What is an Employer Brand Video?
An employer brand video is a tool that showcases your company’s culture, values, and work environment to attract top talent. It goes beyond traditional recruitment methods by providing a visual narrative that gives potential employees a genuine insight into what it’s like to work for your organisation. Through a combination of storytelling, visuals, and testimonials, these videos aim to create a compelling and authentic representation of your company as an employer.
What is The Difference Between Employer Brand and Company Brand?
Having made a few of each over the years, we would define a company brand video as one that reflects the overall image of your business in the market, whereas an employer brand specifically focuses on your reputation as an employer. In simpler terms, the company brand is about what you sell, whereas the employer brand is about what it’s like to work for you. The employer brand delves into the employee experience, work culture, and values, highlighting what makes your workplace unique and appealing to potential hires.
What We Include in Employer Brand Videos
Often when we consult with clients about their requirements for employer brand videos we will discuss the following elements:
Company Culture Showcase
These Provide glimpses of day-to-day activities, team collaborations, and the overall vibe within the workplace. Showcase company events, team-building activities, and any unique traditions that define your culture
Employee Testimonials
Feature authentic interviews with employees discussing their experiences, growth, and why they enjoy working at the company. Allow employees to share personal stories that highlight the positive aspects of your workplace.
Mission and Values
It’s helpful to clearly articulate your company’s mission and values, emphasising how they shape the work environment and employee experience. You can connect your organisational values with real-life examples that will resonate with potential candidates.
Day-in-the-Life Segments
Take viewers through a typical day in the lives of various team members, giving a realistic preview of roles and responsibilities. Highlight diverse job functions to appeal to a broad range of potential candidates. Once we even strapped a camera to an employee’s head and gave viewers a first person view of a day in the life of a new starter.
Inclusive Work Environment
To widen your potential candidate pool you can showcase diversity and inclusion initiatives within the workplace, emphasising a welcoming and supportive atmosphere. Highlight employee resource groups, mentorship programs, and other initiatives fostering inclusivity.
Professional Development Opportunities
Illustrate avenues for career growth and development within the company. Highlight training programs, mentorship opportunities, and other resources available to employees. Don’t forget older employees as we’ve seen career development opportunities be highly valued by workers who want to keep abreast of tech advancements.
By incorporating these elements into your employer brand video, you can create a compelling narrative that resonates with potential candidates, helping them visualise themselves as part of your dynamic and inclusive work culture.
Top 10 Employer Brand Videos to Watch in 2024
So with the above information in mind, we’ve compiled a list of the most inspirational employer brand videos to watch in 2024. These are videos which come from across a number of industries and sectors, showing that a good employer brand video can be used in a variety of different ways. These videos are in no particular order but they do all show a commitment to excellence.
We hope you don’t mind if we humbly sprinkle a few of our own videos throughout the list.
So without further ado, here are some employer brand videos we hope you enjoy.
Apple – Join Us. Be You.
We love Apple’s use of video. They are world class content creators so it’s only natural to start with Apple’s employer brand video, which encourages potential employees to embrace their uniqueness, celebrating individuality. The video, though simple, carries a profound message. Through various animated forms of the iconic apple logo, it delivers a voice-over that begins by addressing “constant beginners who sing off-key… against the beat… to those unfamiliar with convention.” It goes on to express Apple’s welcoming stance toward creative individuals, urging them to “join us, be you.” This is a message that resonates deeply, promoting authenticity in the workplace which invites diverse talent to contribute to Apple’s culture.
Key takeaway: Promoting authenticity in the workplace could attract diverse talent, fostering an environment of creativity and innovation.
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Next off, one of our own that we produced for Studio Graphene Showing that employer brand videos don’t need huge budgets or large crews. This video for Studio Graphene uses a strong visual concept to differentiate the brand. They are an app development company, meaning they need to hire developers which are in high demand. They pride themselves on fostering genuine innovation and creativity so we wove that message into the fabric of the film. This not only says that they are innovative and creative but it shows it. The medium is the message. This will appeal to developers who value the ability to work on cutting edge projects in a creative way.
