Recruiting Videos: 5 Concrete tips on how to succeed


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Recruiting videos are delicate, they can quickly become artificial or even ridiculous and miss their target. If you would like to get on the road, in order to increase your recruitment and employer branding successes, here is 5 tips for help. Best of HR – Berufebilder.de®

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Marco De Micheli photo-500x500-pixelMarco De Micheli is Publishing Director of the PRAXIUM Fachverlag in Zurich and book author specialized in Human Resource Management.

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1. Authenticity and information content

The use of recruiting videos is a tool in employer branding and helps in the recruitment of personnel to more dynamic. The aim is to strengthen the employer's brand, to approach candidates more directly and dynamically, thus increasing the quality and fit of the applicants.

Recruiting videos are diverse both on the career website and on social media platforms such as Twitter, Xing and Facebook and can be used in online job boards. Successful recruiting videos stand and fall with their and emotionality. Job seekers do not want empty phrases or advertising testimonials that lead them to believe that the world of work is perfect and that does not exist at first glance. Also out of place are videos that want to show an artificial or even ridiculous-looking originality that does not achieve set recruitment goals. First of all, you have to determine which style, which content and which message you want to pursue with the recruiting video.

2. Industries and target group oriented statements

The design and the statements should be made in line with the sector and the target group. One should try to pack the essential statement in a one-to-two-minute clip and to offer a compact view of the company's workday within a limited period of time.

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The recruiting video is mostly successful when it comes up with convincing “main actors” - meaning credible employees - and knows how to convey scenes with a realistic insight into their day-to-day work, tasks, requirements and industry. Subtle music, superimposed statements, a pinch of irony or humor and a little bit of lapsus can provide variety and entertainment value.

3. Ideas and possibilities

There are Company which give production of recruiting videos into the hands of their employees and thus achieve even more authenticity. A certain amateur tap raises the authenticity and authenticity, because professionally created recruiting videos generally have a promotional effect and therefore lose credibility. Employee testimonials are a great way to describe, for example, the phase of an employee introduction, a stay abroad, a workshop or a typical task, in a lively and exemplary way.

Experiences of trainees who tell how the training takes place, where they feel encouraged, how the workplace is working in the company, and whether leaders are supported, are further examples. Teams or groups of employees also have a dynamic impact on certain activities with information content. The internal and external testing of a video can provide more security as this is understood and understood. Concept, goal, format, target groups, core outline, implementation, emotionality and entertainment elements are keywords of considerations that should be considered and observed.

4. The success formula for web videos

The success formula for web videos is usually: information paired with a shot of entertainment - brief and concise. A recruiting video should also be exactly the same. An example of this could be an employee who describes the success stories, highs and lows after completion of an introduction, incorporates two to three amusing incidents and, with a concise conclusion, the experiences and impressions. It is also advisable to focus on specific topics and to achieve more information.

This means not singing praises about the working atmosphere, but presenting two to three employee events that promote and authentically show this or do not describe employee support, but interview an employee who has recently been given a new and interesting position. It makes sense to choose examples that correspond to the strengths of employer branding and correspond with key messages on the career website and in job advertisements.

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5. Employees as a key element

The most important element in the recruiting video is the staff. These can be accompanied by the camera team in their daily work or in certain projects and challenges, for example, in striking statements about their job, the tasks, the quality of work, the working atmosphere and the corporate culture. Above all, this is intended to create proximity and credibility by allowing potential applicants to identify with the employees.

A popular design tool is also the tour through an office where the employees briefly describe themselves and their tasks and motivation and demonstrate and demonstrate them in practical examples. There are no limits to the creativity - provided the recordings and statements are credible and do not appear as staged in a commercial.

This also includes realistic assessments of employees without praise meses but with meaningful statements. Thus, critical aspects of the respective job should be adequately addressed, which can be achieved with a pinch of self-irony and increases the authenticity.


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  1. Hans Ulrich Würth

    Recruiting Videos: 5 Concrete tips on how to succeed - Highly recommended CeJjuCZ65i via @ berufebilder

  2. Job college

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  3. REGIS GMBH

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    Marco De Micheli

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  4. Thomas Eggert

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