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Why you should be using video content in your 2023 early careers recruitment marketing campaigns

As we are sure you know, there are always new trends to follow when it comes to delivering the best recruitment marketing and an important trend for 2023 is video content, especially short form.


There were an estimated 3.37 Billion internet users consuming video content in 2022. This is estimated to grow in 2023.

82% of global internet traffic in 2022 came from video

88% of video marketers are satisfied with the ROI on their video marketing

96% of people turn to videos to learn more about a product or service

90% of consumers watch videos on their mobile devices

*Statistics are from Social Shepherd

Short-form and long-form videos

There are two types of videos you can create: short-form and long-form. A common question we get asked is ‘What is the recommended length for a recruitment marketing video?’. Honestly, it really depends on the platform, the type of video you want to create and many other factors. But as a rough guide, anything from 15 - 60 seconds for short form and under 10 minutes for long-form videos is what we typically recommend.

Out of all video formats, short form is the main trend for 2023, as it produces the highest ROI and engagement. It’s a chance to get more creative and showcase your company in a different way. To attract your audience, authentically is key. Videos will always perform really well if you include authenticity and have a fun/upbeat feel to the video! Reels and TikTok videos are great examples of short-form content, and it is definitely something you should consider using to increase your brand awareness and engagement. Additionally, you can also add a trending sound to your TikToks or Reels, to help your videos to reach a larger audience.

Even though there’s a massive push for short-form videos, you shouldn’t disregard long-form videos completely, they also have many benefits. For example, if someone wants to learn more about your company, they might prefer a longer, in-depth video to better understand your values as a business. Moreover, it can leave a long-lasting impression if you create a captivating, informative video that answers their questions. You can even use short snippets of your long videos as social media posts, then direct your audience to watch the full video using a call to action.

Platforms you should be using

It’s important to keep up to date with the latest social media platforms, especially if your target market is Gen-Z. Please see below a list of the most popular social platforms and why you should be using them:


This platform became the number one social media app in 2022 and it’s not going anywhere. TikTok is all about short-form video content and showing an authentic, genuine and fun view of your business.


It has been around for many years and there are many features on this platform that you can be utilising to promote your business, for example the stories, lives, reels and the IG shop). It’s a great way to drive brand awareness and increase engagement for your company.


It can be a great way to showcase your business, by uploading long-form videos about your company culture, why people should join you and Q&A interviews with employees etc. In the past, YouTube was mainly focused on long-form videos, however ‘YouTube Shorts’ have become extremely popular and the results are extremely positive so far.


The age demographic is slightly older, however you can use this to your advantage by targeting adults, especially parents/guardians. They will see your video content and potentially tag their child, or anyone they think would be interested in the opportunity. It’s also worth considering using Facebook reels, because they are becoming increasingly popular.

Work with us (NGTU Create)

To help your company create high-quality recruitment videos, we offer content creation packages, from planning and shooting to editing and execution. These videos can be posted to YouTube, Facebook, Instagram, TikTok and more! No matter the location, we can travel anywhere in the country to film your content. Additionally, we can set up paid ad campaigns on Facebook, Instagram, Snapchat and TikTok, using the content created by our NGTU Create team.

Our main goal is to help you fulfil your recruitment needs, and we strongly believe video content is the way forward to engage with the Gen Z audience. If you want to work with us, please drop us an email or give us a call 0203 691 2800.

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