Be a Talent Magnate: How Video Can Attract Top Talent
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In our increasingly digital world, it’s crucial to take new approaches in your recruitment marketing. To stand out to the right people, your company needs to develop content that creatively illustrates its values—and perks—to potential candidates. One of the best ways to attract talent is through video. Sounds expensive and hard, but it’s not; sometimes all it takes is a smartphone. Join Nathan Phaneuf, Sr. LinkedIn Talent Brand Consultant, and Autodesk’s Jessica Weiss-Boyd to learn how video content can help your company attract top talent. Learn more about our solutions at: http://bit.ly/2j6A700
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Be a Talent Magnate: How Video Can Attract Top Talent
- 1. 1 Thanks for joining! The webinar will begin shortly Follow us on social media: talent.linkedin.com/blog #hiretowin
- 2. talent.linkedin.com | 1 The Power of Video in Employer Branding January 18, 2017
- 3. Housekeeping notes: Please type questions into the Q&A box addressed to All Panelists. Everyone on the line is muted Dedicated Q&A at the end. The presentation & recording will be sent via email after the webinar. #hiretowin 3
- 4. Speakers
- 5. Agenda Autodesk’s Talent Attraction Strategy Why Video? Best in Class Examples Cost-effective Video Solutions Leveraging Video Across Platforms Q & A
- 6. Why Video?
- 7. Great Content Tells a Story A relevant, transparent story of what it’s like to work at your company
- 8. Why NOT Video? • Makes your culture more transparent and brings your story to life • By 2018, 79% of all internet traffic will be video1 • Video content is retained at a 95% rate (compared to text-based content at a mere 10%)2 • The value of one minute of video equals 1.8 million words3 1 - http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.html 2 - http://www.insivia.com/50-must-know-stats-about-video-animation-marketing-2013/ 3 - http://www.marketwired.com/press-release/a-minute-of-video-is-worth-18-million-words-according-to-forrester-research-1900666.htm 1
- 9. 5 Great Employer Brand Videos This is Zendesk What It's Like to be a Starbucks Partner Come Join Us at OpenTable What it's like to work at Kimberly-Clark Sephora's New HR Campaign
- 10. OpenTable’s: Come Join Us at OpenTable
- 11. The Role of Video in Autodesk’s Talent Attraction Strategy
- 12. Using Video to appeal to key talent pools and impact perception Challenge: Autodesk battles a perception problem; Candidates think of them as an 80’s AutoCAD company. Solution: Utilize video to show we are so much more – through powerful stories and the impact prospective candidates can have on our organization.
- 13. Pulling it together • Interviews: Prep employees • Have a theme in mind: encourage personal experiences • Show don't tell: Make it personal and catchy • Editing: create a beautiful end product
- 14. At Autodesk You Can Change a Life
- 16. Make a Compelling Recruitment Video on a Budget • Equipment: You already have what you need • Content: Record humans being human. • Employee Interviews: get the conversation started • A Day in the Life video: not just talking heads • Editing: the tough part
- 17. Leveraging Video Across Platforms
- 18. Leverage your video across all of your social channels • With video, your recruiters now have a resource to share with prospective candidates: • Add to Careers Site (if possible) and Job Descriptions • Add to email signatures • Share on LinkedIn and across social platforms – create teaser campaigns • Ask your employees (and brand champions) to share • Ensure leadership takes an active role in sharing
- 19. Q & A Any Questions? talent.linkedin.com/blog
Notes de l'éditeur
- Text/Links to put in chat box: Thanks for joining! We will start shortly. In the meantime, follow us on social media: Twitter: @HireOnLinkedIn LinkedIn: https://www.linkedin.com/company/linkedin-talent-solutions SlideShare: http://www.slideshare.net/linkedin-talent-solutions YouTube: https://www.youtube.com/user/LITalentSolutions Blog: http://talent.linkedin.com/blog/
- please use Q&A box to the right of your screen to ask any questions you may have throughout the presentation. Be sure to select the ALL PANELISTS options to send your questions as seen here Since everyone on the line is muted. Please feel free to ask questions throughout the webcast which we’ll address during the last 15 minutes of today’s session. And, there is a survey at the end of the presentation. Please take a few minutes to give us your thoughts on today’s presentation. The presentation & recording will be sent via email after the webinar so keep an eye out.
- From a recruitment marketing perspective, we like to utilize content that tells a story. A relevant, transparent story of what it’s like to work at your company. A high performing talent brand uses content to engage the key talent pools they’re looking to attract to their organization. Good content can establish relationships with candidates and enhance their perception of your talent brand. Providing information like this helps candidates built trust and positive feelings toward your company. In fact, the biggest obstacle candidates face when changing jobs is not knowing what it is REALLY like to work at your company. So if they don’t know who you are well in advance - you’re going to miss out on attracting that top talent to your organization. So how can you stand out to this target talent? At the end of the day – people apply to companies, not to jobs. Video can tell candidates what they want to know most about your company: your culture and values, benefits and perks, your mission and vision. It gives them a sneak peak into life at your company before they ever walk in the door. It’s imperative that we provide candidates this peak behind the curtain, so they can truly determine if your company is a place where they could see themselves spending so much of their time.
