Using video is very effective when attracting and engaging new talent. 55% of people watch videos online every day, and over 50% of marketers say video is the type of content with the best ROI.

Good recruitment marketing video content shows candidates what it’s really like to work at a  company. This can result in better culture fits from applicants. And when a candidate can really picture themselves working at a company, they’re closer to closing.  

For some talent acquisition professionals and recruitment marketers, video is a new frontier. Don’t be intimidated. Here at Stories Inc., we have created more than 100 recruitment marketing videos that are performing well for our clients. In this 5 part series, we will help get you started! In this post, we talk about why you should focus on stories. 

Focus on story (or stories)

Stories are real-world case studies. You want to show proof of your culture rather than just describe it. Candidates are able to relate to team members’ stories much more effectively than impersonal content. In fact, a recent study shows candidates trust what employees have to say about a company more than they trust anyone else.

Learn more about creating content for candidates in our Ultimate Guide.

In 2016, we created a series of videos for a Texas banking company called Kasasa. This series is a shining example of how storytelling can be used to communicate a company’s employer brand to both team members and candidates. The videos gave viewers a genuine look at what life at Kasasa is like. Each team member brought a unique perspective to the table (influenced by their individual backgrounds, training, and experiences). It’s important storytellers have some idea of what they will be saying, but a story-based video should never be entirely scripted.

And, you won’t have to take your video down every time someone leaves your company (as long as you have them sign a standard waiver) because a story about what the organization did for a person is still relevant even if they aren’t there anymore. Take this story we captured at Kasasa, for example (see below). If the storyteller were to leave the company at some point in the future, the story would still be relevant because ultimately it’s about the company doing something to better the employee’s life.

Stories are highly valuable for recruitment marketing videos since they are more timeless and relatable than other types of content. When you focus on stories, you will build a collection of anecdotal evidence to provide for candidates and new hires, and in most cases, stories will have more of an emotional appeal than scripted content alone. This will result in your stories remaining prominent in candidates’ minds as they continue their job search.