Increase the applicant rate and convince the right candidates

In the age of digitization and social media, video content has become a powerful tool for conveying messages and capturing viewers' attention. This development has also revolutionized recruiting, particularly in the area of email marketing. Among dozens of messages that talented professionals receive today via LinkedIn, Xing, and also via email from recruiters, Only they are convincing, with the most appealing look, the clearest message, and the most personal touch.

In this article, we'll explain why video recruiting is so effective and how you can use recordings for successful recruiting mailings.

The golden age of video

Videos dominate social media, including in the business sector. The use of videos in recruiting is not just a short-term trend, but a sustainable development. More and more companies are using this medium to attract and retain potential applicants. 

A well-made recruiting video is much more than a visual job description. Because videos are the fastest and easiest way to convey complex information or entertaining messages. They capture our attention, arouse emotions, and tell stories in a way that texts cannot. In recruiting, the video thus provides a lively and authentic insight into the company and its culture. This increases the chances of success of recruiting measures.

Email marketing in recruiting — creating a connection with the applicant

Email marketing is a crucial tool in modern recruiting. It enables companies to communicate directly and personally with potential candidates. Using individually tailored messages and content, especially via video message, recruiters can arouse interest and establish an emotional bond with the applicant. 

When used correctly, email marketing can also increase the reach of job postings, improve the candidate experience, and ultimately lead to a more successful hiring process. The integration of video content into email campaigns in particular offers great opportunities to stand out from the competition through individuality and transparency and attract the right talent.

The power of visual storytelling in recruiting via email

With the transformation of the digital media landscape, the behavior of candidates when looking for jobs has also changed. Very few applicants are looking for a job with the highest salary, the most vacation days, or the most well-known company. The emotional connection to the company and the working environment often plays a major role. These feelings must create successful recruiting processes. Videos have established themselves as an effective means of communication and for telling company stories, which can have a strong influence on your candidates' decision-making.

From an employer's point of view, recruiting success figures always compare with expenditure. With video, you effectively lower your Time to hire because video content can be reused, information is said faster than written, and successful video campaigns significantly lead to a higher applicant rate and better candidates.

The impact of video content on candidates

It's the first impression that counts, doesn't it? This also applies to recruiting emails. A well-designed thumbnail and an appealing subject can make the difference between an opened email and one that is moved to the spam folder. Imagine that the thumbnail is the cover of a book and the subject is the title. Would you read a book that has an uninteresting title? Probably not. The same applies to recruiting emails.

Increased engagement through video content

Video content can capture candidates' attention in ways that plain text content can't achieve. They offer the opportunity to present complex information in a simple and easy-to-understand way. In addition, they can trigger emotions and build a strong connection with the viewer. This results in candidates becoming more engaged and more inclined to apply.

Improved understanding of the company and the role

Videos enable candidates to get a deeper insight into the company and the advertised role. They can represent the company culture, values, and work environment authentically. This helps candidates to get an accurate picture of the company and to assess whether they see themselves employed there in the long term. This helps to ensure that suitable candidates apply who already have a good idea of their professional career in your company.

Increased credibility and trust

Authentic video content can strengthen candidates' trust in the company. When candidates see that the company is transparent and offers real insight into working life, they are more likely to feel encouraged to apply. In addition, presenting real employees and their experiences can increase the company's credibility and promote a positive employer brand.

Improved reminder and recognition

Videos are not only more effective at transmitting information but they are also remembered for longer. Studies have shown that people tend to remember video content better than text content. This means candidates are more likely to think of and consider the company when making a decision.

How to successfully create recruiting mailings with video

Creating successful recruiting mailings with video requires both creative thinking and strategic planning. Here are a few steps to help you communicate your message effectively and get the response you want from potential candidates.

1. Define your message

Before you start creating your video, you should clearly define what message you want to deliver. What is the aim of the video? What do you want viewers to do after watching the video? 

• Would you like an answer to the email
• Would you like to click on a button
• or the submission of application documents? 

Every recruiting email and video should end with a clear call-to-action (CTA). A good CTA is formulated, easy to understand, and motivates the recipient to take the desired action. The CTA should always match the context and content of the video so as not to confuse the recipient or viewer.

2. Create your video

The quality of your video plays a crucial role in how candidates perceive it. It should be professionally produced and look authentic at the same time. Show off your employees, share real stories, and present your company as it is. Avoid boring and generic content and instead try to present your company culture and values creatively and uniquely.

Here you can find valuable tips on video recording technology.

3. Use an attractive subject and thumbnail

The subject of your email and the thumbnail of your video are the first things recipients see. You should arouse curiosity and invite people to open the email and watch the video. Make sure that both the subject and thumbnail are relevant, appealing, and reflect the content of your video.

4. Personalize your email

Personalized emails and videos have higher open and click rates. Show your candidates that you've made the effort to learn more about them and approach them individually. This can be as simple as using their name in the subject or title, but it can also go further by including specific information about their professional experiences or relevant interests in your email or video.

Do you want to learn more about recruiting with video? Download our free white paper on the topic!

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