conclusion themselves. So even if you get the content right in a lin-ear
video, the delivery mechanism or viewer experience, is broken.
It’s time to shift your audience from the passenger’s seat to the
driver’s seat by giving them choices while delivering the content
your audience craves. Get them thinking that you’re innovative
without even mentioning the word.
THE ERA OF INTERACTIVE VIDEO
It’s all about giving the viewer a unique experience matching or
exceeding their expectations. Imagine a video with all the func-tionality
of a microsite. Today’s interactive video platforms like
HapYak enable viewers to control what content they watch,
download additional content, complete forms and click to other
webpages from within the video. In short, viewers’ expectations
can be met because they’re driving content and navigating their
own path through the video.
Rand Worldwide was challenged to fill sales positions across
North America and was inundated with irrelevant resumes. First,
research was conducted into the characteristics of ideal candidates
matched against the company values so that the two could blend
together into five powerful content streams.
Once the strategic direction was clear, employee brand ambas-sadors
were interviewed – across departments – who shared
personal stories that would resonate with potential candidates.
The final product allows viewers to select the content that reso-nates
with them rather than watching the entire video from start
to finish. They are given a choice to search open positions at any
time since call to action buttons link directly to the career portal.
Interactive videos work like websites, every interaction can be
tracked. They provide sophisticated analytics and data-based
insights such as what content viewers like most, which documents
were downloaded and which websites viewers visited because of
the video. The stories told by data equip HR managers with pow-erful
insights that elevate the value they bring to the organization
such as which topics candidates are most interested in, whether
they rewind the video to review key parts and how the career land-ing
pages are performing.
ENSURING VIDEO SUCCESS
Understanding job seekers’ pain points and crafting a
candidate-centric approach for a recruitment video ensures that
more tailored content is created. Serving up content in an engag-ing
format means they will be better informed about a potential
organization and will self-identify if they’re a good fit. Interactive
videos enable this important step before the candidate usurps time
with an HR interview.
Producing videos that provide measurable results isn’t just
about leveraging the latest technologies. It’s about taking a strate-gic
approach, asking the right questions and using the appropriate
tools to produce work that delivers on measurable HR talent
acquisition objectives. n
Cyrus Mavalwala, ABC, MC is an award-winning communication
strategist, trainer and speaker with Advantis Communications.
Custom buttons give viewers the option, at any time, to
return to the main menu to select another subject or jump
directly to the list of job postings
Peter V. Matukas
Employment Lawyer & Workplace Investigator
BA, LLB, AWI-CH
(See our article on workplace harassment on p. 29)
• Workplace harassment and sexual
• Company policy violations
• Workplace misconduct
• Workplace violence or threats of
• Retaliation and Reprisal
295 The West Mall, 6th Floor, Toronto, ON, M9C 4Z4 Ph: 416.798.2722 e-mail: email@example.com
36 ❚ DECEMBER 2018 ❚ HR PROFESSIONAL