In today’s digital age, video has become one of the most powerful tools for conveying your employer brand to potential employees.
As the saying goes, "a picture is worth a thousand words," but video takes this to the next level by bringing your brand to life in a dynamic and engaging way. When done well, video content can create an emotional connection with job seekers, showcase your company culture, and provide transparency into what it’s really like to work at your organization. This article explores how video content—like employee testimonials, office tours, and day-in-the-life vlogs—can be a game-changer for employer branding.
1. The Power of Video in Employer Branding
Video content is unmatched when it comes to engaging and retaining the attention of viewers. Unlike static images or text, video allows you to communicate a lot more in a short period, using visual and auditory elements to tell a story. It can portray your company culture, showcase employee experiences, and offer a window into the workplace environment. This gives candidates a more well-rounded, authentic view of your brand, helping them make informed decisions about whether they want to work with you.
Here’s why video is crucial for employer branding:
- Emotional connection: Video content taps into emotions in a way text and images cannot, helping candidates connect with your company on a personal level.
- Engagement: Videos are highly shareable and more likely to be consumed by your audience, making them an ideal medium to spread your employer brand.
- Transparency: Videos allow potential candidates to see beyond corporate messaging and get an unfiltered view of your workplace.
2. Employee Testimonials: Authenticity That Speaks Volumes
One of the most effective types of video content for employer branding is employee testimonials. When employees speak about their experiences working at your company, it lends authenticity to your brand. Prospective candidates are more likely to trust and relate to current employees’ experiences than to polished corporate messaging.
How to make employee testimonials impactful:
- Focus on personal stories: Have employees share their unique career paths, growth experiences, and why they enjoy working at your company. Personal stories help prospective candidates see themselves in your organization.
- Show diverse voices: Showcase a range of employees from different roles, backgrounds, and experiences to highlight your commitment to diversity and inclusion. It also demonstrates that your company values multiple perspectives.
- Keep it natural: Encourage employees to speak candidly. The more natural and unpolished the testimonial, the more authentic it will feel to potential candidates.
3. Office Tours: Giving Candidates a Peek Behind the Scenes
An office tour video is an excellent way to give potential candidates an inside look at your workplace environment. These videos offer an authentic, unfiltered view of your office culture, workspaces, and the day-to-day atmosphere, which can help candidates envision themselves working there.
Tips for creating an effective office tour video:
- Highlight unique features: Whether it’s an open floor plan, collaboration spaces, or wellness programs, make sure to showcase what makes your office special. Highlight features that align with your employer brand, like flexible workspaces or employee amenities.
- Showcase the vibe: Include clips of employees interacting in the office, working together in teams, or participating in events. This will help candidates understand the work culture, including how relaxed or dynamic the environment is.
- Keep it short and engaging: The office tour should be concise but dynamic, showcasing your workplace without overwhelming the viewer with too many details.
4. Day-in-the-Life Vlogs: Bringing the Role to Life
A day-in-the-life vlog is a powerful way to show potential candidates what it’s really like to work in a particular role at your company. This type of video takes viewers behind the scenes, offering a candid look at what a typical day looks like for employees in various positions.
Best practices for day-in-the-life vlogs:
- Feature different roles: Showcase a variety of roles, from entry-level to senior positions, to give potential candidates a sense of what it would be like to work across different departments.
- Highlight job diversity: Emphasize the variety of tasks and responsibilities that employees tackle throughout their day. This gives candidates a comprehensive look at what to expect in the role and the kind of work they’ll be doing.
- Focus on authenticity: Encourage employees to film their workdays as naturally as possible. Viewers appreciate authenticity, and an overly scripted video can feel disengaging. The more real and relatable the content, the better.
5. Behind-the-Scenes Videos: Showcasing Company Culture
While office tours give candidates a glimpse into your workspace, behind-the-scenes videos allow you to highlight company events, team-building activities, and everyday interactions that shape your company culture.
How behind-the-scenes videos boost employer branding:
- Humanize your brand: These videos help potential candidates see the human side of your organization—employees chatting over coffee, team-building events, or celebrations. This human touch helps potential hires relate to your company on a personal level.
- Show your values in action: Behind-the-scenes footage of your employees participating in community outreach, sustainability programs, or diversity initiatives demonstrates your company’s commitment to causes that matter.
- Create a sense of community: Let your team members showcase how they collaborate and support each other. This fosters a sense of belonging and helps candidates see that they’ll be part of a positive and inclusive workplace culture.
6. Live Streams and Webinars: Real-Time Engagement with Prospective Candidates
Another video format that can be highly effective for employer branding is live streaming. Hosting live Q&A sessions or webinars gives candidates the chance to interact with employees, leaders, and HR teams in real time. Live video fosters a sense of transparency and engagement and allows candidates to ask questions directly, making the hiring process feel more personal and accessible.
Ideas for live video content:
- Recruitment events: Live-streaming job fairs or recruitment sessions helps candidates feel like they’re part of the process.
- Leadership talks: A live conversation with your CEO or leadership team can help potential candidates understand the company’s vision and culture.
- Employee chats: Stream informal interviews with employees, allowing them to discuss their roles, team dynamics, and the company’s impact.
7. Maximizing Video on Social Media: Expanding Reach and Visibility
Once you’ve created compelling video content, make sure it’s shared widely across your social media channels. Platforms like LinkedIn, Instagram, and Facebook are perfect for sharing employee stories, office tours, and behind-the-scenes videos. By leveraging social media, you can expand the reach of your employer brand and engage with a broader audience of potential candidates.
Tips for social media video success:
- Keep it short: On platforms like Instagram and Twitter, keep videos under a minute to ensure maximum engagement.
- Use captions: Many users watch videos on social media without sound, so be sure to add captions for accessibility and better engagement.
- Encourage sharing: Ask employees to share these videos on their own social channels to help spread the word.
8. The Impact of Video in Employer Branding
In a world where job seekers are looking for more than just a paycheck, video content is one of the most effective ways to tell your employer brand story and connect with potential candidates. Employee testimonials, office tours, day-in-the-life vlogs, and behind-the-scenes footage humanize your brand and showcase the unique aspects of your company culture. By incorporating video into your employer branding strategy, you can effectively communicate your values, highlight your work environment, and attract the right talent to your organization.
