Welcome to Episode 001 of The Speaker Agenda Video/Podcast Show.

In this episode, Steve O’Brien and I discuss the best way to implement video in the recruiting process.

So if you want to understand the best ways to implement video in the recruiting process, leverage video to engage top candidates, and enhance the company employer brand so you can how to incorporate video in the recruiting process without taking away from recruiter efficiency, tune in now!

In this episode, you’ll discover:

“How to Create Amazing Candidate Experiences with Video.”

• Different Ways to Use Video in the Recruiting Process.
• How should a company get started with video?
• What are and how do companies avoid the pitfalls of using video?
• How can you use video to change the candidate experience?
• What jobs would benefit most from using a video job ad?
• Should the hiring manager be on the video job advertisement?
• What information do you need to convey to the candidate in a video job ad?
• What is the objective of the video job ad, employer branding video, video commercial?
• How long should your video job ad be?

Guest: Steve O’Brien

Transcript

0 00:00:01:21 00:00:04:26 – There’s a lot of|different ways to use video
1 00:00:04:26 00:00:06:16 in the recruiting process.
2 00:00:06:16 00:00:09:03 You can do video voicemail, video job ads,
3 00:00:09:03 00:00:12:16 video career webinars, and|even video interviewing.
4 00:00:12:16 00:00:15:17 Video recruiting|strategies can bring a lot
5 00:00:15:17 00:00:17:20 of change to an organization.
6 00:00:17:20 00:00:20:06 And as anybody knows with a lot of change,
7 00:00:20:06 00:00:22:14 there typically comes a lot of chaos.
8 00:00:22:14 00:00:25:10 There’s a lot of recruiters|and talent acquisition leaders
9 00:00:25:10 00:00:28:11 out there that are wondering|how the heck should
10 00:00:28:11 00:00:32:04 I even get started and how|should they avoid the pitfalls?
11 00:00:32:04 00:00:34:24 I’ve got Steve O’Brien on the show today,
12 00:00:34:24 00:00:38:17 and he’s joining the|Speaker Agenda conversation
13 00:00:38:17 00:00:40:24 and we’re going to answer|all those questions
14 00:00:40:24 00:00:43:08 starting right now.
15 00:00:43:08 00:00:46:06 (heavy rock music)
16 00:00:51:15 00:00:54:26 Welcome to Speaker Agenda,|video and podcast show,
17 00:00:54:26 00:00:57:29 the only video podcast that|interviews thought leaders
18 00:00:57:29 00:01:00:19 from the talent acquisition industry,
19 00:01:00:19 00:01:04:20 and gives them a platform|beyond the conference podium.
20 00:01:04:20 00:01:07:24 We love discussions that|focus on technologies,
21 00:01:07:24 00:01:12:06 processes, and solutions|that significantly impact
22 00:01:12:06 00:01:15:11 hiring outcomes and improved|candidate experiences.
23 00:01:15:11 00:01:18:05 We’re actively seeking new speakers,
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26 00:01:24:16 00:01:27:11 broadcast of the Speaker Agenda show.
27 00:01:27:11 00:01:29:24 I know there’s lots of|different companies out there
28 00:01:29:24 00:01:32:13 that have dabbled in|employer branding videos
29 00:01:32:13 00:01:34:27 here and there, and|maybe even posted a few
30 00:01:34:27 00:01:37:20 video job ads on LinkedIn.
31 00:01:37:20 00:01:41:01 So I’m excited because|this is our first episode
32 00:01:41:01 00:01:44:12 and it’s a great conversation|with a colleague of mine
33 00:01:44:12 00:01:46:16 for nearly 10 years.
34 00:01:46:16 00:01:49:05 I know Steve has been one|of the smartest people
35 00:01:49:05 00:01:54:05 I’ve ever met and I don’t need|to put any caveats on that.
36 00:01:54:06 00:01:56:17 Believe me when, you’re|gonna want to break out
37 00:01:56:17 00:02:00:06 a pen and paper and take some|notes, I know that any time
38 00:02:00:06 00:02:03:20 I talk to Steve I’m usually|furiously scribbling down
39 00:02:03:20 00:02:06:22 every different word and phrase|that comes out of his mouth
40 00:02:06:22 00:02:08:04 so I can discuss it later.
41 00:02:08:04 00:02:10:28 So Steve, thanks for joining the show,
42 00:02:10:28 00:02:13:03 and how would you describe yourself?
43 00:02:13:03 00:02:15:09 – A leader in the recruiting industry.
44 00:02:16:09 00:02:18:02 Someone that’s been on|the service provider side
45 00:02:18:02 00:02:21:21 most of his career and passionate|about talent acquisition.
46 00:02:21:21 00:02:24:13 – And we’re gonna be discussing|video and how to impact
47 00:02:24:13 00:02:26:17 the recruiting process.
48 00:02:26:17 00:02:28:17 So Steve, why don’t you kick it off,
49 00:02:28:17 00:02:30:18 what do you think about this?
50 00:02:30:18 00:02:32:05 – Oh, video.
51 00:02:32:05 00:02:35:17 Well it’s definitely the trend de jure.
52 00:02:37:00 00:02:40:01 I’ll say first, cleanly and simply,
53 00:02:40:01 00:02:43:14 video absolutely has a place|in the recruiting process.
54 00:02:43:14 00:02:48:08 I think people that lean in|the direction of my point
55 00:02:48:08 00:02:53:08 of view probably see video|more as a select intervention
56 00:02:53:24 00:02:56:21 or a situation where you’re|gonna change the candidate
57 00:02:56:21 00:02:58:28 experience, and we can|talk a little bit more
58 00:02:58:28 00:03:01:02 about what that means.
59 00:03:01:02 00:03:02:26 I know that there are|some people out there,
60 00:03:02:26 00:03:05:18 you might be one of them|and in spite of that,
61 00:03:05:18 00:03:09:12 we’re still friends,|that sees video playing
62 00:03:09:12 00:03:14:07 a much bigger role in the|every day advertisement
63 00:03:14:07 00:03:16:03 sort of job posting space.
64 00:03:16:03 00:03:19:20 I’m open to persuasion but|I’ve got some hesitations
65 00:03:19:20 00:03:22:10 and we could unpack a|little bit about how they
66 00:03:22:10 00:03:26:01 would play out, but at the end of the day,
67 00:03:26:01 00:03:29:25 video allows us to consume rich content
68 00:03:29:25 00:03:33:13 and information in ways|that text doesn’t allow us.
69 00:03:33:13 00:03:35:26 Candidates want that exposure to companies
70 00:03:35:26 00:03:37:03 that they’re considering.
71 00:03:37:03 00:03:40:09 They want a way to|interact with organizations
72 00:03:40:09 00:03:43:08 beyond the bullet points,|beyond what we’ve been doing
73 00:03:43:08 00:03:45:25 for the last 30 some odd years.
74 00:03:45:25 00:03:49:22 Video is key, how it|ends up becoming standard
75 00:03:49:22 00:03:51:16 in talent acquisition is yet to be seen.
76 00:03:51:16 00:03:55:15 I vote it’ll be more limited|but absolutely present
77 00:03:55:15 00:03:59:26 and some see it as part|of every job posting.
78 00:03:59:26 00:04:03:07 – Yeah, I don’t necessarily|see it as every job posting,
79 00:04:03:07 00:04:04:08 I mean let’s face it.
80 00:04:04:08 00:04:07:20 I’d love to see text based|job descriptions just die,
81 00:04:07:20 00:04:10:13 wither away but I don’t|really think that’s practical.
