Web video advertising is more than just an invaluable tool for marketing your products and services, it's also a great way to attract new talent.
Job seekers spend only 55 seconds, on average, reading a text-based job ad before deciding if the position is a good match. But after choosing to watch a video advertisement, job seekers spend an average of more than 5 minutes making their decision.
About 77 seconds -- that’s how much time job seekers are willing to spend, on average, reading an ad to decide if a position is a good match for them, according to a 2013 eye-tracking study by TheLadders. It takes a job seeker less time to determine that a position isn't a fit: a mere 50 seconds.
But TheLadders, which offers job-matching services, was referring to text-based ads. What if there were a better way?
Video-job posting platform Ongig's new sudy shows candidates spend on average 55 seconds viewing a text-only ads, whereas job seekers spend 5 minutes and 23 seconds watching a video advertisement (when they choose to play the ad).
Companies such as Twitter, Starbucks, Pepsi and Yelp have posted video job ads to attract job seekers. These job ads not only advertise job postings but also give job seekers an exclusive look at the company’s culture and workspace.
Here are seven tips for creating engaging job ads on video to aid in hiring employees:
1. Spark interest through emotion. Job ads should should tell a story about the employer and inspire job seekers. After viewing a job ad, an individual should feel motivated to immediately apply for the job.
According to a study by Karen Nelson-Field of the Ehrenberg-Bass Institute for Marketing Science in South Australia positive emotions that create high arousal of interest include inspiration, astonishment, hilarity and exhilaration.
2. Illustrate core company values. Job seekers want to work for employers with values similar to their own.
When creating a video job ad, outline the mission, vision and core values of the organization. This will help job seekers determine if the job would be a good fit for their needs and goals. For example, according to a 2014 white paper published by the Brookings Institution, 63 percent of millennials believe it’s important for companies to have a positive social impact.Read the full article