- And what better way to do this then video? There is no better tool to bring your organization to life. To showcase your culture and people, and give them that virtual tour of your organization. So video is truly the ideal medium to tell this story. It resonates more deeply than an article or a blog post. In fact….
- Here are a few of my favorite employer brand videos. We don’t have the time to play them today, but I’ve included hyperlinks to all of them for you to view as this deck will be provided to all attendees. Zendesk’s video makes me feel like I’ve just been hired and today is my first day in the office. I soak in the atmosphere, meet my coworkers, see where I’ll be working and where I’ll be relaxing, and just take in all the little things that make Zendesk unique. Starbucks’s video clearly articulates their EVP. Their employees are not employees, they’re partners. This brings with it a sense of ownership and benefits as well as a feeling of opportunity. Opentable’s video follows much the same format of Zendesk – but because they are a different company with a different atmosphere, people and culture it has a completely different feeling. There is a certain sense of quirkiness that really makes it seem like a place where everyone can be themselves without having to conform to some corporate code. Working at Kimberly-Clark uses a completely different approach in that rather than featuring video of employees, we are taken on a live-sketch tour of who K-C is, why they are who they are, and most importantly what their well-thought out People Philosophy is – essentially their promise to their employees. What they expect of them and how they support them. We are Sephora takes a completely different approach than the rest in that it seems like a pop music video, including the choreography, costumes, and energy that goes along with it – and of course the makeup as well.
- So let’s take a look at a truly enjoyable employer brand video with OpenTable.
- Using content to promote your employer brand. Again remember, your followers are a pool of talent that for the most part are interested in consuming employer brand-related content.
- I’ll end my portion here with just a few quick tips for posting content on LinkedIn Sample employee questions: Examples: Why did they join the company? What do they enjoy about working here? What would they tell a friend who was considering joining the company? What about their experience here has been unique compared to other places they’ve worked? Other videos: http://autode.sk/careersplaylist Interviews: Prep employees with questions Have a theme in mind: encourage employees to bring their personal experiences/share something they’re passionate about Show don't tell: Don’t make it just talking heads Editing: Show a beautiful product
- I’ll end my portion here with just a few quick tips for posting content on LinkedIn Sample employee questions: Examples: Why did they join the company? What do they enjoy about working here? What would they tell a friend who was considering joining the company? What about their experience here has been unique compared to other places they’ve worked? Other videos: http://autode.sk/careersplaylist Interviews: Prep employees with questions Have a theme in mind: encourage employees to bring their personal experiences/share something they’re passionate about Show don't tell: Don’t make it just talking heads Editing: Show a beautiful product
- I’ll end my portion here with just a few quick tips for posting content on LinkedIn Sample employee questions: Examples: Why did they join the company? What do they enjoy about working here? What would they tell a friend who was considering joining the company? What about their experience here has been unique compared to other places they’ve worked? Other videos: http://autode.sk/careersplaylist
- All you really need for shooting your recruitment video is a recent smartphone (pretty much any recent smartphone can shoot high enough video quality for the web). And to edit, your laptop likely already has all the software you need. A video recording of a grown man or woman reciting a mission statement is a terribly sad thing. And it probably won't help you get more talent (we can all tell when someone is speaking ‘corporate-speak’). The simplest way to attract people to your company is to show your current team talking in honest terms about what your company does and why it’s worth working for. And, showing this means recording some interviews. Don’t just interview the CEO. Sure, grab the boss, but also get some people at different points in their careers. People trust their peers, and want to hear from people who are at the level they’ll be working at. Get shots of everything that people talk about. Then, in the final edit, you can show those images while running the sound from the interview. Get creative. You've got no budget, but your tiny cameras are flexible. You’ve got the camera in your pocket already, so try filming whenever you get a quick break. Make lots of mistakes, review your footage to see how it looks, and go back and shoot again. Employee Interviews: get the conversation started Why did they join the company? What do they enjoy about working there? What would they tell a friend who was considering joining the company? What is something unique you’ve done here that you haven’t done in previous roles? A Day in the Life video: not just talking heads – encourage employees to share something they are passionate about. Don’t forget to show off your office! “One of the mistakes companies make is over-producing their videos. Our generation doesn’t buy the hype. When a video is too polished, it tells us they are trying too hard,” If you have an up-to-date computer, you most likely already have all the software you need to edit a basic video. That's iMovie on a Mac and Windows Movie Maker on a PC. A little Googling will get you plenty of tutorials on both, and they're both made for beginners. When editing, remember to cover people talking and, whenever possible, show, don’t just tell. Also, go easy on the special effects. The first time you use editing software, it's tempting to get caught up in special effects. But, wacky transitions can make an otherwise great video look cheesy, fast.
- Share on LinkedIn and across social platforms Showcase it on your Career Page Post it to your followers (Videos in the newsfeed have a 75% higher share rate) Utilize Sponsored Content to introduce your company to target talent