Employer Branding Videos: How to Create Them and Best Examples

Video Brings Your Employer Brand to Life

Video content dominates today’s digital landscape. Consider this: over 1 billion people visit YouTube each month, and users consume more than 500 million hours of video content daily. Whether they’re scrolling through Facebook, watching stories on Instagram, or browsing LinkedIn, potential candidates are already engaging with video—often for hours every week. If you’re not creating video content, you’re missing a huge opportunity to reach these candidates where they spend their time.

Employer branding videos allow you to connect with job seekers in a way that’s both dynamic and authentic. Unlike text-heavy job descriptions or polished corporate websites, videos bring your company to life. By showcasing real employees and real stories, you build trust with your audience. Potential candidates who see your team in action—whether it’s through employee testimonials, behind-the-scenes office tours, or "day in the life" videos—are more likely to feel connected to your brand. And candidates who feel connected are more likely to apply. When your employer branding videos clearly communicate your company’s values, you attract applicants who align with your culture, leading to more quality candidates.

The Key Benefits of Employer Branding Videos

• A Memorable First Impression: People prefer watching videos over reading long pages of text. A well-crafted employer branding video can capture attention in a way that a job description simply can’t.

• Authenticity: Authenticity is key when building an employer brand. Videos let you showcase the genuine experiences of your employees, giving candidates an inside look at your work environment.

• Build Trust: Candidates are more likely to trust what they can see. Videos help you build credibility and show your company’s human side, making it easier for potential employees to picture themselves working there.

The Growing Power of Social Media in Employer Branding

Your employer branding video isn’t just something to post on your career page. Social media platforms like LinkedIn, Instagram, TikTok, and Facebook give you the chance to showcase your videos to a wider audience. With social media algorithms often favouring video content, your video is more likely to reach potential candidates than a text-based post.

Each platform has its own strengths, so repurposing your employer branding video across multiple channels increases your reach and maximizes the return on your investment. Keep in mind that candidates often consume content in short bursts, so keeping videos under two minutes can make a big difference in engagement rates.

How to Create Effective Employer Branding Videos

Now that you understand the power of video, let’s look at how to create one that truly resonates with potential candidates. There’s no one-size-fits-all formula for a great employer branding video, but certain best practices can ensure your message gets across in a way that feels both authentic and impactful.

1. Showcase Your Authentic Company Culture

Candidates want to see what it’s really like to work for your company. The more genuine and transparent you are, the better. Don’t make the mistake of creating a polished corporate video that feels distant or scripted. Instead, show your culture as it is, whether that means filming a casual office tour, showing how your team collaborates, or highlighting a typical work day.

Behind-the-scenes footage or spontaneous interactions between employees make for compelling content. Show the environment where your team works, how they interact, and the small things that make your company unique. The key here is to create a relatable, honest image of your workplace.

2. Use Employee Testimonials and Stories

There’s no better way to communicate your culture than through the voices of your employees. Potential candidates care about what your team members think. They want to know why people love working at your company and what makes it special. By letting your employees share their own stories, you provide a personal touch that scripted videos can’t achieve.

This is especially effective if you feature employees from diverse roles and backgrounds. Candidates will see themselves in the stories you share and connect on a deeper level. Consider making short, focused videos where employees talk about their experiences, career growth, or the values they appreciate most about the company. Authentic, diverse voices are key to building an inclusive employer brand.

3. Keep It Short and Engaging

Attention spans are short, especially on social media platforms. Videos under two minutes perform best on platforms like Instagram, LinkedIn, and Facebook. While you may want to cover everything, it’s important to focus on the most engaging elements of your culture and message.

Use a clear narrative. Start with a hook—something that grabs attention in the first few seconds—then dive into the core message. You can still create longer videos for your website or internal purposes, but for social media, brevity is key. Remember, you can always create a series of shorter videos to explore different topics.

4. Invest in Quality, But Don’t Overthink It

While high production quality can make a big difference, don’t let it hold you back from creating engaging content. Sometimes, simple and authentic videos can be more effective than expensive, overly produced ones. Today’s audience values authenticity and relatability, so a well-planned video shot on a smartphone can work as long as the content is strong.

If budget allows, professional video production can help you polish your message, but don’t let perfection delay you from getting your story out there.

Leveraging Employer Branding Videos on Social Media

Creating a great video is only half the battle—you also need to share it effectively. Social media platforms are powerful tools for spreading your employer branding message to a wide audience. Here’s how to maximize your impact on each platform.

1. LinkedIn: Professional Networking with Depth

LinkedIn remains the top platform for professional content. It’s the perfect place to share more in-depth employer branding videos that focus on your mission, values, and work environment. LinkedIn allows for slightly longer content, so use this space to really dig into why your company is a great place to work.

Pro Tip: Pair your video with a compelling post that highlights key takeaways or employee testimonials. Engaging copy can boost video views and interactions.

