‌10 Top Tips to Making Fantastic Video Content

10 Top Tops for Making Great Video

S‌o you’re about to hit the record button on your going-to-be-amazing video for employer branding / job advert / day in the life / training or onboarding video, and you think “Have I thought of everything?”

‌You already know that employee generated video content is far more authentic and engaging than expensive, time-consuming film crews, that inevitably lead to an entire day’s lost work. You know that your intended audience are far more likely to respond favourably when a real member of staff can speak directly to them.

‌In the case of job adverts, actually seeing the hiring manager on screen, describing the job, the environment, and the prospects for the successful candidate, will lead to far better candidates applying.

‌Case studies have shown a rise in the calibre of applicants (by measurable criteria) of up to 170%, due to unsuitable applications being dissuaded, and softer, more passive candidates applying – where they never would have before.  You also know that video can attract up to 47% more female applications, compared to text-only job adverts.

So, the fact that you are at this stage means that you already have a need to deliver your message by video, and every intention of making it the very best it can be. There is however, a good chance that you haven’t done this too many times before, so a handy checklist could be the very thing to keep you on track.

  1. What exactly is the purpose of this video? If it is to be used as a job advert, you need to have all the relevant details to hand, and write a compelling script, which is quite different to a job advert. Do not attempt to make it up on the spot, as this is what viewers will see.
  2. Ideally, have the hiring manager record the video, speaking directly to the viewer, or perhaps in a discussion with the recruiter. We know that 55% of jobseekers trust employee-generated video over slick, polished video content. Your hiring manager will be crucial to attracting the right people, and needs to be visible, wherever possible.
  3. Choose the filming location carefully. Select a well-lit space, ideally with natural light, and make sure there is company branding in the shot. Make sure any whiteboards with sensitive information are not visible, and tidy up!
  4. Never have an outside window behind you! The camera will automatically compensate for the light, and underexpose your face – making you look like you’re in a cave. Natural light is your friend, supplemented by very inexpensive fill lights.
  5. Don’t think you need to have an expensive dedicated camera. Most current smartphones have amazing quality cameras, with great lenses, and there are a raft of first-class Go-Pro style cameras to be had online. I highly recommend a smartphone for ultimate quality and flexibility.
  6. Get yourself a good tripod for your camera. A rock-solid camera-shot is the very best way to make your video look professional. Conversely, a shaky camera and bad lighting are the quickest way to make your video look very amateur.
  7. In a quiet environment, if you are positioned around 1 metre from your smartphone, the audio should be perfect. If you want to make this even better, invest in these lapel microphones to focus specifically on the voice of the person on camera.
  8. In a single-person video, look directly into the camera lens, as if looking at the person watching the video. Speak directly to them, and maintain good eye-contact. Too much is sinister, and too little seems shifty and evasive. In a two-person video, imagine that the camera is the third person in a conversation. You look at each other, and also the camera, as you would with three people in a pub conversation.
  9. Timing – you need to grab the attention of viewers within the first 10 seconds! If you don’t quickly give them a reason to keep viewing, they WILL stop, and go elsewhere. Ideally job adverts will be around 1 minute 30 seconds, and 2 minutes at a maximum.
  10. Always include a compelling call to action with your video! Make it clear what you want the candidate to do now, and what will happen when they apply.

One last thing, always show your personality throughout your video. You don’t need to be overtly salesy, but be your authentic self, and know that you are re-humanising the hiring process. This gives viewers a genuine insight to you and your organisation, and can generate amazing results.