In Luxembourg, the challenge faced by many companies recruiting staff does not necessarily lie in the volume of applications received, but rather in attracting the right candidates. Against a backdrop of a decline in the number of vacancies and an increase in the number of applicants, the issue of conversion becomes crucial. “When you think about it, attracting candidates who are a good fit for a company is similar to a sales process. You need to be able to showcase your company’s strengths to candidates,” explains Nicolas Speeckaert. “With this in mind, video should be viewed more as part of the marketing funnel.”
According to the CEO of Alleyesonme.jobs, this medium remains largely underutilised by Luxembourg companies in their recruitment and employer branding efforts. “Thanks to video, candidates will be able to get a feel for the corporate culture, in an environment they might not otherwise have imagined. This will bring a certain level of authenticity that a traditional job description simply cannot convey,” he says.
Bringing the employer brand to life
In a digital environment where attention spans are becoming increasingly fragmented, companies need to rethink the way they present their roles, their teams and their culture. The traditional job description is no longer sufficient to capture the reality of an organisation. In this respect, video makes it possible to show what is sometimes difficult to put into words: the atmosphere, the working environment, interactions, career paths and even the values put into practice on a daily basis.
Video content is not just for younger generations. “Nowadays, choosing the content you want to consume has become part of everyone’s daily routine. We know that in 80 per cent of cases, candidates interested in a company will look at its content on social media or on its website,” explains Nicolas Speeckaert. “Yet, often, there is very little content available.”
However, the difficulty of implementation is still holding many organisations back. Producing video content can seem complex, costly or time-consuming. “Previously, creating employer branding content would take anywhere from a few weeks to a few months, involving several different parties and finding the right narratives and arguments. You might even have had to use a communications agency to film and design the videos,” explains Nicolas Speeckaert. Alleyesonme.jobs has made this process more manageable for companies, offering support from start to finish. We produce content based on a compelling and reusable pitch as part of a multi-channel strategy. We also offer to refresh this content annually, to provide a genuine and up-to-date perspective on the company.”
A job advert without a video is a bit like a property advert without any photos.
The age of transparency
Getting a glimpse of a summer party, hearing managers set out their vision, seeing staff explain the company’s processes or share what their day-to-day work is like… This content reveals a reality that candidates are increasingly keen to understand before applying. It helps make the organisation more transparent and more tangible. “We’re living in an age of transparency. People want to see the people they’ll be working with on a day-to-day basis; they want to get a feel for the atmosphere. The aim is for candidates to be able to picture themselves in the role… or not. So it acts as a natural filter,” says Nicolas Speeckaert.
By providing an insight into the day-to-day workings of the company, the video enables candidates to assess at an earlier stage whether they are a good fit for the proposed working environment.
Make someone fall in love
For Alleyesonme.jobs, video should not be seen merely as a communication medium, but as a tool to enhance HR performance. In partnership with Skeeled – a platform specialising in recruitment tracking and management, and the parent company of Alleyesonme.jobs – Nicolas Speeckaert and his teams have conducted tests showing an improvement in engagement and conversion rates thanks to the implementation of tailored video content.
Compared with other channels used, video can offer a higher conversion rate for some clients. It helps to make the candidate experience more immersive, whilst enabling the company to better showcase its unique selling points. “These days, to me, a job advert without a video is a bit like a property advert without photos,” says Nicolas Speeckaert. “Here, of course, we’re on a different scale, with hundreds, even thousands of candidates. Not everyone can come and view the property, and that wouldn’t be desirable anyway. But what we’re ultimately trying to do is spark a sort of love at first sight.”
A tool to boost Luxembourg’s appeal
Beyond the challenges specific to businesses, video can also help to boost Luxembourg’s appeal. To attract qualified candidates from abroad, we need to raise the profile of the country, its opportunities and its working environments amongst candidates who may know little about it. “Luxembourg still lacks a certain degree of international recognition. This is also one of the areas we are trying to develop. We highlight the country’s many strengths in order to attract a pool of highly qualified candidates who know little or nothing about the country. In fact, we are increasingly being asked to collaborate with public bodies that want us to promote a particular municipality or sector…”, explains Nicolas Speeckaert.