5 Employer Brand Video Benefits, With Examples

When we look at how people consume today, 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 Facebook, Instagram, LinkedIn and Twitter, or directly on your 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 - an ever-increasing statistic.

So, let's look at employer brand video benefits with the goal of attracting top talent to your business over competitors.

Key Summary:

• Video is a powerful tool for employer branding, attracting, and engaging top talent.
• Video helps showcase real employee experiences, which is key when hiring and retaining.
• 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.
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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 this tool, especially for building your Employer Brand, is extremely cost-effective. Tools like Vouch help reduce costs and, importantly, the 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. 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 to 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.

So when it come to employer brand video benefits, Employer Branding videos are increasingly becoming the most essential resource content companies can make, so this should help you allocate your budgets.
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How are companies getting the full Employer Brand video benefits?

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 this kind of engagement, companies can now target and reach audiences across all demographics, with multiple social channels and device-level targeting like iPads, phones or notebooks.

This opens up a whole new avenue for attracting top talent for companies.

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. This tool is the perfect medium for building your Employer Brand.

What are some great examples of Employer Branding videos?

You can make an almost endless number of Employer Brand videos. Let's look at a few famous companies to see the content they produce, which is great for some inspiration.

Please note: We have tried to use examples on the edges of an Employer Brand video, with the Zappos example being completely grassroots and the IBM example an effective corporate-style Employer Brand content.

1. An authentic Employer Brand video

When it comes to employer brand video benefits, holding nothing back to show your culture can be a good idea. For example, this content 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 content that presents 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 Zappos example is a no-barrier look inside a company, then this life at IBM 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. It is incredibly personal, with the employee talking directly to the camera and even asking people to comment on his content—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 should NOT 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. In our humble opinion, this is not an Employer Brand video. 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 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 highly qualified candidates and 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 your employer brand video benefits 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, culture, and employee perks like work-life balance and get a feel for the atmosphere before applying for a role. This builds transparency and helps candidates make more informed decisions about their fit within the company.

Throughout the candidate journey, video content gives candidates a deeper understanding of the company and allows them to connect 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 company, which leads to employee retention.

That's just some of the employer brand video benefits you can expect when using a tool like Vouch.

2. Employer brand videos build trust and authenticity

Authenticity goes one step further in building 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 content that reflects your company'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 further amplify your company's culture and values by deeper into your employees' 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 beyond what can be conveyed through the first two benefits to attract prospective employees who are remarkably passionate about their work and create a deeper connection, fulfilling their aspirations and being part of a company that is making a difference to really generate your employer brand video benefits.

Employer branding videos that amplify real employee experiences significantly impact attracting top talent, period!

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 company and indeed team. These employer brand video benefits 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 search 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. You can also use social media marketing, such as Facebook or Instagram, 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 Facebook, Instagram, LinkedIn and Twitter,, 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:

1. Awareness stage

Part of your employer brand video benefits is always seen at the beginning of the candidate journey, employer brand videos can introduce 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.

2. Consideration stage

During the consideration stage, videos can be crucial in persuading candidates to consider a job opportunity with your organization seriously. 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.

3. Decision Stage

When candidates are in the final decision-making stage, and with top talent, perhaps deciding between companies, part of the employer brand video benefits is that your videos will often directly influence their choice. By showcasing the success stories of employees who have thrived in your business, you can demonstrate the potential for growth and development. Additionally, video content highlighting the positive work environment, team collaborations, and corporate social responsibility initiatives can further solidify a candidate's decision to join your company - to beat other employers.

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The 5 Steps for Creating Effective Employer Brand Videos

To get the full employer brand video benefits, creating compelling employer brand videos requires careful planning and attention to detail.

By following the best practices below, 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:

1. Define your objective: Before 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.
2. Choose the right devices and equipment: Select the appropriate devices and equipment depending on the type of video content you want to produce. 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 editand make publishing easy.
3. 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, ensure the locations and chosen employees complement your employer branding message.
4. 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.
5. 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.

What are 3 bonus 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 toward 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: By adding captions and subtitles, you can make your videos accessible to all audiences. This ensures that individuals who are deaf or hard of hearing can still engage with your content.

When it comes to employer brand video benefits, 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.

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What's the importance of promoting your Employer Brand videos?

To get the full employer brand video benefits,oOptimizing the distribution of your EB videos is critical 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

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How do you optimize your Videos for SEO, mobile devices, and accessibility?

To ensure your videos are discoverable and that you get the right employer brand video benefits, your videos need to be easy to find for potential applicants on search engines, so need to be published with search engine optimization (SEO) in mind.

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 many candidates use 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.
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FAQs

Q. What are the employer brand video benefits you can expect?

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 in 2024?

Yes, video engagement is rising year on year, especially on social media platforms like Facebook, Instagram reels, LinkedIn, Twitter and TikTok. 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, it's one of the biggest employer brand video benefits. 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.

Q. Where can I find more stats on video?

Here are some of our favourite studies and statistics on using video for your employer branding:

• 72% of recruiting leaders around the world agree that employer branding has a significant impact on hiring. Source: TalentLyft
• Employees who understand and connect with their company's mission and values are 67% more engaged. Source: Gallup
• 89% of HR leaders agree that a strong employer brand gives them a competitive advantage in attracting top talent. Source: Randstad

If you're lookin dor even some remarkable stats on video, please see this Forbes article, and here's a great employer brand statistics article by the Vouch team!

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Conclusion

The employer brand video benefits you can achieve can be a game changer for your entire business.

Video marketing has emerged as a powerful tool for employer branding, providing various benefits including 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 key to capturing the attention of potential like-minded candidates, and always paying attention to authenticity.

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 and it's user engagement, you can create memorable candidate experiences that helps you attract and retain top talent.
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How do I start creating an Employer Brand video?

Platforms like Vouch make it remarkably easy and cost-effective for companies to create Employer Brand videos. The Vouch platform is loved by companies like Canva, Shopify, Amazon, Dropbox, HubSpot, and more!

Be sure to book a Vouch demo today and chat with a video content expert.