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In an age when perspectives from others affect a majority of our decisions – from what we buy, to where we shop, to who we trust – it’s imperative that HR departments effectively and clearly communicate internal ideals and standards with prospective candidates in order to attract them to open potential positions. Organizations need to clearly market their priorities, such as how much they listen to employees, what their benefits are, what their culture is like, what kind of technology is available to employees, and more.

Video can be huge for demonstrating such priorities as it’s easily digestible while still quite informative. By not doing so, organizations risk losing talent – from high potentials, to individual contributors – to other opportunities, whether new ones for active candidates or currently held positions for passive candidates. The reality is that it’s their world, and we’re just living in it. Companies need to be mindful of that and cater their recruitment efforts to applicants’ interests. In fact, per Aberdeen’s research, 79% of companies think that there’s a dearth of critical skills available in the labor pool. In truth, we’re in the era of the candidate, and organizations need to take steps to ensure they’re attracting talent as effectively and as efficiently as possible.

That’s where easily digestible content, namely video, plays a huge role for recruitment marketing. Best-in-Class organizations understand how valuable video is for interacting with and engaging would-be candidates; notably, they are 75% more likely than All Others to use video for employer branding initiatives. Video enables organizations to provide a clear picture to potential applicants about what the company is all about and why their participation is so valuable both for the company as well as themselves. After all, employees want to work where they’re challenged and engaged. Video can enhance the would-be candidate’s experience for 2016 and beyond.

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