When we look at how people consume today, it's clear that Video has become an essential medium for companies of all shapes and sizes.
According to the latest online video consumption statistics, 92.3% of people watch video content weekly on platforms like YouTube, social media like TikTok, LinkedIn and Instagram, or directly on a company's website.
Video consumption for entertainment, education, making buying decisions, and employment is at an all-time high, and it's not slowing. HubSpot research even showed that 66% of consumers watched videos directly produced by a company in 2023 - a statistic that is ever-increasing.
So, let's look at how you can use Video to improve your Employer Branding, with the goal of attracting top talent to your business over competitors.
- Video is a powerful tool for employer branding, attracting and engaging top talent
- Video helps to showcase real employee experiences, which is key when hiring and retention
- Video attracts passive candidates who may not be actively looking to change roles
- Employer branding videos are easy to distribute across social media
- Video tools like Vouch make creating Employer Branding Videos remarkably easy
How much do companies invest in Video?
One question that many Employer Brand leaders and marketers ask is how much we should invest in video production.
The good news is that video production today, especially for building your Employer Brand, is extremely cost-effective. Tools like Vouch help to reduce costs and, importantly, the amount of time you and your team need to invest.
To look at what kind of video investment budget is suitable, HubSpot surveyed over 500 marketers to gather the below stats. Please note this is budget allocation for entire marketing teams. However, this is an excellent guide for Employer Brand teams, too.
Please note these are per-quarter budgets:
- 15% of respondents allocated only $1K and $10K
- 11% of teams surveyed budget $10K and 20K
- 26% budget between $20K and $60K (the most popular bracket)
- 16% of marketers surveyed say they allocate $80K to 100K
- 20% invested between $100K and $200K
- 10% of companies budget over $200K
Now, while this data is for entire marketing teams, Employer Branding videos are increasingly becoming the most essential video content companies can make, so this should help you allocate your budgets.
How are companies promoting their Employer Brand videos?
Another reason companies invest in Video is the ability to quickly and effectively promote Employer Brand videos and build strong Employee Value Propositions (EVPs) through social media platforms.
With the rise of video engagement, companies can now target and reach audiences across all demographics, with multiple social channels and device-level targeting like iPads, phones or notebooks.
For companies, this opens up a whole new avenue for attracting top talent.
Engaging company videos can be diverse, such as a behind-the-scenes look at the workplace, showing the development of a new product, showcasing a team's project or employee and customer testimonials. Videos offer the perfect medium for building your Employer Brand.
What are some great examples of Employer Branding videos?
There is almost an endless amount of Employer Brand videos you can make. Let's look at a few famous companies to see the kind of videos they are producing, which is great for some inspiration.
Please note: we have tried to use examples that are on the very edges of an Employer Brand video, with the Zappos example being completely grass-roots and the IBM example an effective corporate style Employer Brand video.
1. An authentic Employer Brand video
When it comes to employer brand videos that hold nothing back to show their culture, this Video from Zappos is a perfect example - it shows the "a little weird" kind of people they are looking to attract (in Zappos' own words). All too often, companies produce overly polished videos that present like commercials - and this is an excellent example of showing real employees and the kind of culture you can expect, which is the absolute point of a great Employer Brand Video.
2. An authentic but more corporate-style Employer Brand Video
If the the Zappos example is a no-barrier look inside a company, then this life at IBM video sits at the corporate side of an Employer Brand Video. However, IBM got this spot on. You don't see inside the office or what's for lunch, but you get to see and hear from real employees - and, importantly, how they are changing the world—remarkable and inspiring Video with real people, real success stories, just brilliant.
3. A brilliant "day-in-the-life" video
We love this 12-minute Video from a Google software engineer, Jon, which is incredibly personal, with the employee talking directly to the camera and even asking people to comment on his videos - amazing (be sure to follow Jon!). As you can see, this is a long video, but consider the audience watching this Video who wouldn't want to work at Google!
4. Another Employer Brand video (that you shouldn't copy)
So now that you've seen three amazing and very different Employer Brand videos, here is an example from Mercedes that you probably want to avoid copying. This, in our humble opinion, is not an Employer Brand video at all. It's a car commercial that appears to be fashion models crossed with cheap taglines. Not good.
Mercedes, don't hesitate to get in touch with the Vouch team so we can help you make better Employer Brand videos 😊
What are the top 5 Employer Brand video benefits?
When we look at leading company videos, the goal, of course, is to create a strong employer brand that attracts active and passive candidates. Many companies also work on Employer Brand videos to help boost employee engagement and retention rates.
One of the best ways to attract prospective candidates and retain your current top employees is to create employee-generated videos. And that's where authentic video tools like Vouch shine, and you don't need expensive production teams either.
Here are the top 5 benefits:
1. Employer brand videos create transparency
When it comes to marketing your company and recruitment, transparency is key. The best candidates you can hire are not only highly qualified candidates but also those who have a genuine sense of your company culture and the personal story behind your company and know precisely what it's like to work there before applying.
That's where Employer Brand videos come in.
By incorporating recruitment videos into your employer branding strategy, you can bridge the gap between candidates and employers, offering a holistic view of the organization.
