The war for top talent is on, and one of the most compelling weapons in your recruitment arsenal is the content you create and share with prospective candidates. Driven by mobile connectivity and social media, today’s increasingly advanced digital landscape is the battleground for recruitment and talent acquisition.
As new channels emerge and attention spans shrink, recruiters must find and exploit opportunities for more frequent, personalized communication to catch the attention of the evolving workforce.
Prospective employees look for professional opportunities they’re passionate about, which means recruiters have to leverage creativity to gain their attention and generate excitement. Organizational health, work/life balance, and company culture are becoming increasingly important for attracting (and retaining) talent, but how can companies share these stories in ways that authentically connect with candidates? The answer lies in what I like to call “the interactive advantage for talent recruitment.”
Here are three ways that interactive video is modernizing recruitment and attracting top talent:
1. Capturing Candidate Attention
Companies and organizations are looking for new ways to connect with and inspire digitally savvy candidates. Talent has come to expect personalized digital experiences, but 75 percent of marketers do not think content can be personalized enough for different audiences.
Interactive recruitment videos capture the attention of top talent by providing an authentic, inside look at company culture, purpose, and people in a way that is personalized for different audiences. For some candidates, it might be the professional development opportunities offered by a company that are most appealing. For others, the historical background and company story is most attractive.
The interactive advantage is critical to effectively communicating with an evolving workforce because it provides an authentic way to truly connect with talent, taking engagement to the next level by blending traditional marketing and HR functions to bring a company to life and create meaningful, relevant connections with potential candidates.
2. Engaging Diverse Audiences
By utilizing new content technology, human resource and talent management professionals can personalize the content experience through choice and self-selection, making candidates feel as though they are part of the conversation.
According to Rapt Media’s “Power of Choice” report, 64 percent of consumers would spend more time watching a video if they were able to interact with it. Interactive recruitment video invites talent to explore company stories in the ways that appeal to their unique interests and behaviors. Interactive video better engages potential employees through personalized interactions that bring a company’s story to life.
Interactive video also drives knowledge retention through self-navigated training, learning, and development to foster meaningful and authentic connections with potential recruits.
3. Measuring the Impact of Recruiting Content
According to Rapt Media’s “Future of Content” survey, 60 percent of marketers are unable to measure ROI on the content they produce. Interactive video takes employee engagement to the next level by enabling elements of storytelling and gamification to drive desired outcomes.
Recruiters can better inspire positive behaviors by giving candidates control over their experiences. Interactive video creates an opportunity for real engagement by allowing candidates to navigate their own experiences. As a result, recruiters can drive the desired behaviors from the interactions. Deeper access to audience insights also helps to optimize the content experience and continuously improve recruiting efforts.
One company, for example, was unable to measure the impact of its linear videos on its overall recruitment efforts. In an effort to reform boring recruitment content, Deloitte created “Will You Fit Into Deloitte,” a gamified interactive recruitment video that shared an inside look at the company culture while also educating viewers about the various service lines. Not only did the company dramatically improve average viewing time, but interactivity also enabled recruiters to collect data and insights from within the content to determine what was resonating best with the audience. Deloitte gained insight into the most popular service lines from audience interactions within the video content and was able to measure conversions from the “submit resume” call-to-action section of the video.
The Bottom Line
Whether it’s recruiting new talent or educating potential employees, it all circles back to the company story. The interactive advantage for talent management is key for driving deeper, more meaningful engagement with recruitment content and appealing to the digital workforce.
Erika Trautman is CEO of Rapt Media.