Now THIS is how to advertise a job for a veterinary surgeon

RE: Now THIS is how to advertise a job for a veterinary surgeon

Sarah Keir — Sun, 16 Jun 2019 20:56:02 GMT

[quote user="Arlo Guthrie"]

Or at least, I hope you will agree it's the way to do it ...

First some background.

I'm always trying to think of new and better ways of presenting job adverts on VetSurgeon and VetNurse. I've been struck by how many times I see people advertise common themes, like 'we're forward-thinking', or 'we're a friendly team', or 'there's a great atmosphere'.

Anyone can write this kind of thing, and so many times people have said to me that when they read it, it usually means that everyone is at each other's throats!

Video takes things up a step or two. Video, to a degree, allows you to judge for yourself. So I think to myself, we really need to get practices using video in their adverts more.

Smartphones make it really easy to film and publish a video. But I needed to demonstrate just how easy it is.

So I offered to go and make a recruitment video for Macqueen Veterinary Centre, who are currently advertising in the job section.

Important to say that a) I used nothing but a smartphone and the most basic, free editing software, and b) I've only had very limited experience doing anything like it before c) even this video, with multiple scenes, only took a few hours to make. A shorter, simpler one could be done in less than 30 minutes.

Anyway, my point is that if I can do it, anyone can!

Here is the result. I am not Martin Scorsese, and it is not the most highly polished production you are ever going to see (in some ways, I think that is a good thing).

But I hope you agree that this really gives so much more of a sense of what a practice is all about. And actually, I thought it came out surprisingly well, given it was just done on an iphone, and edited by a half-wit (me).

https://www.vetsurgeon.org/jobs/1523/

If you like what we've done, please use the share button under the advert, both to show others what's possible, and let's help these guys fill that job!

I will shortly be publishing a new guide to producing your own recruitment video. I will also be doing another video using some extra gadgets to make it more polished.

[/quote]

Can anyone point me the guide for producing recruitment videos?

Cheers, Sarah

RE: Now THIS is how to advertise a job for a veterinary surgeon

Arlo Guthrie — Tue, 04 Apr 2017 17:43:45 GMT

[quote user="leslie ellison"]Video quality is adequate, but vet practices that are serious about video recruitment really need to invest a little more time and money in building their visual presence. There's quite a lot of swaying in some of the footage - inevitable with a small hand held device, that can make the viewer quite queasy in shots of more than a few seconds. Also, the white-balance goes completely off in at least one of the interior sequences as the device struggles to match the darker subject in the foreground with the brightly lit background. It might sound picky, but how badly do you want a new colleague? The sound quality is also not good - it may be best to consider a voice-over approach if you have an echo prone location, envirinmental noise or poor speakers.[/quote]

leslie ellison - all fair comment, but I think you're slightly missing the point, which was to demonstrate with this first video what can be done by an amateur with nothing but a mobile phone.

Sure, the white balance is off, the sound is not as good as it could be, and there is some swaying.

But I'd say it is still a lot more interesting than just a text-only advert, and as I said in an earlier post, the next video will be made using some low cost add ons to cure these issues, so people can see the difference, and decide whether its worth buying the extra kit.

Personally, I think there is also a balance to be struck between high production values and realism/cost.

Realism: I think that if a video looks too polished, it looks 'staged'; less believable. Say what you like about this one, but I think it is obvious that it is 'real'.

Cost: Realistically, the average practice is probably unlikely to invest in a £1500 recruitment video; I'm trying to show that it's within everyone's reach, and that even a video that would be considered very amateur by a professional still adds a lot to a recruitment advert that you cannot do in text.

This is the beginning of a learning curve, and lots of very useful feedback here, including yours. For me, the next one needs to have more of a tour (using an affordable gimbal), and a better script (this one was done on the hoof), and of course using the other extras to improve sound, lighting etc.

RE: Now THIS is how to advertise a job for a veterinary surgeon

leslie ellison — Tue, 04 Apr 2017 15:41:11 GMT

Video quality is adequate, but vet practices that are serious about video recruitment really need to invest a little more time and money in building their visual presence. There's quite a lot of swaying in some of the footage - inevitable with a small hand held device, that can make the viewer quite queasy in shots of more than a few seconds. Also, the white-balance goes completely off in at least one of the interior sequences as the device struggles to match the darker subject in the foreground with the brightly lit background. It might sound picky, but how badly do you want a new colleague? The sound quality is also not good - it may be best to consider a voice-over approach if you have an echo prone location, envirinmental noise or poor speakers.

