The Power of Video Marketing for Job Vacancies - New Zealand Examples
In the digital age, traditional job postings can sometimes fall flat in capturing the dynamism of a company’s culture and the excitement of a role. Video marketing offers a vibrant alternative, leveraging the power of visual storytelling to dramatise job vacancies' appeal and the workplace ethos. This blog post will explore the transformative impact of video marketing on recruitment strategies, outlining its benefits and presenting compelling statistics and insightful case studies from New Zealand.
New Zealand Police / Department of Corrections
For the past few years, I have watched the New Zealand Police Recruitment team become one of the best marketing teams in Aotearoa. Their videos reached millions of people, and the content provides great insight into why you should consider joining the NZ Police while also humanising these wonderful people who do such an important job.
Here are some excellent examples
The one thing they could do to take better advantage of this phenomenal achievement is work with someone like me, or another digital marketer who specialises in recruitment marketing to make sure these video assets are used on a regular basis across multiple channels and not just destined to be something invested in six years ago. Think about some of your favourite TV adverts, some last for years and years.
Anyway, great work, NZ Police Recruitment - you are leading the way.
I will also acknowledge the Department of Corrections for the work they have done in this space over the past two years. The video below has hit 15,000 views—well done. If you want more, give me a call.
Importance of Video in Job Vacancy Marketing
Video content is not just another advertising medium; it has emerged as a crucial tool in marketing job vacancies. Through dynamic storytelling, animations, and real-time employee testimonials, video marketing breathes life into job descriptions, making them more engaging and relatable to potential candidates.
An increasing number of companies are recognizing its power. Studies show that job postings incorporating video attract 34% more applications than those without. This trend underscores the shift towards more interactive and visually appealing recruitment strategies.
Video marketing stands out for its ability to convey messages quickly and effectively. Key advantages include:
Enhanced Engagement: Videos are proven to capture attention more efficiently than text, resulting in higher engagement rates.
Showcasing Company Culture: Potential applicants get a real sense of the work environment and what it’s like to be part of the team, which text alone might fail to convey.
Memorable Storytelling: A well-crafted job vacancy video can make a lasting impression, ensuring that a company stands out among competitors in the job market.
Don’t hide your video on your website.
Many of you will think, ‘We have a great video’. Many New Zealand organisations have wonderful videos that they invest thousands of dollars in producing; however, the video hides away on YouTube or Vimeo and might appear on the website's Careers page, but they could do so much more. For example, Tony Cutting Digital (Kumara Vine/The Job Market) allows clients to pay for one-off, weekly or monthly employment branding adverts, which can use the video and breathe life into these investments.
This Service is for Clients who are regular advertisers through Tony Cutting Digital.
Promotion of your organisation’s brand and/or success stories via advertorial or article ($180+GST) per article. We can use this service to market your existing video along with a written article you provide or
Writing of article and promotion as per above ($450+GST) per article.
These articles are promoted through multiple social media channels across Aotearoa. The Kumara Vine Facebook page alone has reached over 96,000 people in the last 28 days. (See stats image below)
Statistics on Video Marketing for Job Vacancies
The effectiveness of video marketing is backed by robust data:
Engagement: Job videos are shared 12 times more than text and links combined.
Conversion Rates: Companies using video enjoy 41% more web traffic from search than non-users.
Candidate Reach: 60% of candidates cite video as a tool they frequently use to get a better understanding of job opportunities.
Want to start using video or get your current investment better utilised?
Tony Cutting Digital partners with several videographers and creative directors and can help design, build, and market your Recruitment Video to targeted audiences around New Zealand across multiple channels.
If you already have a great video, don’t waste your digital asset; give me a call, and we can discuss how we can breathe life into your recruitment marketing tomorrow.
Conclusion
Video marketing transforms recruitment from a mundane task to an engaging experience. It enables companies to present themselves and the job role in a lively and comprehensive manner that resonates with today’s job seekers. As the business landscape becomes more competitive, integrating video into your recruitment strategies is beneficial and essential.
We encourage all HR professionals to explore the potential of video marketing. Share your experiences or thoughts on this innovative approach in the comments below, or reach out if you want to get started!
Tony Cutting
for The Job Market
Contact Tony via his website https://www.tonycuttingdigital.com/
