Digital Recruitment: Why short-form video is changing the talent attraction game

The way people consume content is evolving fast, and recruitment needs to keep up. Traditional job ads packed with text don’t always appeal to the next generation of digital talent. Instead, short-form video platforms like TikTok, YouTube Shorts and Instagram Reels are changing how companies engage with candidates. So, should businesses rethink their digital recruitment strategy and embrace video to attract the best talent? Let’s break it down.

The rise of short-form video in job searches

Short-form video isn’t just for viral dances and comedy clips. It’s a powerful tool for learning, networking and even job hunting. Gen Z candidates, in particular, are using platforms like TikTok and YouTube Shorts to discover career opportunities, get interview tips and learn about company cultures.

According to recent data, TikTok job-related content has millions of views, and LinkedIn reports a surge in video engagement. This shift shows that people are more likely to engage with dynamic, visual content than static job descriptions.

Why text-heavy job ads aren’t enough anymore

Let’s face it – long job descriptions filled with jargon don’t always grab attention. Digital professionals, especially those in creative and marketing roles, expect a more engaging experience when considering new opportunities.

Short-form videos allow companies to showcase their brand, culture and job opportunities in a way that feels more personal and authentic. A 30-second clip featuring a hiring manager explaining the role or a behind-the-scenes look at the team can be far more effective than a paragraph of text.

Tips for businesses looking to attract talent with short-form video

If you want to start using video for digital recruitment, here are some quick wins:

Keep it short and engaging

Attention spans are shrinking, so keep your videos between 15-30 seconds. Get straight to the point while making it visually appealing.

Show your company culture

Candidates want to see what it’s really like to work for you. Office tours, team meet-ups and behind-the-scenes clips help showcase your environment.

Feature real employees

People connect with people. Short interviews with team members about their roles and experiences can make your company feel more relatable.

Use storytelling

A great way to engage candidates is through storytelling. Instead of listing job perks, show them – highlight a team success story or a ‘day in the life’ of an employee.

Leverage trending audio and effects

Using popular sounds and filters from TikTok or Instagram can increase your video’s visibility and engagement.

Include clear calls to action

Don’t just entertain – guide viewers on what to do next. Add links in captions, encourage direct messages or prompt candidates to visit your careers page.

Post consistently

One video won’t cut it. A regular stream of content keeps your brand visible and engaging to digital talent.

Engage with comments and messages

If candidates ask questions or comment on your videos, respond quickly. Interaction builds trust and keeps them interested.

Repurpose content

A single video can be used across multiple platforms. Turn a TikTok clip into a YouTube Short or Instagram Reel to maximise reach.

Track what works

Use platform analytics to see which videos perform best. Adjust your approach based on engagement, views, and application rates.

The future of digital recruitment is video-driven

With digital talent in high demand, businesses need to stand out in how they attract and engage candidates. Short-form video is more than just a trend – it’s becoming a major player in digital recruitment. By embracing video content, companies can create a more engaging and effective hiring experience.

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