No one watches your culture video
If you film it, they will come, right?
Recruiting teams have gotten wise to how powerful employer brand can be when trying to attract applications. Simply displaying some plain text (or even highly styled HTML) on job boards and paid ads doesn’t come close to approximating what a company’s internal culture is nor convey why a candidate should be excited by the prospect of working there.
Many have turned to richer media, particularly video, in order to ensure that nothing is left to chance and prospective applicants have the best approximation of what it feels like to work with a given team.
We’ve seen some amazing culture videos, and while we’re really happy working at TTI, we’d be lying if they didn’t paint an enticing picture of what it’d be like to work elsewhere!
That being said, there’s always been something gnawing at us when we see these great previews of how special companies can be plastered all over a careers page. The issue is, these videos are directed at the wrong audience at the wrong time.
Who are you building culture videos for, anyway?
Let’s take five steps back and recall what the point of making a culture video was in the first place.
You think job seekers out there need a nudge to apply to your company when there are tens of thousands of potential employers, right? That makes total sense if you’re thinking of people who have been in the workforce for years and are experienced in their industry. This population can afford to be selective since they know what they want and how to get it, so showing them branded content up front is a great move.
But for the vast majority of hires, let’s be realistic, they’re pushing their resume into as many career portals as possible. They think “it’s really unlikely I ever hear back from a potential employer, so my best option is to take the safety in numbers approach!”
This type of candidate is falling over themselves to find the “Apply Now” button on your careers page, and anything between them and that one button (including your beautiful culture video) is an obstacle that will be ignored with extreme prejudice.
So what can you do about it?
Segment where and how your culture video appears to job seekers. For any Manager or more senior role with a selective candidate base that is likely passive (i.e. already employed), we recommend putting your culture video or other content front and center. If it’s well-made, this is the demographic for whom appreciating what your team is like could make all the difference.
You probably won’t have to make much of a change here since your content is likely accessible pre-apply, so you can check one thing off your to-do list!
More importantly, think about your entry-level roles requiring 5 years or less of work experience. This is the candidate pool that is churning out applications left and right, only taking the time to be selective once they receive an interview offer.
These are also the job seekers that are dying for a response, any response, and so you’ll get much more engagement with employer branding content by proactively sending it to anyone who applies, or at least to those whom you invite for a first round interview.
Doing so will likely increase the number of people viewing your content. This is the time where understanding what your team is like will cause job seekers who are a good fit to get even more excited about working with you versus all of your competitors.
What are your thoughts? You can reach us on Twitter at @TaketheView.