Recruiting videos are a powerful tool to attract top talent and showcase your company's culture and values. Whether you're hiring for a specific position or looking to build your talent pipeline, a well-crafted recruiting video can make a significant impact.

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What is the purpose of a recruiting video?

The purpose of a recruiting video is to create a positive impression of the organization and entice potential candidates to apply for open positions. These videos typically highlight the benefits and opportunities that come with working for the organization. Recruiting videos can be shared on various platforms, including social media and the company website.

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Here are some steps to help you create an effective recruiting video, based on our experience working with clients:

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Step 1: Define your audience and message

Before you start filming, think about who your ideal candidate is and what message you want to convey. What are the unique aspects of your company culture that set you apart from competitors? What are the key values that drive your team? These messages will guide the questions you ask employees on camera. You can craft your questions to elicit these messages.

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Step 2: Identify video participants

To capture the messages you want to convey, it’s important to have the right people on camera, sharing their experience. Make sure you include people who are in the same roles you’re recruiting for, as well as leaders of those teams, so candidates can get a sense of who they’d be working with and who they’d be working for.  

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Step 3: Film your video

Film in a variety of locations to give a comprehensive view of your company and use plenty of b-roll footage to keep the video visually interesting. It's important to make sure that the video flows seamlessly and keeps the audience engaged throughout.

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Step 4: Edit and refine

Get the interviews transcribed, so you can choose the best clips and weave them together into a cohesive story. Use music and captions to enhance the viewing experience. Add a call to action at the end of the video, such as encouraging viewers to visit your careers page or follow your company on social media.

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Step 5: Promote your video

Share the video on your company's social media channels and website. Consider using paid advertising to reach a wider audience. Monitor the performance of your video and update it over time to keep it relevant and improve its impact.

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What should a recruiting video include?

Recruiting videos invite potential candidates to imagine what it’s like to work for an organization. Videos should paint a picture of the facility, the team and the surrounding area if relocation is likely. When woven all together, the testimonials and footage of the team in action should be inspiring.

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A well-crafted recruiting video should convey:

• Company culture: Showcasing the company culture is essential to help potential candidates understand what it's like to work for your organization. This can include highlighting team-building activities, company events, and the day-to-day atmosphere in the workplace.
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• Benefits and perks: Highlighting the benefits and perks that come with working for the organization can be a significant factor in attracting top talent. This can include healthcare benefits, 401(k) plans, flexible schedules, and other incentives.
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• Career development: Potential candidates want to know that there is room for growth and advancement within the organization. Including information on career development opportunities, training programs, and mentorship programs can be essential in attracting top talent.
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• Brand identity: Creating a recruiting video that reflects your brand identity can help potential candidates understand the company's values, mission, and vision. This can include incorporating the company's logo, color scheme, and overall tone.
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What questions should video testimonials cover?

Including testimonials from current employees can help potential candidates understand the work environment, as well as gain insight into what it's like to work for the organization.

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When interviewing current employees, it’s best to put them at ease in front of the camera. Start by asking easy, no-brainer questions, working up to questions that may require a more thoughtful response. For example, start by asking:

• How would you describe what you do?
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• How long have you worked here?
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• Why did you choose to work at this company?
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Then dive into deeper insights about the person’s role by covering:

• What drew you to this field of work?
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• How does your current job compare with previous jobs you’ve had?
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• What do you look forward to at work?
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From there, questions can shift into insights about the team and culture of the organization, such as:

• Tell me about your coworkers.
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• How would you describe the leadership here?
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• Do you feel this company is welcoming to everyone, that it’s a place where anyone would feel included?
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If the role is one that candidates are likely to relocate for, then dig into questions that will give viewers a flavor of the surrounding area:

• How would you describe this city/region to someone who’s never been here?
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• How would you describe the local community?
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• What do you like to do outside of work?
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And finally, close out the interview with forward-looking questions:

• What makes you want to stay with this company?
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• What advice would you give someone who’s considering moving here for a job with your company?

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