82 00:04:10:13 00:04:13:28 For the vast majority of positions though,
83 00:04:14:24 00:04:19:04 it’s just not time|effective or cost effective
84 00:04:19:04 00:04:20:18 to do a video, right?
85 00:04:20:18 00:04:23:15 I think that video has its certain places
86 00:04:23:15 00:04:27:13 in the recruiting process,|and companies, it’s gonna
87 00:04:27:13 00:04:29:12 be different for every company.
88 00:04:29:12 00:04:32:25 But if you look at just the|selection of certain jobs,
89 00:04:32:25 00:04:37:04 video has a proclivity to|really engage candidates, right?
90 00:04:37:04 00:04:39:17 But it’s not for every job.
91 00:04:39:17 00:04:43:19 What kind of jobs do you think that video
92 00:04:43:19 00:04:45:12 would be really beneficial for?
93 00:04:47:08 00:04:50:17 – So, maybe if you’ll|humor me for a second,
94 00:04:50:17 00:04:54:00 on that idea that it’s|probably not gonna replace
95 00:04:54:00 00:04:55:18 all job descriptions.
96 00:04:55:18 00:04:57:12 I’m gonna make an analogy|and hopefully I don’t
97 00:04:57:12 00:04:58:28 lose the point in the analogy.
98 00:05:01:13 00:05:04:22 If we thought of job|descriptions like recipes,
99 00:05:06:09 00:05:10:04 recipes still have their role in cooking.
100 00:05:10:04 00:05:11:27 There are times when you’re|just gonna want to pop
101 00:05:11:27 00:05:14:05 something open, you’re|not gonna want to watch
102 00:05:14:05 00:05:16:26 a 10 minute video on how to|cook a steak or get the best
103 00:05:16:26 00:05:20:03 char on it or the newest|technique on the reverse sear.
104 00:05:20:03 00:05:21:26 By the way, if anybody is|listening is into those
105 00:05:21:26 00:05:24:13 kinds of videos, check out|Guga Foods, amazing videos.
106 00:05:24:13 00:05:27:23 – I just got a sous-vide|machine, so I love it.
107 00:05:27:23 00:05:30:22 – Yeah, it’s absolutely phenomenal.
108 00:05:30:22 00:05:35:04 But the role that Guga’s videos|plays in my cooking world
109 00:05:35:04 00:05:36:27 is different than the recipe.
110 00:05:36:27 00:05:39:09 The recipe still has a place|and sometimes it’s very
111 00:05:39:09 00:05:42:25 transactional and that’s appropriate,
112 00:05:42:25 00:05:44:23 and I don’t want to|spend 10 minutes watching
113 00:05:44:23 00:05:46:26 a video on how to perfect my reverse sear.
114 00:05:46:26 00:05:48:17 I just don’t, I want|to know the ingredients
115 00:05:48:17 00:05:50:17 and the measurements and the steps.
116 00:05:50:17 00:05:53:02 Other times I do want to get content,
117 00:05:53:02 00:05:54:28 I want to get information|about how to perfect
118 00:05:54:28 00:05:57:09 the technique or understand|a little bit more
119 00:05:57:09 00:05:59:07 about what’s going on that|a resume doesn’t afford.
120 00:05:59:07 00:06:02:03 And I probably lean in|the direction of thinking
121 00:06:02:03 00:06:04:05 that there’s gonna be|a similar distinction
122 00:06:04:05 00:06:05:14 in job descriptions.
123 00:06:05:14 00:06:07:00 There’s gonna be times|when a job description
124 00:06:07:00 00:06:08:14 is appropriate to be a bullet list,
125 00:06:08:14 00:06:11:08 and I don’t know that that’s|gonna change to be honest.
126 00:06:11:08 00:06:13:22 And then there will be other|times where content changes
127 00:06:13:22 00:06:15:13 the interaction with the|audience, and that change
128 00:06:15:13 00:06:17:22 interacts with the audience|and changes their behavior.
129 00:06:17:22 00:06:19:21 And ultimately that’s what we want to do.
130 00:06:19:21 00:06:22:03 When we’re modifying the|way that we communicate
131 00:06:22:03 00:06:24:27 for the market place,|in the simplest form,
132 00:06:24:27 00:06:27:03 what we want to do is|increase the attention
133 00:06:27:03 00:06:28:28 that we’re able to garter|from the individuals
134 00:06:28:28 00:06:31:03 that are checking out our advertisements.
135 00:06:31:03 00:06:35:00 So to your direct question,|I think one of the areas
136 00:06:35:00 00:06:37:13 where video is going to be more relevant
137 00:06:37:13 00:06:39:14 is in highly recruited populations.
138 00:06:41:15 00:06:44:21 So for example, nurses,
139 00:06:46:18 00:06:47:28 full stack developers,
140 00:06:47:28 00:06:50:16 places where the economy|has some imbalance.
141 00:06:50:16 00:06:52:26 One of the reasons I believe|that that’s gonna be true
142 00:06:52:26 00:06:54:17 is because those individuals
143 00:06:54:17 00:06:56:07 are heavily recruited, first off,
144 00:06:56:07 00:06:58:19 and there’s a lot of repeat advertisement
145 00:06:58:19 00:06:59:29 in those skillset areas.
146 00:06:59:29 00:07:01:22 If you can differentiate your message
147 00:07:01:22 00:07:03:24 against your competitors by adding a peek
148 00:07:03:24 00:07:05:25 into the organization that you represent,
149 00:07:05:25 00:07:07:05 whether you’re a third party recruiter
150 00:07:07:05 00:07:09:12 or corporate recruiter,|or more importantly,
151 00:07:09:12 00:07:12:17 if you can give somebody a|picture of the hiring manager,
152 00:07:12:17 00:07:13:27 their personality, their passions,
153 00:07:13:27 00:07:15:06 why they care about the project,
154 00:07:15:06 00:07:17:10 the difference that this|particular role is gonna
155 00:07:17:10 00:07:18:23 make in the organization,
156 00:07:18:23 00:07:20:13 and what does the organization do, right?
157 00:07:20:13 00:07:21:07 Who cares?
158 00:07:21:07 00:07:23:18 And I don’t mean that|condescendingly I mean it literally,
159 00:07:23:18 00:07:26:03 who cares, what are you|doing as an organization?
160 00:07:26:03 00:07:28:17 When you’re in spaces where|the market is imbalanced,
161 00:07:28:17 00:07:30:22 I think differentiating|your message in that manner
162 00:07:30:22 00:07:31:17 is gonna be key.
163 00:07:32:19 00:07:35:18 – Let me ask, so you can|have lots of different
164 00:07:35:18 00:07:37:29 objectives for a video, right?
165 00:07:37:29 00:07:40:29 Some are used to drive candidate traffic,
166 00:07:40:29 00:07:44:01 some are used to drive|candidate engagement,
167 00:07:44:01 00:07:48:04 some are used to click here and apply.
168 00:07:48:04 00:07:52:02 So for the really small niche jobs,
169 00:07:52:02 00:07:54:24 let’s say a nurse, very difficult to find,
170 00:07:54:24 00:07:57:22 small candidate pool,|what kind of messaging
171 00:07:57:22 00:08:00:21 are you gonna incorporate|on those types of jobs?
172 00:08:00:21 00:08:02:15 – Yeah, so first off I think the messaging
173 00:08:02:15 00:08:03:14 needs to be brief.