Recruitment videos can give candidates a tour of the workplace, allowing them to see the environment, team and culture, and employee perks like work-life balance and get a feel for the atmosphere before applying for a role. This fosters transparency and helps candidates make more informed decisions about their fit within the company.
Throughout the entire candidate journey, video content gives candidates a deeper understanding of the company and allows them to form a connection even before stepping foot in the office. It's an effective way to engage candidates and build trust by showing them the reality of working for your organization, which leads to employee retention.
2. Employer brand videos build trust and authenticity
Authenticity goes one step further to build trust with potential candidates, and the strategy behind this is to show the real experiences of your current employees.
Using testimonials from current employees is a powerful way to showcase your company's authenticity, diversity and inclusion, career growth opportunities, compensation and benefits, and workplace flexibility. Everything a top talent is looking for.
By leveraging Video, you can create videos that reflect your organization's values and attract candidates who align with your authentic culture. Incorporating Video at each stage of the recruitment process will not only engage candidates but also give them a sense of what it's like to be part of your team for retention.
3. Employer Brand videos amplify real employee experiences
Now that we have transparency and trust, we can even further amplify the culture and values of your company by deeper into your employee's work day through Video. This goes beyond employee video testimonials and shows the wider team and the day-to-day life in your company - which can go beyond the workplace.
These videos provide valuable insights that go beyond what can be conveyed through the first two benefits to attract prospective employees who are remarkably passionate about not only their work but also creating a deeper connection, fulfilling their aspirations and being part of a company that is making a difference.
Employer branding videos that amplify real employee experiences have a significant impact on attracting top talent. Whether it's sharing success stories, highlighting team collaborations, or showcasing the supportive work environment, these videos allow potential candidates to envision themselves as part of your organization. They provide a relatable and human perspective that can make a lasting impression on individuals looking for a company where they can thrive.
4. Employer Brand videos attract passive candidates
Video content has become an increasingly powerful tool for attracting passive candidates who may not actively be searching for job opportunities.
Not only does Video stand out among other types of content, but it also has the potential to increase visibility on search engine results pages (SERPs) due to Google's algorithm prioritizing video content and also lets you use social media marketing to target people with specific skills, or in a particular location.
By incorporating Video into your employer branding strategies, you can tap into a larger pool of passive candidates who may be more receptive to engaging with your brand.
Sharing and promoting videos on social media platforms can further enhance your reach and increase the chances of piquing the interest of passive candidates. With the growing popularity of platforms like LinkedIn, Twitter, TikTok and Instagram, video engagement continues to grow stronger across all generations.
5. Employer Brand videos can add value at all stages of the candidate journey
Video is a powerful tool in recruitment marketing, as it can add value at every stage of the candidate journey. From creating awareness about your company brand to influencing the final decision-making process, video content can significantly impact candidate attraction and engagement.
Here's how Video can support your applicant conversion rates:
At the beginning of the candidate journey, employer brand videos can provide an introduction to your company and help candidates understand the job opportunities available. By showcasing your workplace culture, employee testimonials, and company values, you can create a positive first impression and capture the attention of potential candidates. These videos can be shared on your website, social media platforms, and job boards, ensuring maximum visibility.
During the consideration stage, videos can be crucial in persuading candidates to seriously consider a job opportunity with your organization. By featuring testimonials from hiring managers or employees, you can highlight the unique aspects of your company, such as career growth opportunities, workplace diversity, and employee benefits. These videos can provide valuable insights and help candidates envision themselves as part of your team.
When candidates are in the final decision-making stage, and with top talent, perhaps deciding between companies, videos can be instrumental in influencing their choice. By showcasing the success stories of employees who have thrived in your organization, you can demonstrate the potential for growth and development. Additionally, video content that highlights the positive work environment, team collaborations, and corporate social responsibility initiatives can further solidify a candidate's decision to join your company - to beat out other employers.
The 5 Steps for creating effective Employer Brand Videos
Creating compelling employer brand videos requires careful planning and attention to detail. By following the below best practices, you can produce videos that resonate with your target audience (active and passive candidates) and effectively convey your company's culture and values.
Here are some key steps to consider:
- Define your objective: Before you start creating your employer brand videos, clearly define your objective. Are you trying to attract top talent, showcase your company culture, or highlight specific job opportunities? Having a clear goal will guide your video creation process.
- Choose the right devices and equipment: Depending on the type of video content you want to produce, select the appropriate devices and equipment. You can use smartphones, webcams, or dedicated video cameras to capture footage. Ensure that your chosen equipment produces high-quality videos with clear audio and that your video software has all the tools to edit and make publishing easy.
- Select suitable locations and employees: Plan and choose locations and team members that align with your objective and the message you want to convey. Whether it's your office space, outdoor settings, or specific departments and employees, make sure the locations and chosen employees complement your employer branding message.
- Capture authentic and compelling stories: The heart of an effective employer branding video lies in the stories you and your employees tell. Interview employees from various levels and departments to capture authentic experiences and perspectives. Their genuine stories will resonate with candidates and help build trust in your employer brand. Vouch can also help, as you can set a video script for your employees so that they can create testimonials with ease.
