• Effectively Engaging Students Through Visual Media

    Spotlight for Recruiting Professionals
    August 7, 2013

    When it comes to the way employers engage them, college students expect employers to tell their organization’s story in a way that brings it to life.

    “Video is the best tool for doing so because it engages the senses and can put the visual communication in context for the student,” explains Kasey Sixt, vice president at CKR Interactive. “Reading that someone is excited about working for an organization is very different from seeing the person and hearing her or him describe their excitement in their own words. Video allows you to transport the viewer into your world.”

    Following are several tips Sixt offers for incorporating compelling video into your college recruiting efforts:

    • Pay attention to the “casting process” and solicit employees who are enthusiastic and genuine about working at your organization. The best people to include are those who viewers feel they know or would like to know after watching your videos.
    • Involve alumni from the universities where you’re recruiting who are in the positions for which you’re hiring so that you have two touch points with your targeted college students—similar university experience and employment interests. Also, use employees who represent the diversity of your organization.
    • Get your storytellers warmed up and comfortable on camera, which may take several minutes. They are not performers. Give them the time they need to let their personalities show.
    • Ask the questions that make sense for the story you want to tell. Then take the time to cultivate strong sound bites.
    • Be creative (and fun) and consider different approaches—such as webisodes, testimonials, “a day in the life,” job previews, contests for user-submitted content, and more—to give the viewer a more complete understanding of your organization and its culture.
    • Consider how to best distribute or draw in students to your videos. When done right, coupling compelling videos with social media as a distribution channel can create a branding powerhouse. Distributing through social media gets it directly to the students, and allows them to view it almost on demand and share it with others—including their influencers, classmates, and peers—so there can be a ripple effect.
    • Take advantage of the functionality of different video players. Add layers so a five-minute video becomes a 20-minute interactive experience. For example, a hospital that’s building a new unit and is hiring nurses might provide links to information about the expansion and/or updates and webcam views of the construction progress.

    Kasey Sixt will present during NACE’s Social Media Mashup, which will be held August 22 and 23 in San Jose, California. For more information, see www.naceweb.org/events/social-media-mashup.aspx.