To help you create an engaging and effective recruiting video, we gathered insights from various professionals, including Global Employer Branding Specialists and Operations Managers. From using employee testimonials to balancing culture and professionalism, discover the key elements these experts recommend considering when crafting your recruiting video.

Use Employee Testimonials

Employee testimonials are an effective way to ensure that your recruiting video feels authentic and genuine to a viewer

One way to do this is to develop a list of questions to ask employees and compile their responses into one video.

Ask current employees questions like “How would you describe the culture of Company XYZ?”, “What is your favorite thing about Company XYZ?”, or “How have you grown in your career at Company XYZ?”. These responses will give viewers real insights into the culture, benefits and environment your company has to offer.

It is also important to include multiple perspectives. Make sure you do not only include upper management in your video. Highlight individual contributors, as well as team members from other regions that are part of your company.

By asking genuine questions and providing several viewpoints, you are sure to have an effective and authentic recruiting video that will resonate with candidates.

Grant Smith
Global Employer Branding Specialist

Emphasize Authenticity

Be authentic. Gone are the days of overproduced culture videos—job seekers are looking for real experiences from real employees. We are living in the TikTok era, giving a more true-to-life approach to videos and creating a new level of authenticity for viewers.

These social-inspired recruitment videos can provide a first-person perspective that drives up the humanizing element behind a company’s talent brand strategy. Imagine the impact of having a video from the hiring manager talking about why someone should join their team or a new hire sharing their first impression of a company after completing their onboarding.

There are so many storytelling opportunities that could be powerful if done right.

Haley ONeill
Senior Content Manager, JobPixel

Create a Concise Video

Keeping the video concise and to the point is crucial when creating a recruiting video. Attention spans are short, and viewers are unlikely to engage with lengthy content. A concise video should focus on the most important information, such as the company culture, benefits and testimonials. Ideally, the video should run for no longer than about three minutes.

For example, IKEA’s recruiting video is just over two minutes long, but it effectively showcases the company culture, employee benefits and day-to-day work environment while remaining engaging and memorable.

Ben Lau
Founder, Featured SEO Company

Utilize Storytelling

The power of storytelling in a recruiting video is something that cannot be overlooked. Storytelling helps create an emotional connection with the viewer, making them more invested in your company’s mission and vision.

The story should be genuine and should showcase the company culture, values, and work environment. It should also highlight the day-to-day life of employees, their achievements and successes, as well as the challenges they face. By telling a compelling story, you can inspire viewers to join your team.

Adil Advani
Marketing Director, AnySoftwareTools

Incorporate Humor and Creativity

Humor or creativity can help the video stand out from others and make it more memorable and engaging for potential recruits. However, it’s essential to ensure that the humor or creativity aligns with the company’s values and culture. A tasteful joke or creative approach can differentiate the video, but it should not take away from the overall message of the video.

For example, a tech startup could use a parody of a popular TV show or movie to showcase its unique culture and modern approach to the industry.

Roy Lau
Co-Founder, 28 Mortgage

Showcase the Company’s Personality

Potential candidates want to get a genuine sense of what it’s like to work at your organization.

Rather than focusing solely on the job description and qualifications, emphasize the values, atmosphere and camaraderie that make your company unique. Include interviews with current employees sharing their experiences and perspectives, allowing candidates to connect with relatable individuals. Show glimpses of team collaboration, social activities and company events to demonstrate a vibrant and inclusive culture.

By highlighting your company’s authentic personality and work environment, you can attract candidates who align with your values and increase the likelihood of finding the right fit for your team.

Simon Brisk
Director, Click Intelligence Ltd

Balance Culture and Professionalism

Including bloopers or behind-the-scenes footage in a recruiting video can humanize the company, showcase a fun and relaxed environment and make the video more memorable and shareable on social media.

However, it’s important to strike a balance between showcasing the company’s culture and values while still maintaining a professional image. For example, a software development company could show developers brainstorming ideas while still maintaining a professional image by showcasing the final product and feedback from satisfied customers.

Jason Cheung
Operations Manager, Credit KO

Share Real Employee Stories

Potential candidates are not just looking for a job; they are seeking an experience and a sense of belonging. By showcasing the real stories and experiences of current teammates, you can create a powerful connection that resonates with candidates on a personal level.

It’s crucial to portray the organization’s culture and values authentically, and your best advocates are your employees. Candidates want to see genuine faces and hear the genuine voices of employees who can speak to their experiences within the company. Sharing their stories, achievements and the impact they make within the organization can help build trust and credibility.

Your people are your superpower. Elevate them, and they’ll do the same for you.

Heather Wilson, CMP
Founder, The Brand Strategy Tank