We created an employer brand film and a specific recruitment film that goes into more detail about the work environment, culture and values of the business.
The employer brand film was shot in one day in a cinema in South London. We used projected visuals in a darkened environment to create a cinematic brand video that tells potential candidates who Studio Graphene are, what they do and why they should care.
Key takeaway: Creativity can be a differentiator, emphasising the importance of ingenuity in employer branding.
Volvo
Volvo’s employer brand video strikes a serious yet sentimental tone, humanising the brand through heartfelt employee testimonials, thereby forging emotional connections with viewers and reinforcing the company’s commitment to its workforce. Unlike other employer brand videos, Volvo’s approach is more sombre, focusing on the personal stories of employees and their connection to the company’s mission. By sharing emotional narratives, Volvo creates a sense of empathy and authenticity, allowing viewers to see the human side of the brand. Through poignant storytelling and genuine testimonials, Volvo effectively communicates its values and commitment to its employees, fostering trust and loyalty among potential candidates.
Key takeaway: Authentic storytelling can build deep emotional connections with viewers, fostering trust and loyalty towards the employer brand.
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Another project undertaken by us, this interactive video for Colt serves as a testament to the versatility of employer brand videos. We were tasked with crafting an internal communications video about their digital transformation journey that would not only inform but also captivate its extensive employee base.
From discussions with their internal comms department we knew that the term digital transformation had the potential to cause trepidation amongst employees. Therefore we designed the creative tone of this employer brand video to exude reassurance, symbolised through metaphorical visuals such as breaking new ground and plant growth.
One of the key features of this project was its interactive element, which we integrated to maintain viewer engagement and ensure a seamless transition between the main film and supplementary materials. Through user journey mapping, we incorporated motion graphics and an engaging quiz to enhance the interactive experience.
A significant benefit of interactive video, particularly for employer branding, is its ability to cater to individual viewer interests. By allowing viewers to watch a short film for a top-level understanding of the concept and then delve deeper into subjects of interest, the video effectively conveyed a wealth of information about Colt’s digital transformation story and employer brand, without overwhelming those seeking a more concise overview.
Key takeaway: Interactive videos offer a dynamic and engaging way to convey complex information, allowing viewers to explore topics at their own pace and fostering deeper engagement with the employer brand.
Sirma
Sirma’s upbeat video showcases their vibrant office culture and employee-centric approach, effectively communicating their dedication to providing a supportive and enriching work environment. Sirma’s video stands out for its use of animation to convey the company’s culture and values in a dynamic and engaging manner. Through a combination of 2D and 3D animations woven through their live action clips, Sirma brings its workplace to life, highlighting the vibrant office space, workplace events, and career support initiatives. The video focuses on the human aspect of the workplace and emphasises the company’s commitment to its employees.
Key takeaway: Highlighting workplace amenities and support initiatives can attract potential hires and enhance employee satisfaction and retention.
Canon Production Printing
Canon Production Printing’s video humanises the brand by featuring real employees embodying the company’s values of collaboration, innovation, and ownership, thereby fostering a sense of authenticity and trust among potential candidates. Canon’s video stands out for its authenticity and relatability. Through a series of vignettes, viewers get a glimpse into the daily lives of Canon employees and their passion for their work. By highlighting the company’s values and culture through its employees, Canon creates a sense of connection and belonging, making it an attractive employer for top talent. It’s also beautifully shot, as you would expect from Canon.
Patagonia – What’s Next?
Patagonia’s video, released on their 50th anniversary, celebrates the company’s commitment to sustainable business practices and prioritising purpose over profit, appealing particularly to environmentally-conscious individuals who value ethical business practices. Patagonia’s video stands as a testament to its values and mission, showcasing the company’s unwavering dedication to sustainability and social responsibility. By highlighting their journey over the past 50 years and their vision for the future, Patagonia inspires viewers to join them in creating positive change. Through powerful imagery and a compelling narrative, Patagonia communicates its values and purpose, attracting like-minded individuals who share their passion for environmental stewardship and social justice.
