What is Interactive Video?
Interactive video allows the viewer to choose their own path through the content. It uses a similar methodology to traditional 'choose your own adventure' books. These would allow the reader to read a page and then ask them to choose what should happen next in the story. They were able to do this by flicking to a different page, depending on the desired choice. Interactive video platforms do the same thing, but they automate it, so that all the viewer has to do is click the button they desire and it will lead them through to the next step in the story. This allows the viewer to control their experience.
Why is it useful for recruitment and onboarding?
Interactive video is an extremely useful tool for recruiting and training because it gives the audience more opportunity to find out information on their own terms. It also allows the recruiter to working in tests and gamification which can make for a more valuable, enjoyable and socially sharable experience. Another benefit of interactive, is that it encourages the audience to engage more closely with the content. It is a far more involving experience, which leads to a more proactive response when it is finished.
Experience a role, company, position
Then there is the benefit of allowing a potential candidate to ‘poke around’ and learn more about your business, the role and what they can expect from the job. This is illustrated by the ‘Investment Factor’ which Casual UK produced for Allianz Global Investors. Allianz GI wanted to help graduates to understand what investment bankers actually do. They also wanted to combat the negative perceptions in the market.
We made a similar film for ABinBev with recruitment marketing agency, Havas People:
This case study video demonstrates the power of interactive to illustrate company culture and what is expected of new joiners early on in their career. Brewer ABinBev commissioned the project in part to combat the number of people who applied for roles with the company and then were shocked to find that every day wasn't spent tasting or drinking beer.
Both of these videos won Best Interactive at the Recruitment Advertising and Design Awards in London.
Interactive and Virtual Reality (VR)
One interesting way to use VR is in showing off different areas that your potential employees might end up working. You can see how this might work in this example, which while not strictly recruitment, does a good job of introducing the viewer to the space at the Old Vic Theatre:
Forgive the fact that this has the same music as the Allianz GI film - we're so cost-effective, we seem to have reused it!
Casual's Top Three Tips for Interactive
1. Have a reason for it being interactive.
Too often commissioners/producers use different production/distribution methods as a crutch for poor storytelling. It is essential that the fact that it is interactive serves what you are trying to communicate. Build it and they will come doesn’t work here. Look at the examples above if you need a little inspiration.
2. Plan, plan, plan.
Looking at a decision tree, it can be scary how complicated they can be. There are a number of specialist providers who can help you bring the whole thing to life. All you need to do is have a clear plan with a scene list and then shoot each scene as you would if you were making a normal film with a linear narrative. The key is working it all out logically on paper and then, when you’re happy, get going.
3. Get to the interactive early.
It’s useful to establish for the viewer that the video they are watching is actually interactive. Too many interactive videos fall into the trap of having too much establishing material before the viewer gets to make a decision on anything. They know that they are supposed to be making decisions and so get bored quite quickly if they have to wait. It can be something really simple, but get them to engage early and establish the mechanic for the rest of the video.
If you are thinking about creating some interactive video, and we would recommend it, because we love it. Drop us a note on: firstname.lastname@example.org and we'd be happy to discuss how to approach it, no strings attached.