Guest Blogger | Romy Newman, President/Co-Founder Fairygodboss
Female jobseekers want to understand much more about the culture and workplace they’ll be joining.
Employers need to think about sharing compelling stories to catch their interest. Just like packaged goods are often marketed differently to men vs. women, employer brand messaging should be segmented and tailored to the targeted audience.
Obviously, every medium should be used, but job videos are particularly powerful as it literally shows a female applicant what it might be like to work at the company. Women are particularly motivated by authentic stories that show how women are having good career experiences that also still allow them to manage their responsibilities outside of work. Seeing women who are enjoying success allows women to envision themselves working at the company.
Here are 4 tips you should consider when creating job video content that will resonate with female professionals:
1| Show a 'Day In The Life'
For recruitment specifically, represent the “day in the life.” Female jobseekers really want to understand what their day-to-day experience will be like, and no medium helps represent that better than a job video.
This WorkDay video addresses the issue of work-life balance head on. LOVE the part of this video where a woman says, “I was carrying heavy box and someone opened the door for me.” It’s as if someone said to her, “But is there basic courtesy at this workplace.”
2| Showcase Your Managers
It’s all about the managers. Use your job videos to bring your managers to life -- and show jobseekers that they can expect to have managers that treat them decently and respectfully, and give them opportunity.
This video from Dell shows the amazing ambition and commitment to sustainability at Dell. It also emphasizes career tracking and opportunity.
4| Represent The Full Breadth of Your Workplace
Visuals give important signals -- so be sure to represent the full breadth of your workplace in terms of background, age, race, sexual orientation and more. Too many corporate web pages are walls of white men -- and it’s a huge turn off to women.
Use your website to address your commitment to gender diversity head on. Female jobseekers want to know where you stand on this, and our research shows us that women are significantly more likely to want to apply to jobs at companies that support gender diversity.
At the end of the day, the top thing that is going to help us achieve greater workplace gender equality is more women in more leadership roles across US Corporations. We are lucky to be in an era where video can be an essential component of helping represent the very best of what workplaces can be. Women tend to be more reluctant jobseekers than men, and it’s clear that visualization can really help encourage them to apply for jobs that they might not have otherwise. I’m excited to see how job videos can be an important tool in the battle for workplace gender equality.
Elena and Abby bring you innovative stories from the workplace.