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What are the most effective ways to use video and multimedia on your career website?

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Video and multimedia are powerful tools to showcase your employer brand, attract talent, and engage candidates on your career website. But how can you use them effectively to stand out from the crowd and convey your unique value proposition? Here are some tips and best practices to help you create and optimize your video and multimedia content for your career website.

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Kishore Kumar

HR-Global Talent Acquisition | Canada & United Kingdom | Recruitment

1 Choose the right format

Depending on your goals, budget, and audience, you may opt for various types of video and multimedia formats to showcase your company culture, values, and opportunities. Testimonials are short videos featuring employees, customers, or partners sharing their positive experiences with you. Explainers are animated or live-action videos that explain your products or services in a clear and engaging manner. Demos are videos that demonstrate the benefits of your products or services. Tours provide a virtual tour of your office, facilities, or locations. Webinars are live or recorded online presentations that provide valuable information on topics related to your industry or niche.

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Kishore Kumar

HR-Global Talent Acquisition | Canada & United Kingdom | Recruitment
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I used testimonials from long-term employees to showcase our supportive work environment during a recruitment drive. This not only attracted potential candidates but also increased our employer brand visibility. Similarly, explainer videos have been useful in onboarding new hires, providing them with a clear understanding of our products and services. These experiences highlight the power of multimedia in HR practices.

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2 Optimize for mobile and SEO

As more and more job seekers are using their mobile devices to search for and apply to jobs, you must make sure your video and multimedia content is mobile-friendly and SEO-friendly. Responsive design is essential for providing a smooth user experience across different screen sizes and orientations. Compressing and resizing the files of your videos and multimedia can help improve loading speed and performance. Additionally, adding captions and transcripts can make your content accessible to people with hearing impairments, as well as give you a higher SEO ranking by including relevant keywords. Don't forget to use metadata and schema tags to provide more information and context to search engines and social media platforms, which will increase the chances of your content appearing in rich snippets and previews.

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Kishore Kumar

HR-Global Talent Acquisition | Canada & United Kingdom | Recruitment
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I once revamped our career page to be mobile-friendly and noticed a significant increase in applications from mobile users. Additionally, I started adding transcripts to our recruitment videos, which not only made them accessible but also improved our SEO ranking. These steps have greatly enhanced our talent acquisition process.

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3 Showcase your diversity and inclusion

Video and multimedia content can be a great tool for showcasing your diversity and inclusion efforts and values, as well as attracting more diverse and qualified candidates to your career website. To do this, you should feature diverse voices and faces in videos, letting them speak authentically and confidently about their roles, experiences, and contributions. You can also highlight any initiatives or programs that you have in place to support, celebrate, and empower your diverse workforce. Additionally, be honest and transparent about the challenges and opportunities that you face as an organization in terms of diversity and inclusion, and how you are addressing them or planning to address them in the future.

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4 Align with your employer brand

Video and multimedia content can help you communicate your employer brand, or the unique identity and value proposition that you offer to your current and potential employees. To do this, you should define a consistent tone and style for your videos and multimedia content that reflects your brand personality, voice, and values, and resonates with your target audience. Additionally, showcase the benefits and perks that you offer to your employees, such as competitive compensation, flexible work arrangements, career development opportunities, wellness programs, or social activities. Moreover, don't forget to share your vision and mission statements, or the overarching goals and purpose that drive your organization, and how your employees contribute to them and align with them.

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5 Test and measure

To maximize the traffic, leads, conversions, and engagement on your career website, video and multimedia content can be highly effective. However, it is essential to test and measure their effectiveness and impact. First, define the metrics and goals you want to track and achieve with your videos and multimedia content. Utilize analytics tools such as Google Analytics, YouTube Analytics, or Facebook Insights to collect data on reach, impressions, duration, retention, bounce rate, or conversion rate. Additionally, experiment with different variables such as length, format, title, thumbnail, description, call to action, or placement to optimize performance based on the results and feedback.

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Kishore Kumar

HR-Global Talent Acquisition | Canada & United Kingdom | Recruitment
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I once ran A/B tests on our job postings, varying the video length and format. By analyzing the data from Google Analytics, I was able to identify which version attracted more qualified candidates and had a lower bounce rate. This data-driven approach has significantly improved our recruitment process.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective ways to use video and multimedia on your career website?

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1 Choose the right format

2 Optimize for mobile and SEO

3 Showcase your diversity and inclusion

4 Align with your employer brand

5 Test and measure

6 Here’s what else to consider

Internet Recruiting

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