Future of HR

The Role of Video Content in HR

[guestpost]This is a guest post by Alexandra Levitsky at She has been in recruiting for more than 10 years, focusing on IT recruiting and sourcing since 2017.[/guestpost]

Video is a flexible and engaging content format that not only gives us a real-life picture of what is going on but also it’s easy to share and spread across a diversity of platforms.

People like it because it’s easy to perceive, entertaining and engaging, and it is one of the reasons why video content is highly demanded on the market now giving a potentially high return on investment via the usage of different channels. 

Video is also easily accessible to anyone with internet access to watch, produce and spread.

The accessibility of video content makes it attractive for many spheres starting from simple blog articles and webinars and ending up with big marketing campaigns.

All the points can be a strong argument towards the fact that video content is a powerful tool for achieving business goals. 

According to recent research conducted by Cisco, over 80% of all internet traffic will consist of video content by 2021, and to state the obvious fact, video is already an extremely popular intermediary platform. This trend can be explained by two key factors.

Firstly there is the growing popularity of on-demand video that is highly integrated into our everyday life. Then there is the increasing popularity of video-based social media platforms.

It is not just YouTube that dictates the trends now but also Facebook that pushes the usage of live video as well as uploaded video, and Snapchat and Instagram’s popularity that also implies producing video content.

These statistics underline the growing marketability of video content. However, if we look back at the time the video content has been accompanying us for many decades. 

If we take the first video that was ever recorded we can see when the whole story begins (in 1888).

These several seconds are the beginning of the video content industries.

A role of catalyst in this process plays YouTube which is the biggest video hosting platform in the world for now.

Taking the first video that was ever uploaded on YouTube which is 2005, one can track the development of video content creation and the scale of it right now.

Another popular tool which is television which became available in the late 1920s – the new technology that was marketed to consumers rapidly started its role as one of the first video content sources.

After World War II, an improved form of black-and-white TV broadcasting became popular in the United States and Britain, and television sets became commonplace in homes, businesses, and institutions.


Why Video?

It is not surprising that video content becomes trendy now. Here are some facts that make it so attractive for people:

  • The human’s brain has the ability to process visual content 60,000 times faster than it can text. 
  • Generally, videoes brings together two things that catch our attention like nothing else: movement and noise. Both these features play a significant role in conveying an efficient message. Conversely, the text relies on a specific choice of words, punctuation but visual is aimed to set the desired tone. 
  • Our brain loves video because it is programmed to retain visual content better than a page full of words. According to studies, the average viewer remembers 95% of a message when it is watched, whereas only 10% when reading and it can be illustrated by the following example:

  • It has the ability to encompass all the other types of content. A video can include text, music, photographs, links, and even podcasts. Note that absolutely no other formats has this ability. That’s what makes video content unique. 

Being both versatile and profitable, video is the perfect cocktail to catch and keep attention. 


How Is It Used?

Along with the development of technologies, video content becomes diversified and changes its forms offering new opportunities for advancement.

Let’s take a look where video/visual content is applicable nowadays:

  • AR technology in Education. A feature of AR is that it allows you to expand your understanding of the processes taking place in the outer environment. Placing any graphical objects in a specific environment in which they are initially absent allows us to simulate the most unusual practices for educational purposes. 
  • E-Learning and EdTech. E-learning is separate online courses in various formats, verification tests and entire online schools or universities. They develop according to two scenarios: they “pack” their own expert knowledge and methods into a product or engage in content production of other experts. EdTech – products and services that accompany the learning process (tools for analytics, building educational trajectories, organizing online learning, etc.). All these are made via the creation of video content. Take a look at the Ed Tech and E-Learning Market Map to see that these directions are a definite trend for the last several years:

  • Human Resources and Recruitment Processes. The best part of the video is that it is very interactive and can be a good substitution in spheres where this interaction is highly demanded. One of that type of interactions involves the Human Resources field. 


How Video Shapes Modern HR

Video now is everywhere. It’s human, relatable, engaging, exciting, educating.

Then why shouldn’t other business teams use it, too?

Like Human Resources. HR is all about people and human interaction, so why not use this intermediary platform that is considered to be the next best thing to being there in person? 


Company Culture Video 

As for you current and future employees, it is important to understand that the company’s values and culture are a perfect fit for them, video is a good tool to implement this idea.

Taking into account different technological applications like 360 degrees video or VR extensions, it can be engaging content for the company’s target audience.

Make an office tour, show your employees during the work process, capture the company’s traditions and let a candidate to look inside and see something beyond your description on the website. 

Hiring Process

When HR team goes through a standard procedure of recruitment process including posting a job description on the website or any other job board, there is a high possibility that the team will get a flood of applications.

It is a time-consuming process and usually, it is hard to judge if a person is the right candidate for a position.

This is the moment when video interview tools come in.

Whatever tool you use to manage the hiring process, you can be sure that the video interview will save time not only for the HR team but for the entire company.


Internal and External Communication

Majority of companies have a weekly newsletter that circulates the company’s corporate email which is a good place for video integration.

Along with internal communication, the company probably has a variety of outlets that can also be a part of the integration process or it can be a social media post.

Whatever it is this video content shows who you are as a company.


Onboarding Stage

Onboarding is a crucial part of the recruitment process and a great place to exercise your creativity by creating an unforgettable first impression of the company.

Whether it is a welcoming message from the whole team or onboarding informational instructions, educational content for the company etc. video is a great way to deliver it.

Another great thing to practice here is the learning process via video: onboarding stage usually involves the same instructions for all newly hired employees and the process of repetitive teaching process can be easily substituted by video materials.

It is important to create a comfortable and inclusive environment for the newly coming employees and the creation of a special video can approach this issue in the right way.


Making a Final Conclusion

Digital video transformations are gradually being integrated into our everyday workflow making the work process more comfortable with no loss of previous features.

It is amazing how a simple recorded video from 1888 turned into a whole new industry that now is able to optimize the business processes making things simple.

According to recent research, video platforms are still growing trend that only increases its market share. It is the perfect time to start implementing a smart business solution if you are still not on-trend. 

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