3 Steps in Creating Your Video Content

Now that your team is comfortable on camera (Please see my last article if they aren't yet. ), I’m now giving you the ultimate guide in writing your video content! This article investigates how to?structure ?your content and the juicy things to include so let’s get started.

How to structure your video job ad content

One of the major?benefits of using video ?to enhance your job posts and promote opportunities is that you can really engage job seekers - it's more personal and it’s a great way to share real insights about the role, the team, and the company.

Video is a compelling way to communicate, and our tips can help you structure what to say to make sure you get all the facts across whilst keeping your audience engaged.

This recipe can be used as a guide for all kinds of workplace videos!

1. Your video introduction, the 'hook'

• Start your video with a?10-second' hook' , that's about 25 words (or less!) Grab your viewer’s attention!
• Remember, we live in a fast scrolling world, so getting to the point respects your viewer’s time, and builds trust.
• If you can edit in an 'intro strap' with your name and title, do it! You don’t need to waste valuable seconds introducing yourself if we can see it on screen.
• Lead with purpose. What is it about this role that makes people want to come to work every day; talk about the challenge, the team, the ‘golden nugget’.
• Remember to be real and relevant. For eg: if the Great Resignation is on your mind then it's likely on your candidate's mind too. Weave in those current key messages - you may even want to dedicate a video to this topic alone!

Note that video is a visual medium so you need to learn to show, not tell. Think about your message / key points in advance, are there opportunities to illustrate your points with?images and 'b-roll' video overlays ? This will help you to cut down your script because the pictures will do the talking for you!

2. Your video content and your 'What's in it for me? '

It's imperative that you answer 'what's in it for me?' (WIIFM) for your candidate. Think about the elements of the role that you need to highlight to connect with your talent persona’s motivations.

Use these headings as a guide to structure the main part of your video job ad. We recommend focusing on two or three topics to build your WIIFM - you won't have time to cover them all.

Company insights for candidates

• Provide information and insight into the company and its values, so job seekers can assess if they are a good fit. Don't forget to include the basics like sector, company size and office location
• Share something about the hiring manager or team, or consider doing a?video with them !
• Talk about what makes the company unique and share some insights about the?culture of your workplace

Key candidate attributes

• Outline the key attributes you are looking for in a candidate; soft skills, experience and competencies
• Video gives you the opportunity to share even more insights with regard to soft attributes and culture fit

The opportunity

• Outline progression and development opportunities; what will they learn, how the role contributes to business goals and what future career prospects might be
• Share as much as you can about how the jobseeker will contribute to the success of the team and organisation

Remuneration and hiring process

• Share the salary or contract rate and insights into the hiring process
• How many interview stages there will be and the number of people involved in panel interviews?
• Dates or timeframe for decisions about the role

3. Wrap it up, and don’t forget your call to action

Close your video by clarifying what the next steps are, more precisely, what is your call to action (CTA)??Do you want the viewer to call you, email, or click on a link to a job posting? Make sure you add a URL,?with a tracking code , so that the viewer can click to apply or to learn more about the role.

You can refer to your contact details which appear in the 'outro strap' for those who have questions. Inform job seekers that you welcome their resume, a phone call, or an email to discuss the opportunity further.

You can even ask viewers to share your video if they know somebody who might be interested in the role. End with a friendly gesture such as ‘Thanks for watching’ and don’t forget to smile!

Top tips for great video job ad content:

• Keep it succinct! Interested candidates have the option to select the 'apply now' link or to reach out to you if they want to learn more
• Practice speaking 'off the cuff' to make your messages natural and conversational. Being able to speak to the camera for 1-2 minutes without needing a teleprompter is a great skill to have!
• Avoid making a video that only talks about what you need the candidate to do for you. Don’t forget to highlight how your company will contribute to the candidate’s professional development.
• The beauty of video is that you can make it far more personal than a traditional written ad so remember to be yourself. Keeping content 'conversational' will help you?stay authentic !
• If you are using a teleprompter do not copy and paste a text job ad. We don't speak the same as we write, a copy and paste script feel unnatural and inauthentic to deliver. Think of how you would discuss this opportunity with a real person, then write that down!
• The person in your video should be the same person that candidates meet at the interview. Avoid layering on a 'business' or 'professional' persona - you already are a professional! Audiences can see that. No acting required!

The information you include is key to attracting the right talent. The length of your video will depend on where your video will be shared; create short (60-90 sec) video job ads for social media, save in-depth hiring manager interviews for the job post on your career’s site.

Thanks for reading and have fun brainstorming your ideas and?filming ?your own video job ads and creating videos that are relevant to your work and industry right now! Be sure to check out my tips for?filming and technical setup?and practical strategies for?authentic video job ad presenting?in the next issue of my newsletter!

#videojobads #videoscript #employerbranding #videocoach #glowwithliv