Firms Use Video to Market Graduate Programs
Financial services firms are increasingly using branded video content to attract early-career talent. Suncorp recently published a video showcasing its graduate program, reflecting a broader trend of leveraging transparent, "day-in-the-life" content to appeal to digitally native Gen Z candidates.
- Suncorp's use of video is part of a multi-stage screening process that funnels over 10,000 applicants for roughly 60 graduate roles; after an initial online application and testing, candidates must complete a pre-recorded video interview before being considered for a final interview. - Bulge bracket banks commonly use pre-recorded video interviews as a first-round screening tool to assess both behavioral and technical skills before inviting candidates to more intensive "superday" assessment centers. - The return on investment for video in talent acquisition is measured through metrics like reduced time-to-hire, lower recruiting costs, and improved quality of hire. Job postings that include a video receive a 34% higher application rate. - This trend is a direct response to Gen Z preferences, as 91% of students in this demographic prefer watching videos for learning purposes, and they actively use platforms like YouTube and TikTok to research potential employers. - Beyond marketing, video is being integrated to showcase authenticity; candidates are over 2.5 times more interested in hearing directly from a hiring manager in a short video clip than watching a polished corporate overview. - The focus on early talent acquisition in financial services is driven by a recognized skills gap and the need to build a future leadership pipeline, with a high demand for graduates possessing digital and tech skills for roles in areas like data analytics, cybersecurity, and financial software. - While technical knowledge is essential, financial services recruiters are increasingly prioritizing the assessment of soft skills like communication, problem-solving, and adaptability during the hiring process. - Platforms like Citi's "Match Me" tool, which uses AI for personalized job recommendations, and Forage, which offers virtual job simulations, represent the broader push towards a more digital and interactive candidate experience in finance.
