What makes a company’s brand stand out to top talent? Just like a strong benefits package, a standout employer brand is key – highlighting and promoting why your organization is a great place to work. Now the question is, how do you bring your employer brand to life in a way that truly resonates with candidates? As an employer, you can leverage the power of technology and social media. Yes, you can use videos!

Video content has evolved through time and technology and emerged as a key tool in employer branding. With videos, you can genuinely tell your company’s story and connect more deeply with prospective employees. Videos are engaging and can effectively evoke emotions. Whether embedded in your candidate portal, shared through email campaigns, or featured on your employer brand website, videos create a deeper connection with potential hires and elevate their experience.

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Why is video essential in your company’s branding?

Here’s a quick summary of why you should care about incorporating video into your employer brand strategy:

  • Videos are essential in employer branding because they offer an engaging and authentic way to connect with potential candidates.
  • By highlighting your company’s culture, videos can genuinely share a glimpse of your organization, which helps set the expectations for your potential candidates.
  • Video content can streamline recruitment and improve the quality of your hires by allowing candidates to understand your company first.
  • Lastly, videos can boost your brand’s online visibility and reach across social media platforms, furthering your conversion and marketing efforts.

So now, let’s dive deeper into why videos are essential in your company’s branding.

Videos can effectively engage candidates.

Video is one, if not the most effective medium for capturing and maintaining attention. Viewers retain 95% of a message when it’s delivered through video, compared to only 10% when reading text (Forbes). Videos have the ability to elicit what we call multisensory engagement – stimulation of both visuals and sounds makes videos immersive and, therefore, more impactful.

Essentially, videos can vividly express emotions with gestures and facial expressions. Videos can make viewers experience a roller-coaster of emotions. This makes your storytelling more personal and relatable. As cliché as it may sound, you can sell your brand efficiently if you target your audiences’ emotions.

Videos can authentically showcase your company’s culture

If executed properly, videos can powerfully highlight what it is like to be working in your company. Give them a glimpse of your company’s values, perks, and atmosphere.

Thinking about the content? Here are some examples:

  • Employee testimonials: Nothing beats genuine feedback from your employees themselves. As long as they are happy, you don’t have to give them scripts. You can even ask them on the spot and capture that perfect moment why they’re happy working for your company.
  • Day-in-the-life videos: As we all know, this gives your audience a “walkthrough” of how a typical day of an employee looks like in your company. This content shows transparency — which sets the expectations of your viewers and potential candidates. Make it more enticing by letting your employees show your company’s perks­ – free coffee, free food, freebies!
  • Behind-the-scenes tours: Grab your tripod, and it’s time to walk! Yes, walk with your viewers and show them the ergonomics. Record your company’s team-building activities, company outings, games, and more. This will give your potential candidates something to look forward to.
LEGO does a great job of day-in-the-life videos. Check out this example above!

Videos can improve your recruitment efficiency.

According to oneday.com, job postings with embedded videos received 800% more engagement than those without. Additionally, job postings with video icons are viewed 12% more, and those with embedded videos have a 34% higher application rate. This research shows that incorporating videos into your job postings can enhance viewer engagement and is proven to attract potential talents.

Adding videos to your recruitment process can expedite and improve hiring experience. Let’s take a look at video interviews, for example. Video interviews helped employers look for the best talents worldwide, overcoming geographical limitations.

A candidate portal is an essential hub for delivering engaging content. Embedding videos here allows you to enhance the user experience and keep candidates informed at every step of the hiring process. You can put some content here, like welcome videos, role-specific insights, diversity and inclusivity, team introductions, etc.

Video content is an excellent learning aid in your employee onboarding experience. This will also save time and lessen the need to do in-person sessions.

Videos can boost your brand’s online presence.

Did you know that Google prioritizes video content in search results? According to vidico.com, video content is 50 times more likely to rank on the first page of Google than traditional text-based content. If your brand appears on the first page of a search engine (in this case, Google), it is more likely that many internet users will click on your website. This can also translate to more conversion—readers or internet users being turned into your customers.

Social media platforms like Facebook, LinkedIn, Instagram, Twitter, etc. are also optimized for video content. Furthermore, videos can be easily shared and are more likely to go viral on these social media platforms.

How to create videos for your brand strategy

Creating employer brand video content can feel overwhelming, but it boils down to just a few simple steps:

  • Know your company’s values: Know the “why” behind what you do. This is the backbone of your company and will serve as your reference when creating the content for your brand.
  • Use the right features of your video creation tools: features like AI video generation, audio editing, screen recording, and stock media can simplify your video creation process. Features like video hosting and analytics can help you refocus your efforts on the content that matters.
  • When polishing your videos, embrace imperfections, use subtle transitions, select appropriate background sounds, and play with the pace of your videos for emphasis.

