The video game industry is booming.
With global revenues hitting $347 billion in 2023 (Statista), the demand for top-tier talent, including game designers, developers, storytellers, and producers, has never been higher.
But here's the twist: salaries alone aren't winning the war for talent.
In any competitive industry, what sets your company apart from others is a magnetic employer brand - one that speaks to both the head and heart of potential candidates.
If you're in a game studio, publisher, or part of a multinational company expanding in gaming, these 7 steps are your blueprint to becoming a stronger employer and a company people dream of joining.
Step 1. Let Your Employees Tell Your Story With Vouch
In a world driven by content, employee-generated videos win trust, and Vouch helps you collect authentic employee testimonials at scale.
Why Vouch video works:
- Gives potential employees a window into your real culture
- Vouch video is perfect for embedding in job adverts, career pages, and social media channels
- Makes your employees feel valued; the key to retention
Statistics: Job listings with video receive 34% more applications (CareerBuilder). Simply let a developer share what it's like to launch a game from scratch or a community manager talk about working on the largest gaming event of the year.
Step 2. Develop a Clear Employee Value Proposition (EVP)
Your employee value proposition is your offer to current and prospective candidates. It's the answer to the question: Why should someone join your gaming company instead of another?
Key EVP elements for gaming companies:
- Career progression in highly specialized roles like game mechanics or narrative design
- Access to the latest tools and advanced technology
- A supportive environment that values employee satisfaction and work-life balance
- Opportunities for internal promotion and ownership in projects
Example: Electronic Arts showcases its EVP through real stories, global mobility programs, and clear development paths - all centred on employee loyalty and community.
The AI-enabled workspace for talent teams.
- Unified workspace for talent teams
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- Auto-generate polished hiring and employer brand content
- Easily repurpose assets across all channel
Step 3. Bring Your Culture to Life Through Social Media
Your social media platforms aren't just for announcing new game launches - they're your employer brand stage. These channels let you shape how your company culture is seen by the largest audience possible.
What kind of videos to post:
- Day-in-the-life clips during sprints or new game releases
- Highlights of virtual events and gaming tournaments
- Content about development programs, team bonding, or milestone celebrations
Statistics: 79% of job seekers use social media content to evaluate companies before applying (Glassdoor).
Step 4. Make Hiring a Company Culture Preview
Your recruitment process should reflect what it's like to work inside your studio.
Best practices for hiring include:
- Ensuring a smooth virtual hiring process, especially for remote candidates
- Use personalized candidate communication across all online channels
- Include actual team members in interviews for transparency
Insights: According to Harvard Business Review, a positive candidate experience improves your acceptance rate by up to 38%, especially with millennial talent who value personal, humanized engagement.
Step 5. Build a Talent Pipeline Through Community Engagement
Talent Acquisition isn't just about filling roles now - it's about nurturing future employees for your upcoming releases and expansions.
How to improve your pipeline:
- Participate in virtual job fairs and game dev meetups
- Partner with art and game design schools to run contests or workshops
- Offer mentorships or talks on game industry career paths
Fact: Studios that build and maintain strong talent pools benefit from faster hires, reduced costs, and better candidate fit over time.
Step 6. Empower Employees to Become Your Ambassadors
Your best employer branding content comes from inside the house. By giving employees a platform like Vouch video, they can share and boost their reach and credibility instantly.
Ideas:
- Launch an employee advocacy program to encourage sharing on personal accounts
- Feature actual employees across all employer branding campaigns
- Reward employee branding activities like blog posts or team takeovers
Case study: Ubisoft has been spotlighting employees in its "Behind the Game" series, giving the gaming community a transparent look at who makes the magic happen.
Step 7. Continually Refine Your Employer Branding Strategy
Becoming an employer of choice is not a one-time process; it takes iteration. Use data to understand what's working and what's not.
Key metrics:
- Application numbers and source tracking, e.g., job boards, social media
- Measure the engagement in your employer branding initiatives
- Monitor turnover rates, onboarding success, and internal satisfaction surveys
FAQs
What is employer branding in the video game industry?
It's how studios and publishers shape their reputations to attract and retain top talent.
Why is Vouch effective for game studios?
Because it shows real voices from inside the team—something job seekers trust more than PR.
What makes a strong EVP for a game company?
Career growth, creative freedom, community impact, and a balanced life.
How do I use social media for talent attraction?
Showcase the real culture—team events, dev updates, behind-the-scenes, and personal wins.
Can smaller game studios compete with giants like EA or Ubisoft?
Yes, by being transparent, flexible, and deeply human in your employer's brand message.
How important is the hiring process in branding?
It's critical. A bad hiring experience equals lost talent and negative word-of-mouth.
What's the fastest way to improve employer branding?
Start capturing employee stories with Vouch and update your job listings with authentic, engaging content.
Summary
From small indie teams to global giants, video game companies need more than great products - they need strong employer brands.
These 7 steps will help you build a brand that resonates, converts, and keeps talent engaged for the long game.
Just remember that an effective employer brand is not just volume - it's about attracting high-quality, qualified candidates who align with your company culture and your games.
See Why Employer Branding Managers Love Vouch!
Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon, and more, tools like Vouch make leveraging video content in your business remarkably easy.
Be sure to book a Vouch demo today and chat with an employer branding expert.
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