Lights, Camera, Recruit
HOW VIDEO ENGAGES TOP TALENT
When it comes to talent acquisition and employees,
video and analytics were big buzz words in almost
every HR and communications department across
Ontario in 2018. But why were they top of mind,
and more importantly, what insights can be gleaned from those
conversations to future proof talent acquisition strategies in 2019?
Many businesses want video as part of their communication
strategy. Intuitively, the reasons are clear enough. Video replicates
the most effective method of communication: face-to-face. Diving
into the brain science behind visuals paints a convincing picture:
■■ Seventy per cent of all sensory receptors are in the eyes.
■■ Forty per cent of all nerve fibers connected to the brain are
linked to the retina.
This massive wired network supporting the eyes processes
images 60,000 times faster than text. Humans are hard-wired
to consume visuals. The bottom line is that visuals are the most
potent form of content, outperforming text almost every time.
However, if visuals and video are so compelling, why do so many
HR videos fail? There are many reasons for poor outcomes, but if
it’s narrowed down to just one key factor, most issues are rooted
in the video team not delivering the content and experience that
the audience craves. Everyone’s heard that content is king, but in a
context of organizational outcomes, a more accurate description is
consumption is king.
DIGITAL AUDIENCES EXPECT MORE
Regardless of a job seeker’s cultural background, age or mind-set,
evolving digital experiences have changed their perceptions
forever, and HR and communication professionals need to catch-up
to this new reality. Potential hires are constantly bombarded
with compelling content online. That’s the bar they use to subcon-sciously
Watch the latest viral video for a taste of the competition that
your corporate content is up against. Before preparing content,
think about the competition. Ask yourself whether your videos
are full of talking heads and corporate speak or dynamic stories
from engaging employees.
Personalization changes the face of marketing, so another
key consideration is that audiences assume they are in the driv-er’s
seat when it comes to what and how they consume content
online. Juxtapose this with the traditional, linear recruiting video:
It’s typically a laundry list of priorities that the company wants to
highlight and often not the same priorities that job seekers want to
explore before making their decision to apply.
The traditional linear video plays in one line from start to finish,
so corporate information is rolled out in the same order, regard-less
of the different needs and expectations of the audience. See
the picture more clearly now? Job seekers don’t want compa-nies
to preach that they’re innovative, they want to come to that
The viewer has options
to either learn more from
other IMAGINiT employ-ees
or go directly to the
careers landing page
and apply for a position
By Cyrus Mavalwala, ABC, MC
HRPROFESSIONALNOW.CA ❚ DECEMBER 2018 ❚ 35