The informal chatty-ness is friendly - that's fine if that's the only offered benefit to working in a particular practice, but managers really need to ask themselves: 1) what is the kind of person we want to recruit actually looking for in a practice? 2) What have we got to offer that 'right kind of person' that will persuade them to throw in their lot with us? With those answered sorted, then write a script that leads the viewer through the practice both physically and professionally. In short - tell your practice's unique story that ends with the viewer making an enquiry about the position. With the right (and truthful) story, the right (and sincere) candidate will contact you. If this sounds like good sense but you need a bit of help with creating a compelling script that's authentic to your practice, let me know. It's what I do.

RE: Now THIS is how to advertise a job for a veterinary surgeon

Arlo Guthrie — Sat, 01 Apr 2017 09:55:55 GMT

Crikey - didn't expect it would divide opinion that much!

[quote user="Martin Atkinson"]There's a fine line between it looking spontaneous and rehearsed which it didn't hit[/quote]

Hmm - well, it really wasn't rehearsed. Ian and Jacky had two goes. Aileen, the star of the show, was a 'one-take-wonder'. She just stood up and said what she thought, without any practice at all.

[quote user="Judith Joyce"]The demographic of potential applicants is going to be rather different than most of those who post here, so i suspect cringing is inevitable[/quote]

I think there is something in this - ie the harshest critics are 'generation-cringe'!

[quote user="Michael Woodhouse"]I'm not sure what it adds TBH. [/quote]

Well, my earlier research showed the photograph jobseekers most wanted to see was one of the team. You could argue the same about that (ie what does a photo of a nice smiling team add? It doesn't mean they don't have the daggers out behind the scenes!).

This video, I think, gives that much more of a sense of the people and the way they genuinely seem to love working there.

[quote user="Michael Woodhouse"]I'd much rather see the practice, the layout, the facilities.[/quote]

A few people have said that, and point very much noted. As I said earlier, it is very difficult to capture the practice premises (ie moving around with the camera) without a gimbal, which will be used in my next example.

Also, we did discuss showing the equipment, but decided on balance that the people were the most important thing (every vet has seen a digital x-ray, so OK to have it in shot during an interview, rather than moving round saying 'here's the digital x-ray').

Anyway, this is only the very first attempt. I think even the critics see that the medium has potential. Now it's a question of refining it, perhaps using a more interview style when talking to people, more of a tour of the practice with a voice over, etc etc.

Also, you have to remember there is only very limited time in a video (I don't think they should be any longer than this), so less need to talk about specific job details, like CPD allowance, working hours etc), which are all a matter of fact and are better detailed using the written word. Filming is best for showing subjective things.

RE: Now THIS is how to advertise a job for a veterinary surgeon

Judith Joyce — Sat, 01 Apr 2017 09:25:40 GMT

It's a really good idea.

The demographic of potential applicants is going to be rather different than most of those who post here, so i suspect cringing is inevitable - bet Ian and Jacky were cringing when they were asked to do it, too. It is their practice so it seems right that they introduce it to me.

Would I have been more cynical if I didn't know the people and the practice - probably.

We all want to see detail of the practice - the emphasis here is on the people so we're not used to it -not sure where the job applicants sit on this. The slightly amateur appearance adds to the charm to me but a bit of research with the target population might show whether this or the slick corporate efforts have a greater evaluative conditioning effect

RE: Now THIS is how to advertise a job for a veterinary surgeon

Michael Woodhouse — Fri, 31 Mar 2017 21:48:47 GMT

I'm not sure what it adds TBH. We had a good look at the water distiller and the hoover. The staff room looks kind of like an old people's home. Who still buys branded Metacam? If I walked into a vet practice and they told me where I was "welcome to such and such" then I think I'd just turn around and leave. Way too cringe worthy for me and my simple Northern tastes.

I'd much rather see the practice, the layout, the facilities. The ability to get over different information over and above what you can put in an advert was lost. I don't think you can judge anyone from a video. What is a 'consulting veterinary surgeon' - does she not operate? I hate terms used that I don't immediately understand.

For me (pretending I was looking for a job) the video would reduce my interest in this particular job over viewing the written ad alone. I do think there is scope for the idea, but not interviews in grotty corners with uninspiring pieces of ancillary equipment.

