Learn how to manage all your video content to make it easier to scale your video recruiting efforts across your entire recruiting organization.

As you start to scale the amount of video content in your talent acquisition organization the sheer number and size of video files can get unmanageable very quickly. Today we have Maury Hanigan on the show and she is going to tell about a new Video Management System her company has just come out with and it’s already winning awards.

Guest: Maury Hanigan
SparcStart

Transcript

0 00:00:01:04 00:00:02:24 – As you start to scale the amount
1 00:00:02:24 00:00:06:19 of video content in your talent|acquisition organization,
2 00:00:06:19 00:00:07:15 the sheer number
3 00:00:07:15 00:00:12:01 and size of video files can|get unmanageable very quickly.
4 00:00:12:01 00:00:13:07 Where do you store them?
5 00:00:13:07 00:00:14:14 How do you manage them?
6 00:00:14:14 00:00:17:27 And more importantly, how do|you find it when you need it?
7 00:00:17:27 00:00:21:23 We’re gonna answer all those|questions and more right now.
8 00:00:21:23 00:00:25:01 (playful guitar music)
9 00:00:31:07 00:00:32:21 Welcome to The Speaker Agenda Show.
10 00:00:32:21 00:00:34:06 I’m your host, Jeff Weidner.
11 00:00:34:06 00:00:38:10 My guest today is the CEO of SparcStart,
12 00:00:38:10 00:00:39:28 the innovative recruiting platform
13 00:00:39:28 00:00:43:05 that uses video, social|media and mobile capabilities
14 00:00:43:05 00:00:47:11 to differentiate jobs and make|recruiting more productive.
15 00:00:47:11 00:00:50:06 They just released a new|product called Amplify,
16 00:00:50:06 00:00:53:22 which is a video management|system that makes it much easier
17 00:00:53:22 00:00:56:02 for talent acquisition organizations
18 00:00:56:02 00:00:59:12 to manage all of their|video content in one place.
19 00:00:59:12 00:01:03:04 And it was just named the 2019 top product
20 00:01:03:04 00:01:06:27 for employer brand video by HR executive.
21 00:01:06:27 00:01:10:01 Please welcome to the show, Maury Hanigan.
22 00:01:10:01 00:01:11:18 Maury, thanks for joining me today.
23 00:01:11:18 00:01:12:13 – Thanks, Jeff.
24 00:01:12:13 00:01:13:16 It’s fun to be here.
25 00:01:13:16 00:01:15:10 – So before we kick off,
26 00:01:15:10 00:01:17:08 and we’re gonna jump right in, believe me,
27 00:01:17:08 00:01:22:08 but I wanted to discuss how|you got started in SparcStart
28 00:01:22:27 00:01:26:15 and what got you involved|in video in the first place.
29 00:01:26:15 00:01:29:28 – A lot of it goes back to my background.
30 00:01:29:28 00:01:32:08 I was a computer science|major in college along
31 00:01:32:08 00:01:34:00 with business and economics.
32 00:01:34:00 00:01:36:21 I was a triple major, I was|one of the slacker kids.
33 00:01:37:27 00:01:39:23 And I went down the marketing route.
34 00:01:39:23 00:01:42:10 I joined PNG, Procter|and Gamble, out of school
35 00:01:42:10 00:01:46:20 where I did classic consumer|marketing, brand management,
36 00:01:46:20 00:01:49:29 went from there to Pepsi where|again I was a brand manager.
37 00:01:49:29 00:01:51:05 But I did a lot of recruiting
38 00:01:51:05 00:01:52:24 and I understood that the things
39 00:01:52:24 00:01:54:17 that good recruiters|do were the same things
40 00:01:54:17 00:01:55:28 that good marketers do, right?
41 00:01:55:28 00:01:57:16 They understand their target audience.
42 00:01:57:16 00:01:59:07 They have a communication strategy.
43 00:01:59:07 00:02:00:19 They have understand their competitive
44 00:02:00:19 00:02:02:01 strengths and weaknesses.
45 00:02:02:01 00:02:06:10 So I started a consulting firm|to advise companies on how
46 00:02:06:10 00:02:11:03 to bring marketing to HR|and be strategic staffers.
47 00:02:11:03 00:02:14:06 And we used to do a lot of|candidate perception studies,
48 00:02:14:06 00:02:16:06 and would go back to clients and say,
49 00:02:16:06 00:02:18:07 “Here’s the information|that candidates want,
50 00:02:18:07 00:02:19:12 “here’s how they wanna get it.
51 00:02:19:12 00:02:21:12 “Here’s what they’re ready for each stage
52 00:02:21:12 00:02:23:18 “of their decision journey.”
53 00:02:23:18 00:02:26:10 And clients would say|more, “Maury, that’s great,
54 00:02:26:10 00:02:27:22 “but the tools we have available
55 00:02:27:22 00:02:30:12 “to us are job boards|in our own career site.
56 00:02:30:12 00:02:32:20 “We can’t do the things|you’re talking about.”
57 00:02:32:20 00:02:34:21 And my response is|always, “Oh that’s nuts.
58 00:02:34:21 00:02:36:18 “So you’ve got a high def|camera in your pocket,
59 00:02:36:18 00:02:38:19 “you absolutely can do more.”
60 00:02:38:19 00:02:40:13 And I knew from my marketing days,
61 00:02:40:13 00:02:42:22 that video is what’s persuasive, right?
62 00:02:42:22 00:02:45:17 You don’t ever turn on a television
63 00:02:45:17 00:02:47:21 and see anybody advertising anything
64 00:02:47:21 00:02:49:13 with paragraphs of text.
65 00:02:49:13 00:02:50:18 You don’t go to social media
66 00:02:50:18 00:02:54:01 and see anybody advertising|things with paragraphs of text.
67 00:02:54:01 00:02:56:09 Marketers have understood for a long time
68 00:02:56:09 00:02:59:28 that video’s persuasive, video’s engaging,
69 00:02:59:28 00:03:03:09 so why isn’t TA using video?
70 00:03:03:09 00:03:04:23 And some of the historic reason has been
71 00:03:04:23 00:03:06:16 it’s been expensive to produce,
72 00:03:06:16 00:03:08:21 it’s been a whole production.
73 00:03:08:21 00:03:11:23 But it’s not anymore that|the technology is caught up,
74 00:03:11:23 00:03:13:21 but the practices haven’t changed.
75 00:03:13:21 00:03:17:18 So I check my tech background|and my knowledge of marketing
76 00:03:17:18 00:03:19:27 and my knowledge of TA and said,
77 00:03:19:27 00:03:23:16 “Guys, this can be a lot|easier, a lot better.
78 00:03:23:16 00:03:25:03 “Let’s just make this simple for people
79 00:03:25:03 00:03:27:20 “and help companies get better results
80 00:03:27:20 00:03:29:15 “when they reach out to candidates.”
81 00:03:29:15 00:03:30:10 – Awesome.
82 00:03:30:10 00:03:33:23 So you have a company called SparcStart
83 00:03:33:23 00:03:37:08 coming quick 30 seconds, what|exactly does SparcStart do?
84 00:03:37:08 00:03:40:12 – Okay, SparcStart has two products.
85 00:03:40:12 00:03:44:29 One is Sparc, which is a|outbound marketing piece,
86 00:03:44:29 00:03:47:11 you create essentially a landing page,
87 00:03:47:11 00:03:49:27 where you add hiring manager video,
88 00:03:49:27 00:03:52:06 along with some|infographics and information
89 00:03:52:06 00:03:55:05 to a job description so that|you can engage candidates
90 00:03:55:05 00:03:59:13 and in each spark has a 22nd|video of the hiring manager.
91 00:03:59:13 00:04:01:04 And that’s the person you’re|actually gonna report to,
92 00:04:01:04 00:04:03:27 it’s not a general head of the division,
93 00:04:03:27 00:04:06:10 it’s the person who would be your boss.
94 00:04:06:10 00:04:08:11 And you have the option|of adding to coworkers.
95 00:04:08:11 00:04:09:21 You can take all of that
96 00:04:09:21 00:04:12:06 and actually embed it unto|your corporate career site.
97 00:04:12:06 00:04:14:07 So when anybody goes to your career site
98 00:04:14:07 00:04:16:25 and pulls up a specific job posting page,
99 00:04:16:25 00:04:19:18 they can see the video of the|hiring manager and co workers.
100 00:04:19:18 00:04:21:06 So that’s very powerful.
101 00:04:21:06 00:04:24:18 It’s meant to drive|applicants to specific jobs.
102 00:04:24:18 00:04:26:09 And it’s been a very successful product.
103 00:04:26:09 00:04:28:02 We won the HR Tech|Product of the Year award
104 00:04:28:02 00:04:30:04 when we launched that as well.
105 00:04:30:04 00:04:34:09 But two months ago, we|just launched Amplify,
106 00:04:34:09 00:04:36:06 which is our video management system.
