{"id":2355,"date":"2019-04-24T21:13:33","date_gmt":"2019-04-24T21:13:33","guid":{"rendered":"https:\/\/sproutvideo.com\/blog\/?p=2355"},"modified":"2022-04-29T18:12:49","modified_gmt":"2022-04-29T22:12:49","slug":"six-tips-to-showcase-your-company-culture-with-video","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/six-tips-to-showcase-your-company-culture-with-video.html","title":{"rendered":"Six Tips to Showcase Your Company Culture with Video"},"content":{"rendered":"

In this guest post from G2, a business software and service review website<\/a>, we explore how company culture can be a differentiating factor when using video to attract new hires.<\/em><\/p>\n

The best way to set your company apart in the recruiting marketplace is to highlight your company culture. Company culture can define the tone for your work environment and has a substantial impact on employee satisfaction within their role.<\/p>\n

If you have a great culture, show it off in a video! Having a company culture video is a great way to present the best parts of the company to potential candidates – especially when trying to recruit Millennials and Gen Z\u2019s<\/a>. It\u2019s a strong addition to any recruiting landing page and a great way to show that your company is down to earth.<\/p>\n

Keep reading for six tips for leveraging your company culture with video to drive successful recruitment campaigns.<\/p>\n

<\/p>\n

Video marketing as a tool to display your company culture<\/h2>\n

We constantly consume video content on different devices throughout the day. Companies already use video to market products, so it should be a natural transition to use video marketing for recruitment as well.<\/p>\n

A great advantage of using video is that it has a higher retention rate. A viewer will remember 95% of a message delivered in video but only 10% when reading it as text. If you want your company culture to be a deciding factor for why candidates choose your organization, be sure to present it in a memorable way.<\/p>\n

There are many different directions that you can take with your culture video. However, in order to stand out, you need to follow a few guidelines to promote your employer brand, and encourage candidates to choose your company.<\/p>\n

1. Tell a Story<\/h2>\n

One of the most important factors in creating a successful company culture video is to tell a cohesive story with it instead of just piecing together clips.<\/p>\n

You have a lot of choices when deciding what story to tell. You could follow a day in the life of an intern or a senior director. Or, center your company culture video around company values by interviewing different employees\u2019 takes on them. If your company values a strong work-life balance, highlight your team\u2019s input on how it works hard and plays hard.<\/p>\n

Your story doesn\u2019t necessarily have to relate to the work day. For example, Basecamp shows a video of different team members doing a taste test<\/a> between two different coffee brands. This may not give a ton of insight into the company\u2019s work, but it gives viewers an idea that the company is not just focused on their work.<\/p>\n

Regardless of the story you present, make sure it is relevant to both your culture and audience. You don\u2019t want to isolate a viewer (and potential future applicant) early on. Research what your target applicants care about, and build elements of it into your video.<\/p>\n

2. Elicit a Feeling<\/h2>\n

Emotions help influence what we buy<\/a>. If you want a potential candidate to buy into your company as a great place to work, it makes sense to use your video to elicit specific emotions<\/a>.<\/p>\n

There is a variety of methods you can use to help trigger emotions. Two video elements, which work hand-in-hand, that have the biggest impact on emotions are the music and the tone carried throughout the video. The tone of the video can be set by the music, the different video shots, and the tone of voices carried throughout the video. Importantly, you need to ensure that these two factors are reflective of your company culture.<\/p>\n

Is your company culture playful and lighthearted? Use a humorous tone and upbeat music to reflect this. Perhaps even consider using shorter scenes to keep the video more fast-paced<\/a>.<\/p>\n

Maybe your culture is a little more serious. You would use slower music and longer, in-depth interviews to show this. Talk about how your company supports the team in their work. Use longer scenes and include more panning shots to help convey this tone.<\/p>\n

Before creating your company culture video, identify which aspects of your culture you want to highlight and decide what emotions you want your viewers to experience while watching your video. Having this vision before production will help ensure a more cohesive message.<\/p>\n

3. Honesty is the Best Policy<\/h2>\n

Considering the popularity of Glassdoor and other online forums, your future candidates probably already have a decent grasp on your company culture. Your video will not be groundbreaking information to them, but you can use it to help to frame the narrative around your company\u2019s work environment.<\/p>\n

When creating your company culture video, it\u2019s important to first perform an internal assessment<\/a> on how management defines your culture and how that culture actually plays out in the office. If there are major discrepancies between these two, make sure to discuss it and find an appropriate approach for your video.<\/p>\n

Try to show off the real culture of your business. This will help ensure that the candidates you\u2019re interviewing are culture matches because they are able to make a preliminary decision about your organization before even applying.<\/p>\n

It\u2019s important to note that company culture is much bigger than the ping-pong tables and nap pods. Although these are fun perks, think about why you offer these perks. Perhaps the ping-pong tables signal a desire for employees to have fun while working. Think about how your core values have influenced your culture, and vice versa.<\/p>\n

The truth is going to come out about your culture regardless of your video, so do yourself a favor and be honest about it from the beginning. This will help ensure that your video is a worthy investment and is working to further your brand identity<\/a>.<\/p>\n

4. Use Your People<\/h2>\n

A great way to humanize your company is to use your own employees in your company culture video. Let the voices and faces of your video be the ones that are seen around the office everyday.<\/p>\n

Your employees are the heart of your culture, so it makes sense to use them in the video. Interview different employees about what the company values mean to them. Include a voiceover of someone describing different accomplishments. Add video clips illustrating the team working collaboratively and spending time together outside of working hours.<\/p>\n

Your employees should be your biggest ambassadors<\/a>, so give them a platform to speak about why they chose your company and why they stay there.<\/p>\n

5. Be Unique<\/h2>\n

Spoiler alert: your company culture video is unlikely to be the first one a candidate has seen. Many companies make use of these videos to appeal to potential candidates and boost conversation surrounding the work environment.<\/p>\n

Put your own creative spin on your company culture video. It\u2019s important to highlight what makes your company unique and why someone should want to work for you.<\/p>\n

Have fun and be true to who you are as an organization. Your company culture video should reflect the personality of your company.<\/p>\n

6. Have a Purpose<\/h2>\n

Finally, ensure that there is a definite purpose behind your video. Don\u2019t just make this video to tick it off a checklist. It\u2019s an important tool you can use to highlight your company culture\u2014you should use it as such.<\/p>\n

In order to figure out the purpose of your video, think about your company\u2019s mission. Think about why people should want to work for you. Use your takeaways to guide the direction of your video in order to see the best results.<\/p>\n

Identify what makes your organization unique and run with it!<\/p>\n

Prime Examples<\/h2>\n

There are many companies that have done an amazing job to use company culture videos to enhance their brand (and some that didn\u2019t work quite as well). These three brands are a great place to start your research on creating your own video.<\/p>\n

Dropbox<\/h3>\n

The file hosting company Dropbox uses puppets to help showcase their company culture. The video emphasizes the positivity and work-life balance apparent in the workplace. This fun video makes you view this company in a new light outside of its product.<\/p>\n