The Power of Visuals in Recruitment: Why Video Content is No Longer Optional
In the latest episode ofThe MorePeople Podcast, Managing Director Richard Hanwell is joined by Chris England, Co-Owner and Director of PVS Media, to explore the fast-evolving world of visual content and why it's become essential in today’s recruitment landscape.
Chris and his team at PVS Media work with businesses of all sizes, from SMEs to blue-chip companies across the UK and increasingly into Europe. They produce a wide range of visual content, from photography to video, animation, and green screen production. But what’s really changed in recent years, he says, is the way businesses and consumers have embraced video and why it's no longer just a “nice to have.”
How the Pandemic Changed Visual Content Forever
Chris reflects on how the pandemic was a tipping point for video adoption. As Zoom and Teams became the norm, people grew more comfortable seeing themselves on camera and quickly realised the difference between low-quality and high-quality content. As expectations rose, businesses started investing in doing it right.
Social media platforms have evolved accordingly. “TikTok is only video. Instagram, Facebook, they’re all becoming video-first platforms,” Chris explains. And if your brand isn’t part of that evolution, you're at risk of being left behind.
Why Video Is Essential for Recruitment
Richard and Chris shift the conversation to recruitment and the massive opportunity for the sector to embrace video more strategically. Chris notes that forward-thinking agencies are starting to use content not just to sell roles, but to build relationships with passive talent.
“You’re only ever speaking to 5% of the market who are actively job hunting,” says Chris. “What about the other 95%? How do you warm them up, so they think of you first when the time is right?”
That’s where give content comes in: educational, insightful, and helpful video that offers candidates real value without a hard sell. From CV tips to FAQs and interview advice, content that gives builds trust and puts your brand top of mind before anyone even hits ‘apply.’
Video Builds Trust Before the First Conversation
A key takeaway from the episode? Video creates familiarity and with it, trust. “If someone sees you on screen, their brain believes they’ve met you,” Chris says. That makes the first actual conversation feel like a second or third interaction. It accelerates the trust-building process in a way no static job advert can.
Richard reflects on how powerful this could be across sectors like food, agriculture, and logistics, industries that often struggle with talent attraction despite being full of purpose, innovation, and opportunity. “We’re proud of the UK food industry, but people don’t see it. More video would change that.”
7 Hours, 11 Touchpoints, 4 Channels: The New Buyer Journey
Chris shares insights from Google’s "7-11-4" marketing model: before making a decision, the average consumer will spend 7 hours with your content, across 11 touchpoints, on 4 different channels.
Whether it’s buying a car, booking a holiday, or applying for a job, the same rule applies. Candidates want to know the company they’re applying to. They’ll browse your website, LinkedIn, podcast, YouTube channel, team bios, and more. If you aren’t telling your story in multiple places, someone else will.
One Piece of Advice for the Next Generation
As MorePeople celebrates 24 years in business, Richard asks Chris what advice he’d give his 24-year-old self. His answer? “Read more business books.” Chris credits authors like Tim Ferriss, Steven Bartlett, and Gary Vaynerchuk for helping him sharpen his thinking and grow faster. "Just one or two ideas from each book can turbocharge your business."
Oh, and one more bit of wisdom: “Move more. Eat less.”
