Recruitment videos - more examples

Happy New Year - the Engage Blog is transmitting once again. In 2008 we will continue to explore innovations in recruitment, including emerging technologies and their applications, and the wondrous ways in which employers, recruiters, and marketers are reaching out to jobseekers. We will continue to explore leading practices across the globe, but of course we will examine the NZ perspective wherever possible. Actually, there is a lot of innovation happening right here in NZ!

This blog post continues on from our May 2007 post Recruitment videos - a selection from YouTube. In that post I made a prediction that “recruitment-related video content on job boards, corporate careers pages, recruitment agency websites, and video-hosting sites will all be part of the NZ recruitment landscape in coming years.” May I add “social networking sites” to this prediction.

Let’s start with a few NZ examples.

Palmerston North City Council

This ‘Civil Engineer Jobs in New Zealand’ video was posted on YouTube just before Christmas. What I really like about this video is that it feels natural. I have done some consulting work with the Council over the years and I believe they are giving viewers an honest representation of their environment and culture.

I spoke with Abigail Harper from the Council’s human resources team about this video and the one below. Abigail said that there was a degree of pre-planning involved to determine things like their target audience, the ideal tone, style, key messages, and structure. Abigail noted that getting the videos from concept to production was suprisingly quick. For this video the Council brought in a film company to ensure things like picture and sound quality were improved upon after the first video-making experience (outlined in the video below). In the ‘Leisure Asset Planner’ recruitment video below, I think the Council have again done a sterling job. The final production quality doesn’t phase me in the slightest. It was nice being shown the actual desk where the new recruit will sit. Wait for the bloopers at the very end of the video! The video was posted in October 2007 and as you can see it has received over 1,100 views. The Council were stoked with the response and the overall quality of candidates received via this portal. The Council posted the video on their careers site, but the promise of global reach on YouTube was very attractive. More videos are on the cards.

Air New Zealand Engineering

airnz-engineering.jpg

Air New Zealand recently launched the first of a series of interactive websites called Engineering Interactive. The website is designed as part of the airline’s strategy to attract both qualified engineers and trainees to Air New Zealand and the aeronautical engineering industry as a whole. The video on this site is comprehensive and very informative. You get a sense of the role, culture, and benefits / EVP.

Frog recruitment / New Zealand College of Fitness

I came across a link to this video on YouTube by NZ’s Frog Recruitment via a listing on Trade Me Jobs; the banner heading was VIDEO AD - Sales Consultant - NZCF. Listen to the frog croaking throughout. Some good content, incorporating the ideal person requirements, which wasn’t so much a key focus of the other videos. The EVP points are there, but to me the overall vibe leans towards the scripted infomercial end of the continuum. Nonetheless, NZCF look like a friendly bunch and I congratulate Frog Recruitment for their initiative. Ribbit!

Singapore Government - Media Development Authority

If you liked the Ukrainian Army’s video in the May 2007 post then take a good hard look at this one below. The participants in the video are all top management. How about doing something similar in your organisation and posting it on YouTube?

Check out Sodexho’s ‘branded’ careers channel on YouTube. This could suit NZ organisations like Police and Defence, which have a series of TV recruitment ads and an existing YouTube presence.

If you come across any NZ recruitment videos, or if I have missed any good examples, then please make contact or share them via this blog.

Paul Jacobs
Engage

168 Responses to “Recruitment videos - more examples”

  1. Mr Jandal Says:

    That Singapore vid cracks me up and its totally addictive. The Frog recruitment vid would be better if a personal trainer talked about the role. Thanks for hunting these down Paul.

  2. Paul Jacobs - Engage Says:

    I agree Mr Jandal that a ’sales consultant’ (or even a personal trainer) talking about their role (possibly throughout the whole video) could have greater effect. Another approach could be to have an existing client of NZCF talking about the qualities etc they would like to see in the new consultant.

  3. Garth Piesse Says:

    Hello Paul,

    Video’s do add value and informs potential candidates what to expect about the company and its culture. If the venue for these videos are located at such sites as YouTube.com, I view this as baiting as all the viewers are not targeted. However if posted on a job site or companies career web page it’s a cost effective direct selling message tool that will engage the prospect.

    With all this said, I doubt many Dinosaur Managers or SME’s owners have come to grips with video content technology, so imagine it will be some time before most use this platform to sell their message. Lets face it, most still use Newspaper’s (text based) to advertise.

    Regards,
    Garth.