174 00:08:04:19 00:08:06:16 Our attention span is very very short,
175 00:08:06:16 00:08:08:21 we expect a high production|value on our content,
176 00:08:08:21 00:08:10:26 even if they’re casual recruiting videos,
177 00:08:10:26 00:08:13:01 and so I think we still|need to be quite disciplines
178 00:08:13:01 00:08:17:15 with not trying to take too much license
179 00:08:17:15 00:08:19:14 with the willingness of the audience
180 00:08:19:14 00:08:21:17 to listen and pay attention, right?
181 00:08:21:17 00:08:25:04 But messaging, what I think is|gonna be absolutely critical
182 00:08:25:04 00:08:27:01 is showing what the job description can’t.
183 00:08:27:01 00:08:29:16 And that may be obvious,|but specifically showing
184 00:08:29:16 00:08:31:22 the who cares, honest to goodness.
185 00:08:31:22 00:08:33:14 And I think if you asked|yourself that question
186 00:08:33:14 00:08:35:00 when you’re making the|video, you’re probably gonna
187 00:08:35:00 00:08:36:10 be asking your questions that lead you
188 00:08:36:10 00:08:39:11 into the right content to produce.
189 00:08:39:11 00:08:42:14 On the hiring manager end,|what about them is interesting?
190 00:08:42:14 00:08:43:26 Why are they at that organization?
191 00:08:43:26 00:08:45:28 Did they join recently, had|they been there a long time?
192 00:08:45:28 00:08:47:02 What’s their experience been?
193 00:08:47:02 00:08:49:10 Reveal just a little bit|about them as people,
194 00:08:49:10 00:08:52:05 that’s novel, that is not|captured in a job description
195 00:08:52:05 00:08:53:05 and it’s interesting, right?
196 00:08:53:05 00:08:54:24 There’s some basic human|interest that goes in
197 00:08:54:24 00:08:56:23 to tell me about the hiring manager.
198 00:08:56:23 00:08:58:29 The second thing is|gonna be what difference
199 00:08:58:29 00:09:01:01 does this particular job|make in the organization
200 00:09:01:01 00:09:02:17 and what difference does the organization
201 00:09:02:17 00:09:03:14 make in the world?
202 00:09:05:11 00:09:07:26 I don’t want to get too|academicky and I don’t have
203 00:09:07:26 00:09:09:20 the credentials even|if I wanted to pretend,
204 00:09:09:20 00:09:12:00 but bear with me for a second.
205 00:09:12:00 00:09:14:16 Back in 1960s, 1970s when people stayed
206 00:09:14:16 00:09:17:24 at organizations for 10, 20, 30 years,
207 00:09:17:24 00:09:21:18 they had pensions, the|relationship between the employer
208 00:09:21:18 00:09:23:28 and the employee was let’s say oriented
209 00:09:23:28 00:09:25:15 more towards stability and safety.
210 00:09:25:15 00:09:28:23 1980s, the US economy|shifted in the direction
211 00:09:28:23 00:09:30:19 of service sector roles aggressively.
212 00:09:30:19 00:09:33:25 I think by the end of the|1980s, three out of four jobs
213 00:09:33:25 00:09:36:12 that were created were|in the service sector.
214 00:09:36:12 00:09:39:23 1983, pensions peaked|and started to decline,
215 00:09:39:23 00:09:42:01 and they of course haven’t|changed that direction.
216 00:09:42:01 00:09:45:06 My belief is what that has|done to the relationship
217 00:09:45:06 00:09:47:14 between the employer and|employee is it’s changed
218 00:09:47:14 00:09:49:06 the decision criteria that people use
219 00:09:49:06 00:09:51:02 to select where they go, right?
220 00:09:51:02 00:09:52:19 And we see that in candidate behavior,
221 00:09:52:19 00:09:55:03 we see that in the trends|and management strategy
222 00:09:55:03 00:09:56:12 and HR strategy.
223 00:09:56:12 00:09:57:21 What do we talk about?
224 00:09:57:21 00:10:00:14 We talk about communicating|the novel values
225 00:10:00:14 00:10:03:00 and benefits and the difference|that the organization
226 00:10:03:00 00:10:05:16 that you represent as a|recruiter makes in the world.
227 00:10:05:16 00:10:07:19 Candidates aren’t gonna|be able to go to a company
228 00:10:07:19 00:10:09:18 because they think they’re|gonna be there for 30 years,
229 00:10:09:18 00:10:11:24 and if you do you’re|blessed, God bless you.
230 00:10:11:24 00:10:12:20 But most won’t.
231 00:10:12:20 00:10:14:19 And so one of the things that|candidates are looking for,
232 00:10:14:19 00:10:17:07 since they can’t just bank|on this is where I’m gonna
233 00:10:17:07 00:10:19:19 retire from, they’re|looking for another decision
234 00:10:19:19 00:10:21:24 criteria, and I think|most people are looking
235 00:10:21:24 00:10:23:15 for that decision criteria to be what’s
236 00:10:23:15 00:10:25:13 the impact I’m making?
237 00:10:25:13 00:10:27:01 What’s the impact I’m making in this role
238 00:10:27:01 00:10:29:01 for the organization and what’s the impact
239 00:10:29:01 00:10:30:17 the organization is making in the world,
240 00:10:30:17 00:10:32:08 ’cause that’s gonna separate company A
241 00:10:32:08 00:10:34:00 from company B when the message
242 00:10:34:00 00:10:35:20 and the motivation resonates.
243 00:10:35:20 00:10:39:10 – You’ve got, you’re|talking about culture,
244 00:10:39:10 00:10:41:20 you’re talking about the|who what when where why how
245 00:10:41:20 00:10:46:05 of the position, you’ve got|the hiring manager on there,
246 00:10:46:05 00:10:49:19 you say you wanted to have a short video,
247 00:10:49:19 00:10:53:07 this is not a 30 second|video if you have all that.
248 00:10:53:07 00:10:57:03 And I would be very hesitate|to pull a hiring manager
249 00:10:57:03 00:11:00:03 out of his busy day to|get him on a 30 second
250 00:11:00:03 00:11:02:17 or one minute video, right?
251 00:11:02:17 00:11:04:27 So how long of a video|are you talking about
252 00:11:04:27 00:11:07:07 if you have the hiring|manager, you’re talking about
253 00:11:07:07 00:11:08:28 culture, you’re talking|about the who what where when
254 00:11:08:28 00:11:13:28 why how of the position,|you’re going in depth here,
255 00:11:14:01 00:11:15:00 but not too in depth.
256 00:11:15:00 00:11:17:11 You’re really talking,|for me, this is like
257 00:11:17:11 00:11:20:17 a 10 or 15 minute video|and I don’t think you need
258 00:11:20:17 00:11:22:20 to do that for every job.
259 00:11:22:20 00:11:24:22 – Yeah, I think you can be briefer
260 00:11:24:22 00:11:26:20 than may initially appear.
261 00:11:26:20 00:11:29:23 With video you’re looking|for impact not education,
262 00:11:29:23 00:11:31:12 in my opinion.
263 00:11:31:12 00:11:33:15 We’re not trying to convey a|whole bunch of information,
264 00:11:33:15 00:11:35:04 we’re trying to convey an emotion.
265 00:11:35:04 00:11:37:10 At the job description|level and at the video level
266 00:11:37:10 00:11:39:10 on a job description, you’re|still looking for the next
267 00:11:39:10 00:11:41:21 call to action be take the next step.
268 00:11:41:21 00:11:43:06 They’re not gonna decide to quit their job
269 00:11:43:06 00:11:44:09 on the basis of the video,
270 00:11:44:09 00:11:46:15 they’re not gonna decide they want the job
271 00:11:46:15 00:11:48:13 on the basis of the video,|they’re gonna decide
272 00:11:48:13 00:11:50:21 to take the next step, apply.