107 00:04:36:06 00:04:39:20 And that’s meant to create organized share
108 00:04:39:20 00:04:41:05 all the other videos
109 00:04:41:05 00:04:43:25 that aren’t specific hiring manager video
110 00:04:43:25 00:04:46:19 that aren’t designed to|drive specific candidates
111 00:04:46:19 00:04:48:06 to a specific job.
112 00:04:48:06 00:04:49:26 But we’re obviously big believers in video
113 00:04:49:26 00:04:51:09 and we understand there are lots
114 00:04:51:09 00:04:53:25 of times in the whole recruiting process
115 00:04:53:25 00:04:55:24 in the employer brand building process
116 00:04:55:24 00:04:59:13 where video is helpful and|Sparcs are very specific thing.
117 00:04:59:13 00:05:03:29 They’re meant to be job|marketing for specific jobs.
118 00:05:03:29 00:05:05:29 But clients didn’t have any way
119 00:05:05:29 00:05:08:02 to really create the other videos,
120 00:05:08:02 00:05:11:07 to share the other videos,|to organize the other videos.
121 00:05:11:07 00:05:13:10 They’re on different servers,
122 00:05:13:10 00:05:15:13 corporate marketing|created some of the videos
123 00:05:15:13 00:05:17:11 and their housing them–|- Or on YouTube.
124 00:05:17:11 00:05:18:06 (laughs)
125 00:05:18:06 00:05:19:20 – We’ll get to YouTube.
126 00:05:19:20 00:05:21:10 Yeah, a lot of them are on YouTube.
127 00:05:21:10 00:05:26:07 And I’m not a fan for lots of reasons.
128 00:05:26:07 00:05:29:06 But also, if you’ve hired|a third party vendor,
129 00:05:29:06 00:05:31:16 a production company,|they’ve got some videos,
130 00:05:31:16 00:05:34:03 you’ve got employees|who on their own phones
131 00:05:34:03 00:05:36:11 can film the charity run|they did last weekend,
132 00:05:36:11 00:05:38:17 which would be a great kinda|culture thing you wanna add.
133 00:05:38:17 00:05:39:28 They’re all over the place,
134 00:05:39:28 00:05:43:00 and they’re not used|particularly effectively.
135 00:05:43:00 00:05:46:13 And hopefully we’re gonna|talk about ROI here.
136 00:05:46:13 00:05:49:25 There’s a tonne of assets of video assets
137 00:05:49:25 00:05:53:23 that get under utilized because|recruiters can’t access them
138 00:05:53:23 00:05:54:23 and they’re not in front
139 00:05:54:23 00:05:57:14 of the people you want them|in front of at the right time.
140 00:05:57:14 00:06:00:23 – So I remember when I started at the RPO
141 00:06:00:23 00:06:03:05 that I worked with years ago.
142 00:06:03:05 00:06:05:27 When I first joined that RPO,
143 00:06:05:27 00:06:07:21 they had every recruiter,
144 00:06:07:21 00:06:10:13 they had about 500 recruiters worldwide.
145 00:06:10:13 00:06:14:02 And every recruiter was saving the resumes
146 00:06:14:02 00:06:15:24 that they were downloading|off the job boards,
147 00:06:15:24 00:06:17:10 they were saving all those resumes
148 00:06:17:10 00:06:19:13 on their individual hard drives.
149 00:06:19:13 00:06:23:24 So you had 500 recruiters,|500 laptops or desktops,
150 00:06:23:24 00:06:27:00 and you had 10s of thousands|if not hundreds of thousands
151 00:06:27:00 00:06:28:23 of resumes being downloaded.
152 00:06:30:08 00:06:31:21 You’re equating that same thing
153 00:06:31:21 00:06:33:22 is happening with video now, right?
154 00:06:33:22 00:06:36:00 When we saw that resume problem
155 00:06:36:00 00:06:39:16 by putting them into the CRM or the ATS,
156 00:06:39:16 00:06:40:25 the VMS is the same thing.
157 00:06:40:25 00:06:42:25 It’s just for video content.
158 00:06:42:25 00:06:45:16 – It is except the|problem’s worse for video,
159 00:06:45:16 00:06:47:26 because video files are so big.
160 00:06:47:26 00:06:50:00 You can’t email them to people.
161 00:06:50:00 00:06:53:15 So if I’ve got a video on my hard drive,
162 00:06:53:15 00:06:57:04 and somebody else wants|it, I’ve gotta find an FTP
163 00:06:57:04 00:06:59:12 to upload it and download it to them.
164 00:06:59:12 00:07:01:02 I can’t just send it to them.
165 00:07:01:02 00:07:02:03 And depending on where it is,
166 00:07:02:03 00:07:04:01 I may or may not have a link to it.
167 00:07:04:01 00:07:05:08 If it’s not a corporate server,
168 00:07:05:08 00:07:07:20 it may be behind some kind of firewall.
169 00:07:07:20 00:07:10:26 So videos are just, they’re|big, they’re gangli,
170 00:07:10:26 00:07:12:04 they’re hard to move.
171 00:07:12:04 00:07:14:03 Having them centrally accessible
172 00:07:14:03 00:07:17:00 is absolutely required for video.
173 00:07:17:00 00:07:18:16 – Resume is maybe what?
174 00:07:18:16 00:07:22:02 50, 100 kilobytes where a video file
175 00:07:22:02 00:07:25:11 could be 50 megabytes minimum,
176 00:07:25:11 00:07:29:10 just for a simple little|three minute video or so.
177 00:07:29:10 00:07:30:21 For half hour videos,
178 00:07:30:21 00:07:34:24 some of the videos that I|record are a couple gigabytes.
179 00:07:34:24 00:07:38:16 So they chew up a massive amount of space
180 00:07:38:16 00:07:40:07 and then you add graphics and everything
181 00:07:40:07 00:07:43:18 or audio on top of that and|it just grows exponentially.
182 00:07:44:19 00:07:49:04 So when should a company|really start looking
183 00:07:49:04 00:07:52:28 at implementing a video management system?
184 00:07:52:28 00:07:54:02 I see a lot of companies,
185 00:07:54:02 00:07:57:02 they’re starting to dabble|in this video content.
186 00:07:57:02 00:07:59:12 They’re creating video job ads
187 00:07:59:12 00:08:02:16 and they’re creating all|kinds of employer brand video
188 00:08:02:16 00:08:04:02 and things like that,
189 00:08:04:02 00:08:06:12 should they start right in the beginning?
190 00:08:06:12 00:08:07:24 Should they wait a year
191 00:08:07:24 00:08:09:12 or two until they have all this content?
192 00:08:09:12 00:08:10:25 When’s the best time to start?
193 00:08:10:25 00:08:12:00 – No.
194 00:08:12:00 00:08:15:16 Absolutely the beginning|for a couple of reasons.
195 00:08:15:16 00:08:17:04 Once you’ve got a video,
196 00:08:17:04 00:08:18:27 the first thing you wanna do is make sure
197 00:08:18:27 00:08:22:13 that all the videos that|are being used for any kind
198 00:08:22:13 00:08:24:23 of employer brand or TA outreach,
199 00:08:24:23 00:08:26:02 that they’re approved videos,
200 00:08:26:02 00:08:28:14 that they’re brand appropriate|and brand approved.
201 00:08:28:14 00:08:30:00 And one of the things that Amplify,
202 00:08:30:00 00:08:32:27 our video management system|has is an approval process.
203 00:08:32:27 00:08:35:22 So all the videos that are|uploaded to the system have
204 00:08:35:22 00:08:37:08 to be approved by somebody in the company.
205 00:08:37:08 00:08:38:03 When you set up your account,
206 00:08:38:03 00:08:40:08 you decide who has approve or privileges,
207 00:08:40:08 00:08:42:25 and then you make those videos accessible
208 00:08:42:25 00:08:44:22 to everybody in your organization.
209 00:08:44:22 00:08:46:10 So even if you’ve only|got a handful of them,
210 00:08:46:10 00:08:48:22 let’s assume that you’ve only|produced a couple videos.
211 00:08:48:22 00:08:51:16 You’ve done them with a|professional production company.
212 00:08:51:16 00:08:52:22 If you’ve made that investment,
213 00:08:52:22 00:08:54:23 you wanna make sure|everybody has access to them
214 00:08:54:23 00:08:56:03 so they can send them out.
215 00:08:56:03 00:08:58:11 Putting them on your corporate career site
216 00:08:58:11 00:08:59:21 is not the answer.
217 00:08:59:21 00:09:03:00 I would encourage everybody|to go look at the stats
218 00:09:03:00 00:09:04:03 of the number of people
219 00:09:04:03 00:09:06:04 who have actually viewed those videos.