Key takeaway: Aligning your employer brand with strong values and a sense of purpose can resonate deeply with potential candidates, particularly younger generations seeking meaningful work.
Bolt – Come Build With Us
This employer brand video from bolt at first pokes fun at a stereotypical brand video – showing images of a foosball table, an office space and an arcade machine and stating, “this is not culture” and that their culture is about “how we work” such as the fact that they meet with their drivers personally to ensure the product (they) build is the product (they) need”, which highlights their operating principle of customer first. The video goes on to show their other operating principles, from driver, to scooter engineering to in the office and even on a company cruise. They made use of engaging visuals and transitions between shots to make this a visually captivating video throughout.
Bolt’s employer brand video challenges stereotypes with its playful approach, showcasing the company’s commitment to customer satisfaction and innovation, while also highlighting its vibrant work culture and diverse range of employees. Bolt’s video breaks away from traditional employer brand videos by injecting humour and creativity into the narrative. Through a series of engaging visuals and witty commentary, Bolt conveys its core values and operating principles in a memorable and entertaining way.
Heineken – Your Future, Untapped
Heineken’s Employer Brand Video highlights their dedication to employee growth and showcases workplace diversity in a captivating and visually engaging manner, underscoring their commitment to fostering an inclusive environment. The video offers a vibrant portrayal of Heineken’s workplace culture, featuring scenes from the factory floor to the office and even the pub. Through a fun and upbeat narrative, Heineken communicates its promise to help employees reach their full potential, inviting viewers to join a diverse and dynamic team. By combining entertainment with a clear message of support and opportunity, Heineken creates a compelling employer brand video that resonates with potential candidates across various demographics.
Key takeaway: Emphasising employee development can significantly enhance employer brand perception and attract top talent from diverse backgrounds.
IBM – I AM IBM
IBM’s video provides a glimpse into the company’s culture and impact through real employee stories, showcasing how individuals are making a difference and driving innovation within the company, thereby highlighting IBM’s commitment to empowering its employees and fostering a culture of success. IBM’s video stands out for its focus on employee empowerment and innovation, showcasing real employees and their contributions to the company’s success. Through a series of interviews and testimonials, viewers learn about the diverse talents within IBM and the opportunities for growth and development. By highlighting the impact of its employees and their commitment to excellence, IBM attracts top talent who are eager to be part of a dynamic and innovative team.
Key takeaway: Authenticity and storytelling can effectively communicate the company’s values and mission, fostering a sense of pride and belonging among employees.
Employer Brand Videos represent a powerful tool for companies to showcase their culture, values, and work environment, attracting top talent and fostering meaningful connections with potential candidates. Through compelling storytelling, authentic testimonials, and innovative visual techniques, these videos provide a window into the heart of an organisation, offering viewers a genuine insight into what it’s like to work there.
As demonstrated by these top 10 employer brand videos, companies across various industries have embraced the art of storytelling to communicate their employer brand effectively. Whether it’s Apple’s celebration of individuality, Heineken’s commitment to employee growth, or Bolt’s playful approach to challenging stereotypes, each video offers a unique perspective on what sets these companies apart as employers of choice.
Furthermore, the diverse range of approaches showcased in these videos highlights the importance of creativity and innovation in employer branding. From high-budget productions to more modest endeavours, the key lies in authenticity and relatability, creating a narrative that resonates with potential candidates on a personal level. By harnessing the power of storytelling, interactive elements, and visual creativity, organisations can elevate their employer brand and attract the diverse talent needed to thrive in an ever-changing world of work.
And if you need any help with your employer brand videos, give us a shout.
We’re great listeners, so why not have a chat?
Author Bio
Hayley Van Gend is the in-house video strategist here at Bold Content Video. She specialises in planning video strategies, video marketing across our channels as well as actively participating in shoots.