Attracting Millennial Candidates With Live Video

Attracting Millennial Candidates With Live Video
From Recruiter - August 1, 2016

Unless your company offers in-person, all-access tours of your office to potential new recruits, nothing can beat video for getting across your employer brand promise.

Video brings to life things like corporate culture, employee experience, and the work environment better than any job description or advertisement could ever hope to. And as we know, todays hard-to-please millennials place a lot of stock in the soft factors when it comes to deciding where theyd like to work.

As social networkseven the old ones like Twitter and Facebookcontinue to evolve, theyre becoming more visually oriented. Newer platforms like Snapchatwith a relatively modest 150 million daily usersare winning the war when it comes to attracting and keeping the millennials attention. About 75 percent of Snapchats U.S. users are in the magic 18-34 age group.

Snapchats real-time video functionality is one of its secret weapons. Its perfectly suited to young workers because it allows users to select the content theyd like to see, its instant, and its native to mobile devices. Snapchat boasts more than eight billion video views every daythree times its numbers of a year ago. And its users send 67 percent more images and videos than Facebook users do each day.

But the stalwarts are fighting back. Facebook Live and Twitters Periscope enable users to stream live video and notify their followers so that they can tune in and comment on what theyre seeing. YouTube is now rolling out live video functionality for mobile users. Facebook has also launched its Canvas ad platform, which uses a combination of images, video, text, and call-to-action buttons to create an interactive advertising experience.

So how can todays recruiters use real-time video and social media to reach this dynamic segment of the population? Here are some relatively easy ways to get started:

1. LetEmployees Commandeer Your Social Media Account and Stream Live Video

Whether its a few minutes, a few hours, or an entire day, these initiativesSnapchat calls them Takeoverscan focus on just about anything that communicates your employer value proposition: a day in the life of your employees, your community and charity engagement, what your campus looks like, etc.

A few months ago, for example, Hootsuite hosted Operation #FollowTheSun,using Twitters Periscope platform to visit the companys offices in Singapore, Romania, the United Kingdom, Brazil, and the United States. More than 5,000 viewers tuned in, generating 11,000 hearts and boosting visits to the companys careers site.

2. Tell Stories

The short shelf life of Snapchat messages is a big part of the platforms appeal, but that doesnt necessarily lend itself well to job advertising. However,SnapchatsStories feature can be used to advertise a role for up to 24 hours, while the expanded Live Stories feature can be used to create curated streams of user-submitted snaps from various locations and events. These are incredibly popular, with some generating up to 40 million views (nearly double the viewership of your typical Sunday night football game!)


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