Three ways HR can use video to hire and engage talent
Digital transformation isn’t on the horizon anymore, it’s well behind us, and has irreversibly changed the way in which businesses operate, both inside and out. It’s not just about systems and processes either, but has completely reimagined the way employees communicate, work and grow, with every department trying to keep pace with the opportunities that this brings.
If we’re to keep pace with this change, we need to understand how new channels such as video can be used to connect and engage talent, in this brave new world. Two years ago video within HR was innovative, now it’s minimum benchmark.
It’s a fact people have more empathy when watching a video with people in it versus reading the same information, or watching a film which relies on animation to get the point across. Here are just three processes that can be improved through video: recruitment; people management; and training.
One of the most important responsibilities of the HR department is recruitment. At its core, recruitment is essentially marketing your company to potential new talent . Companies need to show off their culture, vision, mission, what a typical work day looks like, the perks, the team - so you need to learn a few lessons from your colleagues in the marketing department (especially if that’s an area you’re trying to hire in).
Who’s your audience? If the people you want to attract and recruit are millennials, the digitally savvy, the ones who have just graduated from the best universities, you need to make sure you are spotted on the platforms they spend the most time on, and create videos that speak to them personally.
It’s not just limited to LinkedIn, where the videos inevitably take on a more professional hue, but think about platforms like Instagram, where you can be as creative and playful as you want. Think birthday videos, or fun scenes at work. If the people you are hiring are young, dynamic and social, then you need to be seen as being that as well.
Recruitment videos are especially helpful for startups. Not just because they aren’t costly to produce, but because big companies have existing reputations and can rely on word of mouth, while fresh startups often have innovative cultural practices and need to be even more transparent to establish their credibility and attract talent.
Candidates look out for certain things before making a decision to join a company, such as the culture and the makeup of the team. The first place they would turn to for information is their network and if that’s not enough, the next best source is videos about the company. The information people can absorb from reading text is much more limited than it is through video . After all, people hire people. Candidates want to hear from the people within. They want to see how you use your own employees as ambassadors, and being bold enough to put your employees up to testify about the company humanises it.
Once your employees have joined, how can you connect and engage with them on a deeper level? A typical onboarding programme pairs you up with a buddy or mentor, who may or may not have the time to share with you information regarding different departments, who to reach out to, or who you will work with.
Onboarding videos are a great way to share as much detail as you like, especially if time is scarce or if the company is global and have other people based around the world, as is the trend nowadays. Whether big or small, companies are more international and not bound by geography and videos are an excellent way to know more about other markets and the wider team and management, helping them to put a face to people they will be working with and for.
Moving away from the typical company-wide email, video is a platform for new employees to introduce themselves, why they chose to join, what their hobbies are, and so on. This solves the issue of how to break the ice with the new person and puts a face to a name. Employees are then much more likely to reach out to that person. Video is the perfect conversation starter.
Onboarding is quicker and more efficient, and employees feel that they have the support needed, and can easily reach out to the wider team, paving the way for them to embrace the company culture more quickly.
Maybe it used to be just the internal communications team that created company videos, or the human resources department. Why not a process that gets the whole company involved? After all, these are the people they’ll be working with on a day-to-day basis.
Beyond onboarding, a scenario where each office gives their own updates via video reinforces the feeling that they are part of something bigger and creates a greater sense of connection to and from remote teams reminding people they are more than just someone at the other end of an email.
Software and tool training
About the author
Antoine Bouchacourt, Vice President Asia, Shootsta
As the quote goes, tell me and I may forget, show me and I will remember. Videos are a great way to exhibit scenarios, to demonstrate what to do when, or explain each FAQ or trend. This is particularly useful in companies with remote, global teams which require quick transfer of knowledge or those with high turnover rates, such as in the technology or retail sector.
When sharing key points, or numerical figures, a video is probably the fastest way to get information across teams. With text, there is the risk of information overload. And while companies already utilise animated videos, what we must keep in mind is that people connect with people, making these training videos so much more relatable and engaging to watch.
For those at executive levels, flying over for presentation purposes might be standard practice but for employees in smaller roles, it doesn’t justify the costs. In such cases, videos is a suitable alternative that serves the same purpose at a much lower cost. It even solves the problem of repeating the same message to different employees, by simply repurposing the video assets.
Airlines are already adopting the practice of using training videos with their crew. Similarly if your employees are on the go or not based in an office, by the same logic, in order to conduct regular ongoing training especially when delivering the same message to new groups of people, videos are the way forward.
As an industry, we need to remember the ‘human’ element of human resources. There is nothing particularly human about a 20-page training manual. Instead, leveraging the people within your organisation through video to engage, foster and inspire talent, is far more powerful, engaging and ultimately rewarding for everybody involved.