The following transcript was taken from InSights, a staffing and recruiting podcast from Haley Marketing Group dedicated to providing quick-hitting takeaways on Social Recruiting, Content Marketing and Employer Branding. To listen to the episode, click play on the player above or visit the episode page
[InSights] How to Increase Applications by 250%
Brad Bialy: Matt, let’s talk video marketing services and I’m going to ask you one question. Is now the time for staffing firms to add video to their social media mix?
Matt Lozar: If you don’t, you better. And probably the correct answer, as Brad and I talked about in our discussions before the podcast was the answer was probably last year if you didn’t.
Brad Bialy: Yeah, if you want to steal my talking point, sure.
Matt Lozar: But with video and a couple of stats I found that are interesting, the one is there are a hundred million hours of video watched on Facebook every day. That number is not going down, especially with how easy it is to produce video, but we can dig into some of the ways that video really performs better than a lot of other content on social media. But the answer to the question is if you don’t, yes.
Brad Bialy: We’ve talked about content marketing on past episodes of Insights where you don’t know how the end social user is going to consume your content. So if you’re only creating blog content and you’re posting to an audience that doesn’t want to read articles, it doesn’t matter how great the article is, they will never read it because they simply don’t want to. It’s plain and simple. If you’re posting to an audience that might want video content, then you need to also incorporate that into your mix.
Brad Bialy: It’s just like the evening news in the sense where your neighbor might get their news in the morning, they might get the news on Twitter, they might get the news by checking the evening news and watching that 6:00 episode. You don’t know how an applicant is going to consume content. So we want to create a wide spiderweb of content so that we can attract candidates and applicants in a wide range of different opportunities.
Matt Lozar: And building off Brad’s point and not knowing how people will consume the video, and this takes the video to the next step, is what can you do to include subtitles or captions on that video? Because the person who’s watching on their couch or maybe in their apartment can probably listen to that video with the sound up. Maybe someone comes across your video at work. Maybe someone comes across your video on the train during their commute. Being able to consume that video content in different tactical ways and in different formats will lead to even more engagement.
Brad Bialy: Yeah, Matt. A recent study from Digiday actually said that 85% of Facebook video is watched without sound. So if you’re not including captions, you’re missing out on a wide range of users who can watch that video, but just want it more so for the message that you’re conveying, not necessarily what you’re saying. They want the message, but they want it still how they want to receive it.
Brad Bialy: Matt, you and I are both very big proponents of video. You hosted The Matt Minute, a weekly video series on LinkedIn. I run biweekly videos on LinkedIn multiple times a week sometimes. It really depends on the week, but what we have seen is that the more that you run video, you start to grow an audience. You grow this community.
Brad Bialy: The people that reach out based on the video content that you share, I think you start to grow this audience and it’s almost hard to describe, but you grow a list of people that reach out more frequently. They become bigger advocates of you than if you’re just posting random blogs, right? They start to understand who you are. It just grows into this audience.
Brad Bialy: I don’t know if maybe you’ve seen that with The Matt Minute. I know I’ve seen it with my video content where I get messages from the same people multiple times as I’m posting video content. It’s just really awesome to see.
Matt Lozar: That’s a great way to put it. My perfect example, Brad, is was at Staffing World last year, the ASA conference in just outside Washington DC last October. My first time at the conference, so I don’t really know a lot of people in the industry, but when there were people coming over to our booth I’d say two, three, five times at least throughout the conference, they knew who I was.
Matt Lozar: And never engaged with them on LinkedIn before outside of maybe a connection, didn’t really have a message conversation or any communication back and forth, but it almost sounds like it’s your own personal marketing campaign almost in that when you go to Amazon, you shop for something, you don’t buy it, then that advertisement’s following you everywhere, and it’s staying top of mind, and it’s a brand awareness, and it’s impression after impression after impression.
Matt Lozar: And maybe when you have that video content, somebody, they might consume it this week, they might not consume it this week, but they know you’re still there providing really valuable information standing out as a thought leader.
Brad Bialy: I recently had the exact same exchange happen on LinkedIn. I post pretty frequently video content on LinkedIn and somebody reached out saying, “Brad, I like the persona you’re creating on LinkedIn. I’m wondering how you can benefit from our events in the industry. Want to chat?” Direct message to me coming to speak at more staffing conferences just because of the video content that I’m sharing. And as Matt and I are trying to speak more in the industry and get out and showcase expertise in the industry, it’s almost like a practice run, right? You’re getting in front of a wide area. You’re sharing knowledge, you’re showcasing your expertise, but at the same time, you’re also showcasing to people that, hey, if you bring me and you put us on a stage or you put an individual on a stage, I’m going to bring information. I’m going to hold my own.
Matt Lozar: Kind of my last takeaway here in this segment is, I know we’ve talked about social and I do a terrible job of thinking this as social, but don’t forget about YouTube because it’s another place to put your video. You can put the same exact content. You could try different lengths of content or different formats, but with YouTube being the second most searched, second biggest search engine in the world, that’s a lot of traffic and there are people who say YouTube gets better engagement than Facebook video, but the brand of YouTube is video.
Matt Lozar: So don’t just commit yourself to Facebook. Don’t just dig into LinkedIn because LinkedIn is where you spend a lot of time. Where LinkedIn is growing its video platform, think about how you can share that video content across different social media platforms.
Brad Bialy: So Matt, if we could just wrap up social reach here, is now the time to add video to your social media mix? The answer is absolutely. You want to experiment with different forms of content. You want to incorporate video content because it’s working. Statistically, more people are consuming video content on social media. You want to make sure you’re including captions in those videos when possible because so many people are watching video without the sound on.
Brad Bialy: But really, you want to showcase video on social media because it gives you an opportunity to reach your audience, showcase your expertise, and share your knowledge with potential applicants and job seekers in your local market.