The other day we noticed something very interesting with a job listing post from our friends over at Inflection, which builds a search engine for digital public records. Back in April, they posted a job for a Front-End Developer previously on our jobs board, ZURBjobs, and it did fairly well. But when they recently reposted the job, they added one little change — a video about their company culture.
The listing has only been up for less than a week and engagement has already jumped. Visitors spent 3:04 minutes reading the listing, 53 seconds more than when the listing was previously published in April.
Visitors were not only staying longer on the page, they weren't bouncing immediately out and not checking out other pages. The bounce rate on the post decreased from 83% down to 74%.
The exit rate also saw a sizable decrease, going from 77% in April-May to 67%.
And all Inflection did was add a video that not only described the company, but gave a taste of the culture involved. Take a look:
Don't Just Give Them A Video, Give Them Something of Value
So what's going on here? Is it just the video being added? No, not really. It has a lot to do with the quality of the video and the content of the video. It's pretty high quality, well-made and does the job of communicating these things:
- The company — The video does a good job of telling visitors what Inflection is, what it does and how it does it. Or, as one employee puts in it five words or less, 'Inflection is revolutionizing public documents.'
- The culture — Notice how Inflection workers talk about not only the fast-paced, constantly changing workload, but also about how the culture values a healthy balance between life and work and what it does to maintain an employee's work-life balance. More than that, they don't just tell viewers they do these things, they actually show how they do these things, such as featuring the Zen Room or the organic salad bar.
The video, however, isn't just a tour about the company. It strives to complement the job posting, so that potential candidates get a sense of who Inflection is and what it's all about, which gives viewers something of value rather than just some random, unedited home video.
Adding a video can not only help drive engagement as we've seen here with the Inflection video. It may even help with conversions. In fact, some studies shows that adding videos not only increase engagement, but can help with conversions. One-third of visitors were likely to watch the video. People were 85% more likely to make a purchase where there was an educational video on the page. In one case, shoppers were 144% more likely to make a purchase after watching a video on one housewares retailer's site.
However, the key to getting more engagement and turning that engagement into conversions isn't just throwing up any old video. That video, like the Inflection video, not only has to be well-made, but must relate to your target audience. Inflection got that, making a video that related to a potential job candidate. In other words, you can't just throw up a crappy, digital camera video on a website and expect to get an increase engagement. You have to give visitors something of value, something they'll remember.