273 00:11:50:21 00:11:54:01 So when we look at communicating|the hiring manager,
274 00:11:54:01 00:11:56:23 why they’re there, I’m|thinking a couple sentences.
275 00:11:56:23 00:12:00:04 So I do think that you|could get a quick video
276 00:12:00:04 00:12:02:28 down in the order of a single minute,
277 00:12:02:28 00:12:05:12 a one minute video, why is|the hiring manager there,
278 00:12:05:12 00:12:07:14 what motivates them, what|difference is this role
279 00:12:07:14 00:12:08:23 gonna make in the organization,
280 00:12:08:23 00:12:10:08 and boom, let it fly.
281 00:12:10:08 00:12:12:29 – So that’s where you can|I completely disagree.
282 00:12:12:29 00:12:16:11 I’m not gonna pull a hiring|manager onto a one minute video,
283 00:12:16:11 00:12:18:24 I can’t convey enough information.
284 00:12:18:24 00:12:21:11 That to me is not really a video job ad,
285 00:12:21:11 00:12:23:05 that’s more like a commercial.
286 00:12:23:05 00:12:25:29 A commercial is meant to drive traffic
287 00:12:25:29 00:12:27:18 and there’s certainly a place for that
288 00:12:27:18 00:12:30:12 in the recruiting process.
289 00:12:30:12 00:12:32:29 You throw it up on LinkedIn|inside the news feed
290 00:12:32:29 00:12:34:20 and whoever sees it sees it,
291 00:12:34:20 00:12:36:29 they click on the link,|they go to the apply page.
292 00:12:36:29 00:12:41:01 But if you’re really trying|to gather the attention
293 00:12:41:01 00:12:43:18 of passive candidates,|I think you need to sell
294 00:12:43:18 00:12:46:00 and tell your story a little bit.
295 00:12:46:00 00:12:49:17 And I just know by experience|that’s gonna be more
296 00:12:49:17 00:12:51:09 than one minute, that’s|probably gonna be a three
297 00:12:51:09 00:12:52:20 to five minute video.
298 00:12:52:20 00:12:55:03 It can still be very engaging,|you’re providing them
299 00:12:55:03 00:12:57:03 lots of content, lots of information,
300 00:12:57:03 00:12:59:05 but I think it’s gonna|be more than a minute,
301 00:12:59:05 00:13:01:10 it’s probably gonna be|three to five minimum.
302 00:13:02:13 00:13:05:10 – Well I mean, people|are allowed to be wrong.
303 00:13:05:10 00:13:07:17 (laughing)
304 00:13:09:16 00:13:10:16 – Yes you are Steve.
305 00:13:11:20 00:13:13:15 – Oh, you thought I meant me?
306 00:13:13:15 00:13:16:23 Yeah, so I hear you on|the passive candidate.
307 00:13:16:23 00:13:18:26 I have some skepticism|about whether or not a video
308 00:13:18:26 00:13:21:10 or job add is gonna motivate|a passive candidate.
309 00:13:21:10 00:13:25:06 I think we’re trying to|capture sort of the onlooker
310 00:13:25:06 00:13:27:10 so to speak, the casual browser.
311 00:13:27:10 00:13:29:04 And one of the questions,|and I think it’s a question
312 00:13:29:04 00:13:31:22 of fact, and if I’m wrong|it wrong it won’t break
313 00:13:31:22 00:13:33:15 my heart in three or four|years, ’cause I don’t
314 00:13:33:15 00:13:35:17 have a vested effort in|it being one minute versus
315 00:13:35:17 00:13:39:06 10 minutes, but some of my|skepticism comes from this.
316 00:13:39:06 00:13:43:12 The current interaction|with the job board,
317 00:13:43:12 00:13:45:03 so Indeed for example.
318 00:13:45:03 00:13:48:17 An Indeed user spends|on average six minutes
319 00:13:48:17 00:13:52:00 on the site, looks at nine|pages during those six minutes
320 00:13:52:00 00:13:54:22 and spends an average of|seven seconds per job posting.
321 00:13:56:12 00:14:01:10 I have difficulty visualizing|them going from that rhythm,
322 00:14:01:24 00:14:04:10 even if they were willing|in a different context.
323 00:14:04:10 00:14:07:12 But the context they’re in,|they’re plowing through,
324 00:14:07:12 00:14:10:06 they’re seven seconds a job posting,
325 00:14:10:06 00:14:13:11 they’re consuming very|sort of cursory information
326 00:14:13:11 00:14:15:19 that is leading to, do I want to apply,
327 00:14:15:19 00:14:16:20 do I not want to apply?
328 00:14:16:20 00:14:18:20 I think there’s a limit|on how much content
329 00:14:18:20 00:14:21:16 you can deliver in that context.
330 00:14:21:16 00:14:23:26 And so that’s part of|what influences my leaning
331 00:14:23:26 00:14:25:21 in the direction of, and|I think it’s a minute.
332 00:14:25:21 00:14:28:23 I think one, context|matters, two it does depend
333 00:14:28:23 00:14:30:26 on your target audience.
334 00:14:30:26 00:14:34:10 I think I’m trying to|capture the casual passerby,
335 00:14:34:10 00:14:36:08 and it sounds like you’re|trying to capture somebody
336 00:14:36:08 00:14:39:01 who maybe doesn’t have an|updated resume currently.
337 00:14:41:07 00:14:42:23 – It can be done, there’s no reason
338 00:14:42:23 00:14:43:24 why you can’t do both.
339 00:14:43:24 00:14:47:14 So you could record, if you|have the hiring manager,
340 00:14:47:14 00:14:51:24 you record the 30 second,|one minute version right?
341 00:14:51:24 00:14:53:23 That shouldn’t take|more than a few minutes,
342 00:14:53:23 00:14:56:20 especially if you’ve got a|script and a teleprompter,
343 00:14:56:20 00:14:59:04 but then if you’ve got|their attention and you have
344 00:14:59:04 00:15:03:05 their time, why not record a|three to five minute version
345 00:15:03:05 00:15:08:00 also and why not record|another 10 or 15 minute video,
346 00:15:08:00 00:15:10:28 or just record the 15 minute|video and slice and dice it,
347 00:15:10:28 00:15:12:08 that’s a little bit more editing issue,
348 00:15:12:08 00:15:15:01 but it can certainly be done, right?
349 00:15:15:01 00:15:17:20 And this way you’ve got|content for the job page,
350 00:15:17:20 00:15:20:08 you’ve got content for social media,
351 00:15:20:08 00:15:23:08 you’ve got long form, short form content,
352 00:15:23:08 00:15:24:15 you’ve got a little bit of everything.
353 00:15:24:15 00:15:26:28 You can also take little|snippets out of there
354 00:15:26:28 00:15:30:26 and position that hiring manager|as a subject matter expert.
355 00:15:30:26 00:15:33:10 The whole point is if you’ve|got the video content,
356 00:15:33:10 00:15:36:04 then you have options|on how you can use it.
357 00:15:36:04 00:15:39:07 If you only record a 30|second to one minute video,
358 00:15:39:07 00:15:41:18 then that’s not a whole|lot of content, right?
359 00:15:41:18 00:15:44:12 You’re limiting your options.
360 00:15:44:12 00:15:46:10 – Yeah, I hear ya.
361 00:15:46:10 00:15:48:24 One of my curiosities, so I think,
362 00:15:48:24 00:15:52:02 look I’ll concede that if|you can get a hiring manager
363 00:15:52:02 00:15:56:06 that’s presentable, that is articulate
364 00:15:56:06 00:15:58:14 and willing to give you that much time.
