Leveraging Video for Recruiting and Branding: Getting Started with Video (Part 2 of 4)

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Camera ready? Action!

In this 4-post series, we’re talking about using video as your secret weapon for recruiting and branding. You aren’t alone if the thought of being on camera makes you freeze. But you don’t want your staffing firm to get stuck, too.

Need more convincing? Sit back and enjoy the first post here:

Leveraging Video for Recruiting and Branding: Video Marketing is Your Secret Weapon (Part 1 of 4)

Let’s talk about best practices for your video content.

Getting Started with Video

If you’re going to be on video, you need to be authentic. In a recent episode of Haley Marketing’s Secrets of Staffing Success, Matt Lozar, Director of Recruitment Marketing, and Brad Bialy, Director of Digital Marketing, discussed authenticity in video marketing, “If your personality shines through your content will be more authentic, you’ll gain engagement and trust,” Matt said, “People are better able to relate to your company or personal brand.”

Brad Bialy, Director of Digital Marketing, agreed. “People quickly spot inauthenticity. It’s one of the reasons people don’t trust brands as much as they used to.”

Video is a great way to build community as well. Both Matt and Brad have invested time in video on LinkedIn and other platforms. As a result, their audience members feel they “know” them and have reached out to them at Staffing World and other events. It’s a great way to build a community.

If you decide to host a webinar or speak at an event, you’ve got a built-in core audience. It can be helpful to those a little nervous about public speaking because those who “know” you will root for you; plus, short videos are a great way to work out any kinks in your delivery before getting in front of a large audience.

Squirrel! Remember Attention Spans Are Getting Shorter

Keep videos short and engaging. Studies show the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013. The shocking part of this statistic? This is one second less than the attention span of a goldfish.

Haley Marketing analytics from over 500 staffing websites indicate that users are spending much longer than 8 seconds on a blog page; it’s unwise to count on it.

Repurposing is easier than starting from scratch. Edit select blog posts into quick, bite-sized video content, 15-30 seconds at most. Publish it on YouTube and share it across your various personal and company-related social media platforms.

Don’t Skip Subtitles or Captions

It’s important for accessibility but also to engage those who watch video without sound. It seems counter-intuitive, but someone who wants to be considerate of others in a shared space such as a living room, coffee shop or train, will view in silence. With no captions, they’ll probably scroll on past. Why take a chance on leaving that potential engagement on the table? A recent study from Digiday found 85% of Facebook video is watched without sound.

Now you’ve got  a few ideas where to start:

  • Be authentic
  • Let your community get to know YOU (and your brand)
  • Keep it short
  • Use subtitles

Next Up: How Can You Add Video to Your Marketing Mix?

Can’t wait to keep rolling? You can find “BIG Ideas on Leveraging Video for Recruiting and Branding” here.

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