Why Employer Videos Matter
By now it should be no secret that companies are competing for applicants' attention. Young talent in particular is a key group to win over. They grew up with mobile internet, smartphones, computers, and more as a matter of course. Watching videos is second nature to them. They often use social networks or platforms like YouTube to consume videos. But it's not only young people who show this media behavior: the average user spends 88% more time on a website when it features a video.
Fundamentally, these videos serve one overarching goal: strengthening the employer brand. A strong employer brand, in turn, helps a company stand out from the competition while strongly attracting potential candidates. All too often, prospects are presented with boring or inaccurate content, so they quickly turn away from your organization. That can mean a knockout in the war for talent. An employer branding video can make the small but crucial difference by convincing prospects and turning them into applicants.
A logical consequence of the competition for candidates' attention is to create and use employer videos that bring a company to life. These can then be published on the channels where the target audience spends its time.
The Benefits of Employer Branding Videos
These videos do more than strengthen the employer brand. An authentic portrayal of your company as an employer also raises the quality of incoming applications:
In your recruiting video, address the topics your potential candidates truly care about. When these topics are presented in a credible and emotionally engaging concept, prospects can quickly identify with your company and apply. Anyone who doesn't see themselves in your video will move on. This improves matching, as prospects know right away whether the company is a good fit for them.
What to Consider When Creating Your Videos
Before you create the video, ask yourself:
- What message should it convey?
- Who do you want to reach?
- On which channels should the video be placed?
Once you have answered these questions, it becomes easier to develop a suitable concept.
Key Content
Viewers don't expect elaborately staged scenes with a star-studded cast, fast-paced action sequences, or dramatic dialogue. What matters far more is answering all of your potential candidates' questions. Make sure to address the following points.
- Show how your company culture is lived and which values are at its core (e.g., work atmosphere, work-life balance, remote work, flexible hours, flat hierarchies, training opportunities, career advancement, etc.).
- Talk about how your teams are put together and how much fun it is to work as a team.
- Offer insights into current projects.
- Provide a look at a typical workday at your company, including the work environment and workplaces.
- You should also address company-specific challenges.
It isn't always necessary to cover every point listed. Put yourself in your target audience's shoes and consider which content is relevant to them.
Employee Interviews Are Key
Employee interviews are an important way to address these points. Who better than your own employees to explain why you are such an attractive employer? These interviews should make it clear that employees enjoy working at your company and why. Your employees are also well placed to show how your company differs from the competition.
Let two or three employees speak and avoid actors reciting memorized scripts. A well-groomed and friendly appearance from the interviewees is, of course, a must. This way, each employee tells their own story, complete with experiences and opinions, and becomes an individual brand ambassador. Give viewers the chance to recognize themselves in these stories and appeal to them emotionally. When your employees speak with genuine enthusiasm, viewers not only identify with what they see, it also builds credibility.
Another option is a voice-over narrating in the background while the workplace or colleagues are shown. The main thing is that what is said matches what is shown and that you stay authentic. Avoid exaggeration, sugarcoating, and staging, as well as artificial or scripted interviews, since potential candidates may view them negatively. This is confirmed by a survey by Talents Connect and Respondi: 80% of respondents consider employee statements in such interviews to be promotional.
Technical Must-Haves
To turn prospects into applicants, your employer branding video must meet certain quality standards. These include:
- Audio and image quality
- Camera work
- Suitable music
- Video editing and effects, if applicable
- Appropriate typography, if applicable
The video should also be neither too short nor too long - two to four minutes is ideal. It can also make sense to film on your own premises (office, workshop, or production facility). Of course, this depends on your video concept.
In any case, it is advisable to set aside a sufficient budget for producing your employer video and to hire a specialist to create it. When producing the video, also make sure the communication happens at eye level rather than from the top down. Otherwise, a poorly produced video could backfire, costing you reputation and potential applicants.
To captivate your viewers, it is especially important that your video has a clear narrative thread and conveys a clear message. Include original, emotional, and/or surprising scenes. This helps you stand out even further from the competition.
Placement
Once your employer video is produced, it can be placed on multiple channels. The usual channels are:
- Job boards
- Online job ads (with embedded video)
- Video platforms (Vimeo, YouTube, etc.)
- Social networks (e.g., LinkedIn and XING)
- Your own careers page (with embedded video)
Based on the concept you developed and the available budget, choose the channels where you are most likely to reach your target audience.
Conclusion
Employer branding videos are a great way to stand out from the competition in the war for (young) talent and present yourself as an attractive employer. They also strengthen your employer brand, making you more appealing to potential candidates. Let your employees become convincing brand ambassadors. These and other relevant insights bring your company to life. They also ensure better matching, which raises the quality of incoming applications. What matters most is a credible, authentic presence and a high-quality video production.
The medium of video leaves plenty of room for creativity. Make the most of this freedom: attract attention with unique employer videos and win your viewers over.