Peter, your UK based social media consultant, has been posting quite a bit about video job advertising recently because it’s hotly contested by some pretty partisan cheerleaders at the moment.
On the one hand, it seems video job advertising is the best thing since sliced bread.
On the other, a lot of video job adverts are misguided at best and actively damaging at worst.
To understand the issues Peter, the UK’s leading social media consultant, looks at two different things –
1: Video advertising in general and
2: Social media technology
So video job advertising – what are the precedents? The answer, tellingly, is “there are very few”. The history of job advertising seems in the main to be word of mouth and written word. You may have occasionally seen video job adverts, but in the main they are few and far between.
So is a job something you can really advertise with the moving image?
Peter is tempted to say “no”. But the current trends, of course, in the use of the internet in general and social media in particular, say “maybe”.
As social media traffic is increasingly filled with videos YouTube is becoming one of the most popular sites on the web – and, it must be remembered, a proper social media site too. And the popularity of online video is such that viral videos are now making the news.
The thing is, Peter points out, most viral videos are amateur phone footage of hilarious things happening to dogs, cats or people. The point is, online video is hardly the most serious of media.
So it’s hardly surprising that many companies feel the video file is a waste of time and money in recruitment terms. Video interviews – yes. Online video job advertising – not so much. You only have to imagine a job advert on YouTube, next to all the cats playing pianos, and you’ll see what I mean.
That said, Peter sees that there is some good in online video recruitment – mostly in terms of keeping all your bases covered, and potentially catching extra candidates by having a presence where they are surfing. In some cases you might even have an industry in which moving pictures have a real application, for showing the job “in action” – like being a surf instructor or a lifeguard for example.
He points out that this applicability factor is always the key between the really successfully use of a popular technology and its really bad use. Just because you can record a video advert, doesn’t mean you should. After all, who wants to sit through a video presentation about accountancy, or being an admin clerk?
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