Video is only part of the candidate attraction mix but is an increasingly compelling tool in attracting passive candidates, according to Andrew Wilkinson, chief executive atresourcing and communications business TMP Worldwide.

According to UK Online Measurement Company (UKOM)/Nielsen Video Census, in June 2011, 26m people watched 2.3bn videos for a total of 6.4bn minutes. Per person that equates to an average of 87 videos viewed for an average of 4.1 hours per month.

Wilkinson told Recruiter: “Video allows you to bring to life the brand in a way that other types of creative channels don’t. People are seeing video more and more as a powerful tool to change perceptions.

“Video in itself isn’t the be all and end all. You have to see video as one aspect of an integrated multi-channel campaign because I don’t think in itself it will deliver everything you need to deliver through video content.

“Video content sits within a campaign for a certain sector of your target audience and is more powerful, more engaging and in a sense perception-changing. In other parts of your audience you may have other people that are fairly engaged anyway and that’s fine. You can deliver display advertising and drive them to the website, but where you’re trying to dislodge or shift perceptions of individuals out there or get passive jobseekers to become active, then you need to do something that is going to unlock that inactivity, which isn’t going to be something that is two dimensional.

“It is probably more for the tough end of the market rather than bog standard recruitment. Lots of channels will work for mainstream recruitment campaigns but when you’re looking at building brand and finding the passive jobseeker, then video is a more powerful tool as part of the mix.”