220 00:09:06:04 00:09:09:12 Career Builder did a study|at 5000 corporate websites,
221 00:09:09:12 00:09:11:03 and found that only one and a half percent
222 00:09:11:03 00:09:13:05 of visitors ever watched the videos
223 00:09:13:05 00:09:14:25 on the corporate career site.
224 00:09:14:25 00:09:16:12 So if you think we’ve produced this video,
225 00:09:16:12 00:09:18:03 we put on the corporate career site great,
226 00:09:18:03 00:09:20:20 we’re getting all this|visibility, you’re probably not.
227 00:09:20:20 00:09:23:10 You need to go and look at how|many people actually seen it.
228 00:09:23:10 00:09:25:17 The reality is candidates|look at those videos.
229 00:09:25:17 00:09:27:00 They see it, they’re highly produced,
230 00:09:27:00 00:09:29:01 they think they’re just|gonna be commercials,
231 00:09:29:01 00:09:31:05 it’s gonna be corporate happy talk.
232 00:09:31:05 00:09:33:15 It’s gonna be too|general to apply to them,
233 00:09:33:15 00:09:34:24 so they don’t watch them.
234 00:09:34:24 00:09:37:04 So you wanna first of all have videos
235 00:09:37:04 00:09:39:00 that you can send out|get in front of people,
236 00:09:39:00 00:09:40:17 make sure they’re accessible,
237 00:09:40:17 00:09:42:06 you wanna make sure they’re approved.
238 00:09:42:06 00:09:44:27 But the other thing with|Amplify is you can use it
239 00:09:44:27 00:09:45:21 to create videos,
240 00:09:45:21 00:09:48:01 to request videos from|individual employees,
241 00:09:48:01 00:09:50:11 request videos from employees in general,
242 00:09:50:11 00:09:51:23 set up a landing page.
243 00:09:51:23 00:09:54:09 So you start right at the beginning
244 00:09:54:09 00:09:57:00 with getting your videos|approved, getting them tagged
245 00:09:57:00 00:09:58:25 so you can search them and find them,
246 00:09:58:25 00:10:00:29 making them accessible to everyone.
247 00:10:00:29 00:10:04:00 It’s sort of like how much|paper should you collect
248 00:10:04:00 00:10:05:29 before you have a filing system?
249 00:10:05:29 00:10:09:02 Or how long in your inbox|before you should start
250 00:10:09:02 00:10:10:15 to organize things?
251 00:10:10:15 00:10:12:28 – Buy the filing cabinet|before you can start
252 00:10:13:26 00:10:15:12 creating paper resumes, right?
253 00:10:15:12 00:10:16:07 – Exactly, yup.
254 00:10:16:07 00:10:19:07 – If you’re gonna start creating|tonnes of video content,
255 00:10:19:07 00:10:21:05 get the filing cabinet first, right?
256 00:10:21:05 00:10:22:25 – Exactly, yup, exactly.
257 00:10:22:25 00:10:25:16 – So you mentioned that it allows you
258 00:10:25:16 00:10:30:04 to control your employer|brand, using a VMS, right?
259 00:10:30:04 00:10:32:18 How can it really help control that?
260 00:10:32:18 00:10:35:23 I mean, you’ve got different|logos, you’ve got a dark logo,
261 00:10:35:23 00:10:39:13 you’ve got a light logo,|you’ve got lower thirds,
262 00:10:39:13 00:10:42:04 you’ve got different color|schemes and things like that,
263 00:10:42:04 00:10:46:07 how can a VMS really help you|control your employer brand?
264 00:10:46:07 00:10:47:18 – Well, we look at employee,
265 00:10:47:18 00:10:50:18 I believe your employer|brand is your reputation
266 00:10:50:18 00:10:51:28 as an employer.
267 00:10:51:28 00:10:53:07 That’s your brand.
268 00:10:53:07 00:10:55:04 It’s not the logos, it’s not the colors,
269 00:10:55:04 00:10:57:07 it’s not the taglines.
270 00:10:57:07 00:10:58:28 Those are all elements
271 00:10:58:28 00:11:01:11 that are hopefully are|supporting an employer brand.
272 00:11:01:11 00:11:03:10 But your employer brand is really
273 00:11:03:10 00:11:05:15 what people think of you as an employer.
274 00:11:06:18 00:11:10:04 You can have an investment|bank that could decide that,
275 00:11:10:04 00:11:13:00 you know, their employer|brand is gonna be pink,
276 00:11:13:00 00:11:17:26 they’re gonna decide that|they’re the nice people.
277 00:11:19:00 00:11:22:13 Our perceptions of working|in investment banks aren’t
278 00:11:22:13 00:11:25:27 that they’re cozy, warm,|cuddly kinds of places.
279 00:11:25:27 00:11:28:20 Their employer brand is|that they are very intense,
280 00:11:28:20 00:11:31:08 they are very aggressive, they|are very results oriented.
281 00:11:31:08 00:11:34:26 That that is the employer brand|investment banks in general
282 00:11:34:26 00:11:37:08 and then you get down to|specifics and they vary a little.
283 00:11:37:08 00:11:40:25 So there’s a reality that your|real employer brand is not
284 00:11:40:25 00:11:42:00 what you’re trying to create,
285 00:11:42:00 00:11:45:20 but rather the message that’s|communicated by employees.
286 00:11:45:20 00:11:49:07 So employees are gonna be your|most credible communicator
287 00:11:49:07 00:11:50:19 of your employer brand.
288 00:11:50:19 00:11:53:12 So by using video,|particularly informal video
289 00:11:53:12 00:11:55:02 that’s not scripted, please,
290 00:11:55:02 00:11:57:19 please don’t script your employees.
291 00:11:57:19 00:11:59:25 You will lose all credibility immediately.
292 00:11:59:25 00:12:01:13 Employees are not professional actors,
293 00:12:01:13 00:12:03:20 they can’t pull off a written script.
294 00:12:03:20 00:12:06:04 And that you can see them reading
295 00:12:06:04 00:12:07:19 and you can tell they are saying
296 00:12:07:19 00:12:09:15 what it is you want them to say.
297 00:12:09:15 00:12:11:24 You just, you lose it, let them talk.
298 00:12:11:24 00:12:15:14 If you’ve got a basically positive,
299 00:12:15:14 00:12:19:27 constructive corporate culture,|and people enjoy their jobs,
300 00:12:19:27 00:12:21:16 get satisfaction out of it,
301 00:12:21:16 00:12:24:05 if you just let them talk|that’s gonna come through,
302 00:12:24:05 00:12:25:19 and that’s gonna be credible.
303 00:12:25:19 00:12:28:25 And that collectively is what’s going
304 00:12:28:25 00:12:31:10 to credibly create your employer brand.
305 00:12:31:10 00:12:33:03 People are gonna see|your employees talking
306 00:12:33:03 00:12:35:02 about working there,|talking about the training,
307 00:12:35:02 00:12:38:00 talking about whatever, and|they’re gonna get a perception
308 00:12:38:00 00:12:40:17 of what it’s like to be an employee there.
309 00:12:40:17 00:12:43:03 That’s the piece that you get to control
310 00:12:43:03 00:12:46:16 as employer brand person is|making sure you’re reaching out
311 00:12:46:16 00:12:48:12 to people capturing those snippets
312 00:12:48:12 00:12:51:08 and getting in front|of potential employees
313 00:12:51:08 00:12:53:08 so that they hear that message
314 00:12:53:08 00:12:55:14 and they start to internalize it.
315 00:12:55:14 00:12:58:14 – So who are the main users of the VMS?
316 00:12:58:14 00:13:00:22 I understand that we’re|creating content in lots
317 00:13:00:22 00:13:02:14 of different right avenues,
318 00:13:02:14 00:13:04:29 you’ve got employees,|you’ve got recruiters,
319 00:13:04:29 00:13:06:25 you’ve got, who are also employees,
320 00:13:06:25 00:13:09:00 but you may have contract recruiters.
321 00:13:09:00 00:13:12:23 You’ve got potentially|vendors for you saying
322 00:13:12:23 00:13:15:24 how great your product is or|clients, things like that.
323 00:13:16:20 00:13:18:18 Who’s the real user of a VMS?
324 00:13:18:18 00:13:19:19 Is it employer branding?
325 00:13:19:19 00:13:20:26 Is it digital marketing?
326 00:13:20:26 00:13:23:13 Is it the recruiting team, TA?
327 00:13:23:13 00:13:25:18 Who like controls this?
328 00:13:26:16 00:13:28:06 – It depends on by the organization,
329 00:13:28:06 00:13:32:18 it tends to be a core tool|for the employer brand team,
330 00:13:32:18 00:13:35:10 that they’re the ones who understand
331 00:13:35:10 00:13:37:23 what videos they wanna make and so forth.
