As stated in my previous article, How to Attract Millennial Workers in 2 Simple Steps:
What are Millennials looking for when considering a job?
The No. 1 thing Millennials want to know about a company is its "culture and values," followed by "perks and benefits," and "employee perspectives of the company."
The top obstacle to Millennials accepting a job is "not knowing what the company is like."
A compelling and informative recruiting video can satisfy both of the above Millennial needs when it comes to considering a job. Here are fifteen elements to include in your recruitment video in order to effectively attract the right Millennial talent.
- Don't tell, show.
Video is the preferred method of consumption for the Millennial generation. Showcase what it looks like to work at your company.
- Infuse authenticity.
Give the viewer a genuine sense of the workspace, company culture, and employee perspectives.
- Showcase your growth.
Millennials are interested in becoming an integral part of something that's going somewhere. Use interesting visuals or comparisons to showcase your company's recent growth.
- Expose your culture.
Spend more time emphasizing the company culture than explaining your product or service. Millennials put a premium on culture.
- Flaunt your employees.
Millennials want to see who they'd be working alongside. The more diverse and creative the team...the better. Ditch any clip art and stock video and just use your real employees.
- Unveil the lifestyle.
Millennials often choose a city before they choose a job. Show the community amenities of your hiring city. Highlight the eateries, coffee shops, bars, public transportation, venues, etc.
- Reveal the office.
Highlight the innovate workspaces and work perks (pets at work, adjustable desks, cafeterias, game rooms, etc.).
- Depict an actual day.
Show what it looks like going to work, who they are going to meet there, a typical desk, the elevator they will use, where they will park, how they will collaborate, and where meetings are held. The easier they can visualize themselves at your organization, the easier their decision.
- Show off technology.
Millennials desire an innovative environment to quench their tech dependence. Show employees interacting with the various pieces of technology through the office.
- Exhibit social perks.
Millennials are looking for community as much as they are a job. Highlight your community outreach, office sport teams, and parties.
- Feature your leaders.
Allow Millennials to see or hear from senior leaders inside the organization. Highly visible leaders give Millennials the impression of a flatter organization, which they prefer.
- Get quirky.
No Millennial dreams of working for a stuffy organization. Do not make the video too corporate and robotic. Find ways to inject some quirkiness.
- Short video.
Attention spans are shortening at alarming rates. Create a 1-1:30min recruiting intro video and then serve up other longer videos (if necessary) for those interested in learning more about your organization.
- Compelling music.
Your video's music can make or break the video. Music can demonstrate your relevance, innovation, and the pace of your organization.
- Visible call to action.
Make sure viewers know exactly what their next step should be (ex: visit www.xyz.com/hiring to apply or text APPLY to 12121). Make it clear and visible. Place it at the end of the video and in the video description.
(This is 1 of the 47 strategies shared in Ryan's new book, The Millennial Manual: The Complete How-To Guide to Manage, Develop, and Engage Millennials at Work.)