The Need for Diversity in Recruitment Videos

Recruitment videos are a powerful tool for attracting top talent, especially in competitive markets. Measuring ROI is essential to ensure your investment in video production is worthwhile. Track key metrics, plan your user journey, and be authentic in your messaging. Partner with an experienced video production company and consider your distribution strategy to maximise the impact of your recruitment videos. And remember, don’t rely solely on organic exposure – put some ad spend behind your video to get valuable data and ensure its success.

We’ve just launched a recruitment video for the National Institute of Teaching. There’s a shortage of teachers in the U.K. and it’s a government priority to recruit more as quickly as possible. That’s where our client, the National Institute of Teaching come in. They’ve been tasked with increasing the number of teaching applicants, and they knew that video is the most powerful medium for attracting applicants. They learned of our experience in making effective recruitment videos and gave us a brief to create a communication tool that could be used to recruit a large number of teachers in a short space of time. The deadlines were tight with a few weeks to plan and prep the shoot. Post-production work was turned around in a couple of weeks and we went live with the campaign in mid July 2024.

It was important for us to show diversity in the recruitment video because we are casting a wide net and want to attract people of all ages, genders and from all corners of the social spectrum. We have a Gen Z target demographic for attracting candidates, so it was important for us to show people from that age range, but beyond that we wanted to show that teaching is a job that can be enjoyed by a wide range of people. It was really the emotional rewards of teaching that we wanted to highlight, so we went to a school in North East London where we knew that we would find a diverse range of teachers and pupils to feature in the video.

As you can see from the resulting recruitment video, we didn’t shy away from the fact that teaching is a tough job. We wanted that to be a a feature of the narrative, not something we shy away from. This had several benefits. It pre-qualified candidates. Those looking for an easy ride would drop out of the training so rather than waste anyones time we were upfront with the challenges, which had a qualifying effect. It also made the job sound more appealing to  people who have lots of resilience. Those are the sort of people needed.

We received praise for making an honest documentary-based film because it really connected with the Gen Z audience who can smell B.S. a mile away. They’re digital natives and used to seeing real life play out on TikTok. They don’t like sugar-coated sales messages.

Part of the honest approach was in our representation of the diverse nature of modern schools. The faculty we feature have an equal gender split along with a range of ages and backgrounds.

It made us reflect on the many positive benefits of showing diversity in recruitment videos, which we thought we would share:

• Attracting a Broader Range of Talent: A diverse representation in a recruitment video can appeal to a wider pool of candidates. Potential employees from various backgrounds may feel more welcomed and represented, increasing the likelihood of them applying. This broadens the talent pool, allowing the company to select from a richer array of candidates with varied experiences and perspectives. As you can see in the NIOT film, we actively tried to feature people from different backgrounds which means the audience can see themselves represented in the film and imagine what it would be like to have a positive impact on young people’s lives.
• Enhancing Employer Branding: Showcasing diversity in recruitment materials can enhance an organisation’s brand image. It demonstrates a commitment to inclusivity and equality, which can be appealing not only to potential employees but also to customers and business partners. In a world where corporate social responsibility is increasingly important, this can give a company a competitive edge. In our work with Leap Legal we found that we could humanise a tech brand by showing the diverse range of people working behind the scenes
• Fostering Innovation and Creativity: Diverse teams are often more innovative and creative. By attracting a diverse workforce, a company can benefit from a variety of viewpoints, experiences, and problem-solving approaches. This can lead to more innovative products and services, giving the company a competitive advantage in its market. This is evident in our work with Studio Graphene in which you can see a diverse range of employees working together to solve creative problems. This is a differentiator for the tech company who are able to offer a collaborative and creative work environment which is lacking from some of their competitors and certainly not a feature of competitor recruitment videos. We know because we did a thorough competitor analysis before starting the project and noted the lack of diversity.
• Improving Employee Engagement and Retention: When employees see themselves represented in the company’s promotional materials, they are more likely to feel valued and included. This can improve employee engagement and retention, reducing turnover costs and maintaining a strong, committed workforce. In our work with RPC you can see that the employees enjoyed being featured on camera and felt valued that the brand were willing to put them front and centre in an employer brand film.
• Reflecting Global Markets: In today’s globalised business environment, companies often serve diverse markets. A workforce that reflects the diversity of these markets can better understand and meet the needs of a wide range of customers, improving service and customer satisfaction. We’re currently working with NEC, the Japanese electronics brand to create a recruitment film which highlights the global collaboration they offer. It’s a selling point for young people entering the workforce. Knowing that they will be influenced by global perspectives is exciting and stimulating for those eager to learn.
• Legal and Ethical Compliance: In many regions, there are legal requirements for workplace diversity. Demonstrating diversity in recruitment videos can help show compliance with these regulations. Moreover, it aligns with ethical standards that are increasingly important to stakeholders. In our work with Southwark Council we created a film to help recruit a new Chief Exec. As Southwark is one of the most diverse boroughs in the U.K. we celebrated that fact as a positive aspect of taking the role.
• Positive Impact on Company Culture: A diverse and inclusive company culture can be fostered, starting from the recruitment process. Showing diversity in recruitment videos sets the tone for the company culture, promoting a work environment that values different perspectives and backgrounds. In our work with the London Cat Clinic you can see

In summary, showcasing diversity in recruitment videos can significantly enhance a company’s ability to attract top talent, improve innovation, enhance its brand, and align with legal, ethical, and cultural expectations. This holistic benefit can provide a substantial competitive advantage in the marketplace.

Author Bio

Adam Neale has been working in the video industry for over two decades. He has run multiple production companies and has received awards for his work from global film festivals along with a Vimeo Staff Pick and a Webby Award.