Bank of America welcomes visitors/candidates with a video host on its career site.  This adds engagement and personalizes the experience.

The video auto plays the first time you go to the career site and remebers you to not auto play again next time you visit the site, a nice feature.  You can replay the video by clicking Replay video host, although you do not have mute, pause, stop or other controls.  The welcome is also available in a transcript, nice touch in the spirit of the ADA.  One minor or odd thing, the video host looks like she's melting away or of has no feet.

B of A also use video in other ways.  They repurpose a commercial on their careers page, clever video, so the video works.  They have video in their Jobs Areas and in the Campus recruitment section.  These video provide a glimpse into one of the largest banks in the world.  I don't know if they are, but some of the video seem scripted and unauthentic.  The video are all talking heads, the videdo would benefit from more visual appeal. Adding more onsite footage, showing their people interact with customers, co-workers, etc.. certainly makes the video engaging. That help create the feeling in top candidates that "I want to be a part of this company."

Here's other ways to use video. Of course it's not just the use of video that will create greater candidate engagement, its aligning the employment branding message with your recruitment goals, as its telling the truth well told.

• A traditional overview of the company, its products and employer value proposition - Employer Branding
• A "day in the life" of an employee - Job Branding
• Profiles of individual employees
• "Why I work here" videos covering critical recruiting factors
• Facility tours
• Humorous videos demonstrating that your firm is a "fun place"
• Videos and highlights of company perks and benefits
• Videos of company events
• Videos that demonstrate the firm's excellent management practices

By: Ernest Feiteira
Career Corner Digital - "Where Video, Social Media, and Recruitment meet"
efeiteira [at] careercorner dot tv

In the NYC area, come to the next NY Recruiting Meetup. @efeiteira