3 Ways to Use a Company Story Video for Recruiting on Social Media

3 Ways to Use Your Employer Branding Video for Recruiting on Social Media

This is post 2 of 5 from my series: Video for HR | Strategy and Production Tips

In a previous post, I talked about how a Employer Branding Video can add value to your organization’s recruiting and hiring strategy by screening candidates to fit your culture, creating a long-term digital strategy and increasing your chances at a high ranking for that job position in search.

In this post, I’ll elaborate on a few ways your company can use your video, as well as alternate versions of it, across multiple channels like LinkedIn, Facebook Business Pages, or Instagram’s new Stories Highlights to attract and qualify more candidates for your open position.

1. LinkedIn

Linkedin remains as the go-to for online recruiting. According to U.S. News & World Report, 95% of recruiters utilize Linkedin as a major sourcing tool to find candidates to present to their client companies seeking top-tier talent. Another report found that 87% of recruiters find LinkedIn most effective when vetting candidates during the hiring process.

The numbers don’t lie here. Linkedin has become a necessity for attracting top talent, even if it’s just a passive, yet continuous strategy.

With more companies out there pivoting towards Linkedin recruiting however, it’s more important than ever for your organization to differentiate itself and avoid swimming in a sea of sameness.

The solution? Utilize video to show off what it’s really like to work for your organization.

Shortened “teaser” version of the full recruitment video created for social channels.

According to digital agency, Matter, Cloudlock increased inbound job applications by 236% by utilizing a video-first strategy.

Linkedin is the perfect place to brag and boast about how special your company is to work for. If you’re sticking to the free recruiting route, utilize Linkedin’s “Pin Post” feature for your video, which allows you to pin any specific post to the top of your timeline. Using a post including your video, pin it up there and this will be the first thing candidates see when they arrive on your company page.

If you’re more heavy into Linkedin recruiting and have access to the paid features, you better have your visuals and video stamped up there for the world to see. Linkedin Recruiting is built for these assets and would not be completely useful if you aren’t taking advantage of this features and the analytics that go with them.

Linkedin Careers Pages
Enhanced visual features for photos and videos on a Paid Company Page on Linkedin.

2. Facebook

As much as Linkedin remains as the go-to social media for active job-hunters, Facebook continues to be the hub for those passive, top-talent recruits. Think about it – these candidates are on Facebook because they have jobs, and most likely aren’t even in the mindset to be looking for a new position.

In an article by Wordstream, author Larry Kim talks about one particular hire he acquired, just through using Facebook ads. This employee has gone on to be a top-performer at the organization (winning the Core Values Achievement Award), and continues to be the model for how a targeted Facebook ad and the appropriate visuals can add so much value to a company recruiting strategy.

Apart from targeted ads, Facebook can obviously serve as a sounding board for your job posting (ie: linking to your careers/openings page) and additionally, you can utilize your the numerous Facebook Groups out there to project your opening as well.

Facebook Groups for Recruiting
Search various Facebook Groups for unique pages to post your open position.

The bonus to this tactic is that usually these groups are closed, or closely monitored for validity, and secondly, it’s free advertising!

The most important thing to do however, is closely monitor all activity and leads. This means utilizing any type of social media monitoring platform, or using the old fashioned way of just checking in a few times a day to make sure no requests or questions are slipping through the cracks.

After all, what kind of message does that send candidates if their attempt at contacting you goes unresponded!?

3. Instagram Story Highlights

I know what you’re saying…“Instagram for recruiting??? When will it stop!?”

I agree, social media these days is out of control and it’s virtually impossible to keep up with, so here’s a quick and easy way to make your company presence known on Instagram, specifically for attracting job recruits with your video.

Start using Instagram’s “Story Highlights” feature to show off a few shots from your Company Story video, and if you want, add your own flare by adding clips that you shot from your office.

Here’s how to actually make this happen on Instagram:

  • Pin a specific video(s) you uploaded as prior “Story” to the top of your profile.
  • Customize each highlight with a unique name (like About Us, Working Here, Culture, or Careers, just to give you a few ideas)
  • You’re good to go!

Now whenever an Instagram visitor comes to your profile, you’ll have the opportunity to give them a taste of your culture using very specific and catered videos.

Remember to make these Story Highlights tasteful, yet still in alignment with your channel theme. Don’t be afraid to stay authentic and pull out some footage you just shot from your phone. Seeing some footage from a camera phone is how the app was meant to be used, so take advantage of all the cool features it has built in!

So there you have it! Three creative ways to help show off your company culture and start recruiting through social media.

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