How to Enhance Employer Brand Via Video [for Hiring Top Talent]

Employer branding and hiring are so interconnected that it is important to create a hiring strategy that is based on both - HR needs as well as marketing. The use of recruitment marketing principles in employer branding makes video the ideal medium for the effective communication of your company’s story, brand, and culture to not just candidates, but also to your target market. There is more to it than just finding and hiring the right people. So in this article, let’s find out why video is important for employer branding, and why you cannot afford to ignore it.

Here are a few stats to get you off to a flying start. According to Hubspot research, conversion increases by nearly 80% when employer branding videos are attached with JDs and on company career pages. That’s a HUGE difference! Also, according to Careerbuilder, videos help get you 34% more applications to your job posts. Finally, video job postings get watched by 12% more candidates than non-video job postings, which can enhance your personal recruiter brand as well. Let’s take some examples of two of the best brands in the tech space - Google and Hubspot, to get a better understanding about recruitment videos.

See Google’s example. It shows how a company's reputation matters more than ever. 86% of workers would not apply to a company that has a bad reputation with former employees or the general public. Ultimately, you spend plenty of time creating a compelling, incentivizing brand story surrounding your products or services. But how long do you spend on cultivating a powerful employer brand to ensure you attract and retain top talent, like Google does?

Look how Hubspot uses video to answer potential employees questions on their careers page to enhance their employer brand. A good employer brand can reduce turnover rates by 28%, and cut your costs-per-hire by half. Additionally, 75% of active job seekers are likely to apply to a job if the employer actively manages its employer brand on social media via video. So, it's critical that you start by focusing on your company's mission statement, values, vision, and culture. It is helpful to identify what your company needs, and work backwards to identify the type of talent you need to hire to fulfill those business objectives.

Here are the best ways to promote your employer brand [not just with video]:

- Using your own employees as brand ambassadors

-Showcasing culture through office videos & images

-Showing your new and present employees your policies, programs, and special interest groups inside your company

-Creating and sharing leadership videos about how your brand is solving big problems as well as their personal journey

-Highlighting social proof through client testimonials for external validation about how your brand increases customer delight

This last point in this recap was very important, since it is direct proof of a healthy customer facing culture.

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