332 00:13:37:23 00:13:40:14 The people who use it the|most are actually recruiters,
333 00:13:40:14 00:13:43:16 because you put all your|recruiters on Amplify,
334 00:13:43:16 00:13:47:00 and if they have a video that|if they wanna share a video
335 00:13:47:00 00:13:49:07 with either on their social media
336 00:13:49:07 00:13:50:26 or the potential candidate,
337 00:13:50:26 00:13:53:21 one of the really nice|things about Amplify
338 00:13:53:21 00:13:56:28 is you can tag your videos|so you can search for them.
339 00:13:56:28 00:13:58:01 So if you’ve got a recruiter
340 00:13:58:01 00:14:00:19 who’s got a sales candidate in Milwaukee,
341 00:14:00:19 00:14:03:01 they can easily go on to|Amplify and just type in,
342 00:14:03:01 00:14:04:29 sales Milwaukee, what have I got?
343 00:14:04:29 00:14:05:24 If I got a video
344 00:14:05:24 00:14:07:22 from anybody in Milwaukee|talking about sales,
345 00:14:07:22 00:14:10:15 or sales in general or|sales training program,
346 00:14:10:15 00:14:14:03 like it makes all of your content|easily accessible to them.
347 00:14:14:03 00:14:15:01 They can take that,
348 00:14:15:01 00:14:17:07 they can send it out|directly to the candidate,
349 00:14:17:07 00:14:19:03 they can post it on social.
350 00:14:20:01 00:14:24:23 We’ve got one client right|now who has asked employees
351 00:14:24:23 00:14:29:00 to make videos about what|they learned out their college
352 00:14:29:00 00:14:31:09 that helped them be|successful at the company.
353 00:14:32:16 00:14:34:08 And it can be something|they learned in class,
354 00:14:34:08 00:14:36:01 something they learned in|organization, whatever,
355 00:14:36:01 00:14:37:28 they’re taking those and|splicing them all together
356 00:14:37:28 00:14:39:28 and using them for campus recruiting.
357 00:14:39:28 00:14:40:28 It’s just, it’s brilliant.
358 00:14:40:28 00:14:43:03 It’s a message that says,
359 00:14:43:03 00:14:47:01 if you go to University of Minnesota,
360 00:14:47:01 00:14:48:05 here are things people learned
361 00:14:48:05 00:14:49:23 that made them successful in our company.
362 00:14:49:23 00:14:51:28 There’s a direct translation|between your education
363 00:14:51:28 00:14:53:10 and success here.
364 00:14:53:10 00:14:54:26 It’s just it’s brilliant stuff.
365 00:14:54:26 00:14:57:17 So, we’re finding more and more ways
366 00:14:57:17 00:14:59:09 that people are using this video.
367 00:14:59:09 00:15:03:01 But the primary users are the|recruiters who are sharing it
368 00:15:03:01 00:15:04:06 and helping to build it.
369 00:15:04:06 00:15:07:03 It is generally managed by employer brand
370 00:15:07:03 00:15:10:12 or the head of TA depending|on the organization structure.
371 00:15:10:12 00:15:14:06 But we’ve got people using it|for onboarding lots of things.
372 00:15:14:06 00:15:16:24 – When you talk about other types of video
373 00:15:16:24 00:15:21:04 that use a VMS, VMS is|nothing special, right?
374 00:15:21:04 00:15:22:14 There’s lots of other industries
375 00:15:22:14 00:15:24:17 that use video management systems,
376 00:15:24:17 00:15:26:21 for example, cops and body cams.
377 00:15:27:23 00:15:31:04 All that content is|mostly sequential, right?
378 00:15:31:04 00:15:34:03 You’ve got a time, your start|time you’ve got an end time,
379 00:15:34:03 00:15:36:07 you’ve got a date that you stamp it with.
380 00:15:37:07 00:15:40:09 They may have had some kind|of drug bust or something,
381 00:15:40:09 00:15:43:03 there’s no real need for a tagging system.
382 00:15:43:03 00:15:46:28 Why is your tagging system|so important in being able
383 00:15:46:28 00:15:49:14 to find the content|that you’re looking for?
384 00:15:49:14 00:15:51:21 And is it structured|or is it unstructured?
385 00:15:51:21 00:15:54:14 How is this tagging system set up?
386 00:15:54:14 00:15:57:11 – When you either upload|a video to the system
387 00:15:57:11 00:15:59:14 or you create a video on the system
388 00:15:59:14 00:16:03:03 where you invite people to|put videos on the system.
389 00:16:03:03 00:16:07:21 We have four categories of|tags, we have four fields
390 00:16:07:21 00:16:09:22 where you can add whatever tags you want.
391 00:16:09:22 00:16:11:17 And this varies by organization depending
392 00:16:11:17 00:16:13:09 on how they’re using it.
393 00:16:13:09 00:16:16:06 A lot of people use one of the categories
394 00:16:16:06 00:16:19:20 for the division, one for|location, one for tues,
395 00:16:19:20 00:16:23:13 whether it’s campus or|onboarding or outreach.
396 00:16:23:13 00:16:25:22 They all use it a little bit differently.
397 00:16:25:22 00:16:27:19 But what’s important is,
398 00:16:27:19 00:16:30:07 it makes it easy to access these videos.
399 00:16:31:09 00:16:33:09 Videos, if they’ve got a title,
400 00:16:33:09 00:16:36:05 they aren’t necessarily|all that descriptive.
401 00:16:36:05 00:16:38:22 We’ve got one organization|right now someone
402 00:16:38:22 00:16:43:00 who’s new to the TA role,
403 00:16:43:00 00:16:46:23 and she figured she had roughly 300 videos
404 00:16:46:23 00:16:48:15 across the organization
405 00:16:48:15 00:16:51:25 that were being used somehow in recruiting
406 00:16:51:25 00:16:54:06 as part of the recruiting process.
407 00:16:54:06 00:16:57:02 She actually created an|Excel spreadsheet just
408 00:16:57:02 00:17:01:04 to keep track of what the|video were, who had them,
409 00:17:01:04 00:17:04:12 when they were made just|to get basic information.
410 00:17:05:19 00:17:07:29 And also she had no control|over who was recording things
411 00:17:07:29 00:17:10:15 and sending it out and what it said.
412 00:17:10:15 00:17:11:28 It was a disaster.
413 00:17:11:28 00:17:14:14 So having your videos only in one place,
414 00:17:14:14 00:17:16:21 but 300 videos is too many to go through.
415 00:17:16:21 00:17:20:27 You wanna be able to say, “I|need a video for this specific.
416 00:17:20:27 00:17:23:26 “I’m going to campus, I’m|going to University of Vermont.
417 00:17:23:26 00:17:25:02 “What videos have I got
418 00:17:25:02 00:17:27:14 “from either University of Vermont alum
419 00:17:27:14 00:17:28:27 “or something for campus?
420 00:17:28:27 00:17:30:26 “You know, give me exactly what I need.
421 00:17:30:26 00:17:34:03 “Don’t make me go through long|big files trying to find it.
422 00:17:34:03 00:17:37:02 “Give me what I need and|let me take it with me.”
423 00:17:37:02 00:17:38:14 – And that’s one of the complexities
424 00:17:38:14 00:17:43:14 that I had right now is I knew|I had a 15 or 22nd snippet
425 00:17:44:22 00:17:48:25 that was embedded in a like|a three hour video that I had
426 00:17:48:25 00:17:50:25 that I recorded a year ago.
427 00:17:50:25 00:17:52:22 And I was like, “How am I gonna find this?
428 00:17:52:22 00:17:53:28 “There’s no way.”
429 00:17:53:28 00:17:55:10 I didn’t have a tagging system.
430 00:17:55:10 00:17:56:23 I didn’t have a VMS,
431 00:17:56:23 00:17:58:15 I was just using my Google Drive|account to manage the file.
432 00:17:58:15 00:17:59:13 – Well, look, let me be clear.
433 00:17:59:13 00:18:02:01 We’re not tagging snippets of videos,
434 00:18:02:01 00:18:02:26 because most the videos–
435 00:18:02:26 00:18:05:07 – I understand but I had no idea what even
436 00:18:05:07 00:18:07:12 what video it was even in.
437 00:18:07:12 00:18:10:08 So I knew what the topic was.
438 00:18:10:08 00:18:12:25 And I just couldn’t find|that specific video.
439 00:18:14:01 00:18:16:28 So is there any kind of|transcription service
440 00:18:16:28 00:18:18:25 on top of the VMS at all
441 00:18:18:25 00:18:22:29 or is it just like a storage capability?
442 00:18:22:29 00:18:27:06 – It’s primarily storage,|we can do closed captioning
443 00:18:27:06 00:18:30:06 for hearing impaired, that’s an option.
444 00:18:30:06 00:18:35:03 But basically, we’ve kept|the VMS system very simple
445 00:18:35:03 00:18:37:02 and clean, if you will, and easy to use
446 00:18:37:02 00:18:39:02 so that you don’t need a lot of training.
