Show them the real you
By Maury Hanigan
In the last two pieces (Intro and Awareness), we’ve discussed the power of video in helping candidates convert into the next stage of their journey. Marketing in these early phases, if done well, will increase your candidate quality because you are spending your efforts showing them who you are from the point of view of the people who make your organization strong.
The education phase is pivotal in the candidate journey. While awareness is about getting people to know you exist and have opportunities for them, the education phase is about helping candidates decide if this is the right fit. This is where you will optimize your pipeline by sharing highlights and realities of the job to help candidates screen themselves in and out. It’s also the phase in which most brands make the fatal mistake of overselling. Overselling that leads to declined offers, ghosting, and rapid-fire turnover.
The information candidates need in the education phase is coincidentally aligned with the two biggest barriers they face when considering a new job. According to LinkedIn research, the two biggest barriers candidates face when applying for a job is:
- I don’t know what it’s really like to work there.
- I don’t know what the job really is.
These are barriers that can be readily broken down with video to meet the candidate needs. They need to understand what makes your company tick, what you value, and they want to understand it specifically. They also want a clear picture of the job they will be doing with you. I cannot overstate this enough, *clear* picture. They need to know if they will fit in. Afterall, they are either trading in their current job where they know what to expect, or, they are giving up other opportunities that could be great career moves. In either case, the mystery is too much of a burden.
This is the phase where the big budget recruiting video fails completely. If your organization has more than 5-10 people, the number of jobs and subcultures in your organization cannot possibly be represented in a 2-minute company overview. Just think of how different the pace, interactions, goals, satisfactions, and frustrations are in your Internal Audit department versus your Sales organization. If someone is considering a position in your IT cybersecurity group, how helpful is it for them to listen to a testimonial from an entry level Communications Specialist? Does your Corporate Legal team have a similar vibe to your Product Development group?