According to HubSpot’s 2020 State of Marketing report, video was the most used type of marketing content beating out other heavyweight contenders like email, blogging and infographics. In fact, in a study by Google, 1 in 2 Millenials and Gen Zers said “they don’t know how they’d get through life without video.”
With all that in mind, it’s clear that video has to be a major part of your Recruitment Marketing strategy. But unlike written content, there is a perceived bar of entry to video for many companies. Writing out a blog or social media post might seem easy, whereas for some practitioners, plotting out a video strategy for different platforms and audiences can seem more intimidating.
Fortunately, with a little guidance and inspiration, you can successfully incorporate video into your Recruitment Marketing strategy. For best practices, we turned to the 2021 Rally Awards and gathered 4 award-winning examples of companies using video in Recruitment Marketing. Take a look below!
1. Dell Technologies: Our Women in Action by Dell Technologies
Dell Technologies has publicly announced that by 2030 they want 50% of their global workforce and 40% of their leaders to be team members who identify as women. With this goal in mind, their employer brand team needed to convey to women candidates the supportive company culture they could expect from working at Dell. To do this, the company created “Our Women in Action,” a video showcasing a diverse set of stories from their woman-identifying employees.
The strategy
The team scheduled, prepared and interviewed 67 storytellers (44 of them women), which uncovered hundreds of stories that illustrated Dell’s values and employee experiences. These stories touched on all kinds of topics, including career growth, recognition, internal mobility, work-life balance and initiatives that support women.
In the end, the final video featured the voices and stories of 12 Dell women storytellers who work in 9 Dell Technologies offices worldwide. For maximum effect, Dell Technologies then launched this video on International Women’s Day. They also continue to feature this video across their various channels as one of their premiere recruitment marketing content pieces.
The results
The video was a major success across Dell’s various channels, having so far been viewed over 18,000 times and engaged with over 800 times collectively across the company’s YouTube, LinkedIn, Twitter and Facebook. On the Women at Dell careers page alone, the video boasts over 164,000 views.
2. UBS: Make a change — consulting but different!
UBS needed to attract and hire hundreds of management consultants to the group internal consulting (GIC) practice, but the division was largely unknown to the target talent audience. To both raise awareness and drive applications from this target audience, UBS conceived the multi-phased “consulting but different” video campaign.
The strategy
The aim of the campaign was to attract the attention of management consultants, quickly address the issues commonly found in big-name consulting companies and present working in-house at UBS as a superior alternative.
Getting the attention of consultants started with using the right name for their campaign, as “consulting but different” plays on professional jargon often featured in industry-related meme accounts, which UBS discovered their target audiences regularly engaged with.
Humor drove many of their video concepts as well to help break the stereotype that in-house consulting roles were less attractive than consulting roles at big-name consulting companies. For example, many video concepts poked fun at typical consulting situations at big-name places, which made consultants at these places relate to their work in a funny way and encouraged them to consider UBS as an alternative; at UBS, they could expect the same principles of pitching, billable hours and projects as in an external firm, but with a greater work-life balance and longer-term clients.
To make sure their concepts actually resonated with their target audience, they were vetted upfront, tested with existing consultants at UBS and validated using external qualitative, quantitative and research-backed research.
As UBS rolled out their videos primarily across LinkedIn and Instagram, they built a pool of users on LinkedIn via the Adobe Audience Manager tool for retargeting purposes. Candidates who engaged with the original videos were shown additional videos featuring UBS consultants elaborating on the job and the benefits that come with internal consulting. Whereas the videos in the first stage were more centered around building awareness, the CTA in these videos pointed candidates to the GIC landing page to apply directly.
The results
Not only did they accomplish their goals of making their target talent market aware of their largely unknown GIC division and supporting short-term hiring in 2020, but the campaign was the most successful UBS recruitment marketing campaign according to all marketing metrics and actual hires.
For less than $20,000, the campaign reached 121,000 people, led to 426 interviews and resulted in 212 hires.
3. TTEC: Work from Home Sweet Home
After successfully shifting 45,000 employees to remote work last year, TTEC was faced with another challenge: showing candidates how TTEC’s new work environment looked and operated. To accomplish this, they created the Work from Home Sweet Home video.
The strategy
Prior to the pandemic, TTEC already had over a decade of experience working with remote positions. As a result, when the pandemic hit, TTEC had more experience to pull from to help them smoothly transition their workforce.
What they really wanted to show to candidates, though, was the perseverance of the company’s sense of community. Even in cases where their employees worked in countries where the internet and other technology weren’t the best, the company worked hard to keep its community ties strong.
To convey this to candidates, TTEC featured in its Work from Home Sweet Home video the benefits of working remotely (e.g. no commute and more time for creative hobbies and family), as well as emphasized how you’re never alone — you’re always connected to the company’s 50,000+ diverse, inclusive employee community.
With a run time of just 45 seconds, the video worked on a variety of different platforms. TTEC added it to their YouTube playlist, uploaded it to Reddit and shared it across Facebook, LinkedIn and Instagram. To maximize results, they also promoted the video through ads on Facebook and Instagram.
The results
With the goals of achieving as many views and engagement across social media as possible to attract a diverse set of potential employees, TTEC measured results through YouTube, Facebook and Instagram analytics.
Collectively, the video has so far achieved over 1.5 million views and nearly 60,000 engagements. These stats also contribute to TTEC’s goal of reaching a diverse set of candidates as well, with a nearly even (54.6% vs. 45.4%) male-to-female viewership on YouTube.
4. AdventHealth: The “Life at AdventHealth” Virtual Reality Experience
AdventHealth took video to the next level to help candidates envision what their life can look like as an AdventHealth team member, both at work and in the community. Using virtual reality (VR) in 6K resolution, AdventHealth enabled candidates to literally put themselves inside their healthcare facilities and see the company’s local community first hand.
The strategy
AdventHealth operates over 130 health facilities in 9 states and already had enormous needs for healthcare workers prior to the pandemic. But with the pandemic, the national shortage of nurses and other critical healthcare roles meant greater hiring needs than ever before.
To meet these needs, AdventHealth turned to as many sources as possible, which, in many cases, required having to relocate hires from across the nation and worldwide. This presented a unique challenge: they needed to hire a lot of healthcare workers from all around the world, make the idea of relocating for these candidates less scary, all the while also adhering to travel bans and social distancing measures to keep candidates and employees safe.
In the end, they settled on VR as the best way to solve this challenge. VR tours allowed candidates to check out AdventHealth campuses similar to how they would in person — checking out different buildings, seeing life on campus and experiencing the facilities — which helped calm their nerves about relocating and get a better sense of what they were getting into. Plus, VR made their hiring process much more inclusive, as it accommodated individuals with disabilities who might not be able to travel to their campuses, pandemic or not.
AdventHealth now also provides virtual, on-demand tours for students and recent graduates, as well as national conference attendees, using mailable VR headsets.
The results
The goals of VR at AdventHealth were to inspire candidates to join their team and get them excited about relocating to one of their campuses. With awareness at the crux of these goals, they measured results by impressions, which they defined as views of their VR experience.
By the end of 2020, AdventHealth had over 15,000 VR impressions captured through in-person conferences, virtual conferences, career events, school visits, online impressions and intern/resident classes at their campuses.
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Through the use of video, the companies above have achieved milestones in all aspects of Recruitment Marketing, ranging from DEI to employer branding to company culture and beyond. We hope that these ideas have inspired you to use video to improve your own recruiting efforts, and that you can pull inspiration from these 2021 Rally Award-winning examples to kickstart your journey to more impressions, engagement and quality hires.