447 00:18:39:02 00:18:40:24 There are video management systems
448 00:18:40:24 00:18:44:28 that let you do extensive|editing and sound modifying
449 00:18:44:28 00:18:46:05 and all of that.
450 00:18:46:05 00:18:49:11 The reality is for TA|they’re not video editors.
451 00:18:49:11 00:18:51:00 They don’t wanna get in that level
452 00:18:51:00 00:18:53:13 and it makes it for a very complex system.
453 00:18:53:13 00:18:56:19 If you have a video that you|wanna do a lot of editing to,
454 00:18:56:19 00:18:58:09 you can easily download it off the system
455 00:18:58:09 00:19:01:01 and drop it into an editing program,
456 00:19:02:09 00:19:04:12 Max got good editing|programs and so forth,
457 00:19:04:12 00:19:05:09 there are a lot of them out there,
458 00:19:05:09 00:19:07:24 we decided not to replicate that,
459 00:19:07:24 00:19:09:22 because it just makes|it a big clunky program
460 00:19:09:22 00:19:10:26 and hard to do.
461 00:19:10:26 00:19:13:21 So we’ve got very basic|things on the system,
462 00:19:13:21 00:19:17:09 but it’s mostly a system to create videos
463 00:19:17:09 00:19:19:23 to ask somebody to record a|video, have them upload it,
464 00:19:19:23 00:19:22:27 approve it, and make it|accessible to all your recruiters
465 00:19:22:27 00:19:24:23 to share and make it easy
466 00:19:24:23 00:19:27:06 to share on social media|directly from the system.
467 00:19:27:06 00:19:28:17 Those are the things that TA–
468 00:19:28:17 00:19:30:23 – Though you said there’s|no way to edit the videos,
469 00:19:30:23 00:19:34:05 can you combine multiple|videos into a single video, no?
470 00:19:34:05 00:19:35:00 – No, we haven’t done that,
471 00:19:35:00 00:19:37:08 that doesn’t really editing capabilities
472 00:19:37:08 00:19:39:21 and nothing becomes more complex.
473 00:19:39:21 00:19:40:21 But one of the things we found
474 00:19:40:21 00:19:42:27 when we look at adoption all the time.
475 00:19:42:27 00:19:46:25 That’s the real key is|does the tool get used?
476 00:19:46:25 00:19:48:21 And the more complex you make it,
477 00:19:48:21 00:19:50:21 the less likely it is to be used.
478 00:19:50:21 00:19:54:09 What we wanna have happen is people just,
479 00:19:54:09 00:19:56:10 they’re on the system, it’s really easy.
480 00:19:56:10 00:19:57:29 You go in you type in what you want,
481 00:19:57:29 00:20:01:26 you find the video you want,|you click the single click,
482 00:20:01:26 00:20:05:25 copy your link, and you|send it out or you share it.
483 00:20:05:25 00:20:08:26 Social icon buttons are right|there on the main dashboard.
484 00:20:08:26 00:20:10:13 It’s like, “Ah, here’s the video I wanted
485 00:20:10:13 00:20:11:09 “to share on LinkedIn,
486 00:20:11:09 00:20:13:03 “here’s a video on to share on Facebook.
487 00:20:13:03 00:20:16:04 “Let me put this one on|on Twitter,” single click.
488 00:20:16:04 00:20:17:23 That’s the kind of thing that gets used.
489 00:20:17:23 00:20:19:17 Realistically, recruiters,
490 00:20:19:17 00:20:22:25 I don’t understand how they|handle 40 reps at a time,
491 00:20:22:25 00:20:26:10 that doesn’t seem reasonable to me at all.
492 00:20:26:10 00:20:27:09 But they do it.
493 00:20:27:09 00:20:28:24 And then you get into sorcerers
494 00:20:28:24 00:20:30:15 who are just scary people,
495 00:20:30:15 00:20:33:01 the things that they can actually do.
496 00:20:33:01 00:20:35:04 But clearly have a lot of|respect for these folks.
497 00:20:35:04 00:20:37:25 And understand that if|you don’t make it fast,
498 00:20:37:25 00:20:40:21 if you don’t keep it simple,|they’re not gonna use it.
499 00:20:40:21 00:20:43:26 They’ve got too many|moving pieces at all times.
500 00:20:43:26 00:20:46:13 So they don’t wanna be video editors.
501 00:20:46:13 00:20:49:08 They don’t wanna you know,|that’s not their world.
502 00:20:49:08 00:20:50:21 They wanna get results.
503 00:20:50:21 00:20:53:16 They wanna get information|in front of candidates.
504 00:20:53:16 00:20:56:14 And so we’ve done as|much one click, you know,
505 00:20:56:14 00:20:58:28 click here’s the video,|here’s the share, here you go.
506 00:20:58:28 00:21:00:10 You’re done, move on.
507 00:21:00:10 00:21:02:20 And that’s what we’re|finding the adoption.
508 00:21:02:20 00:21:05:16 We’ve made it really,|really simple for people.
509 00:21:05:16 00:21:08:10 – So I’m gonna play devil’s advocate here.
510 00:21:08:10 00:21:10:05 I know we mentioned YouTube
511 00:21:10:05 00:21:14:10 and neither one of us are big|advocates of using YouTube
512 00:21:14:10 00:21:15:19 for a variety of different reasons.
513 00:21:15:19 00:21:19:24 But for those of you|that may be considering,
514 00:21:19:24 00:21:22:24 or for those people that may|be considering using YouTube
515 00:21:22:24 00:21:26:15 or even Vimeo that solve some|of the advertising issues,
516 00:21:26:15 00:21:28:13 why shouldn’t they use YouTube
517 00:21:28:13 00:21:30:14 and why should they be using a VMS?
518 00:21:30:14 00:21:32:09 – Ah, don’t get me started.
519 00:21:32:09 00:21:34:15 – Or even Google Drive or Dropbox
520 00:21:34:15 00:21:36:07 or any of the other things?
521 00:21:36:07 00:21:39:05 – Let me give you the three main reasons
522 00:21:39:05 00:21:40:27 you shouldn’t use YouTube.
523 00:21:40:27 00:21:43:06 The first one is just the absolute amount
524 00:21:43:06 00:21:45:09 of clutter on YouTube.
525 00:21:45:09 00:21:47:01 That when someone sees a video,
526 00:21:47:01 00:21:50:07 YouTube is a master at clickbait.
527 00:21:50:07 00:21:53:07 They know what concert|you’d rather be watching,
528 00:21:53:07 00:21:56:16 what John Oliver’s session you missed,
529 00:21:56:16 00:21:58:09 all the things that you would rather do
530 00:21:58:09 00:22:00:00 than be looking at recruiting videos.
531 00:22:00:00 00:22:01:25 Because let’s face it|guys in the whole scheme
532 00:22:01:25 00:22:04:17 of really things that are clickbaity,
533 00:22:04:17 00:22:06:06 recruiting videos aren’t out there.
534 00:22:06:06 00:22:08:14 So there’s just too much|noise and too much clutter.
535 00:22:08:14 00:22:10:18 It’s not the kind of|professional environment
536 00:22:10:18 00:22:12:26 that you want your recruiting video.
537 00:22:12:26 00:22:13:22 That’s the first thing,
538 00:22:13:22 00:22:16:24 you’re gonna lose people much too quickly.
539 00:22:16:24 00:22:17:19 The second piece,
540 00:22:17:19 00:22:20:00 and a lot of organizations|don’t know this,
541 00:22:20:00 00:22:24:19 when you upload a video to|YouTube, they then own it.
542 00:22:24:19 00:22:26:23 Their terms of service say
543 00:22:26:23 00:22:31:00 that they have an unlimited|license to own that video
544 00:22:31:00 00:22:33:26 and they can repurpose|it, they can sell it,
545 00:22:33:26 00:22:37:00 they can use derivative works of it.
546 00:22:37:00 00:22:39:14 You’ve lost your intellectual property.
547 00:22:39:14 00:22:41:13 Now, you might say, “Well,
548 00:22:41:13 00:22:46:09 “I don’t care if I own this, clip it.”
549 00:22:46:09 00:22:47:07 And realistically,
550 00:22:47:07 00:22:49:27 YouTube probably isn’t|gonna take your video
551 00:22:49:27 00:22:52:08 and sell it as stock for somebody else.
552 00:22:52:08 00:22:55:20 But anybody else who grabs|that video and uses it
553 00:22:55:20 00:22:58:22 for any purpose whatsoever,|you can’t go and fight them
554 00:22:58:22 00:23:00:21 because you don’t own it anymore.
555 00:23:00:21 00:23:03:08 So let’s say someone takes|one of your employee videos,
556 00:23:03:08 00:23:04:25 chops a little snippet out of it
557 00:23:04:25 00:23:07:16 so it seems like they’re|endorsing another product
558 00:23:07:16 00:23:09:13 and puts it on their commercial.
