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Savvy hiring managers know that social media platforms such as LinkedIn are an integral part of the candidate sourcing process. However, one platform, which happens to be the second most popular search engine, often takes a backseat—YouTube.

That’s right—YouTube is not just for recreational viewing of cuddly kitty videos or backyard bloopers, it’s also the perfect tool for showcasing your company’s culture, so candidates will come to you. After all, according to an online survey conducted for Jobvite by the Polling Company, Inc., 75% of the American workforce is comprised of job seekers and 69% of employed Americans are actively seeking or open to a new job. So, what can you do to capture this passive group of job seekers?             

The Hiring Site, a community for hiring professionals powered by Career Builder, suggests that there are six top benefits to adding video into your recruitment mix. They include:

1. More ROI: Online videos generate more interest than static text, so you can get more bang for your buck when you distribute them over multiple channels. You can also encourage employees to share them with friends and over social media.

2. Stay on top: You need to keep up with the competition and as video becomes more dominant as an online communication tool, recruiters need to keep up or fall behind in reaching potential employees.

3. Expand your reach: Video’s popularity will only grow. And, it’s reaching wider audiences on a broad scale making it easier for employers to reach out to a larger, more diverse candidate base.

4. Strengthen your brand: Videos can really make you stand out. They help you communicate your employment brand more clearly than any other medium because potential recruits get to “see, feel, and hear” what it’s truly like to work at your organization from your employees and leaders.

5. Get higher response rates: According to CareerBuilder internal data, job postings with video icons are viewed 12% more than postings without video. On average, CareerBuilder customers receive a 34% greater application rate when they add video to their job postings.

6. Eliminate irrelevant candidates: Videos allow outsiders to decide for themselves if they are a fit for your organization. As a result, they’ll weed themselves out (saving you the trouble of doing it later).

Check out what some of the top dogs are doing. As of 2012, here are the top five brands with career channels on YouTube:

  • Google
  • U.S. Coast Guard
  • KPMG
  • Northwestern Mutual
  • Bertelsmann

So, once you have a solid pipeline of passive candidates, you’ll be ready for your next new hire. Just make sure it’s a good hire by using the most predictive talent selection process on the market: assessment, interview, reference checking and analytics.

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