Video advertising

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The term video application means the online application for a job or at schools or universities by means of a video message or the attachment of a corresponding data carrier to a written application.

The functional meaning of videos can be very different. Videos can influence the sorting of incoming applications as well as the selection order for aptitude tests and interviews . The importance of videos has grown significantly due to the mainstream of Web 2.0 and e-recruiting. This article focuses on newcomers to the profession and young business professionals .

General

The medium of video for application purposes first caught on in the USA, but is also almost universally known in German schools and universities. However, the term application video is misleading and should be replaced by ( my) personality video. Then it is factually correct and leads directly to the intended use. The employer receives added value through additional information that cannot be objectively communicated via any other medium than video, such as gestures, facial expressions, body language, sensual and linguistic expressiveness and much more. Such impressions allow conclusions to be drawn about some soft skills . Soft skills are an essential prerequisite for getting and keeping a job today.

Benefit expectation

economy

The expectations depend heavily on the size of the company and the level of qualification sought. While smaller companies prefer the so-called integrated retrieval solution (see Chapter 3.4) and combine the video concept with a simplified selection for job interviews, large companies aim for a multi-level improvement in efficiency starting with e-recruiting .

Large corporations

Some corporations have their own fine-meshed networks, so that they prefer to call up videos from a VoD (video-on-demand) storage. VoD is a secondary function of integrated systems. (Section 3.4) - theoretically also from YouTube. In 2009, 70% of all large German companies were already using e-recruitment & e-assessment . Pre-selection weaknesses in aptitude diagnostics are increasingly becoming apparent . In a somewhat simplified way, this means: Although the mass applications are obtained inexpensively, their impersonality in the application and unclear identities falsify the basic quota of the pre-selection with the result that the intended cost advantages are reversed. This problem exists across Europe.

Benefits for applicants

A personality video reveals parts of the I as a living carrier of knowledge. Companies experience the interface through which they and all other employees have to communicate in order to make the knowledge usable. Since in fact every company is interested in such early information to become acquainted with potential new employees, every self-confident applicant can also use this additional contact offer positively for himself.

Storage and transport of the video message

version 1

When it comes to video, the thought of YOUTUBE quickly comes up because these platforms allow name and title-based deep links. This category also includes selective providers (only job videos), but these are trivial because they do not offer any profile details. For many corporations, Youtube could be sufficient as a retrieval solution if this did not turn out to be to the disadvantage of the applicants. No applicant can be expected to present themselves on such channels, rarely revocable, on intimate questions of their own life plan.

Variant 2

Social networks : Although this alternative offers profile-like data on applicants, it cannot be found using a structured search mask. They are also designed for photos, not videos. Incidentally, social networks naturally deal with personal data even more indiscreetly than variant 1. Social networks do not play a role in the context of this article, especially since they are chargeable for application purposes.

Variation 3

Job portals usually cannot offer videos on their own and therefore sometimes recommend parallel mailing on DVD when applicants respond to a job advertisement or have been asked to apply. Despite the high handling effort on both sides, this method is still widespread, but is increasingly being replaced by integrated systems.

Variation 4

Integrated retrieval systems offer the highest level of comfort for companies:

  • Fast, profile and detailed search as in demanding job exchanges, i.e. including certificates, curriculum vitae, etc.
  • Videos integrated in search responses and hit lists
  • adapted to the complex multi-stage preselection cycles of medium-sized and large companies
  • Memory functions
  • automatic notifications for new profile-compliant applicants
  • Direct contact via webmail
  • very low usage fees

Advantageous for applicants:

  • easy handling, whether documents or videos
  • No application portfolios and postage
  • Unrestricted control over your own data and uploaded objects
  • Location management, d. H. Specification of desired regions of the new workplace with a click of the mouse
  • free use throughout

Integrated retrieval systems were to be found almost exclusively in Anglo-American until 2009, e.g. B. JSTN = Job Search Television Network in Chicago. In German-speaking, they are currently establishing themselves under the term business casting or business casting.

Requirements for a video

  • Applicants can create and save a 99-second application video free of charge. The individual application video is combined with a personality test (scientifically based). The personality profile is meaningful and helpful in the entire application process
  • At the same time, companies can use the platform to search for employees by finding applicants digitally, regardless of time and location, according to certain criteria and seeing their application video. Suitable candidates can be contacted.
  • An integrated matching program brings together the wishes of the applicants and the requirements of the employers

Requirements for a video

The personality video should be presented as an approx. 3-minute interview, with an - at least semi-professional - cameraman asking the questions. Your own script should contain at least the following keywords:

  • greeting
  • First name, age, current place of residence
  • Course
  • Desired activity possible in detail
  • Justification of personal suitability
  • Hobbies
  • external skills
  • Where do I want to be in 5 years?

It is also important: 1. Good pronunciation and a good outfit 2. Good picture quality in 16: 9 format 3. A sound level that is sufficient for PC speakers without active speakers 4. Cutting the video is counterproductive; the viewer no longer sees the original recording. 5. Absolute naturalness, e.g. B. “Talking with your hands”, if it is customary.

literature

  • Svenja Hofert : Job search and application in Web 2.0. How to use the internet as a career springboard. (Successful with XING, blogs, videos & Co.). Eichborn, Frankfurt am Main 2008, ISBN 978-3-8218-5951-4 , pp. 65-79.
  • Heinz Schuler , Stefan Höft: Aptitude diagnostics. In: Heinz Schuler (Ed.): Textbook of Personnel Psychology. 2nd, revised and expanded edition. Hogrefe, Göttingen et al. 2006, ISBN 3-8017-1934-0 , pp. 101-186.
  • Werner Dostal: Discrepancies between supply and demand on the labor market - results of a mismatch analysis. In: Seminar for handicrafts at the University of Göttingen (Ed.): Securing skilled workers in handicrafts against the background of structural changes in the labor markets (= contact study of economics. 2002). Mecke, Duderstadt 2003, ISBN 3-936617-08-2 , pp. 1-42.

Individual evidence

  1. ↑ Gabriele Peters-Kühlinger, Friedel John: Soft skills (= TaschenGuide. 128). 2nd, revised edition. Haufe, Planegg / Munich 2008, ISBN 978-3-448-09234-9 , p. 7.
  2. ^ Uwe Peter Kanning: Basics of psychological diagnostics. In: Uwe Peter Kanning, Heinz Holling (Hrsg.): Handbook of personal diagnostic instruments. Hogrefe - Verlag für Psychologie, Göttingen et al. 2002, ISBN 3-8017-1443-8 , pp. 47-92.
  3. ^ Maarten HJ Wolbers: Job Mismatches and their Labor-Market Effects among School-Leavers in Europe. In: European Sociological Review. Vol. 19. No. 3, 2003, ISSN  0266-7215 , pp. 249-266, doi : 10.1093 / esr / 19.3.249 .
  4. ↑ Jochen Mai: “ The Career Bible ( Memento of the original from March 17, 2011 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. " @1@ 2Template: Webachiv / IABot / karrierebibel.de
  5. ↑ Monster.de: Video application: Seriousness is the key! (accessed on May 13, 2011)

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