559 00:23:09:13 00:23:11:09 A, that’s not what your|employee signed up for.
560 00:23:11:09 00:23:14:20 B, that’s not what you want|your employee out there doing.
561 00:23:14:20 00:23:16:23 And if you try to go and sue that company,
562 00:23:16:23 00:23:19:01 you don’t own the video,|you have no standing.
563 00:23:19:01 00:23:22:08 You can try to get YouTube’s|lawyer to go and fight for you,
564 00:23:22:08 00:23:23:29 but you gave up the right to that video,
565 00:23:23:29 00:23:25:19 you don’t have the intellectual property
566 00:23:25:19 00:23:27:12 and good luck getting|YouTube’s legal department
567 00:23:27:12 00:23:29:13 to go fight your legal battles for you.
568 00:23:29:13 00:23:31:24 So it’s just it’s the|wrong environment there.
569 00:23:31:24 00:23:35:20 The third and final piece|that you shouldn’t do it is,
570 00:23:35:20 00:23:37:16 I hear people say all the|time, “Oh, well, you know,
571 00:23:37:16 00:23:38:28 “candidates go and search YouTube
572 00:23:38:28 00:23:41:18 “and they need to be|able to find our videos.”
573 00:23:41:18 00:23:43:04 I would encourage everyone,
574 00:23:43:04 00:23:45:16 the minute they get off this broadcast,
575 00:23:45:16 00:23:49:11 to go to YouTube and type|in jobs at whatever company
576 00:23:49:11 00:23:50:27 and see what comes up.
577 00:23:50:27 00:23:52:23 You will probably be horrified
578 00:23:52:23 00:23:55:02 because you can’t control that content.
579 00:23:55:02 00:23:58:15 Anyone who’s uploaded a|video it’s gonna be there.
580 00:23:58:15 00:24:00:25 Any video that’s five|years old, 10 years old,
581 00:24:00:25 00:24:02:05 heaven knows what’s there.
582 00:24:03:09 00:24:04:14 It just comes up.
583 00:24:04:14 00:24:07:12 So sending people to YouTube to search
584 00:24:07:12 00:24:11:15 for your job videos is|absolutely counterproductive.
585 00:24:11:15 00:24:13:17 And sometimes it’s death,
586 00:24:13:17 00:24:15:10 particularly if you have|somebody who’s been disgruntled
587 00:24:15:10 00:24:16:10 that came out of an interview,
588 00:24:16:10 00:24:18:21 they make their video|about their offer video
589 00:24:18:21 00:24:20:00 with your company.
590 00:24:20:00 00:24:23:16 It’s a little bit like an|uncontrolled glass door situation.
591 00:24:23:16 00:24:25:22 But that’s nothing–|- You just gonna say that.
592 00:24:25:22 00:24:28:10 – Yeah, that’s not the|environment you wanna be in.
593 00:24:28:10 00:24:30:19 So YouTube is not the place to be.
594 00:24:30:19 00:24:33:00 It’s not the way that you’re|really gonna build your brand
595 00:24:33:00 00:24:34:26 in a constructive way.
596 00:24:34:26 00:24:37:21 – I’m not so concerned about the loss
597 00:24:37:21 00:24:38:25 of intellectual property,
598 00:24:38:25 00:24:40:18 I don’t think that there’s a whole lot
599 00:24:40:18 00:24:43:19 of value honestly in|these types of videos,
600 00:24:43:19 00:24:46:25 above and beyond what|that actual organization.
601 00:24:46:25 00:24:48:09 YouTube’s not gonna take it,
602 00:24:48:09 00:24:50:18 somebody else is gonna take it.
603 00:24:50:18 00:24:53:12 Unless they use the Creative Commons,
604 00:24:53:12 00:24:55:21 you do have some recourse|although it is a pain in the butt
605 00:24:55:21 00:24:57:05 if you need to protect your brand.
606 00:24:57:05 00:24:58:17 What I’m most concerned about
607 00:24:58:17 00:25:02:22 with using YouTube is the advertisements.
608 00:25:02:22 00:25:05:19 So when your video is done,
609 00:25:05:19 00:25:08:21 there’s usually three or four|other videos or six videos
610 00:25:08:21 00:25:11:02 that pop up and guess who|they’re gonna be from?
611 00:25:11:02 00:25:13:22 They’re gonna be from all|of your direct competitors
612 00:25:13:22 00:25:17:01 that are looking for the same|type of candidates you are.
613 00:25:17:01 00:25:21:29 So you absolutely are losing|control over the messaging
614 00:25:21:29 00:25:24:08 in that, especially at|the end of the video,
615 00:25:24:08 00:25:27:06 so there’s pre-roll,|mid-roll, and end-roll
616 00:25:27:06 00:25:30:23 and you’re losing control of|the end-roll video footage,
617 00:25:30:23 00:25:33:10 which is a bad place to lose–
618 00:25:33:10 00:25:35:21 – There are a good lots of|reasons not to be on YouTube.
619 00:25:35:21 00:25:36:16 – Yeah.
620 00:25:36:16 00:25:39:26 So if you wanna use something like that,
621 00:25:39:26 00:25:42:14 I’ll recommend Vimeo,|it does cost something
622 00:25:42:14 00:25:43:09 to put it up there,
623 00:25:43:09 00:25:45:07 but at least you can|control the environment
624 00:25:45:07 00:25:46:02 a little bit better.
625 00:25:46:02 00:25:49:13 So once you get Amplify up and running,
626 00:25:49:13 00:25:51:22 how long does it, you say it’s very easy,
627 00:25:51:22 00:25:54:05 but how long does it|take to get them trained?
628 00:25:54:05 00:25:57:07 And user adoption is always a big issue
629 00:25:57:07 00:26:00:19 which is a separate issue,|but just the training aspect,
630 00:26:00:19 00:26:02:22 how long would you say|that it typically takes it
631 00:26:02:22 00:26:04:03 to get up and running?
632 00:26:04:03 00:26:05:11 – Three, four minutes?
633 00:26:05:11 00:26:06:08 – Yeah.
634 00:26:06:08 00:26:07:03 (both laughing)
635 00:26:07:03 00:26:10:11 You’re basically sending a|link and clicking play, right?
636 00:26:10:11 00:26:12:08 What about the adoption piece though?
637 00:26:12:08 00:26:15:23 Or are you seeing high utilization yet?
638 00:26:15:23 00:26:17:19 It’s only been out there|for two months, so.
639 00:26:17:19 00:26:22:01 – Right and the use cases|are just exploding on us,
640 00:26:22:01 00:26:25:12 I’d say the most recent one|that I think is just brilliant.
641 00:26:26:11 00:26:28:14 We’ve got a client who’s|got a ghosting problem,
642 00:26:28:14 00:26:30:06 that they’re hiring a|lot of hourly employees
643 00:26:30:06 00:26:31:01 and they’ve got a fair number
644 00:26:31:01 00:26:32:22 who don’t show up on Monday morning.
645 00:26:32:22 00:26:35:04 So they’re having all new employees
646 00:26:35:04 00:26:37:13 spend the first day in training.
647 00:26:37:13 00:26:40:19 So they’re having the training|manager, record quick,
648 00:26:40:19 00:26:44:07 like 10 second videos|that just say, “Hey, Jeff.
649 00:26:44:07 00:26:45:13 “We’re delighted you’re joining us.
650 00:26:45:13 00:26:48:04 “I saw that you’re in my|class on Monday morning.
651 00:26:48:04 00:26:49:15 “I’ve got a seat all set up for you.
652 00:26:49:15 00:26:51:02 “I’ve got your name on the name tag.
653 00:26:51:02 00:26:53:03 “We’re gonna teach you|everything you need to know
654 00:26:53:03 00:26:54:01 “to be successful here.
655 00:26:54:01 00:26:55:01 “See you on Monday.”
656 00:26:56:00 00:26:56:25 It’s a–|- And that’s one
657 00:26:56:25 00:26:58:06 of the biggest mistakes recruiters make.
658 00:26:58:06 00:27:01:20 They think that it’s|only for driving traffic
659 00:27:01:20 00:27:04:01 to their job or getting|engaging candidates.
660 00:27:04:01 00:27:07:07 This can be used for|onboarding, employer branding.
661 00:27:07:07 00:27:09:07 There are so many different use cases
662 00:27:09:07 00:27:11:22 for video in the recruiting process,
663 00:27:11:22 00:27:13:11 that’s gonna make it much more efficient,
664 00:27:13:11 00:27:17:23 much more engaging, and|compelling to not only new hires,
665 00:27:17:23 00:27:20:11 but also potential hires as well.
666 00:27:20:11 00:27:22:17 That’s a great use case to have that.
667 00:27:22:17 00:27:24:29 – We’ve got another one right now that
668 00:27:24:29 00:27:28:18 for new employees is sending|them a link and saying,
669 00:27:29:14 00:27:31:17 “Glad you’re gonna be joining us.
