Pointing to a staggering “proliferation of recruiting videos since the advent of Web 2.0,” David D’Angelo writes on ERE.net that employers often confuse the goals of two different types of stories they typically tell prospective workers.
The two categories of story in these videos (which can be seen in such venues as career pages on organizational websites or go to Career TV, Social Networks, and YouTube) are:
- Real Job Previews (also called Realistic Job Previews or RJPs), which D’Angelo says “should break down several of the key aspects of the job that is being discussed. The discussion should present a candid discussion an idea of what the day in the life of the position is like.” The author cites Day in the Life of a Territory Sales Manager as an example.
- Recruiting videos, in which, D’Angelo writes, “the organizational brand is showcased along with values, community involvement, and the mission of the organization, to attract potential candidates who will have an affinity to the messages being presented.”
D’Angelo is addressing employers in his article, cautioning them that “quite often the real job preview video will miss the mark in delivering a real job or position preview and instead incorporate the goals of the recruiting video.” But job-seekers would also do well to be aware of these differences in the stories employers tell with these videos and take them with a grain of salt.
Is the employer telling an overly rosy story about working for the organization? Or does the story unfold with a realistic view of the job, including the challenging aspects of working there?
A recruiting story might entice a candidate to work for an organization. “The goal of a recruiting video is to recruit employees,” D’Angelo writes. “This is usually achieved by selling the brand, communicating the culture and values of the organization, as well as the mission.”
But if the story presented in the recruiting video doesn’t match the reality of what it’s like to work there, the job-seeker may feel duped and may not stay in the organization even if recruited. That’s why, as D’Angelo writes, “the goal of the preview is to match the right people with the right jobs as well as increase retention and lower turnover. The preview should be performed in a style that generates interest while discussing the realities of the position being discussed. Genuine real job preview videos discuss both positive and some challenges of the position. Giving a realistic glimpse of the culture and the mission of the organization will go a long way in retaining talent.”