365 00:15:58:14 00:16:00:01 – There are a lot of caveats there.
366 00:16:00:01 00:16:02:06 – Yeah well look, this|is an advertisement,
367 00:16:02:06 00:16:04:06 this is not a college course, right?
368 00:16:04:06 00:16:05:02 – Absolutely.
369 00:16:05:02 00:16:07:09 – I had a lot of college|professors that maybe
370 00:16:07:09 00:16:10:07 shouldn’t have gone on camera for Tide
371 00:16:10:07 00:16:12:21 to move the next consumer product,
372 00:16:12:21 00:16:14:23 but they were phenomenal educators.
373 00:16:14:23 00:16:16:18 We’re not, I don’t think we’re educating
374 00:16:16:18 00:16:18:26 with the videos, I think we’re|motivating with these videos.
375 00:16:18:26 00:16:22:07 But if you can get somebody|on and capture 15 minutes
376 00:16:22:07 00:16:25:01 of solid content, look, do it, right?
377 00:16:25:01 00:16:30:01 But my background as you know|is sort of trench warfare
378 00:16:30:06 00:16:31:21 so to speak as a recruiter.
379 00:16:31:21 00:16:33:15 I’ve led large teams of recruiters.
380 00:16:33:15 00:16:35:27 I’ve spent a lot of time|trying to get hiring
381 00:16:35:27 00:16:38:24 managers to participate|in the recruiting process
382 00:16:38:24 00:16:40:27 to help them understand their role
383 00:16:40:27 00:16:42:18 and selection and|motivation of the market,
384 00:16:42:18 00:16:45:06 and it’s not entirely straightforward.
385 00:16:45:06 00:16:48:12 And so I think that also|probably influences my leaning
386 00:16:48:12 00:16:51:19 in the direction of let’s|make it as simple as possible,
387 00:16:51:19 00:16:55:23 let’s make the message|as clean as possible,
388 00:16:55:23 00:17:00:07 and get a short form peek|out to the marketplace
389 00:17:00:07 00:17:01:23 of what it’s like to work in the company.
390 00:17:01:23 00:17:06:16 But the beauty of this Jeff|is we’re both gonna still
391 00:17:06:16 00:17:09:05 be working when we find|out which it is, right?
392 00:17:10:02 00:17:11:06 Oops, sorry.
393 00:17:11:06 00:17:14:10 I may have been in the|industry for 18 years,
394 00:17:14:10 00:17:17:13 but I haven’t done well enough|to leave the industry yet,
395 00:17:17:13 00:17:20:25 and I think we’re gonna find|out how does it actually
396 00:17:20:25 00:17:24:07 become memorialized into our processes.
397 00:17:24:07 00:17:26:16 And the thing that’s absolutely sure,
398 00:17:27:13 00:17:28:24 video will be a part of it.
399 00:17:29:26 00:17:31:08 That’s not the debate.
400 00:17:31:08 00:17:32:24 – Absolutely, in some way, shape, or form,
401 00:17:32:24 00:17:34:01 I think a lot of|companies are still trying
402 00:17:34:01 00:17:35:11 to figure this out.
403 00:17:35:11 00:17:37:09 They’re doing employer branding videos,
404 00:17:37:09 00:17:40:08 they’re doing, they’re|starting to mix into the
405 00:17:40:08 00:17:42:21 video job ad stuff.
406 00:17:42:21 00:17:45:23 So the other day, I’m gonna|pivot here a little bit.
407 00:17:45:23 00:17:49:01 When we were kind of discussing|doing this recording,
408 00:17:49:01 00:17:54:01 you said a phrase that,|how you would use videos,
409 00:17:54:07 00:17:58:02 tell me a little bit about me and then,
410 00:17:58:02 00:17:59:17 what was the rest of it?
411 00:17:59:17 00:18:03:05 – Yeah, so I think video is|a great application of this,
412 00:18:03:05 00:18:05:22 I’m a fan of this technique|in general when we’re
413 00:18:05:22 00:18:09:06 trying to get greater|traction on roles where
414 00:18:09:06 00:18:10:29 there are headwinds, right?
415 00:18:10:29 00:18:12:20 So you could have headwinds
416 00:18:12:20 00:18:14:00 because the market is imbalanced.
417 00:18:14:00 00:18:16:18 You can have headwinds because|the way that you’ve titled
418 00:18:16:18 00:18:19:16 the job doesn’t match your|competitor’s job titling.
419 00:18:19:16 00:18:21:18 You can have headwinds because|you’re an awesome company
420 00:18:21:18 00:18:23:22 but you don’t have a|consumer level brand, right?
421 00:18:23:22 00:18:26:13 Any of those things are|gonna affect your apply rate.
422 00:18:28:15 00:18:31:20 In that context, I’m|a huge fan of changing
423 00:18:31:20 00:18:33:26 the value proposition and|changing the conversations
424 00:18:33:26 00:18:34:26 with the marketplace.
425 00:18:34:26 00:18:38:23 So the typical candidate|experience is you tell me
426 00:18:38:23 00:18:43:00 Mr. Candidate about you,|and if I’m interested
427 00:18:43:00 00:18:44:26 I’ll reach out and you’ll|get to talk to somebody.
428 00:18:44:26 00:18:46:14 You’ll get to learn a little bit more.
429 00:18:46:14 00:18:48:07 Until you tell me about.|- And that’s the typical job.
430 00:18:48:07 00:18:50:29 Post the job on the job|board, pray that the right
431 00:18:50:29 00:18:52:06 candidate finds you, right?
432 00:18:52:06 00:18:54:28 – Absolutely, so here’s 10|bullet points that really don’t
433 00:18:54:28 00:18:57:16 mean anything that we|haven’t updated in 10 years.
434 00:18:57:16 00:19:00:02 So you look at my job title,|my company, my location,
435 00:19:00:02 00:19:02:13 and these 10 bullet points|that nobody really needs,
436 00:19:02:13 00:19:04:29 and if I like your resume I will descend,
437 00:19:04:29 00:19:07:02 and I’m being a little stinky.
438 00:19:07:02 00:19:10:26 Recruiters are busy as stink,|so they’re not actually
439 00:19:10:26 00:19:13:26 being prima donnas, but|the way that it could feel
440 00:19:13:26 00:19:16:20 to a candidate is if my|resume is good enough,
441 00:19:16:20 00:19:18:15 then the recruiter|descends from their throne
442 00:19:18:15 00:19:21:16 and spends some time|talking to this person.
443 00:19:21:16 00:19:24:24 When you use video to|change that equation, right?
444 00:19:24:24 00:19:27:09 And instead of saying to the|candidate, you tell me about
445 00:19:27:09 00:19:29:18 you and I’ll let you|know if I’m interested,
446 00:19:29:18 00:19:32:20 you can move first as the|company and say to the candidate,
447 00:19:32:20 00:19:36:02 before you send me your resume,|before you tell me about
448 00:19:36:02 00:19:37:24 you I want to tell you about me.
449 00:19:37:24 00:19:40:21 I want to tell you about|my company, why this role
450 00:19:40:21 00:19:42:01 is important, the difference that
451 00:19:42:01 00:19:44:01 we make as an organization,
452 00:19:44:01 00:19:47:05 if for no other reason that|that experience is novel
453 00:19:47:05 00:19:50:15 for candidates, that’s|not usually what they get.
454 00:19:50:15 00:19:54:10 My experience has been that|you get a radically improved
455 00:19:54:10 00:19:57:09 conversion rate of onlookers|to individuals reaching
456 00:19:57:09 00:19:59:21 out and saying hey I’d|like to talk to you.
