Video Marketing in 2022


Using video as part of a recruitment strategy in 2022? Why? In summary, there is huge appeal for video in the modern era. It’s no secret that video is the most popular way that people consume content. According to Cisco, in 2022, it will make up more than 82% of all consumer internet traffic, which is 15 times higher than it was in 2017. Statistics like this cannot be ignored; look no further than social media platform, TikTok and how quickly it has exploded into popularity, overtaking Google as the most used website on the internet. TikTok aside, it cannot be denied that the demand for video has never been higher, this applies just as much to recruitment.

In 2022, video is one of the most profitable marketing channels for recruitment. Using video on a website has been proven to increase SEO (Search Engine Optimisation) and outrank other competitors online. From an organic standpoint, video results are 50x more likely to be ranked by Google than text based results. (Zupo). In the world of marketing, those who utilise video content experience a 34% higher conversion rate than those who don’t, managing to increase revenue 49% faster than those who chose not to use video. Long story short, simply adding video to your website can and will increase your reach to job candidates.

If you’re not on social media as part of your recruitment strategy, you’re missing out on a whole market of potential candidates. Social media is one of your biggest assets. More than half of the Earth’s population are on some form of social media platform, and statistics show that social video generates 1200% more shares than text and image content combined. Additionally, viewers retain 95% of a message when they watch a video, in comparison to 10% when reading in text form. Simply put, social media video content has the potential to have an exponentially large reach, meaning you’re more likely to bring in candidates to recruit.

Aside from the overwhelmingly positive statistics that come from video marketing within recruitment, how you approach your video production has limitless possibilities from a creative standpoint. This is a perfect opportunity to showcase and improve your brand. From office tours, day in the life videos, advertisements and subject specific content; video is the perfect way to put faces to names and really help you get your message across in an appealing, unique way. Video content is ideal for promoting your company’s value and culture in a welcoming way that can tell candidates that you’re a great employer.

Possibly the most important reasons for using video in a recruitment strategy are two words that all business owners love to hear: time and money. Cutting costs and saving time when and where possible are vital to all thriving businesses. Since video content attracts more potential candidates, you won’t need to spend as much time promoting job applications across multiple different channels, and you will draw in more applicants in a shorter amount of time, through the many previously stated reasons. This results in a shortened hiring process. Adding to this, with video gaining more exposure, you won’t need to spend as much money promoting your vacancies in order to generate a higher number of applicants.

To summarise, utilising video as part of your recruitment strategy will generate more organic traffic to your business website and social media pages, and reach more people, meaning you will get more applicants, more brand recognition, and fundamentally save you time and money.