Steer Clear of the "Basic" Method
Imagine that you are a potential candidate who is thinking about applying for a position at an important museum. When you go to the museum's website, you find a recruitment video that has footage of the museum's interior that is dimly lit and features staff members speaking directly to the camera in a monotone voice. The video is devoid of any visually interesting content and does a poor job of effectively communicating the advantages of working for the museum.
As a consequence of this, you do not feel a strong desire to submit an application for the position. If the museum can't even put together a simple recruitment video, it raises questions about how much they value their employees and how much they invest in the culture of their workplace. The museum's reputation as a potential employer may suffer as a result of this experience, which will make it less appealing to talented individuals.
Imagine, on the other hand, that the museum had produced a high-quality recruitment video that included visually appealing footage of the museum's exhibits and events, in addition to visually appealing footage of engaging interviews with members of the museum's staff. This video would be an effective means of communicating the benefits of working for the museum, as well as displaying the museum's commitment to its employees and the culture of the workplace. As a consequence of this, you will have a more favorable impression of the museum as an employer and will have a higher likelihood of considering applying for the position.
In a nutshell, a low-quality recruitment video can be detrimental to an organization's reputation and the staff's perception of the culture of the workplace, whereas a high-quality recruitment video can effectively communicate the advantages of working for the organization and demonstrate the organization's dedication to its staff members. Spending more money on a recruitment video has the potential to pay off in the long run by increasing the organization's chances of attracting top-tier talent and enhancing its reputation as an employer.
Some Examples
There are several examples of situations in which an institution's reputation was harmed or a backlash was produced as a result of having a limited budget for a recruitment video.
One good illustration of this is the Cleveland Clinic, which is a not-for-profit academic medical center that had difficulty recruiting highly qualified individuals due to a restricted budget for its recruitment videos (Cleveland Clinic, n.d.). The videos primarily included footage of the interior of the hospital, as well as staff members speaking directly to the camera. Unfortunately, this failed to engage potential candidates. As a consequence of this, the Cleveland Clinic was subjected to criticism from its staff members, who believed that the hospital was failing to invest in its workplace culture or in its ability to recruit the most qualified individuals.
Another illustration is the New York City Police Department (NYPD), which was criticized for its recruitment videos because the messages in the videos were not clear and the department did not convey the advantages of working for the agency in an effective manner (NYPD, n.d.). The videos' limited budget contributed to a lack of clear messaging, which led to negative feedback from prospective employees who were unclear about the advantages of working for the NYPD.
In general, the preceding examples illustrate why it is necessary to allocate a larger budget to the production of recruitment videos. This is necessary in order to effectively communicate the advantages of working for the organization, as well as to prevent the institution's reputation from being harmed or the emergence of backlash.
Prices for Professionals, Including Day Rates, etc.
Because there is constant competition for visibility online in today's attention economy, it is essential for businesses to make investments in the production of high-quality recruitment videos in order to attract the most qualified candidates. The video should be visually appealing, engaging, and effective in conveying the benefits of working for the organization, all of which can be helped along by larger budgets.
Larger budgets are required for a number of reasons, one of which is the fact that they enable organizations to employ professionals who are competent in the production of high-quality recruitment videos. This includes the use of professional equipment, the hiring of a production team (like Goodsides), and filming in visually appealing locations. Day rates or cinematic prices, which are industry standards that are based on the complexity and scope of the project, are typically what these professionals charge their clients. On the other hand, hourly rates are not typically adjusted to reflect market conditions, which can lead to increased expenses for the organization.
A comprehensive pre-production coordination and scripting process, both of which are absolutely necessary for the production of an efficient recruitment video, can be made possible by budgets that are higher.
During pre-production, you will do a lot of planning and organizing for the different aspects of the video, such as where it will be shot, who will be in it, and how it will look and feel overall. Scripting entails the creation of a message that is both clear and succinct, with the goal of effectively communicating the advantages of working for the organization. These two stages each require a certain amount of time and resources, which can be made easier with increased budgets.
In terms of the ranges of budgets, a low budget for a recruitment video could be in the range of $1,000 to $5,000, which would likely result in a basic video that may struggle to capture the attention of potential candidates. A more professional production and scripting, as well as the use of visually appealing locations and high-quality equipment, could all be made possible with a more moderate budget ranging from $5,000 to $20,000, respectively. A substantial budget, in the range of $20,000 to $50,000 or more, would make it possible to take a more cinematic and all-encompassing approach, as well as to recruit the most talented individuals and implement cutting-edge production methods.
When it comes to bringing in top talent in today's attention-based economy, investing in recruitment videos with larger budgets may be absolutely necessary.
Organizations are able to create high-quality recruitment videos that effectively communicate the benefits of working for the organization by hiring professionals who charge day rates or honor cinematic prices, and by allowing for comprehensive pre-production coordination and scripting.
Three Scenarios
Scenario 1: Low budget ($1,000-$5,000)
- Short video (1-2 minutes in length)
- Filmed at a single location (e.g. the museum)
- Limited use of b-roll footage or additional locations
- Basic scripting and pre-production coordination
- Limited use of professional equipment or special effects
- May require the use of in-house staff or volunteers for on-camera talent
Scenario 2: Moderate budget ($5,000-$20,000)
- Medium-length video (2-4 minutes in length)
- Filmed at multiple locations (e.g. the museum and nearby landmarks)
- Use of b-roll footage and additional locations to add visual interest
- Comprehensive scripting and pre-production coordination
- Use of professional equipment and special effects (e.g. drone shots)
- Use of professional on-camera talent (e.g. actors or museum staff)
Scenario 3: High budget ($20,000-$50,000 or more)
- Longer video (4-6 minutes in length)
- Filmed at multiple locations (e.g. the museum and various landmarks or events)
- Use of b-roll footage and additional locations to add visual interest
- Comprehensive scripting and pre-production coordination
- Use of professional equipment and advanced production techniques (e.g. special effects, motion graphics)
- Use of professional on-camera talent (e.g. actors or museum staff)
- Opportunity for more comprehensive marketing and promotion efforts
In each of these cases, it is essential for the museum to thoughtfully consider their objectives and their intended audience in order to select the budget that will meet their requirements in the best possible manner. A basic recruitment video that focuses on the museum's mission and culture may only require a low budget, but a more comprehensive and cinematic video that showcases the museum's attractions and events may require a higher budget. A lower budget may be sufficient for a basic recruitment video that focuses on the museum's mission and culture. At the end of the day, the budget will be determined by the particular objectives and resources of the museum.
If you need a partner for discussing video budgets, or comparing options, let us know via email.
