The best employer branding videos build a connection between a brand, candidates and employees within mere minutes. Videos enable that bond and brand affinity to happen faster and more effectively than any other media.
Since your employer brand content needs to cover a wide variety of topics, videos are an ideal way to show talent what it’s really like to work at your company. The best employer brand videos highlight employee storytellers and videos grounded in the stories of your real employees give people real insight into your culture from your most trustworthy sources.
And, when stories fuel your content, your result is a video that is wholly original and eminently memorable. Here are 7 different employer branding video types to consider, all featuring great employee stories.
1. Global Company Culture
If your team members are based everywhere, how do you show a unified and universal employee experience? You source stories from across your company and tie them together. In the Life at Dell Technologies video, the stories of team members show how flexibility, inclusivity and excitement for innovation presents for its people all over the world. It’s a fantastic example of an employer branding video that can resonate with employees, candidates and consumers.
2. Values, Mission and Purpose
If your organization has developed an EVP, core values, or mission, you can’t just hand candidates and employees those pretty words. You need stories to activate them. Lockheed Martin uncovered employee stories to communicate each of their EVP’s five pillars and created videos to bring them to life.
3. Supportive Culture and Employee Well-Being
Showing how your employees feel connected to your culture, and personally supported through hard times, is the surest way to resonate with candidates in 2022. Recent LinkedIn data shows that when company content mentions culture, engagement goes up 67 percent. And, posts related to employee well-being are up 35 percent. Philips communicates its care of its employees through its team members’ own stories.
4. Moments That Matter
Memories and moments from employees’ days don’t only influence a potential candidate for a similar role. They also reveal insights about the overall culture as in this video created for BAE Systems. These stories show how employees feel connected to their teammates and are fueled by the company’s mission.
5. Diversity Programs and the DEI Journey
When your company can show that they’re championing diversity internally and working to improve equity in society at large, those stories need to be shared. LexisNexis captured stories from their African Ancestry Network and HBCU Fellows, and these stories show all audiences the company’s DEI commitment.
6. Employee Resource Group Perspectives
Don’t just tell candidates and employees of your dynamic ERG programs, show them the groups in action. Labcorp developed a series of videos highlighting their individual ERGs to serve as important, year-round culture content, as well as show participation in important annual celebrations. Here’s one example from their LGBTQ+ ERG which was also shared during Pride month.
7. Career Stage Stories
Whether your company has a need for emerging Gen Z talent or experienced team leads, you can connect with those audiences through the voices of people they relate to. Here, Sonoco uses the story of an early in career employee sharing when she felt seen and respected by the CEO and executive team. This story is great for intern and early careers content and universal audiences too.
These 7 examples? They’re just a small sample of the compelling employer branding videos possible. The key is to ground your videos in real employee stories that uniquely reveal culture and activate your employer brand.