Why should health and social care companies invest in video for recruitment?

Recruitment can be one of the hardest parts of running a business and this is definitely the case for companies in the health and social care sector. As populations continue to age and healthcare and technology improve, the need for care professionals to keep up with patients’ needs is more than ever.

Organisations need to be able to attract top talent from diverse backgrounds and here at Conteur we think that video content is the best way to achieve this (we’re not biased. Okay maybe a little bit…). But why is video essential to health and social care recruitment marketing?

Video can showcase a workplace’s culture, values and team spirit in a way that written text simply can’t, no matter how good your copywriting and other content creation is. 
Let’s take a look at how video can transform your staff recruitment in the health and social care sectors – from the types of videos to how to attract the perfect candidates, we’ve got you covered – just keep reading!

Why use video for healthcare recruitment

Using video content is the epitome of ‘show, don’t tell’ and why wouldn’t you want to show off just how much of an incredible workplace you have? Videos have the potential to capture all those little moments that tell the real stories of a workplace or even what it’s like to live in a residential home. It can give the viewer a realistic feel of a team or department and can show potential new employees exactly what they’re signing up for.

Having engaging video in your recruitment strategy can also help the process run more smoothly by delivering clear and concise information to applicants as well as help you stand out from other companies or organisations.

Types of videos for healthcare recruitment 

Recruitment videos don’t need to be fuddy-duddy or reminiscent of death-by-Powerpoint either. Powerful, emotive testimonials or case study videos are proven to be an incredibly effective way of selling your organisation – not just to future team members but also to clients and/or consumers – making them a smart addition to other marketing efforts too.

Similarly, videos about an organisation’s mission or values can draw in people who align with those statements and encourage them to connect and engage – fantastic again for attracting both new talent and customers. 

Here are some examples of video types (and what they can showcase): 

  • Employer branding videos (mission, values, facilities)
  • Job-specific videos (responsibilities, what a typical day looks like)
  • Team testimonials (work ethic, team spirit, support)
  • Patient or service user stories (the impact that staff can have)
  • Tours and walkthroughs (what it’s like to live in or visit your home)

Creating compelling healthcare recruitment videos

Now you have an idea of what might feature in your videos, let’s look at how you might want to produce them.

Firstly, it’s super important to focus on making them as accessible as possible, especially if you’re looking to recruit for more junior or entry-level roles.

Avoid using jargon where possible, as this will not only make the video easier to watch but also easier to produce – being on camera can be hard, especially if you’ve got a mouthful of technical words trying to jump out!

Here’s some of our top tips for recruitment videos:

  • Keep it short and sweet – videos under two minutes are more likely to hold the viewer’s attention
  • Invest in good audio and visual – this doesn’t need to break the bank however, most modern phones can do the job but make sure you’re somewhere quiet that looks the part
  • Be authentic – don’t ‘fake it until you make it’ – inauthenticity is easy to spot and can make you look bogus
  • Make it mobile-friendly – more and more people are consuming video on their phones, be sure to make it easy for them to watch
  • Make it accessible – using subtitles and captions means that more people can engage with your video. Not only does this make it accessible for those with disabilities but think about how many people scroll with the sound off until they find something they want to watch. Don’t lose a potential audience
  • Have a clear call to action – you’ve captured their attention, now use it! Take the opportunity to encourage them to take the next steps and to apply for a role

Maximising your video reach

Now your masterpiece is complete, it’s time to get it out into the world. Video content is great for jazzing up your SEO and pay-per-click efforts.

On-page video can help keep customers engaged and on your website, while stumbling across a well-made video in an advert ‘in the wild’ can make your health and social care company stand out.
Email newsletters are another great way to showcase your video in a way that makes it easy to share with friends, family or acquaintances who may be looking for their next role. Great video can also be used to grab visual attention at in-person events.

Thinking of investing in video to recruit for your health and social business?

In summary, video content is an incredibly powerful asset for any recruitment or marketing strategy. It can highlight the best parts of an organisation in a way that feels accessible and relatable, and with the right tools and some planning it can yield big results.

A camera pointing towards a professional business woman showing interview taking place

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