How to Create Video Production Leads: A Recruiter's Step-by-Step Guide

Recruitment Marketing

7 minutes

June 10, 2025

Written by Hirex

Did you know people remember 95% of messages from videos, compared to just 10% from text? No wonder video production leads are changing the game for recruiters.

Finding qualified candidates today requires more than just posting a job description. Video lead generation gives you an advantage, with 73% preferring to learn about services through short videos instead of articles. Additionally, videos are shared 1200% more than images and text, making them effective for recruitment marketing.

Video content has transformed how recruiters connect with talent. The numbers support this: 84% of marketers say video helps them secure valuable contacts. With YouTube having 122 million daily users, spending over 16 minutes on content daily, your potential reach is vast!

The good news? Using video for recruitment isn't complicated. You just need to know what works. This guide will walk you through everything step by step. Think of this as your roadmap to attracting top talent with effective videos. Ready to dive in? Let's go! 📲

Understanding Video Marketing for Recruitment Lead Generation

The hunt for great talent has never been more competitive. Video has become your secret weapon if you're looking to stand out from the crowd of boring job posts. Good visual storytelling takes recruitment from "here's a job description" to stories that grab attention and create quality video production leads.

Why Video Works for Attracting Candidates

Let's discuss psychology; our brains are wired for video! Combining sight and sound enhances memory retention compared to text. Job seekers prefer hiring manager videos 10 times more than standard overviews. Ever wondered why some recruitment campaigns feel different? 🤔

LinkedIn shows that 59% of candidates prefer videos over text for job opportunities. For recruiters, this is essential. With 82% of candidates job hunting on phones and 87% of mobile traffic being video, visual storytelling is crucial.

Targeting Gen Z and Millennials? Video is vital! A Google study found half of these generations said they "don't know how they'd get through life without video."

Key Benefits of Using Video to Drive Leads

The benefits of adding video to your recruitment toolbox aren't just theoretical - they're real and measurable:

• Job postings with video icons get 12% more views than those without and receive 34% more applications, with embedded videos seeing 800% more engagement.

• 78% of talent acquisition pros report that video enhances application quality, giving candidates a clearer picture of company culture and expectations for better-fit applicants.

• Videos showcase what makes your company special, attracting candidates who align with your values, which builds trust—candidates trust employees three times more than the company itself for honest workplace info.

• 88% of recruitment professionals using video say it prompts more responses from passive candidates, which is significant as 70% of potential candidates aren't actively searching.

• 80% of users say video increases application numbers, while 85% reported excellent ROI.

Setting Clear Goals for Your Video Recruitment Strategy

Before filming, plan! 📝 Your video strategy should have clear SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound). What do you want to achieve: more applications, better candidates, or a stronger employer brand? Your goals will guide content and tone, aligning with recruitment strategies.

Try setting specific targets like:

• Increasing application volume by X% for specific roles

• Improving candidate quality measured through interview-to-hire ratios

• Enhancing brand awareness tracked through video views and shares

• Reducing time-to-hire with more efficient screening

• Boosting engagement with passive candidates measured by response rates

Use data to assess video performance: track view count, engagement rate, and conversion rate. These insights enhance your strategy. Align your video recruitment goals with talent acquisition plans. Set clear targets, measure progress regularly, and maximize video content for quality leads.

Planning Your Video Production Process

The secret to a killer recruitment video happens way before anyone hits the record button. Good planning makes all the difference between videos that attract quality candidates and those that just sit there collecting virtual dust. 🎬

Identifying Your Target Candidate Personas

Consider candidate personas as fictional representations of ideal applicants. They are not mere job requirements but detailed profiles merging professional skills and personal traits.

Want to create candidate personas that actually work? Here's how:

• Start with real research: Talk to your current superstars in similar roles, pick the brains of hiring managers, and even reach out to those "almost hired" candidates

• Get specific about who you're looking for: What demographics, skills, qualifications, career goals, and personal motivations define your ideal hire?

• Figure out their pain points: What problems are they facing in their current jobs or job search?

• Learn where they hang out: Discover which platforms they use and how they prefer to communicate

When you have detailed personas, you can ditch the guesswork in your recruitment content! Instead, you'll create engaging videos that connect directly with the right people, clearly demonstrating why they should apply. Say goodbye to throwing darts blindfolded!

Determining Your Budget and Resources

Video production costs money - equipment rental, crew payment, location fees, music rights - it all adds up. Knowing these costs upfront helps you plan smarter.

