Last Updated: 1 year ago
A strong employer brand is essential for attracting and retaining the right talent.
It’s no longer enough to simply offer a salary and benefits; candidates and employees alike want to know about your company’s culture, values, and the people they’ll be working alongside to be sure that the role is a good fit for them. That’s where video comes in. Video is an effective technique to showcase your employer brand, offering a window into what makes your company unique.
In this post, we wanted to take a look at why video is a key player in employer branding and how you can use it to attract the right talent.
Check out this page to learn more about our employer brand video service. If you have any questions about your employer brand video, give us a shout!
Why Employer Branding Matters
Employer branding is all about the image your company projects to current and potential employees. It is a combination of your company’s culture, values, as well as what it’s actually like to work for your company. A strong employer brand can help you stand out from the competition and attract top talent who align with your values.
Your employer brand also has a direct impact on current employees and their retention rates, as the data shows that people are more likely to stay with a company that shares their beliefs and offers an environment that they can trust and feel a part of. A good employer brand will make employees feel like everyone is working together towards the same goal. It should also signal to potential candidates that they should be excited about the company and eager to contribute to your success.
Why Video Works for Employer Branding
When it comes to building a compelling employer brand (as well as digital marketing in general), few mediums are as effective as video. Video is engaging, versatile, and completely personalisable – which we’ve found makes it an ideal tool for communicating your company’s ethos. Here’s 3 reasons why it’s the best:
1. Authenticity and Trust
Employer brand videos allow you to show rather than tell. They give you the chance to showcase your company culture in action, which helps build trust with potential employees. Job seekers value transparency, and seeing real employees talk about their experiences is far more convincing as it provides social proof to candidates. This is much more effective than reading a generic company statement.
2. Emotional Connection
Employer brand videos can create emotional connections, which gets people’s attention. Through storytelling techniques you can highlight the people behind your company and what they’re passionate about. This allows for candidates and current employees to relate to the video, and in turn the employer brand.
3. Wide Reach
Video content is highly shareable, across a variety of platforms. Whether it’s posted on your website, shared on social media, or embedded in job listings, making use of video as a format allows you to reach potential candidates on multiple platforms. It also caters to various viewing preferences, whether someone prefers a quick highlight reel or a deeper, more detailed company story. This is why it is important to ensure that your employer brand videos fit in where they are posted – e.g. you wouldn’t upload a whole podcast episode to tiktok, but instead post a short snappy segment from it. Keep this in mind when creating your employer brand videos.
Types of Videos That Strengthen Your Employer Brand
There are several types of videos you can create to boost your employer brand. Here are some effective ones:
Employee Testimonials
Let your employees speak for themselves. Videos of staff sharing their personal experiences at your company are incredibly powerful. They provide an authentic, first-hand look at the workplace and offer insights into what makes your company a great place to work. This gives potential candidates a way to picture themselves in the shoes of your employees, as they get a look into what being an employee at your company looks like.
Day-in-the-Life Videos
These videos give potential employees a glimpse into what a typical day at your company looks like. From meetings to lunch breaks, showcasing day-to-day activities helps candidates understand your workplace culture, how the team works together, and whether it aligns with their own preferences. However, remember to keep these employer brand videos real and trustworthy – candidates can smell inauthenticity from miles away!
Company Culture and Values
Employer brand video can be used to show off your company culture. You could highlight team events, charity initiatives, or the everyday interactions that make your office a great place to work. It’s an opportunity to show your company values in action, whether it’s supporting diversity, promoting work-life balance, or encouraging collaboration.
Recruitment Videos
These employer brand videos are for the external audience, designed to attract applicants by showcasing the roles you’re hiring for in a more dynamic and engaging way than a job description ever could. Use video to explain the role, the team, and the impact a new hire will have at your company. Check out this page to see more about recruitment videos.
These are just a few examples – if you want to see employer brand videos in action make sure to head to this blog post!
How to Use Video to Build Your Employer Brand
Now that you know why video is effective, let’s look at how you can use it strategically.
Leverage Social Media
Social media platforms like LinkedIn, Instagram, and YouTube are perfect for sharing employer branding videos. Post short, snappy clips of company events, employee stories, and day-in-the-life videos to give a quick, digestible look at your brand. These platforms have a large reach, so you can easily target specific demographics.
Add Video to Your Careers Page
A video on your careers page can make a huge difference. Instead of just reading about your company culture, candidates can watch real employees share their experiences. This gives them a much better understanding of what it’s like to work with you. Plus, it keeps visitors engaged for longer.
Incorporate Video into Job Listings
People get overwhelmed by lengthy, text-heavy job descriptions. Instead, consider creating a short video introducing the role. This can include the responsibilities of the job, the team they’d be working with, and the impact they’ll have on the business. It’s more engaging and gives the job seeker a better understanding of what they can expect, and what is expected of them.
Use Video Internally
Employer branding isn’t just about attracting new hires! It’s also about your current employees, and making sure they feel seen too. You can use employer brand videos to engage and retain your current employees. Create internal videos to celebrate the team’s milestones and achievements, highlight successes, or share news and updates. This strengthens the sense of community and alignment with company values, as well as improving retention rates of the internal comms.
Track Performance
To ensure your videos are achieving their purpose, monitor engagement metrics. Pay attention to which videos resonate most with your audience, and use this data to refine your strategy over time.
Best Practices for Creating Effective Employer Branding Videos
Creating high-quality videos is key to building a strong employer brand. Here are a few tips to ensure your videos have the desired impact:
Be Authentic
As we mentioned earlier, authenticity is key to building trust! Avoid overly polished, scripted feeling content. Instead, focus on capturing genuine moments and real conversations. This will make your brand feel more relatable.
Tell a Story
People connect with stories, not facts and figures. Structure your videos around storytelling techniques, and craft a narrative that showcases your values and the human side of your company. For example, you could tell the story of an employee’s career journey or how your company made a positive impact on the community.
Keep It Concise
Attention spans are short, so keep your videos engaging and to the point. A 1-2 minute video is often enough to convey the message without losing viewers’ interest.
Highlight Diversity
If diversity and inclusion are important to your company, make sure this comes across in your videos. Featuring employees from different backgrounds and roles helps show that your company values diversity and fosters an inclusive environment for everyone.
Optimise for Mobile
Most people watch videos on their phones, so make sure your videos are mobile-friendly. Use subtitles so they’re accessible without sound, and ensure that they load quickly and play smoothly.
Video is a highly effective tool for building a compelling employer brand. It allows you to show off your company’s culture, values, and the people behind the work. By creating authentic, engaging videos, you can attract top talent who will resonate with your brand and be excited to join your team. Whether you’re showcasing employee stories, giving a peek behind the scenes, or simply sharing the day-to-day life at your company, video gives you the opportunity to stand out in a crowded job market. So, start creating videos that showcase what makes your company unique, and watch how it helps you build a stronger employer brand. If you’re interested in creating an employer brand video, or simply want to know more about employer brand video, give us a shout! We’d love to hear from you.
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Author Bio
Adam Neale has been working in the video industry for over two decades. He has run multiple production companies and has received awards for his work from global film festivals along with a Vimeo Staff Pick and a Webby Award.