How To Use Video To Attract Gen Z Applicants

Hey there,

If you missed last month’s LinkedIn Live with Oyinkro on how to create videos to attract Gen Z talent I’ve got you covered right here with the full replay.

The truth is Gen Z just do it different.

They want to find employers that align with their values, they’re heavy on social media and when they’re on social media they like to consume video content.

So you won’t be surprised to hear our strategy for attracting them to apply for roles involves creating videos.

You probably already knew that but what you might not know is how to actually apply it.

🎥 Why is all this important?

Oyinkro and his team at KOS Visuals are experts at creating employer branding and recruitment marketing videos. Here’s what they’ve found.

• 80% of job seekers use social media to explore job opportunities

• 34% increase in application rate when utilising video

• 70% higher-quality applications compared to those who only view job descriptions

🤳🏿 Social Media is Gen Z’s Job Board

You need a different strategy for each platform you're focusing on…

LinkedIn

• Company page posts don’t get the biggest reach but Gen Z will go out of their way to find and check out your content there to see if it resonates (here’s an example on our page - give us a follow)

• Personal page posts from employees can get incredible organic growth and should be a key part of your strategy. Focus on your employee’s personal stories as well as day in the life and behind-the-scenes content. Here’s Ayesha from my team.

Instagram & TikTok

• Apprentices, students, grads, emerging talent. This is where to find them. Employers are often reluctant to actually focus on Tiktok but if you want an edge on the competition for talent, this is where you go but move quick while the window of opportunity is still open

• Content should be casual, relatable, and authentic which is marketing jargon for REAL

YouTube

• Think of your company YouTube page as the video version of your LinkedIn page. Applicants are likely to search for it especially before interviews and ahead of making decisions on offers

• You can get an edge here by sharing educational videos related to your organisation, application process and industry

✏️ Document Don’t Create

Employers ask me all the time “what can we say to convince candidates that we’re a DE&I-friendly employer?”

My answer: nothing.

The best way to share this story is to do the doing and then document through video

• Record your careers and networking events

• Capture stories from people who have joined and progressed through your graduate programme

• Let people showcase their personalities

Why does Tim Cook have 14.5M X followers compared to Apple’s 9.7M?

Because audiences care about people more than brands.

This email is written by me, Tobi 👋🏽 not DIVERSE.

💰 3 Budget Levels

Free

A couple of interns with iPhones can often make the most effective employer branding videos focusing on a day in the life at absolutely no cost like this one.

Small to Median

You can work with freelancer videographers for a small fee. At DIVERSE we also help our partners create high-quality videos included in their packages like this one from our Diageo event or this one from our Red Bull event or we bring in experts like Oyinkro and his production team for a medium budget £3k-£8k.

High

Here is a great example from Numi of a highly-produced employer brand video which nails humour, and storytelling and gets across the key application messages.

🏁 5 Steps To Get Started

1. Understand Gen Z and their needs.

2. Choose your platform and video style to match.

3. Identify stories from your team that reflect your culture.

4. Capture testimonials and behind-the-scenes videos from real personal experiences.

5. Measure the insights and double down on what works

✅ Do’s

Keep it: short, engaging, authentic, use humour if you can and make it as visually appealing as possible.

❌ Don’ts

Corporate jargon, forced messages and staged moments.

If you enjoyed this email why not pass on our newsletter to a friend in the industry?

Until next time 👋🏽

Tobi

Book a call here for free bespoke advice on your talent attraction strategy