457 00:19:59:21 00:20:00:26 And so I think that|might have been what we
458 00:20:00:26 00:20:02:17 were talking about.
459 00:20:02:17 00:20:04:21 It’s just flip the script, turn it around,
460 00:20:04:21 00:20:07:14 tell the market more|about the company instead
461 00:20:07:14 00:20:09:25 of asking about the|market to tell the company
462 00:20:09:25 00:20:11:18 more about themselves.
463 00:20:11:18 00:20:14:24 – Right, so it’s kind of the|law of reciprocity, right?
464 00:20:14:24 00:20:16:08 – 100%.
465 00:20:16:08 00:20:18:04 – If you don’t give the|candidate enough information
466 00:20:18:04 00:20:21:09 to make a viable decision on|whether or not they should
467 00:20:21:09 00:20:22:29 even apply to your job, how are they
468 00:20:22:29 00:20:24:18 gonna join your company, right?
469 00:20:24:18 00:20:27:07 So most text based job descriptions,
470 00:20:27:07 00:20:28:23 there’s not enough meat on those bones
471 00:20:28:23 00:20:31:12 to make that decision for most candidates,
472 00:20:31:12 00:20:33:03 especially a passive candidate.
473 00:20:33:03 00:20:35:28 But with video, allows you|to sell and tell your story,
474 00:20:35:28 00:20:38:09 a lot more meat on the|bones, you’re not gonna get
475 00:20:38:09 00:20:40:16 every candidate but you’re|probably gonna get a,
476 00:20:40:16 00:20:43:28 I would say a 30 to 40%|higher conversion rate
477 00:20:43:28 00:20:48:10 on candidates because you|are leading by reciprocity,
478 00:20:48:10 00:20:50:24 you’re giving them a lot more information,
479 00:20:50:24 00:20:53:24 and you’re pulling back|the curtains as to what
480 00:20:53:24 00:20:56:19 goes on in the culture, what|goes on in the organization.
481 00:20:56:19 00:20:58:21 I wholeheartedly agree with that.
482 00:20:58:21 00:21:01:27 – I would want to underscore|that for the listeners,
483 00:21:01:27 00:21:03:19 so Jeff points out the law of reciprocity
484 00:21:03:19 00:21:06:01 is one of the most persuasive|things that we can do
485 00:21:06:01 00:21:08:15 as people when we’re|interacting with each other.
486 00:21:08:15 00:21:10:10 If you give, people are more likely
487 00:21:10:10 00:21:11:25 to give in return.
488 00:21:11:25 00:21:13:18 That additional content is so novel
489 00:21:13:18 00:21:16:22 and it leverages reciprocity,|it makes a huge difference.
490 00:21:16:22 00:21:19:13 You know and Jeff, you|and I used to do something
491 00:21:19:13 00:21:22:21 that preceded sort of embedded|video on job postings,
492 00:21:22:21 00:21:27:09 and it really illustrated|what we’re talking about,
493 00:21:27:09 00:21:29:23 changing the candidate|experience, offering to give
494 00:21:29:23 00:21:33:04 before asking, really|improves the engagement
495 00:21:33:04 00:21:33:29 with the marketplace.
496 00:21:33:29 00:21:35:25 I like to call them virtual career fairs,
497 00:21:35:25 00:21:37:10 you call them career webinars.
498 00:21:38:08 00:21:40:08 At the end of the day, what we were doing
499 00:21:40:08 00:21:42:27 is we were putting the|hiring manager on a WebEx
500 00:21:42:27 00:21:45:07 and inviting people in advance of applying
501 00:21:45:07 00:21:48:21 to come in here five, 10, 15|minutes from a hiring manager.
502 00:21:48:21 00:21:53:07 My mind is blown at how|effective those strategies are.
503 00:21:53:07 00:21:55:01 They’re simple, they|don’t have to be super
504 00:21:55:01 00:21:57:13 aesthetically pleasing,|but because you’re offering
505 00:21:57:13 00:22:00:02 something novel, leveraging reciprocity,
506 00:22:00:02 00:22:01:29 and saying to the candidate before you go
507 00:22:01:29 00:22:03:16 and fill out my 10 minute application,
508 00:22:03:16 00:22:05:20 let me tell you about me.
509 00:22:05:20 00:22:08:22 The engagement with he|market is what do you say,
510 00:22:08:22 00:22:09:27 30% greater?
511 00:22:09:27 00:22:11:17 I might even estimate more than that.
512 00:22:11:17 00:22:12:24 It’s amazing.
513 00:22:12:24 00:22:13:27 – I’m low-balling it, right?
514 00:22:13:27 00:22:17:04 Any time I give a percentage|I tend to low-ball it.
515 00:22:17:04 00:22:20:26 I’ve had videos like that,|video career webinars
516 00:22:20:26 00:22:23:26 get 70, 80, 92% response rates,
517 00:22:23:26 00:22:27:19 conversion rates from those that attended
518 00:22:27:19 00:22:29:13 versus those that applied, right?
519 00:22:29:13 00:22:32:07 And 92% is not the average.
520 00:22:32:07 00:22:37:01 I would say that 30, maybe 40%|is probably much more likely.
521 00:22:37:29 00:22:40:22 – So here’s the other thing|that we can layer in here,
522 00:22:40:22 00:22:44:16 and it relates to video,|but I don’t know how cleanly
523 00:22:44:16 00:22:47:01 it relates to the job description.
524 00:22:50:05 00:22:53:08 When we’re looking at using|video in a webinar format,
525 00:22:53:08 00:22:54:27 whether you call it a career webinar
526 00:22:54:27 00:22:56:10 or a virtual career fair,
527 00:22:58:13 00:23:02:18 if you lower the barrier to|entry for expressing interest,
528 00:23:02:18 00:23:05:05 so instead of the barrier to|entry being have an updated
529 00:23:05:05 00:23:09:02 resume, spend your time|creating an account on MyACS,
530 00:23:09:02 00:23:11:18 fill out my application and|send in your application,
531 00:23:11:18 00:23:14:05 it’s not a huge hurdle|but it’s 10 to 15 minutes
532 00:23:14:05 00:23:16:28 and if you’re applying to 10 to 15 jobs,
533 00:23:16:28 00:23:18:12 it’s time consuming.
534 00:23:18:12 00:23:20:28 If you lower the barrier of|entry when you’re using video,
535 00:23:20:28 00:23:22:24 especially in tough|markets when you’re trying
536 00:23:22:24 00:23:25:09 to get deeper engagement|with the marketplace,
537 00:23:25:09 00:23:27:27 I’m specifically talking|about when you don’t
538 00:23:27:27 00:23:30:03 have enough applicants to fill the role
539 00:23:30:03 00:23:31:06 with the right person.
540 00:23:32:03 00:23:35:21 Moving away from an apply and|into an interest expression,
541 00:23:35:21 00:23:39:16 it’s another huge accelerator|that you can deploy
542 00:23:39:16 00:23:42:29 when trying to figure out how|am I gonna get more activity
543 00:23:42:29 00:23:45:14 and more engagement in|these tough to fill roles.
544 00:23:45:14 00:23:46:23 Makes a huge difference.
545 00:23:46:23 00:23:50:05 Now it of course, puts the|burden on the recruiter.
546 00:23:50:05 00:23:52:09 But yeah, it makes a big difference.
