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3 ways to improve recruitment marketing with video

Christine Del Castillo
Christine Del Castillo

Former Community Manager at Workable specialized in employee experience, talent brands and our event series, Workable Ideas.

In today’s market, where 51% of employed workers are open to a new job despite not actively looking for one, recruitment marketing is more important than ever. In fact, companies that aren’t using marketing tactics as part of their overall recruitment strategy are missing out on the opportunity to find, attract, engage, nurture, and convert people into engaged candidates.

Whether you’re just getting started, or you’re ahead of the curve, there is are some recruitment marketing ideas you can’t afford to overlook as part of your strategy. The most important of those is video.

Why video matters in your recruitment marketing plan:

  • 78% of people watch videos online every week.
  • 55% of people watch videos online every day.
  • Online video now accounts for 50% of all mobile traffic, and mobile is steadily increasing as a tool for job-seeking activity.
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Here are three ways to improve your recruitment marketing with video:

Drive engagement and familiarity

It’s great to tell people about what makes your company unique, but seeing is believing. Recruitment video provides a window into what truly makes your company compelling and sets the stage for relationship building.

Rather than creating traditional recruitment marketing videos, focus on creating videos with the goal of building emotional connections. The videos that we showcase on the Wistia website come in many different forms. We shoot product updates that feature the employees responsible for the work, unique cultural moments that capture our values in action, team-wide celebrations of big launches, and more. These friendly, approachable snapshots encourage prospective employees to picture themselves working in our office, with our employees, on tangible challenges.


We’re constantly sharing new videos, which nurture ongoing interactions with prospective employees. Even if the timing isn’t right for them to apply for a job when they first visit our site, they have reason to come back again and visit us. So much of recruitment is about timing, and new media empowers us to engage people in an ongoing dialogue. This way, when the timing is right, we’re still top of mind.

Increase visibility

You can have the greatest company and career website in the world, but if no one knows they exist, it doesn’t matter!

Many companies flock to YouTube because it’s popular and free, but the reality is, if your goals include driving people to your own site (not YouTube’s) and increasing your conversion rate, a video hosting service like Wistia is your best bet.

Wistia has automated video SEO and ensures that pages on your website are indexed in Google. And when you showcase your videos on social media, the shares and likes they receive improve the ranking of your career website on Google. Higher rankings increase the likelihood of your website attracting traffic from both passive and active candidates. Not to mention, video breaks up the monotony of content and can make for richer pages.

Measure what resonates

It’s important to walk in the shoes of the different kinds of candidates you’re trying to attract. Rather than following a one-size-fits-all model, create different recruitment videos that speak to specific areas of interest.

For example, if you’re recruiting for an individual contributor role, you’d want to highlight the story of an employee whose grown within your organization, despite not being a people manager. While this logic makes sense, there’s no silver bullet for recruiting the right people, which is why it’s important to track and measure your videos’ performance.

Wistia’s in-depth analytics reveal how viewers are interacting with your videos. Wistia also automatically passes all video events to Google Analytics, so you can measure how your videos are influencing conversion rates on your career site. You can also compare the behavior of those who’ve watched your videos with those who haven’t. Once you begin to understand what inspires different types of candidates to apply for your jobs, you can optimize your content accordingly.

ThoughtWorks, a Wistia customer, saved time and money by pairing video and marketing automation. You can learn all about how they successfully recruited over 400 applicants in an interview with their Head of Digital Strategy at the time.

We believe in our product and want to attract people who believe in it too. How are you using your own product in your recruitment marketing process?

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