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Video content, known for its dynamic impact, is increasingly popular for providing a better and more engaging experience for candidates as part of the recruitment process. According to the UK Candidate Attraction Report 2024, around 43% of companies currently use videos on their career sites, primarily in employee stories. In this insight, we cover the effectiveness of using video content through the recruitment process.
Parallels between organisation size and video usage
Video content is an engaging way to convey relevant information to candidates and display your company culture more authentically. However, many still see this type of content as time-consuming and costly to produce, raising the question, is regular production and use of video for candidate engagement mainly attainable for only large companies?
Data from the UK Candidate Attraction Report 2024, paints a clear picture of large-scale enterprise organisations (>5000 employees) leveraging video content more often - 61% of respondents in this category already use video; meanwhile, only 26% of mid-sized organisations, and 17% of SMEs use video. This highlights a stark contrast, which could be caused by differences in the available marketing budget and internal resources for producing this type of content. The webinar link below shares ideas and panel discussions on how budget and resources should not discourage you from leveraging video content.
How can Talent Acquisition teams leverage video cost-effectively?
With many talent acquisition teams having to work with reduced marketing budgets in 2024, finding cost-effective ways to produce video content to use throughout the recruitment process becomes important.
Eploy and Marketplace partner CA3 came together with other industry figures experienced in candidate engagement and content creation to deliver an insightful session exploring the impact of video content on candidate experience and ways businesses can leverage video cost-effectively throughout the candidate’s journey.
One of the aspects of cost-effective video content discussed during the session was finding a balance between brand-led and employee-generated content. Many organisations have strict brand guidelines, so authentic and lower-end content production can be overlooked. However, employee-generated video content is often perceived as more natural and trustworthy to the candidate. This approach helps organisations to leverage video without requiring large production budgets, allowing anyone with a smartphone to participate and share why candidates should consider the organisation. This type of content is well suited to social media channels to reach a wide audience.
Don’t know where to start? Here are some resources to help:
If you’re unsure where to start with video content to support candidate engagement, watch the on-demand webinar ‘’Harnessing the Power of Video to Enhance Your Candidate Experience’’ and learn all about utilising video content throughout your candidate journey.
For more valuable data on candidate attraction methods, don’t forget to download your free UK Candidate Attraction Report 2024 here.
Examples of organisations that use engaging video content on their career sites:
Coventry Building Society found a great way to utilise video content by discussing key topics relevant to any role - DE&I, colleague wellbeing, flexibility and career progression- topics relevant to all employees. This provides a great opportunity to gain maximum value out of user-generated content.
Weightmans is also a great example of leveraging video. They use this medium to share relevant information with candidates while proudly showcasing their team and letting the company culture shine through.