547 00:23:52:09 00:23:54:02 – Yeah, don’t put them through the entire
548 00:23:54:02 00:23:56:02 apply sequence right then and there,
549 00:23:56:02 00:23:58:01 let them watch the video, get interest,
550 00:23:58:01 00:24:00:23 peak their interest, strike|when the iron is hot,
551 00:24:00:23 00:24:02:10 capture their first name, last name,
552 00:24:02:10 00:24:04:13 email address, and a phone number,
553 00:24:04:13 00:24:06:08 then move on to an apply sequence
554 00:24:06:08 00:24:08:01 one they’re a little bit hotter.
555 00:24:08:01 00:24:10:27 – Yep, yeah, makes a huge difference.
556 00:24:10:27 00:24:13:17 And if we think about it,|right, that’s what agencies do
557 00:24:13:17 00:24:15:11 in a sense, maybe I’m|being a little too quick
558 00:24:15:11 00:24:16:08 with my words here.
559 00:24:16:08 00:24:19:18 You know, when you work with|an agency, you don’t apply.
560 00:24:19:18 00:24:21:05 You get interested, you get warmed up,
561 00:24:21:05 00:24:23:11 you have an interview|with the agency recruiter,
562 00:24:23:11 00:24:25:02 you’re probably submitted to the clients,
563 00:24:25:02 00:24:26:25 and all that happens|before you actually have
564 00:24:26:25 00:24:29:18 to sit down and fill out an application.
565 00:24:29:18 00:24:30:21 It feels good.
566 00:24:30:21 00:24:31:17 It’s nice.
567 00:24:31:17 00:24:34:25 And this is the little way|that a corporate recruiter
568 00:24:34:25 00:24:37:10 can give some of that|positive candidate experience
569 00:24:37:10 00:24:40:06 and some of that preferential|treatment that we get
570 00:24:40:06 00:24:42:25 when we work with an agency even from
571 00:24:42:25 00:24:45:27 the confines of the|corporate recruiter’s desk.
572 00:24:45:27 00:24:49:13 – Yeah, I think that since|companies and most recruiters
573 00:24:49:13 00:24:52:26 don’t have experience on|recruitment marketing,
574 00:24:52:26 00:24:54:27 recruitment marketing automation,
575 00:24:54:27 00:24:57:24 putting out lead capture pages
576 00:24:57:24 00:25:00:05 and obviously using video,
577 00:25:00:05 00:25:02:13 I think there’s gonna be|a little bit of a struggle
578 00:25:02:13 00:25:04:00 in the beginning.
579 00:25:04:00 00:25:06:27 But I think companies and|recruiters can get there, right?
580 00:25:06:27 00:25:10:08 Maybe not even recruiters,|maybe digital marketing teams,
581 00:25:10:08 00:25:12:00 and that’s what we get inside the RPO,
582 00:25:12:00 00:25:16:09 is we had dedicated people|that were digital recruiters,
583 00:25:16:09 00:25:19:09 digital marketing people, they|would set up email campaigns
584 00:25:19:09 00:25:23:00 and landing pages and fun stuff like that.
585 00:25:23:25 00:25:25:29 They may have been actual recruiters,
586 00:25:25:29 00:25:27:23 but they’re more digital marketing people.
587 00:25:27:23 00:25:29:27 – Yeah, well I think one of|the things that’s important
588 00:25:29:27 00:25:32:29 to do for the industry and for recruiters
589 00:25:32:29 00:25:35:19 is something that you’re|doing, and its demystifying
590 00:25:35:19 00:25:39:10 the use of video and taking|the perfection out of it
591 00:25:39:10 00:25:41:10 as the standard before you start.
592 00:25:41:10 00:25:43:05 I don’t know who said it,|it’s a quote we all know,
593 00:25:43:05 00:25:45:00 that “Perfect is the enemy of good.”
594 00:25:45:00 00:25:45:29 – Yeah.
595 00:25:45:29 00:25:49:16 – When we’re looking at using|new techniques and strategies,
596 00:25:50:21 00:25:54:28 the temptation to require|a standard of refinement
597 00:25:54:28 00:25:57:08 before you’re willing|to move forward is real.
598 00:25:57:08 00:25:59:09 I mean I get it, I’m not a|perfectionist necessarily,
599 00:25:59:09 00:26:02:00 but even when I’m doing|something new, you can stare
600 00:26:02:00 00:26:03:06 at something over and over and over again
601 00:26:03:06 00:26:05:06 and convince yourself it’s not|good enough to move forward.
602 00:26:05:06 00:26:07:20 And some of what you’re doing,|which is just demystifying,
603 00:26:07:20 00:26:08:26 getting in front of the camera,
604 00:26:08:26 00:26:13:07 it doesn’t have to be perfect,|and showing that the actual
605 00:26:13:07 00:26:16:26 mode of communication, not|the perfection of the message,
606 00:26:16:26 00:26:19:29 but getting that novel content out there
607 00:26:19:29 00:26:22:13 is 80% of the battle.
608 00:26:22:13 00:26:24:21 Just turn the camera on, don’t be sloppy,
609 00:26:24:21 00:26:26:04 nobody’s gonna be sloppy anyway.
610 00:26:26:04 00:26:28:22 But turn the camera on and|get some content out there
611 00:26:28:22 00:26:32:27 and it’s gonna stand out|from those recipes, right?
612 00:26:32:27 00:26:36:05 Just those 10 bullet point lists.
613 00:26:36:05 00:26:38:11 – I’ve definitely found it’s|more important to execute
614 00:26:38:11 00:26:39:28 than execute perfectly.
615 00:26:39:28 00:26:40:23 – Yeah.
616 00:26:40:23 00:26:42:15 – You just need to get a video out,
617 00:26:42:15 00:26:44:02 it doesn’t have to be perfect lighting,
618 00:26:44:02 00:26:47:02 it doesn’t have to be perfect audio.
619 00:26:47:02 00:26:50:02 It would really help if you|had really good messaging.
620 00:26:50:02 00:26:53:14 I hate when people just|regurgitate whatever
621 00:26:53:14 00:26:55:01 is in the text based job description.
622 00:26:55:01 00:26:56:25 The whole point of video|is to give you information
623 00:26:56:25 00:26:59:16 that’s above and beyond|what’s in the text based
624 00:26:59:16 00:27:02:01 job description, so just|regurgitating what’s in
625 00:27:02:01 00:27:04:22 that text based job description|doesn’t do the candidate
626 00:27:04:22 00:27:07:02 or the hiring manager any good, right?
627 00:27:07:02 00:27:09:04 It’s not additional value.
628 00:27:09:04 00:27:11:19 – A rule of thumb that might|be something that we can
629 00:27:11:19 00:27:15:22 import from other areas|in our business careers
630 00:27:15:22 00:27:19:07 is when we give|presentations on PowerPoints.
631 00:27:19:07 00:27:21:03 So if you’re giving a|presentation and you’ve got
632 00:27:21:03 00:27:23:20 a PowerPoint slide, don’t|say what’s on the slide.
633 00:27:24:19 00:27:25:20 We know this.
634 00:27:25:20 00:27:27:13 That’s like presentation 101.
635 00:27:27:13 00:27:29:07 If you’ve got content on the slide,
636 00:27:29:07 00:27:32:05 add color, direction, impact, meaning,
637 00:27:32:05 00:27:34:12 add something to what somebody can
638 00:27:34:12 00:27:36:02 obviously read on the slide.
639 00:27:36:02 00:27:39:02 I don’t think you need to|be recruiting much more
640 00:27:39:02 00:27:40:23 than five years to come|across that coaching
641 00:27:40:23 00:27:42:24 if you’ve got a good boss|or somebody helping you
642 00:27:42:24 00:27:44:28 improve on your presentation skills.
