Every industry has it’s favorite stats. When it comes to job videos, my favorite stat is that video job ads are viewed 46% more than one dimensional job descriptions. Why is that? As an ethnographic researcher, I really wanted to dig in and find out why we see this trend.
Let’s break down my hypothesis. First, YouTube is incredibly popular. It’s the second largest search engine in the world. Videos are growing in popularity not only for entertainment, but also for educational purposes. People are heading to YouTube to get info, making it clear that video is the way to go when providing info - including in your job ads. For the past year, my 6 year old has believed that YouTube = the whole internet. She’s not exactly wrong...
While YouTube’s popularity is increasing, attention spans are not. Job videos engage candidates and capture their attention. Videos are a richer media than job descriptions. When job descriptions get boring, job videos bring a job to life. They tell a story.
Not to mention, unemployment is now below 4%. Such a low unemployment rate puts recruiters at a disadvantage - with more job opportunities than candidates, job seekers now have more options. Job videos allow your job ads to stand out against the competition and ensure that the candidates that are right for you will actually apply to your jobs.
So, why exactly are job videos better than a job description?
They translate everyday work into something tangible. Candidates can experience a sneak peek into the company, allowing them to see the company’s values and benefits. By featuring different types of videos such as company overviews or interviews with employees, the job becomes something candidates can know and understand rather than just read about.
As candidates watch these videos, they can physically see if they are qualified to do the job, giving more people access to the work. Job videos motivate. They inspire. And most importantly? They increase applications.
To learn how to film your very own job video, check out this video: Film like a Pro: Film Your Own Job Video Overview.
Elena and Abby bring you innovative stories from the workplace.