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Today, many job seekers want more than a position that will simply pay their bills. They don’t want just any job – 89% of Millennials would prefer to choose when and where they work rather than being placed in a 9-to-5 position. And 45% of Millennials will choose workplace flexibility over pay. (Forbes) They want a job that they love doing, a job that provides opportunities for growth and a company culture that fits who they are.

What does this mean for companies hiring today’s job seekers? Employers, including high-profile companies, are realizing that employer branding is key. Many companies are focusing on employer branding videos in the recruitment process. Job posts get 36% more applications if accompanied by a recruiting video.

Here are 7 things companies are including in their employer branding video to create a consistent, connected, branded experience:

1. What does the day-to-day environment at work look like?

75% of job seekers consider an employer’s brand before even applying for a job (CareerArc). They want to know what the company culture is like, will they fit in, will they love going to work everyday, will they want to grab drinks with their co-worker afterward?

Company culture isn’t based on the company’s statistics on the market, it’s based on the experience and what really matters to the employee. It allows employees to distinguish themselves in the company before even working for the company. More importantly, it will attract candidates with similar attitudes. 42% say candidate quality has improved and 31% saw an increase in employee referrals. (Physemp)

2. Let people who really work there tell the story.

We’ve all seen those company promotional videos with the successful scripted executive level guy talking about why the company is so great and most of the time those aren’t actually real reasons why an employee should choose to work at the company.

It’s like saying: “Hey in the next 10 years these are all the benefits that will make you happy like me.” But job seekers today aren’t looking to wait around to finally be happy at work. They want to be happy now. Interview an entry-level employee, someone who your potential candidate will be able to relate to. It makes your company more tangible, honest, and real.

3. What are upcoming projects that your potential candidate will work on?

Job seekers today are eager and driven. They don’t want to be just another employee. They want their position to have a purpose. They want something challenging.

Job seekers want to know that there’s a position out there that needs them and that they can make a difference. This is why reading a job description is no longer enough. Use your recruiting video to highlight the exciting projects and initiatives at your company that the potential candidate would have the chance to be a part of.

4. What unique benefits does your company offer?

Most companies have the same generic benefits i.e. healthcare benefits and retirement benefits. What benefits does your company have to offer to your employees that others don’t? Do you have training programs?

Candidates who are passionate about the field will value these programs highly. Who would pass up the opportunity to get paid while also learning more about what they love?

5. Showcase diversity in the workplace.

Diversity in the workplace is a characteristic that is highly valued. Showing the different types of people whether that may be in terms of ethnicity, experience, style, or interest is important. It gives candidates an idea of where they would fit in.

6. Define qualities you want in your company.

This is key. When you clearly define the kind of qualities you want in your company, candidates will see if those align with what they want. Do they need to be flexible to fit in your company? Do they have to have the ability to work long hours? Do they have to be okay with traveling?