RE: Now THIS is how to advertise a job for a veterinary surgeon

Martin Atkinson — Fri, 31 Mar 2017 17:15:37 GMT

[quote user="Clare Tapsfield-Wright"]I'm not sure that meeting the boss for the first time on video gives the best impression.[/quote]

[quote user="George Cooper"] I will admit to a cringe, and to pressing the stop button when you panned from one member to the next for their one-liners![/quote]I cringed and pressed stop as soon as the boss introduced himself. It wouldn't attract me to work there. There's a fine line between it looking spontaneous and rehearsed which it didn't hit and it tells you little about how it really is. Nice try Arlo and I'm sure I couldn't have done better but maybe I'm just like George!

RE: Now THIS is how to advertise a job for a veterinary surgeon

George Cooper — Fri, 31 Mar 2017 16:51:45 GMT

Whilst I like and appreciate the concept and (mostly) the execution I will admit to a cringe, and to pressing the stop button when you panned from one member to the next for their one-liners! But then, I am easily embarrassed!

RE: Now THIS is how to advertise a job for a veterinary surgeon

J G Wray — Fri, 31 Mar 2017 16:37:42 GMT

If you're in playful mood, have a look at Chris Hall's PetCam tour of the practice bottom of this home page

http://www.henleyhousevets.co.uk/index.html

RE: Now THIS is how to advertise a job for a veterinary surgeon

Clare Tapsfield-Wright — Fri, 31 Mar 2017 10:34:45 GMT

Hi Arlo

the first thing which struck me was what a diamond the young assistant vet is , very sincere , excellent presentation skills and her views would appeal to potential applicants

it is so very dependent on the individual's presentation skills and I'm not sure that meeting the boss for the first time on video gives the best impression. Might be better left till later in the video after positive things have been said by vets and nurses.

Maybe a little more about the area

will suit some practices more than others but definitely good idea . Good luck

RE: Now THIS is how to advertise a job for a veterinary surgeon

Arlo Guthrie — Fri, 31 Mar 2017 10:13:31 GMT

vs0u and emma o'connor thank you so much, that's really helpful - and I'm going to add your feedback to the new guide I'm writing.

The thing with doing a tour of the practice is that it means walking around with the phone, which looks awful unless you use a gimbal device to hold the phone whilst you walk. They are not very expensive, so it's certainly doable.

My plan was to start by filming something with JUST the phone, to show what anyone can do.

Then to do another with a gimbal, a better microphone, a dolly, a tripod and a light.

And finally, to hire a production company to show what a pro can do!

[quote user="emma o'connor"]Really good to see and hear the staff, didn't feel like they felt pressured into saying nice things!!! [/quote]

Actually, that and Aileen's bit were VERY spontaneous and completely unrehearsed, and I think the video just reflects what seemed to me to be a lovely atmosphere at the practice.

RE: Now THIS is how to advertise a job for a veterinary surgeon

emma o'connor — Fri, 31 Mar 2017 09:53:18 GMT

I felt the quality was certainly good for being filmed on a mobile phone, and did offer an insight into the practice. I would second the comment that more focus on the facilities such as a tour of the practice and equipment available would be beneficial, as well as maybe a brief discussion about provisions for CPD and support for further studying. Really good to see and hear the staff, didn't feel like they felt pressured into saying nice things!!!

RE: Now THIS is how to advertise a job for a veterinary surgeon

vs0u — Fri, 31 Mar 2017 09:44:01 GMT

The quality of the video seems very good! It definitely gives an idea of the feel of the practice.

And really nice to 'meet' some of the staff.

I think they could've used the video format more effectively to show you around the building, it's nice to know things like the size and layout of the rooms, and perhaps a short clip of the surrounding area to give and idea of where you might be buying your lunch etc.

It was quite vet focused, it would have been nice to have some short interviews with the nurses/receptionists too.

Also the info given was fairly repetitive, they mentioned that it was a great team and that they worked up cases to a high standard (which of course anyone can say!), which is obviously very important, but they could have talked a bit more about a typical working day or how duties are organised or how busy it is.

RE: Now THIS is how to advertise a job for a veterinary surgeon

Arlo Guthrie — Fri, 31 Mar 2017 09:30:41 GMT

Bumpedy-bump.

Would be really interested to hear what you think of the video - in particular:

Anyone: What do you think of the quality of the video? If you think it's good, are you surprised that it was made with just a mobile phone and very basic editing software?

Anyone who is, or can imagine themselves looking for a new job: Does it improve the advert, in other words give you more to go on when deciding whether to apply?

Anyone who is or might be recruiting: Does it persuade you that you should get your mobile phone out and show your practice off on video?