2. Instagram and TikTok: Visual Storytelling

Instagram and TikTok cater to shorter, highly visual content. These platforms thrive on quick, engaging videos that grab attention immediately. Use Instagram Stories or Reels and TikTok’s fast-paced environment to showcase bite-sized videos of your office life, employee events, or even a fun moment from a team meeting. Both platforms also make it easy to add music, captions, and visual effects to make your content even more engaging.

Pro Tip: Post consistently and tap into trending hashtags or challenges to increase visibility.

3. YouTube: Your Video Library

YouTube is an ideal platform for housing a collection of employer branding videos. It’s where you can create longer-form content that dives deeper into your culture, values, and team. Consider creating a branded channel where candidates can explore different aspects of your company through various types of videos—"day in the life" segments, employee testimonials, and leadership messages.

Pro Tip: Optimize your video titles, descriptions, and tags for SEO to ensure potential candidates can easily find your content through searches.

Measuring the Success of Your Employer Branding Videos

Once your videos are live, it’s essential to track their performance to see how well they’re engaging potential candidates. Here are a few key metrics to monitor:

• Views and Watch Time: These are basic indicators of how many people have seen your video and how long they stayed engaged. If most viewers drop off after a few seconds, you might need to rethink your hook or content.

• Engagement (Likes, Comments, Shares): Engagement metrics tell you how well your content resonates with your audience. Shares, in particular, help spread your video beyond your immediate network.

• Application Rates: Track how many candidates mention or reference your employer branding video during interviews or on their applications. This can help you understand whether the video is driving interest and applications from qualified talent.

  By regularly reviewing these metrics, you can refine your future videos to better align with your target audience’s preferences and behaviors.

Best Employer Branding Video Examples and Case Studies

Seeing how other companies have successfully used employer branding videos can inspire your own strategy. Here are some standout examples from top companies that have mastered the art of showcasing their workplace culture through video.

Accelleron – Innovation-Focused Culture Video

Accelleron’s employer branding video highlights their focus on innovation, collaboration, and cutting-edge technology. In their video, they show real employees working on challenging, forward-thinking projects, which appeals directly to candidates who thrive in dynamic environments. The video emphasizes their mission and values, helping potential hires understand the kind of impact they could have at the company.

Key Takeaway: Focus on your company’s unique strengths and highlight the values that set you apart. This attracts candidates who align with your mission and are excited to contribute to it.

2. SEB – Employee Testimonials with a Focus on Diversity

SEB, a leading Nordic bank, created a series of videos that focus on employee testimonials, specifically highlighting the diversity and inclusion within their workforce. These videos not only show SEB’s commitment to creating an inclusive workplace but also spotlight the diverse backgrounds and experiences of their employees, which helps candidates see themselves fitting in at the company.

Key Takeaway: Featuring diverse employees and emphasizing inclusion builds a strong employer brand. Candidates want to feel that they’ll belong and be supported at your company, no matter their background.

3. HubSpot – Casual and Relatable Culture

HubSpot takes a more casual approach in their employer branding videos, infusing humor and personality to showcase their relaxed yet driven culture. In one video, they even poke fun at their open office layout, a relatable topic for many modern workplaces. This playful and honest approach appeals to candidates looking for a fun, supportive work environment.

Key Takeaway: Don’t be afraid to let your company’s personality shine. A relatable and humorous approach can make your brand feel more approachable, helping candidates feel like they could be part of the team.

4. Google – Day in the Life Series on Social Media

Google’s “day in the life” videos, shared on platforms like Instagram and YouTube, give an insider’s perspective of what it’s like to work there. From engineers to marketing professionals, each video focuses on different roles, showing how employees contribute to Google’s larger mission. This series lets candidates picture themselves in various roles, seeing both the challenges and perks of working for such an iconic company.

Key Takeaway: Highlighting different roles in your company helps candidates understand where they could fit in. "Day in the life" videos make your culture tangible and relatable to a wide audience.

The Power of Employer Branding Videos

Employer branding videos are one of the most powerful ways to communicate your company’s culture and values to potential candidates. Video content lets you connect with job seekers on a deeper, more personal level. By showcasing your employees, telling authentic stories, and sharing what truly makes your company unique, you’re not just attracting applicants—you’re attracting the right applicants.

From platforms like LinkedIn and YouTube to Instagram and TikTok, you have countless opportunities to reach potential hires where they already spend their time. Creating engaging, authentic video content can help reduce time-to-hire, improve applicant quality, and build a stronger employer brand.

Remember, the key to a successful employer branding video is authenticity. Show your team as they are, highlight what makes your company special, and most importantly, connect with candidates on a human level.

If you’re ready to take your employer branding strategy to the next level, consider incorporating video into your recruitment marketing efforts.

Interested in developing your own employer branding videos? Schedule a consultation with our team of experts at Universum. We’ll help you craft video content that attracts top talent and showcases your unique company culture. Get started today by contacting us here.