In a two minute and 20-second video, the folks at American Metal Roofs present their work environment as a place where almost anyone would want to work. For a company based out of rural Michigan with a focus on providing quality metal roofs, that’s pretty impressive. So, what can recruitment teams learn from this video?
How to Attract Candidates in a Recruitment Video
If you want to be able to attract candidates who are qualified for your organization and right for your culture, you have to present your corporate environment in the right light. Think of the powerful impact of the first few words of the video. “I love it here.” What that does is set a tone of positivity, of value and of personal commitment. And then she says she’s been working there for nine years. This demonstrates that this is not a honeymoon comment from some new employee but instead the quality of the work environment.
So how can you demonstrate the quality of your work environment to attract top candidates? Here are a few key questions you need to ask yourself in order to approach attracting candidates who are right for your team through your recruitment video:
1 | HOW DO OTHER EMPLOYEES VIEW THE ORGANIZATION?
Is it a close-knit group of not only work collaborators but people who genuinely care about each other? If you have a solid morale at your office where employees respect each other and enjoy collaborating, make sure your video illustrates that the employees go deeper than simply coworkers but friends who support each other both inside and outside of work. You’ll be able to attract candidates who desire an inclusive, fun-loving but also hard working environment.
2 | DOES THE CORPORATE CULTURE PROMOTE COMPETITION OR COOPERATION?
To paint a clear picture of expectations, it’s important to depict whether or not your culture focus more on individual accomplishments or on teamwork. If your company focuses heavily on individual performance rather than a team performance, you want to make sure you attract candidates who work with a similar mentality.
3 | DOES STAFF TAKE PRIDE IN THEIR WORK?
Does staff take pride in their work and, where appropriate, promote it in their personal lives? To attract candidates that are right for your team, shine light on your work-life balance. If you promote company outings, show it.
4 | DOES THE COMPANY CULTURE ENGAGE IN COMMUNITY SERVICE?
Does the company culture dedicate any portion of its time or energy to community service? For many candidates, especially Millennials, community involvement within their organization is important, and they could write off your organization if they feel you don’t give back.
5 | COMMITMENT TO DEVELOPING PERSONAL SKILLS
Does the staff feel like the company is committed to helping develop their own personal skills and work towards future growth opportunities? If your organization invest in its employees, make sure you show candidates how they will be able to grow their career as employees at your organization.
6 | PASSION FOR COMPANY MISSION
And are the staff invested in the job for more than just a paycheck? Show the passion employees have for the mission of your organization and reaching their goals.
7 | DOES THE COMPANY VALUE THE PEOPLE THEY HIRE?
In the AMR video, every employee who spoke with the air that they know they’re a valued employee at AMR. Whether it’s celebrating goals met or even decorating desks for birthdays, show how your company values its employees as the most important asset to your organization.
In different environments, various answers to these questions will lead to how you attract talent. In a top-secret science lab environment, for example, you might not be looking for the candidate who wants to share their work with the world. Or depending on the nature of the job, investing in a sense of competition might allow the top employees to rise and attract talent that’s right for your culture. But the bottom line is that you have to know your company to find attract candidates your organization craves.
Esteban Gomez is a marketing consultant with interviewstream. He loves learning and has a passion for traveling, having visited many countries including China, Colombia, Italy, and Peru.