Break your budget into these three main chunks:

• Pre-production costs: Scriptwriting, storyboarding, planning

• Production costs: Equipment, people, locations, talent

• Post-production costs: Editing, effects, graphics, sound mixing

Remember, quality and cost are linked. Better production usually requires higher investment; professional scriptwriting prices range from $300 to $30,000 depending on your choice of hire.

Ask yourself: What type of video do you need? How long? Do you require outside talent or effects? Good news: Video is a wise investment. CareerBuilder states that job posts with videos get 34% more applications, providing a solid return on your recruitment spending!

Creating a Content Calendar

A content calendar is like a roadmap for your recruitment video strategy. It helps you stay organized, makes team collaboration easier, and ensures you're consistently putting out great content.

Start by marking important dates - maybe use colors to make them pop:

• Regular series (like weekly employee spotlight videos)

• Industry events and special awareness days

• Times when you know you'll be hiring

• Seasonal recruitment needs

Next, move your calendar into a team tool like Asana, Trello, or Microsoft Planner so everyone can collaborate. This lets you assign tasks, set deadlines, and track progress.

Review what works! Identify videos that attract the most applications and engagement, then adjust your plans. This will improve video recruitment and generate stronger leads over time.

Creating Compelling Recruitment Videos

The quality of your recruitment videos directly impacts your ability to attract video production leads. The good news is that you don't need fancy equipment or a huge budget to create professional-looking content. You just need to understand a few basics! 🎬

Crafting Scripts That Engage Potential Candidates

Engage viewers in a recruitment video by avoiding a robotic job description. Create a conversational overview that highlights the role's appeal. Follow a clear script structure:

• First, hook viewers within 10 seconds (about 25 words) to capture attention and encourage continued viewing.
• Next, outline 2-3 key points that showcase what makes the opportunity special, like your culture, interesting challenges, or flexibility.

Authenticity beats perfection. Employees should be prepared, but scripted content sounds fake. Use general prompts for natural responses and ask fun questions, like from Inside the Actor's Studio, to help people relax.

Showcasing Company Culture Authentically

The best recruitment tool? Real employees sharing honest views about your company. Feature employees from various levels and career stages, not just executives.

People trust peers more than company leaders. 78% of talent acquisition professionals say video has improved application quality.

To authentically showcase your culture, capture footage of:

• Your actual work environment

• Team members interacting naturally

• Company events or traditions

• Day-in-the-life scenarios

Always be honest during this process. If the position requires weekend work or tons of travel, say so. This ensures candidates who apply are genuinely prepared for what the role actually involves.

Incorporating Strong Calls-to-Action

Every recruitment video should conclude with a clear call-to-action (CTA) guiding viewers on the next steps. A compelling CTA includes 3-5 action words, such as "apply now" or "learn more," to encourage immediate action. Job ads featuring video receive 800% more engagement while emphasizing a quick application process that prompts candidates to respond swiftly.

Don't forget accessibility! Videos with subtitles receive 40% more watch time, and 80% of viewers are more likely to finish watching videos with captions. This addition makes content available to more people, maximizing your potential for quality video production leads. 👍

Optimizing Videos for Different Social Platforms

Each social platform has unique traits that impact video performance. Remember this: platform-specific optimization is essential for generating leads.

YouTube is the second largest search engine, essential for recruitment videos. To maximize success, use keyword-rich titles and descriptions that rank well on Google. Create varying video lengths—detailed content for YouTube and shorter versions for other platforms.

LinkedIn excels in connecting with HR professionals and recruitment. Videos yield 20x more engagement and 5x more reach than other content types. With 70% of job seekers preferring video job posts, LinkedIn optimization is essential.

Facebook and Instagram videos should be 15-30 seconds. Use vertical videos (9:16) for Instagram; Facebook is less format-specific. The initial seconds are vital—users quickly choose to watch or scroll!

Don't forget TikTok! It's a goldmine for attracting younger talent, with 69% of Gen Z regularly active there. Short, authentic glimpses of your company culture shine on this platform.

No matter where you post, follow these universal rules:

• Add subtitles—85% of Facebook and 80% of LinkedIn users scroll with the sound off

• Match your aspect ratios to each platform—16:9 for YouTube, 1:1 or 4:5 for Instagram feeds, 9:16 for stories/reels

• Keep it short and sweet—social videos should stay under 30 seconds, while career page videos can stretch to 3 minutes

Live video is a powerful recruitment tool. Hosting Q&A sessions fosters real-time connections with candidates, showcasing your company vibe that static posts can't convey.

Don't rely on one platform. Repurpose content to maximize reach—your recruitment event video can become shorter social snippets. This method identifies optimal platforms for leads and improves strategies.