  4. Paul Jacobs - Engage Says:

    Hey Garth

    I will ask you the same question that I asked MyJobSpace. Are you able to provide any examples (ie any links to look at) now or in the future of where JobSearch.co.nz clients are using video on your site, as you describe? If there are any good examples (according to my subjective eyes) then I’m happy to showcase these in a separate post. This invitation goes out to any job boards.

    In my eyes a job board is only “targeted” if the jobseekers that you are after (ie only the suitable ones that meet the role criteria) actually go there. I know that some employers place vids on YouTube to reach a global audience - others I think just use YouTube as a way of getting their vids online, and then embedding the code in their own careers sites, job boards etc. There are of course other platforms on which to do this. In YouTube’s defence, visitors can do “targeted” searches like “new zealand nursing jobs”.

    There are some jobseekers who still only look in a newspaper for a role. It also cracks me up when those “dinosaur” individuals that you refer to (and may I add some HR managers to that category) ask for postal applications only - hello, what century are we living in! However, I was speaking with a recruitment consultant recently who said that responses to newspaper advertising these days were very low compared to listing on job boards - they said the only reason they advertise in the newspaper is for agency profile / marketing, especially when the client pays. This approach doesn’t sit well with me, and I told them that they were not acting in the client’s best interests - we are no longer on talking terms.

  5. The Guy next door Says:

    Hi Paul
    Not that I know of any but you could conceivably imagine a local body to be full of “dinosaur managers” but it hasn’t stopped them. All you need is someone perhaps like Abigail, who can make things happen.

    Hats Off to PNCC for just doin’ it.

    I agree with you about the role of newspapers. Advertising in a local paper may remain a good idea for PNCC. Being a governmental agency (in a broad sense), PNCC have responsibility not only to attract quality applicants, but to do so maintaining transperancy and keeping their stakeholders informed, (including potential candidates, but also future candidiates, suppliers, parents, careers advisors, …voters).

    Newspapers still have an important role as a sourcing channel. I hear some locales are experiencing a resurgence in popularity for recruitment advertising.

    Great blog, keep it up

  6. Garth Piesse Says:

    Hi Paul,

    I haven’t seen any recruiter use this medium on our site.

    Job boards are targeted in the sense that the user who visits them has an interest or intent to look for job opportunities. It is very unlikely that a user who visits YouTube is looking for work (at that point in time). YouTube is primarily an Entertainment channel.

    Vimeo.com offers HD uploads. You can see comparisons between the two here;
    http://www.bannerblog.com.au/news/2007/12/vimeo_the_hd_alternative_to_youtube.php

    Those individuals that still look in Newspaper’s are themselves dinosaurs - Dinosaurs hiring dinosaurs.

    I have read research, were job seekers are extremely dissatisfied with the quality and volume of job vacancies posted online. Their is still a huge gap between where job seekers are now looking and the incorrect placement of job ads in the wrong medium by recruiters.

    Regards,
    Garth.

  7. Abigail Harper Says:

    Hi Guy next door

    Thanks for your comments! Being a Gen Y employee it never occurred to me not to use video as a recruiting method…and its an idea that’s been well received with Baby Boomer managers. It just took someone familiar with the technology to introduce it.

    To Garth

    You are correct to call putting a video up on YouTube as baiting. We loaded our videos onto YouTube to make it easy to embed the video on other webpages. With the Leisure Asset video, the video was put on the careers part of our website, and also on the Council homepage for a while. We asked our staff to email the video to their friends who worked in asset management. We added a comment “watch the video about this position” to all job board postings and the newspaper ad.

    However there is also a benefit to being on YouTube. We can be seen by people around the world thinking of moving to NZ. They wouldn’t have heard of our organisation before, so they can’t google us. But type ‘engineer new zealand’ and the first thing you get is one of our videos.

    PS. I still read the job section of the newspapers…but they’d better have a link to a website!

  8. Garth Piesse Says:

    I actually learnt more about the inner workings of the council and being a fellow Palmerston North resident found it educational. Recycled glass as a road base material!

    As a matter of interest, below is the Nielsen//NetRatings Top Ten - Employment category for the month of January 2008. The far right number is the Unique Browser count (a unique visitor metric) and it representative an absolute unique. As an example, if a user visits a website on the 1st, 14th and 20th it will be counted as 1 not 3.

    1 seek.co.nz 555,233
    2 trademe.co.nz/trade-me-jobs 359,976
    3 search4jobs.co.nz 165,209
    4 workingin-newzealand.com 56,537
    5 sjs.co.nz 48,071
    6 jobsearch.co.nz 25,425
    7 worksite.govt.nz 23,688
    8 manpower.co.nz 6,278
    9 jobuniverse.co.nz 4,779
    10 southerndoctor.co.nz 1,772

    Speaking with some Recruiters, they seem to put all their effort into Seek and no others, however they are potentially dismissing the other 40-35% of the market, of where Job Seekers look for work.

