Leading Australasian food and beverage company, Lion, employs approximately 6700 people in Australia and New Zealand. Their powerful employer branding strategy harnesses video to guide candidates through their hiring process and promote their brand.
In addition to an attractive careers page, Lion showcases lots of informative and engaging videos that guide candidates through their hiring process. The videos are informative and helpful to candidates, while at the same time giving Lion the opportunity to showcase their culture and values too.
The three-part video series, featured on their “How we hire” page, serves a different purpose to their careers video. The series is designed to develop candidate expectations around the hiring process – not only in what Lion expects from them, but what they can expect from Lion.
Their first video in the series, entitled “How we hire: Application”, introduces candidates to Lion’s work, culture, and values, and shapes their expectations. They use great local shots instead of stock footage, which gives their videos an authentic feel.
“At Lion, we’ve built a talent acquisition process that balances you, the candidate, and Lions interests at heart equally. Our purpose in the talent acquisition team is to create an experience that is insightful and gives everyone the information they need to make the right choice for them and their hiring leaders.”
The video showcases the company’s four guiding principles:
- Keep our promises and act fast
- Help you shine
- Providing timely feedback that will help you along the way
- Create a space where you can share your passion and have fun.
“We genuinely want you to feel well-prepared, and give you the best opportunity to show how you are the right person for the role in a fair an unbiased environment.”
“Every process will differ slightly, but we really want to be transparent and embody the Lion culture throughout the process. We’ve created an environment where you can really be yourself, because we really want to hear about your different experiences, backgrounds, and what’s important to you.”
This strategy is particularly effective in talent attraction, as it speaks directly to candidates.
The video concludes by giving candidates useful advice about preparing to apply, encouraging candidates to learn about the role, the business, and Lion’s values, and to keep their application relevant and concise.
Keeping candidates at the forefront of your mind when designing your recruitment strategy is the best way to attract top talent. Lion’s video series is an effective, replicable strategy which your organisation can use to help guide candidates through your application process.
How does your organisation incorporate video into your recruitment process? Let us know in the comments!
Source
How we hire, part 1 of 3: Application
Lion Careers
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