Category: Design

Creating video in recruitment

Video is easily the fastest growing content type online. The problem recruitment companies face is that it feels expensive and hard to start. It doesn’t have to be though.

 

What makes a good recruitment video?

Attention. Grab your audience and stand out. This means being selective with the thumbnail you use, the cover image, the title and video description.

Once you have your audiences’ attention it is about making sure the content is good quality to maintain interest through out the video.

Story is crucial in maintaining attention but also delivering a message. Think about the structure of the content and narrative. If you are writing a script then edit in the same way you would a blog or article. Take out anything that isn’t essential.

If you are looking for a simple framework to creating content check out this.

Action. The next steps need to be considered when creating video. Ensure that you have something for your audience to do once they have watched your video – it might be to visit your website, share the video, check out a job or learn about your services.

But it all sounds expensive.

It doesn’t have to be. If you are outsourcing video creation to an agency there are businesses that can work to pretty much any budget.

If you want to start out producing your own content because it is cheaper, you want more control or quicker turn around times then the good news is that it can super simple. In fact you can shoot HD video and edit it entirely for free using your iPhone.

I would recommend investing in a tripod and a phone attachment. These vary in price from a £1 (from Poundland – no joke!) to £30 for a good tripod.

If you can stretch the budget I’d recommend getting a DSLR camera as this will also take good photos that you will be able to use in other places like your website or for social media.

Tips for making video yourself

Do make sure where you are filming is well lit. Aim for natural light, don’t put your subject in direct sunlight as it will wash out your picture.

Do film in a quiet place with limited background noise. If you can’t avoid the background noise then try to be close to the subject or set up a second recording device and record an audio note. These two files can be merged when you edit. You can also buy an external mic to connect to your device.

Do use your tripod. Nothing screams poor quality recording more than the jogging of a camera.

Don’t film portrait. Have your phone horizontal unless you are doing something on Snapchat.

Good luck and get shooting!

Action.

Steal the Process – Not the Logo

“I like what they’ve done.  It really means something to me.  Why don’t we do the same thing?”  Yes!  Fantastic.  If you are inspired by something you should steal it.  Not the outcome, but the process.

“Imitation is the sincerest of flattery”
Charles Caleb, 1820

The outcome – the brand, the logo, the strapline, the website, the office layout, the business idea or whatever – might be incredible.  But it won’t work for you.  Or at least it won’t entirely work for you.

If something means something to you that probably means that the other party have thought long and hard about how to make it resonate.  The outcome wasn’t predetermined… but their process probably was.

Cops and RobbersIn recruitment; look at a business like Hays or Michael Page.  Each of these businesses has a clear message to market.  You know what to expect if you go to an interview or if you appoint them to fill one of your roles.  They are run by people with visions and direction.  You can’t set up a Pays or a Michael Hage tomorrow in a bid to do exactly what they do in exactly the same way.  It doesn’t work because you aren’t the same.  You don’t have the same people, history, culture, vision or direction.

The brand of a business is about the way it looks, but it also goes much further and deeper.  The brand affects the way you respond to a business, how people feel about an organisation and how employees act in their jobs.

Don’t spend your time copying other brands or businesses – but take the time to do what they have gone through.

The 5 Steps to Steal:
Research
What do you want to achieve?  Who are you?  What is your big idea?  What is your purpose?  How are you different?  What are your values?

Create the message
How do you explain your purpose?  What is your vision?  How do you show that you are different?  How can your people live your culture?

Create the identity
How do you sound?  How do you look?  What is the experience you are delivering?

Build it
Create.  Design.  Write.  Paint.

Ship it
Get your message out to the world.  Make sure that whichever channel you use there is a clear and consistent message that outlines your purpose, your vision, and how you are different.

And guess what: if you are lucky enough to have people trying to copy your brand it means you are doing something right.  Imitation is flattery.  The truth is that they aren’t the same as you and be able to pull it off with authority.  People can smell a fake a mile off.

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