643 00:27:44:28 00:27:47:11 Same principles applies|to creating a video
644 00:27:47:11 00:27:49:29 if you’re gonna throw it|on a video job description.
645 00:27:49:29 00:27:53:14 Don’t say the same content|that’s in the bullet points.
646 00:27:53:14 00:27:56:14 Add color, add dynamics,|add something intriguing
647 00:27:57:17 00:28:00:11 that compliments and not reiterates what’s
648 00:28:00:11 00:28:02:03 in those bullet points.
649 00:28:02:03 00:28:03:16 – All right, so we’re almost out of time,
650 00:28:03:16 00:28:04:20 we have a limit on this.
651 00:28:04:20 00:28:09:20 So one last question for|you, there’s recorded video
652 00:28:09:22 00:28:13:14 and then Facebook and|YouTube and now LinkedIn
653 00:28:13:14 00:28:15:02 have got live casting, right?
654 00:28:15:02 00:28:19:24 So it’s a live, what|kind of role do you think
655 00:28:19:24 00:28:22:00 live casting is gonna play as opposed
656 00:28:22:00 00:28:23:20 to a recorded video?
657 00:28:23:20 00:28:24:29 – Yeah, it’s a really interesting question
658 00:28:24:29 00:28:27:23 and I’m thinking about|it, I don’t know if I have
659 00:28:27:23 00:28:30:02 any thoughts that yet I|believe are like yeah,
660 00:28:30:02 00:28:31:26 I’m really convicted that this is likely,
661 00:28:31:26 00:28:34:04 but here’s one of the|things that’s on my mind.
662 00:28:35:02 00:28:37:26 I’ll say first I love the|idea of live sourcing,
663 00:28:39:15 00:28:40:25 I think it’s a really cool idea
664 00:28:40:25 00:28:42:27 I think that we’ll probably|figure out how to do it.
665 00:28:42:27 00:28:45:05 Here’s the one thing that|we’ve got to navigate though.
666 00:28:45:05 00:28:48:00 The apply and the interest|expression experience
667 00:28:48:00 00:28:51:03 for most people is still|confidential, right?
668 00:28:51:03 00:28:54:13 And so we’ve got to figure|out how do we create dynamics
669 00:28:54:13 00:28:57:09 and interactions in that|live format that preserves
670 00:28:57:09 00:28:59:03 the confidentiality of the audience?
671 00:28:59:03 00:29:03:04 If we can offer that|interaction and at the same time
672 00:29:03:04 00:29:05:12 offer confidentiality, I think we’ll solve
673 00:29:05:12 00:29:08:22 the major challenge with the|live video in recruiting.
674 00:29:08:22 00:29:10:13 – And that’s why I like live.
675 00:29:10:13 00:29:12:09 Webinars are a little bit more private
676 00:29:12:09 00:29:15:13 and the people that are,|the attendee list is not
677 00:29:15:13 00:29:18:09 readily visible to every attendee.
678 00:29:18:09 00:29:19:11 – Yeah, I agree.
679 00:29:19:11 00:29:21:21 – If you go on a social|media site like YouTube,
680 00:29:21:21 00:29:25:15 LinkedIn, Facebook, you’re|name is there, right?
681 00:29:25:15 00:29:28:16 And your boss’s name might be there,
682 00:29:28:16 00:29:31:01 one of your colleague’s|names might be there.
683 00:29:31:01 00:29:34:06 So the cat’s out of the|bag at that point in time.
684 00:29:34:06 00:29:36:27 – Yeah, there’s some|applications that we can imagine
685 00:29:36:27 00:29:39:12 where that wouldn’t be an issue,|like university recruiting.
686 00:29:39:12 00:29:41:08 And I think university|recruiting is probably
687 00:29:41:08 00:29:43:24 from a demographic|perspective gonna lead towards
688 00:29:43:24 00:29:46:09 audiences that like|that interaction anyway.
689 00:29:46:09 00:29:47:19 But when you’re leaving|college you don’t need
690 00:29:47:19 00:29:49:08 to be confidential necessarily.
691 00:29:49:08 00:29:52:07 And I’d love to see university|recruiting strategies
692 00:29:52:07 00:29:54:14 start playing around with|this idea of breaking down
693 00:29:54:14 00:29:57:16 the fourth wall so to speak|and allowing the audience
694 00:29:57:16 00:29:58:28 to interact with the actors.
695 00:29:58:28 00:30:03:26 So you can really enrich that|pre-applicant experience.
696 00:30:03:26 00:30:06:25 But like you said, for the|professional level hires
697 00:30:06:25 00:30:09:17 where confidentiality does matter,
698 00:30:09:17 00:30:13:02 listeners, if you’re not|using career webinars
699 00:30:13:02 00:30:16:21 or you’re not using somebody’s|videos on conference calls,
700 00:30:16:21 00:30:19:09 I’d highly recommend you give it a shot.
701 00:30:19:09 00:30:21:17 I think you’ll be|surprised by the results,
702 00:30:21:17 00:30:23:24 and doing it that was|preserved the confidentiality
703 00:30:23:24 00:30:26:08 of the audience, which|as far as I can tell,
704 00:30:26:08 00:30:29:05 is still a key thing when|you’re using video of this live.
705 00:30:30:23 00:30:32:19 – All right, I think we’re|gonna end it there man.
706 00:30:32:19 00:30:33:14 – Cool.
707 00:30:33:14 00:30:35:21 – Thanks so much for joining|me on Speaker Agenda Steve,
708 00:30:35:21 00:30:37:02 I sincerely appreciate it.
709 00:30:37:02 00:30:39:22 This was our first episode|that we’ve recorded,
710 00:30:39:22 00:30:42:19 and we’ll get this out there|as soon as possible man.
711 00:30:42:19 00:30:43:14 Appreciate it.
712 00:30:43:14 00:30:44:15 – Awesome.
713 00:30:44:15 00:30:45:19 Yeah, my pleasure Jeff,|thanks for having me.
714 00:30:45:19 00:30:46:18 – All right, you’re the best man.
715 00:30:46:18 00:30:47:13 Bye everybody.
716 00:30:47:13 00:30:48:08 – Take care.
717 00:30:48:08 00:30:50:04 – I thought we were done with|Steve but apparently not,
718 00:30:50:04 00:30:53:12 because he and I went on to|speak for another 20 minutes
719 00:30:53:12 00:30:55:21 and I finally got to|ask the question about
720 00:30:55:21 00:30:58:12 how a company should|get started using video
721 00:30:58:12 00:30:59:25 in their recruiting process.
722 00:30:59:25 00:31:02:17 Steve’s answer is absolutely priceless,
723 00:31:02:17 00:31:03:24 you’re not gonna want to miss it,
724 00:31:03:24 00:31:07:02 so I’m including that|in the overtime video
725 00:31:07:02 00:31:10:06 in a little segment we|like to call After Hours.
726 00:31:10:06 00:31:13:12 You can click on the link|below to get access to that.
727 00:31:13:12 00:31:15:20 Thanks again for watching and remember,
728 00:31:15:20 00:31:18:23 we’re looking for speakers|from the HR technology space,
729 00:31:18:23 00:31:21:10 so if you’re interested or|know someone who might be,
730 00:31:21:10 00:31:23:28 click on the guest signup form below
731 00:31:23:28 00:31:26:04 and I’ll be back in touch with you.
732 00:31:26:04 00:31:29:28 This is your host Jeff Weidner,|now we really are done,
733 00:31:29:28 00:31:32:11 I’ll see you next week everybody, bye bye.
734 00:31:32:11 00:31:35:09 (heavy rock music)

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