- Focus on quality and authenticity: High-quality videos that reflect your company's authenticity are crucial for building trust with potential candidates. Pay less attention to perfect lighting and editing and more attention to people and messages. Employer Brand videos that are overly polished and professional can have the reverse effect.
3 additional tips for fine-tuning your Employer Brand videos
Consider the following additional tips to even further enhance the impact of your employer branding videos:
- Keep it concise: Attention spans are short, so keep your videos brief and to the point. Capture the essence of your message in a concise and engaging way.
- Include a call to action: Guide potential candidates towards the next steps by including a clear call to action at the end of your videos. This can be visiting your careers page, submitting an application, or following your company's social media accounts.
- Add captions and subtitles: Make your videos accessible to all audiences by adding captions and subtitles. This ensures that individuals who are deaf or hard of hearing can still engage with your content.
By following these best practices and incorporating these finer tips into your video creation process, you can create compelling employer branding videos that resonate with candidates, enhance your employer brand, and attract top talent.
Importance of promoting your Employer Brand videos
Optimizing the distribution of your employer branding videos is a critical step in ensuring that your message reaches your target audience effectively. By selecting the right platforms and channels for showcasing your videos, you can maximize their visibility and engagement among potential candidates.
Here are the steps you should consider:
1. Place your Employer brand videos on your company website in an easy-to-find location
2. If you use job boards, include links to the Employer Brand videos on your website or YouTube
2. Leverage the power of social media platforms to expand your reach.
3. Aim for as many organic shares as possible, and ask your team to help promote
4. Leverage paid advertising across platforms like LinkedIn, Facebook, and Instagram
Optimizing for SEO, mobile devices and accessibility
To ensure your videos are discoverable by potential applicants on search engines, use search engine optimization (SEO). Include focus keywords or keyphrases in your video titles, descriptions, and tags. This will increase your Video's visibility in search engine results and attract organic traffic to your content.
Additionally, make sure your videos are mobile-friendly, as an increasing number of candidates are using mobile devices to search for job opportunities. Ensure your videos are responsive and easily viewed on different screen sizes. This will provide a seamless viewing experience for candidates and prevent them from navigating away due to technical difficulties.
Lastly, prioritize accessibility in your video distribution strategy. Add closed captions or subtitles to your videos, making them accessible to candidates with hearing impairments. Provide transcripts or alternative text descriptions to make your videos inclusive for individuals with visual impairments. By optimizing for accessibility, you demonstrate your commitment to diversity and inclusion, which can positively impact your employer brand perception.
Video marketing has emerged as a powerful tool for employer branding, providing a range of benefits for organizations, which include attracting active and passive candidates. By incorporating Video into your recruitment strategies, you can effectively attract and engage candidates, enhance transparency, amplify real employee experiences, and add value at every stage of the candidate journey.
Creating compelling, authentic Employer Brand videos is vital to capturing the attention of potential like-minded candidates. By featuring authentic employee stories and testimonials, you can build trust and credibility while showcasing your unique company culture and values. It's important to pay attention to authenticity at all times to establish a strong connection with candidates.
Optimizing the distribution of your employer branding videos is also crucial to ensure they reach the right audience. By strategically selecting platforms and channels, such as company websites, social media, and job boards, employers can maximize visibility and engagement. Additionally, optimizing videos for search engine optimization (SEO) and mobile devices increases the chances of attracting passive candidates and improving candidate retention.
In conclusion, employer branding videos are a highly effective way to attract and engage candidates while strengthening your employer brand - to become an employer of choice. By leveraging the power of Video, you can create a memorable candidate experience that makes a positive impact on attracting and retaining top talent.
Q. What are the benefits of using Video for employer branding?
Video can attract and engage candidates, enhance transparency, showcase real employee experiences, attract passive candidates, and add value at every stage of the candidate journey.
Q. Is video engagement continuing to grow stronger?
Yes, video engagement is on the rise, especially on social media platforms like TikTok and Instagram Reels. This trend is expected to continue growing.
Q. How can Video enhance transparency in the candidate journey?
Video can offer candidates a holistic view of the company culture and workplace, fostering transparency and helping them make informed decisions. Different types of videos in recruitment marketing, such as employee testimonials, contribute to creating a transparent candidate journey.
Q. How does Video amplify real employee experiences?
Video testimonials from employees can showcase the authenticity of a company's culture and values. By featuring real employees sharing their experiences, employers can build trust and credibility with potential candidates.
Q. Can Employer Brand videos help attract passive candidates?
Yes, video content has a higher chance of attracting passive candidates as it adds richness and variety to the content. Sharing videos on social media platforms and optimizing them for search engine visibility can increase the chances of reaching passive candidates.
How do I get started with creating an Employer Brand video?
Platforms like Vouch make it remarkably easy and cost-effective for companies to create Employer Brand videos, and the Vouch platform is loved by companies like Canva, Shopify, Amazon, Dropbox, HubSpot and more!
If you would like to try Vouch, you can always book a demo with one of our Employer Brand Video experts who can help you build your company's brand, reputation, attract top talent and leverage video at every stage of the candidate journey.