So now, let’s dive deeper and discuss how to create videos for your brand strategy.

Know your company’s values.

Your company’s values will shape what you want to communicate and how you want to communicate it. These act as the guiding principles for all your content and communications. Your values must be consistent and should represent what your company aims to achieve. It is also imperative that you know what your brand stands for. Ensure that you will create content that aligns with your brand’s tone, message, and character.

You may have the best video editing tool, or you may have chosen the best fonts or the best transitions. But have you checked the “why” behind what you do? Your company’s values must be the foundation of all your communications and brand strategy.

Use the right features of your video creation tools.

Now you know the “why” behind what you do, your next step is to create quality content. You may have the best values, mission, and vision. But if you do not deliver it creatively and with quality, it will not be heard. Therefore, using the right tools to create quality content is equally important.

A lot of user-friendly tools have proliferated in the online world. Now it is up to you which tool caters to your needs and saves your time and money, of course.

Recommended features for a video editing tool:

  • AI video generator: These AI video generators simplify creating videos by automating visuals, voiceovers, and sound adjustments, making it easy to produce polished content. Practically, it is a one-click magic that can fix common mistakes and nuances in your video.
  • Audio editors: It is truly annoying if the sound does not match what is happening in a video. So, an audio editor enhances and refines sound syncing and quality, resulting in a more cohesive and professional final product. If you want to go extra, you can use an AI Voice Cloning feature, which allows you to do automatic narration using different voices.
  • Screen recording tools: These are perfect for creating tutorials or walkthroughs– making learning materials, explaining complex instructions, introducing your candidate portal, or showcasing how employees use internal systems.
  • Stock video and audio platforms: Did you run out of ideas with short video clips and sound clips? Or do you want to save time and use any available and ready-made videos and sound clips? Stock videos and audio are your friends.
  • Mobile availability: For quick edits and on-the-go content creation, mobile apps allow you to adjust video clips, add captions, or apply filters directly from your phone.
  • Video hosting and video analyzing capabilities: Video hosting can help with video storage, embedding, and performance tracking. Video analysis can be helpful by giving you insights about how many viewers watched your videos, what time your viewers watched your videos, and which videos have the highest engagement and views. This helps you refocus your efforts on which video content matters. Both are essential in choosing a tool because it will make your storage, tracking, and analysis efficient.

There are a ton of other features available out there. You may get confused at first, but the most critical first step is to try it yourself. Video editing is one of the heaviest doors you will have to push to open new opportunities to create content for your brand. If it’s too heavy, do it with your team.

Some practices you can use when polishing your videos

  • Embrace “happy accidents”: You aim to create the perfect video to represent your brand. Who does not want that right? But remember that everyone starts with the first step–full of mistakes, imperfections, learning, and milestones. 
  • Consider “invisible transitions”: You may want to be fancy and engaging, but you might overdo it. Sometimes, less is more. Exaggerated transitions may distract your audience from getting your main point.
  • Choose the appropriate background sound: Viewers nowadays are highly critical and can get easily distracted. Try using nature sounds or soothing sounds that boost concentration.
  • Use speed for emphasis and impact: Viewers may get bored with the standard pace of regular videos. Try slow motion on the most critical parts of your videos, or speed up less important parts for comedic timing. Speed manipulation can evoke different emotional responses.

Final thoughts: Video sets you apart from competititors

Your branding is what will set you apart. How do you want your company to be remembered? Would you like your company to be remembered? If yes, then video can be a powerful tool to transform your branding strategy. It is an incredible, versatile medium that can make or break your efforts.

Looking for top talents to grow your company is time-consuming. You can make your brand stand out by using videos and pairing them with your recruiting automation efforts to make it even more impactful. Automation streamlines your hiring process, while video content makes your brand unique. This integration ensures consistency, personalization, and efficiency in your recruitment strategy.

Start leveraging video today to strengthen your employer brand and attract top talent. The combination of innovation, authenticity, and strategic communication will set your company apart in the competitive hiring landscape.

About the Author

Rachelle Ann Raymaro

Rachelle Ann Raymaro is a PR Outreach Specialist at VEED.IO, an online video editor that makes creating high-quality videos simple and accessible to everyone. In her free time, she enjoys reading and watching movies.