on a Second Life Island?
  3. Does your recruiting video come across scripted? Recruiting videos are typically centered around a storyboard to keep the message on point. Just because there is a script is no reason for the video to sound scripted. Leave a little leeway for spontaneity and creativity where possible to give the video genuine presence.
  4. Did you market your video in your organization? Some organizations focus so hard on marketing to an external audience that they forget the obvious. Your internal audience may be some of your best evangelists spreading the word to others.
  5. Did you “Tweet” about your video? Use Twitter to publicize your video and the websites where your video can be found. It takes very little effort to Tweet and drive traffic to the sites where the video is found.

Below is a Federal Reserve of Cleveland recruiting video I worked on last year with thunder::tech, as well as a Cisco recruiting video.

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David D'Angelo, J.D., SPHR, has worked in human resources for seven years, primarily in HRIS as an analyst. He is a member of the International Association for Human Resources Information Management. His blog “Recruiting in Second Life” blog can be read on the ERE blog network and was referenced by Governing online in its September 2008 article “The Reality of Virtual Reality” which appeared in The Managing Technology Letter.


5 Comments on “Leveraging ROI on a Recruiting Video

  1. Good article. I’ve integrated Video into our recruitment strategy at Sony Ericsson. We have the video’s embedded in our Careerbuilder job advertisements. (search Sony Ericsson on Careerbuilder to see them) We have one that shows about our company, one for our RTP location and a few specific job videos. Magnetvideo is the vendor we used. http://www.magnetvideo.com

    I think you have some great ideas about how to get the message out. I’ll try a few of them.

  2. David – This was a great article and (for full disclosure on my end) I am a vendor in the area of online recruitment video. http://www.maddash.net

    Another of the interesting article’s written on ERE around video is the following: https://staging.ere.net/?s=maddash

    On top of the quality of videos (which is critical)is the delivered streaming experience and placement for exposure to possible candidates. Other major career sites like monster have taken it a step further and actually placed clients videos on the “job search” page with one click to view the video. Even though it is also in a clients job posting it is not known at the “job search” level and monster took the initiative in this area.

    MadDash has provided embed code so additional locations (LinkedIn,Facebook, Monster, major job sites and niche ones) can insure clients investments can be taken full advantage of. Having a genuine testimonial style video with professional scenario’s and footage, using real employees is powerful – your are right on with that!
    (BTW – If a client does not have a great video then they should not market it at all – even though video is in the eye of the beholder 🙂

    While some employers look at their own careersite as the best “job board” for them – it does take a strategic plan, time and a financial commitement to also execute.

    With all the social and interactive sites popping up one of the key’s is to involve current employees to assist in helping their employers efforts in sharing the video (as long as it is genuine. This will give it further exposure and legs in social/networking site arena Sounds like an opportunity to create a employee referral plan based around this).

    Keep up the great articles!

  3. David Great article and your video created an employment brand that anyone viewing would be interested in directing themselves to these specific websites. Videos are important but they have to be great videos like what you have presented here. Great work in looking to drive traffic to their websites as well as getting someone excited about what these organizations can offer!

  4. Good article and nice videos. I would add that an ROI calculation on the use of video should include a metric around engaging candidates that don’t know you’re hiring.

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