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Today, more than ever, recruiting the crème de la crème in a demanding job market remains a major challenge for companies. Faced with growing competition, companies must redouble their creativity to stand out from the crowd and capture the attention of candidates. Video, a real asset in HR strategy, is becoming an essential format.
Why? Because it transforms a classic job description into an immersive, engaging experience. In just a few minutes, it can illustrate the dynamics of a team, the work atmosphere and the values of a company. Enough to convince candidates in search of meaning and transparency.
In this article, we guide you through the key steps to creating a powerful business video. From defining your objectives to delivering your message, and including storytelling techniques, discover how to transform your recruitment strategy and attract profiles that match your values.
Define video objectives
A business video is much more than a simple communication medium, it represents a unique opportunity for any type of organization. It not only highlights a function and conveys information, but also enhances the value of the organization as a whole.
Before taking the plunge, clarify your objectives. Do you want to attract new talent? Retain your current teams? Or reinforce your employer brand? Each objective will influence the tone, length and content of your video.
It's also essential to agree on the key messages to be conveyed. What are the differentiating aspects of the profession presented? Development prospects? The direct impact of the position on the company? By highlighting these elements, you'll capture candidates' attention and encourage them to think about the future.
Finally, adapt your approach to your target audience. To attract young graduates, opt for a dynamic tone and modern visuals. If your target audience consists of experienced profiles, opt for a more professional, detailed style. A well thought-out business video is above all a bridge between your organization and the talents who share your values.
Identify needs and target audience
Creating an effective business video requires a thorough understanding of your audience. What are the main factors that motivate your candidates? Challenging assignments, the work environment and professional development opportunities are often high on their list of priorities. Respond to these expectations to structure content that resonates with them.
The style of the video, as well as the visual and narrative communication, must be adjusted to the target audience. For young talent, opt for short, visual formats with fast-paced editing. Conversely, senior profiles will appreciate a more composed presentation, highlighting concrete details about the job and the company.
Gather frequently asked questions from candidates. Their questions are legitimate and recur frequently during interviews. You can therefore consider answering them right from the start in your video, in order to better pre-select candidates.
Content that clearly outlines the key competencies required to succeed, or that details the challenges to be met in the job, will also enable different applicants to project themselves, or not, with your company. It's an effective way of saving time and getting straight to the point.
Preparing a captivating storytelling campaign
Effective storytelling is the key to capturing attention from the very first seconds. Start by building your story around a typical day in the job you're presenting. This format helps viewers visualize the day-to-day challenges and successes of the job.
To bring your video to life, introduce a main character. This could be an employee or a manager playing his or her own role with authenticity. This character becomes the narrator, guiding viewers through his or her professional world.
Structure your video with care: a strong hook will invite an immersive discovery of the job, a clear development will explore the missions and an inspiring conclusion can leave a lasting impression. For example, end with an invitation to join the team or an inspiring message about the job's values.
Transparency is essential. Show the truths of the business, including the challenges. Avoid over-embellishing: candidates prefer a sincere speech to false promises. An honest video will reinforce the credibility of your employer brand and attract profiles aligned with your needs.
Filming in the field for greater authenticity
Your work environment is the best backdrop for a business video. It's best to shoot in the workplace, showing the areas where everything happens: offices, workshops or construction sites. The tools and equipment used on a daily basis should also be shown, to anchor the story in concrete terms.
Include footage of teams in action. A team meeting, a technical demonstration or an informal discussion are perfect moments to illustrate the collaboration and atmosphere within the company.
The key moments of a typical day deserve special attention. A testimonial in the middle of a mission or a presentation of a landmark project will capture attention. Play with shots to create an immersive experience. Natural lighting will give a more authentic look and encourage professional staging, while a variety of angles will add dynamism to the video.
Realistic, well-thought-out shots will help candidates project themselves into the reality of the job. They'll feel part of the team even before they apply.
Integrating authentic testimonials
Testimonials offer a human and credible perspective. Get the people who occupy the position or interact directly with it to talk. Their words will convey a concrete and engaging reality.
During interviews, ask simple but pertinent questions. For example: "What do you like about this job?", "What skills or training are essential?" or "What is your greatest achievement in this job?". These answers will enrich the story and highlight the strengths of the job.
For added impact, you can also include personal anecdotes. People aren't machines, and you're not looking to recruit robots. By capturing a few seconds of a funny story or a message of resilience, you'll be highlighting memorable journeys and sharing memorable content.
When properly integrated into the editing process, these testimonials become the common thread running through your video. They attest to the richness of the profession, while inspiring talented people to join your ranks.
Work on video editing and rhythm
Editing is a crucial step in transforming raw footage into captivating, professional content. Start by structuring your video in a fluid way: alternate between wide shots to set the scene, close-ups to capture emotions and action shots to energize the narrative.
Think rhythm. A video that's too long will lose viewers' attention. Ideally, aim for 2-3 minutes to keep them engaged. Use subtle transitions, precise cuts and appropriate music to liven things up.
Add subtitles. These make your content more accessible, especially for candidates who view your content without sound or who are hard of hearing. You can also include headlines or infographics to highlight key points of the job.
Finally, make sure your visual and audio choices are aligned with your brand identity. The colors, typography and music you choose should reflect your company while highlighting the position being presented. A well thought-out montage gives a professional impression and inspires confidence in potential candidates.
Broadcast the video on the right channels.
All your efforts must not be in vain. To get your message across in the best possible way, think about the media your audience uses to search for jobs or find information. Social networks like LinkedIn, Instagram or Facebook are perfect for capturing the attention of young talent and professionals alike.
Consider integrating video on your website's career page or in your job ads. This enriches your offers and retains more qualified candidates. If your company has an HR newsletter, include the video to reach passive candidates or employees likely to relay the information.
Adapt the format to each platform. For example, prefer short, punchy formats for TikTok or Instagram Stories, and full versions for LinkedIn or YouTube.
Finally, don't overlook the power of sharing. Encourage your employees to share the video with their professional network. This not only boosts your visibility, but also promotes your teams as brandambassadors . Targeted distribution ensures greater reach and maximizes the impact of your video craft.
Conclusion
Broadcasting your video is just the beginning. To evaluate its effectiveness, analyze key performance indicators. On social networks, monitor views, shares and reactions. On your site, track clicks and viewing time.
Comments left by viewers also provide valuable feedback. They tell you whether the message is clear, engaging and well received. Don't hesitate to organize internal surveys, or to ask your new colleagues for their opinion on the video.
Based on the data collected, adjust your strategy. If the viewing rate drops before the end, review the structure or rhythm. If engagement is low, fine-tune the tagline or visual style.
An effective video strategy is based on constant improvement. By learning from each project, you'll refine your next productions and increase your impact on the talent you're looking for.
And if you need any help, the tydeo teams are here to help! Feel free to contact us or view our customer videos here.
