SodaStream unveiled a recruitment video on YouTube on January 31 of this year. Creatively, it’s one of the best I’ve ever seen. In addition to creating a great video, the company supports the initiative with a microsite.
- Bad title. The company uploaded the ad to YouTube and titled it “SodaStream’s Join the Revolution.” Now, the problem with that is the undeniable fact that so few people actually search Google in with this key phrase. The company would’ve done itself a big favor by having a title along the lines of “Jobs at SodaStream – Join the Revolution” or similar.
- Bad description. Aside from a list of credits, which is totally useless if we’re talking about recruiting people, here is the actual text: “Watch what happens when SodaStream’s CEO meets ‘The Mountain’ and puts him to work! Some people save the planet, others move mountains. At SodaStream, we do both, before our lunch break.” Thankfully, the words “work” and “SodaStream” are in this description, because that’s all it has going for it. In addition to this copy, SodaStream could’ve talked about where they’re hiring, what they’re hiring, how they’re hiring, etc. YouTube gives you unlimited space, and SodaStream failed to strategically use it.
- No link. The body copy should have a direct link to http://people.sodastream.com. This is such a simple tactic that so few employers implement. Don’t make job seekers go to Google or somewhere else looking for a link, and many don’t know you can click the video or even watch the entire video.
- Failure to share. As of this writing, SodaStream has yet to add this video to the company’s Videos page. I appreciate the fact that this is the corporate site, but why not pimp your employment video with your consumer content? Plus, the embed on the corporate site would help the YouTube video gain visibility on search results. By the way, good luck finding job postings on SodaStream.com, but that’s a whole separate blog post.
- Neglecting anonymous employee review sites. SodaStream did a bang-up job sharing the video on Facebook and Twitter, but the vides are absent on Glassdoor and Indeed, the two most-popular review sites in the world. In fact, SodaStream hasn’t even claimed its page on these two popular job search destinations.
- Overlooking Google AdWords. If the company doesn’t care about organically ranking on Google for “jobs at SodaStream,” it should at least spend a little cash and show up as an advertisement. Same on YouTube, the second most popular search engine on the planet. Now, I may not be seeing ads, because I’m not targeted, but I doubt it.
Year after year, companies spend big money at the behest of high-priced agencies, and beautiful ads are the result. Unfortunately, again and again, the execution on these videos in regards to actually moving the recruitment needle are disappointing at best, a total waste of money at worst.
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