  9. Paul Jacobs - Engage Says:

    Garth, just compared last May’s ratings http://img.scoop.co.nz/stories/images/0706/f2d738f649641278aee2.jpeg with the latest ones. I see there has been some changes - congrats on jobsearch.co.nz making an appearance. Niche IT job board jobuniverse.co.nz is advertising heaps at the moment so will be interesting to see what impact that will have. Southerndoctor.co.nz eh! Surprised to see that myjobspace.co.nz does not feature in the latest ratings.

    Fair point Garth regarding your comment that some recruiters are only advertising on Seek, potentially dismissing a sizeable chunk of the jobseeker market. Seek does put a hell of a lot into marketing across a whole range of media, including spending squillions on Google Adwords.

    In my eyes, ratings / unique visitor numbers are only one part of the larger picture. What proportion of visitors to a job board are quality visitors? Could a large proportion be those annoying indiscriminate appliers - many from overseas - who apply for any and every job across the universe (not even reading the vacancy details and application instructions)? Many of my clients have tracked the ROI from listing on various job boards, focusing on how many candidates made it through the interview stage, were hired etc.. Some were surprised with the outcomes and dumped some job boards, others noted that some boards were better for different role types and/or vacancies in a particular geographical location.

    What do you think of ranking job boards on their number of “unique” listings?

  10. Garth Piesse Says:

    Hi Paul,

    According to Nielsen, JobUniverse.co.nz has had a Unique Browser increase of %142.81 in the month of January 2008.

    Have read that Seek spends NZ$1.5 million annually on advertising and marketing, so they should be well placed in the market for that spend.

    Below is the Nielsen//NetRatings Top Ten for Domestic traffic.

    1 seek.co.nz 438,620
    2 trademe.co.nz/trade-me-jobs 328,478
    3 search4jobs.co.nz 118,993
    4 sjs.co.nz 44,672
    5 jobsearch.co.nz 20,709
    6 worksite.govt.nz 14,818
    7 workingin-newzealand.com 5,257
    8 manpower.co.nz 4,123
    9 jobuniverse.co.nz 2,539
    10 southerndoctor.co.nz 258

    You can see comparing the other chart, nearly 90% of workingin-newzealand.com traffic originates from overseas.

    “What do you think of ranking job boards on their number of “unique” listings?” Not a lot. Comes down to who has the eyeballs (exposure of the job ad) and bringing the best ROI for the advertiser. JobSearch.co.nz only has a handful of listings (20) and gets its current exposure without advertising. This exposure has no relationship or bearing to the volume of job postings on the site.

  11. Garth Piesse Says:

    Hi Paul,

    Below are JobSearch.co.nz’s Top Ten industry categories, by search volume.

    Would be interested on your thoughts, if this is a good representation (makeup) of a general Job Board.

    1 Administration
    2 Retail
    3 Hospitality
    4 Trades & Services
    5 Customer Service
    6 Healthcare & Medical
    7 Travel & Tourism
    8 Sales
    9 IT & Telecommunications
    10 Agriculture & Horticulture

    Thanks, Garth.

  12. Paul Jacobs - Engage Says:

    Garth, interesting question. Some typical high volume industry categories are present in your list. Within each of those categories there are of course sub-groups. If I was running a job board I would direct my SEO and targeting efforts at those industry / job areas that are aligned with my clients’ listings, whatever they may be. I would also consider launching a niche job board instead of a generalist one, so I’m probably not the best person to make comment. NZ has some major skill shortages, so I’m not sure whether it’s relevant what people are searching for per se - or what people are searching for on other generalist boards.

    Probably not the answer you wanted to hear. Let’s see if the other job boards have anything to add – maybe they would like to share their top 10 search areas.

  13. Garth Piesse Says:

    “I would also consider launching a niche job board instead of a generalist one”

    Tall order, considering some generalist job boards specific category would dwarf any specialist (niche) industry board by volume of searches, especially in a population of only 4.2 million people.

    Overseas (US market) you may have a chance for “niche”.

  14. john bowie Says:

    Our legal jobs board at http://www.lawfuel.co.nz was promoted (in part) with a couple of YouTube videos which have produced some reasonable traffic, although obviously largely untargeted. The key thing is to focus with something for the specific market, rather than do the shotgun thing. However well done, they can be extremely effective.

    See: http://www.youtube.com/watch?v=ZpsZRJ1sW58 and also at: http://www.youtube.com/watch?v=4oH-0mvmUMI

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