670 00:27:31:17 00:27:34:09 “We wanna make sure that|everybody on the floor knows
671 00:27:34:09 00:27:36:00 “that you’re coming in|that you’re the new person,
672 00:27:36:00 00:27:38:06 “please just make a couple second video
673 00:27:38:06 00:27:40:11 “and tell us what kind|of food you like to eat,
674 00:27:40:11 00:27:41:24 “and what sports teams you follow,
675 00:27:41:24 00:27:44:21 “or anything that’ll help|us make you feel welcome.”
676 00:27:44:21 00:27:45:16 – Yeah.
677 00:27:45:16 00:27:47:03 – What a cool short, I mean,
678 00:27:47:03 00:27:49:17 and all of this stuff basically is free.
679 00:27:49:17 00:27:51:07 You’ve got a video management platform,
680 00:27:51:07 00:27:53:16 which is really expensive.
681 00:27:53:16 00:27:56:18 And then you can create all|these videos as you need them.
682 00:27:57:15 00:28:00:06 Create them, delete them when|they’re no longer useful,
683 00:28:00:06 00:28:02:14 but it’s a great way to do all,
684 00:28:02:14 00:28:04:15 kinda we talked about all this technology
685 00:28:04:15 00:28:08:04 that’s taking the human|element out of recruiting video
686 00:28:08:04 00:28:10:08 as a way to put the human element back in.
687 00:28:10:08 00:28:11:15 It’s a name, it’s a face.
688 00:28:11:15 00:28:13:27 It’s the reason you and I are|doing this on video, right?
689 00:28:13:27 00:28:15:06 The reason people are watching,
690 00:28:15:06 00:28:17:26 they get to watch our|expressions, they get to see us,
691 00:28:17:26 00:28:19:29 it’s just much more compelling
692 00:28:19:29 00:28:21:29 than either reading a transcript of this
693 00:28:21:29 00:28:23:21 or just listening to voice.
694 00:28:23:21 00:28:26:00 – I mostly have a blank|expression ’cause I’m listening
695 00:28:26:00 00:28:28:21 so intently and try to|take some notes, so.
696 00:28:30:24 00:28:35:10 So where do you see talent|acquisition leaders, recruiters,
697 00:28:35:10 00:28:37:08 how much content are we really talking?
698 00:28:37:08 00:28:40:03 I mean, I know you guys just|launched two months ago,
699 00:28:40:03 00:28:44:16 but if you think long|term, a year, two years,
700 00:28:44:16 00:28:45:20 five years down the road,
701 00:28:45:20 00:28:48:23 how much content are|we talking about here?
702 00:28:48:23 00:28:50:23 I mean, in terms of like, kilobytes,
703 00:28:50:23 00:28:54:03 megabytes, gigabytes, petabytes.
704 00:28:54:03 00:28:57:18 – I don’t even wanna go|to the storage room at,
705 00:28:57:18 00:28:59:09 I’m more looking at…
706 00:29:01:00 00:29:04:00 I keep talking about purpose driven video,
707 00:29:04:00 00:29:07:12 because I’m a businesswoman,|I really wanna look into,
708 00:29:07:12 00:29:11:07 I wanna ask all the time, why|are you making this video?
709 00:29:11:07 00:29:12:23 Who is your audience?
710 00:29:12:23 00:29:14:21 What is it you want them to learn
711 00:29:14:21 00:29:16:10 or know or be persuaded of?
712 00:29:16:10 00:29:17:20 And what you want them to do?
713 00:29:17:20 00:29:19:19 And how are you gonna measure that?
714 00:29:19:19 00:29:21:26 I think running TA those|are the questions you want
715 00:29:21:26 00:29:23:06 to be asking all the time.
716 00:29:23:06 00:29:25:20 Not let’s go make a recruiting video.
717 00:29:25:20 00:29:26:24 No, let’s not.
718 00:29:27:21 00:29:30:29 I wanna know, let’s make a|video that has a real purpose
719 00:29:30:29 00:29:33:09 that we understand whether or|not we’ve invested our time
720 00:29:33:09 00:29:34:22 and our resources well.
721 00:29:34:22 00:29:38:18 And I see lots of places|where people are finding,
722 00:29:38:18 00:29:40:13 or looking at that and saying, “Okay,
723 00:29:40:13 00:29:42:00 “let’s look at this candidate journey.”
724 00:29:42:00 00:29:44:02 We’re gonna get back I|know you like long videos
725 00:29:44:02 00:29:48:18 and I don’t, but we’re not|so far apart as you think.
726 00:29:48:18 00:29:50:00 And I’ll give you my favorite example.
727 00:29:50:00 00:29:51:27 – I just think long videos have a place.
728 00:29:51:27 00:29:55:22 I love the short videos too,|I’ve done thousands of them.
729 00:29:55:22 00:29:57:04 They’re great for driving traffic,
730 00:29:57:04 00:29:59:25 but I think the three to|five minute video is really
731 00:29:59:25 00:30:01:12 what candidates are looking for.
732 00:30:01:12 00:30:03:06 They want more content.
733 00:30:03:06 00:30:05:00 – Let me offer just a perspective on this
734 00:30:05:00 00:30:06:08 ’cause I don’t necessarily|think you’re wrong.
735 00:30:06:08 00:30:08:18 I just think being purpose driven.
736 00:30:08:18 00:30:10:12 It’s like, where does that video start?
737 00:30:10:12 00:30:12:11 And my best example is,
738 00:30:12:11 00:30:15:06 my favorite Hotel in the|world is Bussaco, Portugal,
739 00:30:15:06 00:30:17:04 that used to be the kings hunting lounge,
740 00:30:17:04 00:30:18:27 and they’ve turned it into a hotel.
741 00:30:18:27 00:30:20:16 It’s magical.
742 00:30:20:16 00:30:22:23 Now, my just telling you that,
743 00:30:22:23 00:30:26:18 if I sent you a seven second|video, or seven seconds,
744 00:30:26:18 00:30:29:06 you might look at it and see|why I’m so excited about this.
745 00:30:29:06 00:30:31:10 If you were going to Portugal,
746 00:30:31:10 00:30:32:24 and trying to decide|whether or not you want
747 00:30:32:24 00:30:34:12 to book reservation there,
748 00:30:34:12 00:30:36:27 you might watch a two|to three minute video.
749 00:30:36:27 00:30:39:12 And if you had booked a reservation there
750 00:30:39:12 00:30:42:14 and we’re about to go, you|might watch a 20 minute video
751 00:30:42:14 00:30:44:10 about the building and|what’s going on there.
752 00:30:44:10 00:30:46:23 So like, what’s the right length video?
753 00:30:46:23 00:30:50:10 The answer is where are you|in your decision process?
754 00:30:50:10 00:30:52:24 And I believe the same|thing is true of candidates.
755 00:30:52:24 00:30:54:26 I think if you send a candidate a video,
756 00:30:54:26 00:30:57:25 if a candidate is gonna come|in for an onsite interview,
757 00:30:57:25 00:31:00:23 and you send them a video|about what to expect
758 00:31:00:23 00:31:03:24 and how to succeed in your interview,
759 00:31:03:24 00:31:05:15 they’ll sit there for a long time,
760 00:31:05:15 00:31:06:17 if they’re interested in the job,
761 00:31:06:17 00:31:08:05 if they’ve already made|the commitment to come in,
762 00:31:08:05 00:31:09:17 and they’re that interested,
763 00:31:10:15 00:31:11:23 the amount of time they’re willing
764 00:31:11:23 00:31:13:17 to spend is really expanded.
765 00:31:13:17 00:31:16:07 But I think when you’re talking|about candidate attraction
766 00:31:16:07 00:31:17:13 at the very end,
767 00:31:17:13 00:31:19:20 if someone’s in a job, it’s going well,
768 00:31:19:20 00:31:21:15 they’ve got good prospects,
769 00:31:21:15 00:31:23:26 something comes across their radar screen,
770 00:31:23:26 00:31:25:29 maybe it’s interested, maybe it’s not,
771 00:31:25:29 00:31:28:04 I don’t think they’re gonna|click on that long video.
772 00:31:28:04 00:31:32:15 I think we all understand|that in the journey
773 00:31:32:15 00:31:35:01 as our commitment to|something gets greater,
774 00:31:35:01 00:31:38:08 our willingness to|participate gets greater.
775 00:31:38:08 00:31:39:03 – Absolutely.|So the kind
776 00:31:39:03 00:31:40:19 of video we look at is the very beginning.
777 00:31:40:19 00:31:42:12 It’s like, give me a snippet.
778 00:31:42:12 00:31:45:03 Give me a reason to wanna learn more.
