With more than 610 million users and gaining two new members every second, LinkedIn is one of the most popular B2B networking platforms out there. Whilst it does have some competitors closing the gap between them, LinkedIn has been used by as a popular source of recruitment for a long time now. To stay ahead of the competition, they are always looking for ways to improve their product. Which is where LinkedIn video has stemmed from.
A Minute of Video is Worth 1.8 Million Words
According to Dr. James McQuivey, of Forrester Research, “A minute of video is worth 1.8 million words”. And there are an abundance of other facts that have highlighted similar results. You may have heard and/or seen these stats floating around for awhile now:
- Video marketing will account for 69% of all consumer traffic in 2017
- Mobile video ads will grow 5x faster than on desktop
So how does this all relate?
You have a lot of competition on LinkedIn:
- There are around 10 million live job listings on the platform at any point
- 96% of recruiters have a LinkedIn account
There’s an abundance of opportunity for you on LinkedIn:
- Approximately 4 million LinkedIn users explicitly identify themselves as contracts
- More than 3.4 million LinkedIn users have the Open Candidate feature enabled
To stay ahead of the competition, and take advantage of the world of opportunity that is LinkedIn, you need to make sure your recruitment business stands out. With this in mind, here’s how LinkedIn video can work for your business.
LinkedIn Video for Recruitment
Video content is the perfect way to highlight how your business works to potential new clients and candidates. You’re not just selling a product when you want to attract new business. You’re also selling your professionalism, company culture and the opportunities you provide. What better way to highlight this than in a video?
LinkedIn Video as Client and Candidate Bait
There are a number of ways in which you can do this.
A day in the life of a recruiter at…
- You can either focus solely on one of your recruiters in the video, or use a few to highlight different branches of your business. Whichever you go with, they must be confident, likeable and friendly.
- Include shots of them in action: make sure it’s not cheesy, obviously posed and
- Use sound bites to accompany the video, highlighting why they love their job, their passion for recruitment and why they like working for your business. Again, make sure it doesn’t sound forced. You want viewers to hear real passion and excitement in your recruiter’s voice.
An introduction to…
- This kind of video focuses on what your business offers:
- Your vision
- Your values
- Your process
- Your commitment
- Your jobs
- Use bold statements, highlighted through strong typography.
- Use motivational music in the background, which matches your brand identity.
- Use strong video content that shows happy employees, clients and candidates.
- Make it authentic: give a true insight into how your business works. Your audience aren’t stupid so will see right through any staged situations.
- Ensure your branding shines through and is consistent. You want your audience to not only remember that they watched an interesting video but, more importantly, to remember what and who it was about.
80% of internet users remember watch a marketing video, and 40% of them take some kind of action. That might be looking for more information about the content (26%), visiting the website mentioned in the video (22%) or purchasing the specific product featured (12%).
Hays do a pretty great job with their video content. Their balance of inspirational words, action shots and motivational music hits the spot.
You can use the video feature on LinkedIn to provide social proof for your recruitment business. A report by WebDam showed that customer testimonial has the highest effectiveness rating for content marketing (89%). To see someone else speak enthusiastically about your business will be enticing to a potential new client or candidate, as it’s an authentic endorsement of what you do.
Click here to find out how to create the perfect testimonial.
Book in some time with your top clients and interview them about their experience so far with your business.
Practical Tips for Creating Your First LinkedIn Video
- Make the first ten seconds count. One fifth of video viewers click away in 10 seconds or less. So you need to create an opening that will capture their attention. It could be a bold statement, your business promise or a cool animation.
- Keep your video short and to the point. Sell your services concisely and don’t waffle on unnecessarily.
- Ensure your branding and style are consistent across all of your video content, so they are professional and paint a strong portrait of your recruitment business.
- Build a short and engaging video that tells a story and takes your audience on a journey.
- If you’re having background music, make sure it’s suitable (so no Black Sabbath, sorry Ozzy). Here’s a great guide on how to choose the right music to sell your business.
- If you have the budget, bring in an expert. They’ll know what works in terms of lighting, sound, positioning and music.
- And if you don’t have the budget, here’s some great advice on how to make a selling video.
- Make it fun, engaging and enjoyable to watch. The video will give a clear insight into exactly how your business operates so, most importantly, make sure it truly represents you.
- Do your research:
- What marketing videos do you remember? What was it about them that stood out?
- What are your competitors doing? How can you improve in their video content?
LinkedIn’s video feature is a fantastic way to sell your business in a new light, stand out against your competitors and stand out in a LinkedIn feed. Take advantage of this new tool whilst it’s still relatively new and you’ll be one to watch in your industry (in more ways than one).