Using social mediums to augment your recruiting efforts is essential to finding and hiring top talent in this day and age. Posting recruitment videos is one way to enhance your company’s efforts to get in front of your targeted audience of job seekers. YouTube offers unique avenues to the candidates you, as an employer, want to connect with.
If you think about YouTube as a branding platform and less of a recruitment platform, then you will have the right idea of how powerful YouTube can be for you as a candidate sourcing tool. Videos do not solely need to be about recruitment but can focus on brand, mission, and purpose (all of which helps draw top talent to your organization—which again makes a recruitment tool). It’s a powerful loop that, if curated, can do amazing things for your culture building and workforce continuity planning.
In order to get going with a recruitment ad or a video that introduces viewers to your company, its brand, and/or its employment opportunity, you’ll need to make sure you have built a brand channel for your business first.
If you have already set up a channel and brand account, then skip steps 1-3 to learn more about how to amp up your channel for recruitment purposes.
1. Setup a YouTube Account
If you don’t have a brand channel or account yet, then sign into YouTube.com. Remember, Google owns YouTube, so you will be asked to provide your Google account—or you can always create a new one. Be sure to watch this video; it is extremely informative and demystifies the setup and account creation process.
2. Create a Brand Channel
Follow these instructions to create a channel that can have multiple managers or owners.
You can use a Brand Account to create a channel that has a different name but is still managed from your Google Account. Learn more about Brand Accounts.
- On your device, sign into your YouTube account.
- Go to your channel list.
- Select the option that allows you to create a new channel or use an existing Brand Account:
a – Create a new YouTube channel by selecting Create a new channel.
b – Create a YouTube channel for a Brand Account that you already manage by selecting the Brand Account from the list of options. If this Brand Account already has a YouTube channel, you will not be able to create a new one. YouTube will simply forward you to that channel if you select the Brand Account from the list.
- Fill out the details it asks, name your new channel, and, finally, verify your account. Then, click Done. This creates a new YouTube Brand Account.
- To add a channel manager, follow the instructions to change channel owners and managers.
You will then need to add a channel manager, which can be changed later, but you will need to appoint a manager. For some companies, it is their social media manager; for others, it is their HR or IT manager. This person will have admin access (which means that they can change anything on the account—so choose wisely).
3. Add Sizzle to Your YouTube Channel
The final step is to make your YouTube channel as attractive to job seekers as possible. This has more to do with your brand and less to do with what others are doing (so don’t solely compare your YouTube channel to others—it should be unique to your company).
Tips to Make Your YouTube Channel Sizzle
- Include employee testimonials (if done well, this is the most important part of recruitment videos on YouTube)
- Highlight company benefits and overall compensation philosophy
- Describe the job opportunity you are advertising
- Be sure to mention your preferred way applicants should apply for the job
- Mention the CSR initiatives your company is spearheading
- Include your logo and mission
- Brag about your awesome company culture
- Explain, in as many ways as possible, the reasons that candidates should join your team
Examples of YouTube Videos Used for Recruitment
First, the reason why videos are being suggested here is because they are effective tools to get candidates to act (or apply) to your recruitment. As we can see, videos are encapsulating, as they share personal stories of what the company is like and how it does business.
Plain and simple, the rate of response goes up when videos are included in your recruitment platform. This reality does not fluctuate either; it has been the case for some time now that when job postings include video icons, there are almost always clicked on.
We want to share a few sample videos that we like a lot, as when viewed together, they show how different recruitment videos can look. How you go about shooting your recruitment video on YouTube has a lot to do with your company’s culture, style, and public image (both the one you presently have and the one you desire to have).
Fiverr uses tongue and cheek humor to create their recruiting video. The joke is this is another recruiting video but with Fiverr you can work anywhere at any time and not within these types of offices. They use this comedic approach to lure people into watching by cleverly titling the video “Another Generic Recruiting Video.”
This is a heartfelt recruitment video example that focuses a lot on how Azek gives back to the community and their employees. Azek is set apart as a successful manufacturing company that provides career growth to their team.
Fit Small Business
If you’re a small business, you don’t need to hire a big production company or fancy digital media firm to shoot your branding videos. In our startup stage, Fit Small Business shot a personal testimony video on an iPhone. We wanted to share with potential candidates what it was like to work here. The goal was to help candidates understand the growth opportunities and fun working environment available at FSB. Below is a personal testimony from one of our employees, Meenal Upadhyay.
The Importance of YouTube and Your Brand
YouTube generally ranks third, behind Google, who is No. 1 for video watching, and Facebook (No. 2). In addition, it is the second-largest search engine on the internet. JobMonkey reports that over 800 million unique visitors view more than 3 billion hours of video every month!
What does all of this have to do with recruitment? YouTube’s audience size is too great for you, as an employer, to ignore. There is no platform so expansive that can reach and impact job seekers and draw them to your company. It should be a part of everyone’s advertising recruitment strategy, all you need to do is commit to utilizing YouTube recruitment videos (which is an easy process).
Although we feel that YouTube should not be the only social medium recruitment resource you use, as your organization should be exploiting Facebook, Twitter, and others, YouTube is unique as it can speak directly to candidates who want to learn more about your company and its brand. With 500 hours of uploaded videos every day, you can only imagine how many companies are already using this platform to get ahead.
When You Recruit Using YouTube, You Are Growing Your Brand
Video sharing is an incredibly effective ground game when building a brand. That is, it helps promote the following activities, all of which help your company’s brand and recruitment:
- Video engaging viewers: Harver notes that video storytelling embraces the attention of views. The story of your brand is more easily shared over video than the written word alone.
- People love video sharing: One of the reasons that YouTube is the third most viewed social media platform in the world has to do with puppies. That’s right, puppies. When you see a cute puppy video, you just have to share it—you can’t help it. Within the world of recruitment, it works the same way. Sharing a video about a great company or job, or simply because it is an awesome video, is how humans communicate and share interests and opportunities.
- Video was designed for mobile reviewing: More and more job seekers are “seeking” opportunities through their mobile devices only. Although this is a generational trend, the generations that do this habitually are the employees that companies need more of (as they are making up a larger portion of the workforce).
There are countless reasons to learn how to recruit on YouTube because the platform does a great job of fueling employer branding and recruiting efforts. Many job seekers out there today love to watch videos of employees who are working for the companies they are considering applying to. If you take the time to create a thoughtful and creative YouTube video, your company will see a difference in how people find your employment opportunities and how candidates want to learn more about your brand and what it does.
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