Cisco predicts that by 2018, 84% of the Internet’s traffic will be video. There is little doubt that we will be consuming and communicating more and more via video in the very near future. Your recruiting efforts should reflect this growing trend.
Finding the right talent today is an ongoing process, especially since 91% of Millennials expect to stay in a job less than 3 years. An effective recruiting video is a must in today’s video-centric and high-flux marketplace.
Zendesk, a software development company, has a recruiting video that is a prime example of what resonates with Millennials. Even though this video was created in 2012, there are many learnings for those on a quest to attract the next generation of great Millennial talent.
17 Essential Elements Of A Recruiting Video That Attracts Millennials
- Don’t tell, show. Video is the preferred method of consumption for the Millennial generation. Zendesk does a superb job blending visuals with a voiceover to show what it’s like working at Zendesk.
- Infuse authenticity. Millennials can spot phonies online or offline in an instant. While watching the Zendesk video, viewers receive a genuine sense that people enjoy working at Zendesk, are able to be themselves at work, and collaborate well with each other. Unlike most recruiting videos, nothing seems forced in this video.
- Showcase your growth. Not with boring charts and graphs, but like Zendesk did comparing a picture of the founders vs video of the current cafeteria with all the employees. Millennials are interested in becoming an integral part of something that’s going somewhere.
- Expose your culture. Zendesk spent very little time on the actual product/service and all the time exposing their company culture. Millennials will choose culture over anything else.
- Flaunt your employees. Millennials want to see who they’d be working alongside. The more diverse and creative the team…the better. Ditch any clip art and stock video and just use your real employees.
- Unveil the lifestyle. Millennials often choose a city before they choose a job. Zendesk beautifully showcased the neighborhood of the headquarters including the eateries, coffee shop, and bars their employees visit.
- Reveal the office. Highlight the innovate workspaces and work perks (salty licorice, beer, pets at work, etc.).
- Depict an actual day. Show what it looks like going to work, whom they are going to meet there, a typical desk (bonus for Zendesk’s standing desks!), the elevator they will use, where they will park, how they will collaborate, and where meetings are held. The easier they can visualize themselves at your organization, the easier their decision.
- Show off technology. Millennials desire an innovative environment to quench their tech dependance. In the Zendesk video, many employees can be seen using wifi, flat screens, Macs, iPads, and various smartphones.
- Exhibit social perks. Millennials are looking for community as much as they are a job. Zendesk highlighted their community outreach, office basketball games, parties, and company sport teams.
- Feature your leaders. Highly visible leaders gives Millennials the impression of a flatter organization, which they prefer. Zendesk took it a step further and included shots of their leader laughing and having a good time.
- Get quirky. No Millennial dreams of working for a stuffy organization. Each Zendesk team looking at the camera at the same time and then awkwardly assuming what they were doing, non-judgement victory dances, someone eating salted licorice, desk races, “Zendesk does not hire a$%-holes,” and superman playing soccer are all quirky, Millennial-resonating brilliance.
- Make it social. Don’t create a recruiting video and post it solely on your website. Put it on YouTube where people can find it. Remember YouTube is the #2 search engine.
- Short video. Our attention spans have shortened since 2012. Create a 1-1:30 minute recruiting intro video and then serve up other longer videos (if necessary) for those interested in learning more about your organization.
- Compelling music. Your video’s music can make or break the video. Music can demonstrate your relevance, innovation, and the pace of your organization.
- Visible call to action. Zendesk unfortunately buried it’s zendesk.com/careers link in the “About” section of the video. Make your call to action clear and visible.
- Emphasize teamwork. Millennials value team collaboration. The fact that Zendesk highlighted every employee in the video gives viewers the sense that each employee is valued. (Of course, this might not be viable for larger organizations but it’s something to strive for and emphasize nonetheless.)
Question: What other aspects have been effective in your Millennial recruiting efforts?
About the Author: Ryan Jenkins is an internationally recognized Millennial keynote speaker and author. He helps organizations and leaders gain clarity around the Millennial generation so that they can effectively lead, communicate, and brand in tomorrow’s multi-generational marketplace.
photo credit: the news man, tattoo, castro street fair, san francisco (2013) via photopin (license)