Whether you’re considering making your very first job video or are an employer branding pro, this question has probably crossed your mind: What makes an awesome job video? I’ve certainly asked myself that question countless times over the past 5 years.
So, why is this an awesome job video?
There are a few things I think make this special:
It features someone who has done the job.
The General Manager, Lawrence, had performed housekeeping duties in his tenure at Holiday Inn. So while he was not in the position at the time we filmed, he very much knew the ins and outs of the job. He’s also an extremely empathic person who is in tune with why his staff do well, and what elements of the job can be challenging.
It’s honest about the reality of the job.
He calls the Housekeeping position a “behind-the-scenes” job and describes it as, physically, the hardest job in the hotel. As he walks us through a typical day, the video cuts directly to what he’s saying: cleaning behind the tv, making the bed. You can see how fast the housekeeper is moving in these shots. The speed is tangible, and easy to see why Lawrence says it can be tiring. This job is all about speed, accuracy and taking the extra step, which is illustrated by a housekeeper folding a towel animal as a little token of delight.
It shows, more than tells.
67% of this video features b-roll footage of the job in action. Meaning, only 33% shows Lawrence on screen talking. We hear time and time again from candidates that they want to see the job. This video does a good job of showing Housekeepers working in the hotel.
You can see in the word cloud above that Lawrence touches on tangible aspects of the job. The way we captured this video has something to do with it. As we always recommend, we did the interview with Lawrence first. Then we captured b-roll. Elena did a fabulous job of capturing detailed footage of the tasks Lawrence mentioned in his interview because she created a shot list during the interview to make sure she got the footage she needed.
By: Abby Cheesman
We’ve had the privilege of capturing and sharing a behind-the-scenes look at thriving, growing companies from Fortune 500 to small local businesses. In fact, we have 450+ job and company videos across Skill Scout’s YouTube and Vimeo channels. As resident data geek, I was analyzing our own video channels, and found 3 numbers from our viewership data that stood out to me. Here are those data points, and more importantly, what they mean to you:
You’ve got 1 minute 36 seconds of a candidate’s attention.
This is the average amount of time candidates are watching our videos. That’s nearly two times the amount of time a candidate spends on a text ad before deciding whether or not they’re a fit. What does this mean for us? Our average video is between 1-2 minutes, but we’re going to push our clients and video team to be even more concise. An easy way to do this is to limit the number of people and messages featured in each video. Break up the content, and only share points that will make or break a candidate’s decision to apply. I suggest limiting to these 4 topics:
67% of job videos are viewed on mobile.
No surprise here, most viewers watch videos on mobile. What does this mean to you? If you want a video job description to convert to applications, your application must not be a pain to fill out on mobile. Your initial application should be as easy as signing up for a newsletter: 3 steps or less, and don’t require attachments.
53% of traffic on job videos comes from inside of YouTube.
In other words, potential candidates are discovering job videos *gasp* NOT on your company career page! YouTube itself becomes an on-ramp for candidates to discover and learn about your jobs. To benefit from these views, make sure to include a direct link in the video description so candidates can apply with ease after watching your awesome job video.
I challenge you to consider YouTube, not just a solid job video hosting solution to embed videos on a corporate site - but as a source of candidates and curiosity in your jobs.
I hope you found these tips helpful in your journey of understanding YouTube analytics! I will continue to share insights from Skill Scout’s job video viewership data on a regular basis so we can geek out together. Let me know what burning questions you have!
Elena and Abby bring you innovative stories from the workplace.