779 00:31:45:03 00:31:46:26 Okay, now I’ve learned that,
780 00:31:46:26 00:31:49:11 now I’m ready to maybe|read a couple paragraphs
781 00:31:49:11 00:31:50:22 or read some bullet points.
782 00:31:50:22 00:31:53:25 Now as I move in the process,|I’m interested in more things.
783 00:31:53:25 00:31:56:11 So I think you need to align the video,
784 00:31:56:11 00:31:58:05 well we’re going back to purpose driven.
785 00:31:58:05 00:31:59:22 What is it you want the candidate to do
786 00:31:59:22 00:32:01:03 if you’re at the very beginning
787 00:32:01:03 00:32:03:02 and you just want them|to pick their head up
788 00:32:03:02 00:32:05:13 and focus on your job and consider it
789 00:32:05:13 00:32:07:14 and get on their radar screen?
790 00:32:07:14 00:32:09:01 I think it needs to be short.
791 00:32:09:01 00:32:11:20 If you’re trying to convince them to join
792 00:32:11:20 00:32:14:12 or to actually take a next step,
793 00:32:14:12 00:32:15:18 it may well be longer
794 00:32:15:18 00:32:17:24 and that may be the appropriately length.
795 00:32:17:24 00:32:20:22 – So I love recruiting funnels.
796 00:32:20:22 00:32:23:11 So I come from a recruitment|marketing automation background
797 00:32:23:11 00:32:28:11 been doing that for years,|where we use a video funnel,
798 00:32:28:11 00:32:30:06 and the video funnel would start off
799 00:32:30:06 00:32:32:03 with a video voicemail from the recruiter.
800 00:32:32:03 00:32:33:12 “Hi, my name is Jeff.
801 00:32:33:12 00:32:35:28 “I’m a recruiter with,|we’ve got a position for,”
802 00:32:35:28 00:32:39:20 which leads to a video job description.
803 00:32:39:20 00:32:41:18 First one was maybe 30 seconds long,
804 00:32:41:18 00:32:43:29 second one, maybe three|to five minutes long,
805 00:32:43:29 00:32:45:29 may or may not have that hiring manager.
806 00:32:45:29 00:32:48:21 And then the next one,|if they’re interested,
807 00:32:48:21 00:32:50:07 they go to the apply page
808 00:32:50:07 00:32:52:11 and after they go through|the apply sequence,
809 00:32:52:11 00:32:54:04 they can go through an|employer brand video,
810 00:32:54:04 00:32:56:05 which might be even longer.
811 00:32:56:05 00:32:58:06 So it’s just a video funnel.
812 00:32:59:03 00:33:00:05 Give them a little snippet,
813 00:33:00:05 00:33:01:19 give them a little bit more information,
814 00:33:01:19 00:33:02:28 little bit more information.
815 00:33:02:28 00:33:05:07 In this way you’re|controlling the content that
816 00:33:05:07 00:33:07:26 that candidate is seeing|when they’re seeing it.
817 00:33:07:26 00:33:10:28 And it answers the question at|the time they’re most likely
818 00:33:10:28 00:33:12:09 to have that question,
819 00:33:12:09 00:33:15:27 as opposed to dumping|them on to a landing page
820 00:33:15:27 00:33:20:07 for a job description, you|know, career website, hello.
821 00:33:20:07 00:33:23:29 And then you’ve got 25|links, join this job alert,
822 00:33:23:29 00:33:25:22 click here for this,
823 00:33:25:22 00:33:29:00 find employer information|here, do your job search.
824 00:33:29:00 00:33:31:25 It’s too confusing for most candidates.
825 00:33:31:25 00:33:34:06 You got 25 different links on a page,
826 00:33:34:06 00:33:35:21 they just wanna find their job
827 00:33:35:21 00:33:37:22 and get the right questions answered.
828 00:33:37:22 00:33:40:07 They don’t even know what|questions they have, so.
829 00:33:41:19 00:33:42:17 – You have to read purposeful.
830 00:33:42:17 00:33:44:07 – Marketing one on one, right?
831 00:33:44:07 00:33:47:07 – Yes, yeah, it really is.
832 00:33:47:07 00:33:50:15 – So we’re gonna end it right|here because I wanna save some
833 00:33:50:15 00:33:53:07 of the top questions for the after hours.
834 00:33:53:07 00:33:55:12 After hours is where I|keep the cameras rolling,
835 00:33:55:12 00:33:58:05 we end the first piece and then|we go into the second piece.
836 00:33:58:05 00:34:00:28 So, Maury, thank you so|much for joining me today.
837 00:34:00:28 00:34:03:20 Absolutely had a fantastic|great conversation.
838 00:34:03:20 00:34:05:24 – Thanks.|Any last words here?
839 00:34:05:24 00:34:09:16 – No, except if you’re not|using video you need to be.
840 00:34:09:16 00:34:11:02 (both laughing)
841 00:34:11:02 00:34:12:29 Absolute (mumbles) gonna be,
842 00:34:12:29 00:34:14:22 and you need to keep it simple.
843 00:34:14:22 00:34:18:12 I would say, you’ve got people|that are downloading apps
844 00:34:18:12 00:34:21:14 and having to go through lots of work just
845 00:34:21:14 00:34:23:29 to get the video made, you’re|not gonna get the adoption.
846 00:34:23:29 00:34:26:13 Keep it easy for them,|whether it’s hiring managers,
847 00:34:26:13 00:34:28:28 co-workers, absolutely keep it easy
848 00:34:28:28 00:34:30:18 and you’ll get the adoption that you need
849 00:34:30:18 00:34:32:01 and have success with it.
850 00:34:32:01 00:34:34:02 – Video doesn’t have to be expensive,
851 00:34:34:02 00:34:35:28 it doesn’t have to be complex,
852 00:34:35:28 00:34:39:23 and it can be very quickly|done if you do it correctly.
853 00:34:39:23 00:34:41:26 Message is more important, honestly.
854 00:34:41:26 00:34:43:11 Get your messaging down.
855 00:34:44:15 00:34:46:23 Try not to over-complicate things.
856 00:34:46:23 00:34:47:19 That’s the biggest thing.
857 00:34:47:19 00:34:51:05 They think over-complicate,|complicate things way too much
858 00:34:51:05 00:34:54:10 and very succinctly said thank you.
859 00:34:54:10 00:34:55:26 So thank you very much Maury.|- Thanks, Jeff.
860 00:34:55:26 00:34:57:13 – Make it a great day, everybody.
861 00:34:57:13 00:34:58:12 – Great, thanks.
862 00:34:59:22 00:35:01:08 – Great conversation with Maury.
863 00:35:01:08 00:35:03:28 You’re gonna wanna stick|around for the after our show
864 00:35:03:28 00:35:06:09 because that’s where I ask Maury
865 00:35:06:09 00:35:08:08 how companies can avoid making
866 00:35:08:08 00:35:10:20 the biggest mistake in video management.
867 00:35:10:20 00:35:14:18 She also gives me your opinion|on what effect video has
868 00:35:14:18 00:35:18:27 on potentially injecting bias|into the recruiting process.
869 00:35:18:27 00:35:21:24 Before I leave, I’ve got|a few quick announcements.
870 00:35:21:24 00:35:25:14 First, I am still looking for|guests to come on the show
871 00:35:25:14 00:35:28:00 and talk about HR technology process,
872 00:35:28:00 00:35:30:23 strategy tactics, whatever, I’m game.
873 00:35:30:23 00:35:32:09 Below, there’s gonna be a link
874 00:35:32:09 00:35:34:29 and also on The Speaker Agenda site
875 00:35:34:29 00:35:36:17 where you can send a request
876 00:35:36:17 00:35:39:02 to be a guest speaker on the show.
877 00:35:39:02 00:35:41:29 As I build up the audience for the show,
878 00:35:41:29 00:35:44:14 please make sure to click subscribe
879 00:35:44:14 00:35:48:10 so you get notified when all|the next shows get released.
880 00:35:48:10 00:35:51:01 I’ve got some incredible|guests coming on the show
881 00:35:51:01 00:35:53:28 to talk more about candidate|experience, the future of work
882 00:35:53:28 00:35:56:07 and how AI is gonna be taking over all
883 00:35:56:07 00:35:57:21 of your recruiter jobs.
884 00:35:57:21 00:36:01:00 So, make sure you hit|that subscribe button.
885 00:36:01:00 00:36:03:13 Also, don’t forget there’s a link below
886 00:36:03:13 00:36:05:19 for the after hour Speaker Agenda Show
887 00:36:05:19 00:36:08:00 so Maury and I can|finish our conversation.
888 00:36:08:00 00:36:08:25 Stay strong.
889 00:36:08:25 00:36:09:29 Stay connected.
890 00:36:09:29 00:36:10:24 Cheers, everyone.
891 00:36:10:24 00:36:11:19 Bye bye.
892 00:36:11:19 00:36:14:27 (playful guitar music)

END