Last year, a recruitment video for the Australian Department of Finance Graduate Program went viral for all the wrong reasons. Designed to showcase the “the variety of work, cultural and social experience [graduates] can expect when joining the department”, the video came in for heavy criticism by marketing experts. Dee Madigan, creative director of agency Campaign Edge, who has worked on a number of marketing campaigns for the Labor party, rated it as “probably one of the worst recruitment videos I’ve ever seen.”
So how do you get it right?
There is no magic formula for making a successful recruitment video, but here are a few recommendations:
- Keep it short: very few viewers want to watch a 30-minute mini-documentary
- Present your company culture in an honest and attractive way to help prospective applicants self-select
- Provide insights into the type of work employees do and the perks they benefit from
- Show a diverse range of employees to appeal to a broad target audience
- Include humour and fun for maximum entertainment value.
The following videos, we think, work particularly well.
Notching up a huge number of views on YouTube – for the right reasons – is this recruitment video for the New Zealand Police. Aimed at 18-24-year-olds, it features frequent bursts of action, snippets of speech, and a good dollop of Kiwi humour. Well scripted and sharply filmed and edited, it is a great way to attract prospective applicants to a role in the NZ Police force.
Produced in 2014, “Working at Dropbox” is still one of the best recruitment videos out there. Classic employee lines, such as “It’s not only a place that I come to work; it’s a place that I come to grow” are injected with humour by replacing the people who voiced them with puppets. In just under 2.5 minutes, viewers gain an idea of Dropbox’s values, people and perks – and are entertained all the way.
Unlike Dropbox, HubSpot used real people to front their brand in this upbeat 2012 recruitment video. Prospective applicants are given a clear introduction to the company’s mission and values, as well as a privileged peek into the working environment. The video showcases a diverse range of employees who add their individual experiences to the bigger picture.
Do you have a favourite recruitment video? If yes, do share it in the comments. We’d love to hear your suggestions.
Thank you for watching!