Video content isn’t just effective – at this point, it’s one of the dominant forms of communication on the planet. According to The New York Times, long-form articles are going out of fashion, and we’re now entering a “post-text world”.
All of that is to say that at this point, to say that video is an ideal way to get someone’s attention is probably a little bit of an understatement.
Everyone knows that video content is an effective form of marketing, for example. If you were using email to try to promote a VoD service that you’d just created, for example, simply using the word “video” in that message’s subject line can reduce unsubscribes by as much as 26%.
Why does that matter? It’s simple. If you’re a freelancer or remote worker trying to find a new job, you’re a part of the marketing game whether you realize it or not. Only, instead of spreading the word about a hot new product or service, you’re trying to raise awareness for the most important asset of all:
Why Video Matters
Whether you’re “cold emailing” or responding to a job listing, success always depends on your ability to get someone’s attention. To that end, email is about to become the best friend you ever had.
Imagine that someone in charge of hiring at a big company only has a limited amount of time – and they have an email inbox filled with potential applicants. They can get to two – maybe three – before they leave for the day, and they’ve got to choose their time wisely. Naturally, they’ll gravitate towards the ones that manage to immediately stand out in a crowd, right?
But what are the qualities that help decide whether someone clicks on your message, or sends it right to the recycle bin?
The same study referenced above revealed that using the word “video” in your email subject line cannot only boost open rates by a massive 19%, but it can also boost click-through rates by as much as 65%. So not only are you going to get someone’s attention – you’re going to keep it in a way that may just make all the difference.
But at the same time, using video alone is not enough to land you the job. If you really want to seal the deal, you’ll have to make sure you’re using video content in precisely the right way to make the most out of the opportunity that your email list represents.
Harnessing the Power of Video to Your Advantage
If you truly want to use video emails to help you land a new job, you need to acknowledge the fact that the video alone isn’t enough to get the job done.
You’re going to need to start with an outreach email – something primarily text-based that quickly establishes who you are, what your qualifications are, and why someone should bother considering you for the position in the first place.
In essence, you’re going to want to write the email version of a cover letter. You can only make one first impression, so you NEED to make it a good one. Remember that using the word “video” in your email subject line was what got them to open the message in the first place. The “outreach” part of your message is what is going to help that person think that you may be worth their time.
The video that you include along with that email is what is going to prove it.
Think, for a moment, about all the things that video can do that words alone cannot. Video is emotional, for example. People can hear the tone in your voice. They can see the look in your eye. They can sense how seriously you’re taking a particular subject.
These are all qualities that you’ll need to use to your advantage.
Naturally, the video that you’ll make will need to be different based on the position you’re applying for. Don’t even think about trying to create a “one size fits all” video clip that you can send out for dozens of different open positions. Address the person you’re applying to by name, bring up specific reasons why you’re the right fit, etc.
But by all means, play to the strengths that only video brings with it. Let people feel how badly you want this position (without getting desperate, of course). If you’re applying for a video editing position, for example, don’t be afraid to include clips from some of the OTT content you’ve created in the past. If you’re trying for a new graphic design job, include images of some of the work you’ve done.
The key is to understand what video can do that other formats cannot, and then use that insight to your advantage. If you’re able to do that, you’ll do a lot more than just make a good first impression.
You’ll bury into someone’s head in a way they won’t be able to forget anytime soon. For any job applicant, rest assured that this is a very exciting position to be in.
Last modified: February 4, 2019