How to Craft a Standout Company Culture Video That Attracts Top Talent

A company is only as good as the team that keeps it running. If you’re a business owner, marketer, or recruiter, it’s crucial you surround yourself with talent you can trust and people who understand your ethos and core values. But attracting high-quality candidates that quickly get where you’re coming from and understand your brand POV can be hard. That’s where corporate culture videos come in. Utilizing video to show, not tell, about your company’s biggest goals, brand spirit, and general office (or work remote!) culture can help you generate interest in your company with the people who fit your professional niche.

Company videos designed to get to the core of who you are as an organization— or a one-woman-show — are one of the most effective ways of giving prospective clients direct insight into your brand’s identity, and, when done right, can be a mega-valuable recruiting strategy. Not only that, but aligning on a vision for a strong company culture can also help boost morale internally. Employee’s ratings of their company’s qualities (like collaboration, environment, and values) have been found to be 20% higher at companies that exhibit strong culture.

But how do you make an effective one that’s cliche-free and actually effective? It’s not so hard: and it doesn’t require a full-week of work stoppage to get it done, either. Here’s what you need to know to make a high-quality corporate culture video that won’t break the bank (or your brain).

What is a corporate culture video?

Company culture videos give prospective hires and clients a direct look into what it’s like to work for a specific brand or organization. An effective corporate culture video should accurately depict the experience of working at a company to help candidates and customers find the team and products that are right for them.

5 tips for making a company culture video

When making a corporate culture video, it’s important to remember that one size does not fit all. And it shouldn’t! A great video should show the unique and authentic qualities that separates your company from others.

Corporate videos allow brands to tell interesting stories and use intimate, personal visuals to break down the barrier between the company and the people behind it. But before you run off and start filming, here’s a quick guide to making a cool company video that checks all the boxes.

1. Know who you’re speaking to

For the most part, companies opt to make culture videos when they’re looking to increase recruitment and identify bigger-fish hiring opportunities. But sometimes, the goal is a little more abstract. A company culture video oriented towards the brand’s customers is great, too. And done right, it can result in converting casual clients into bonafide fans. Just be clear about who you’re addressing. (Choosing double duty is alright, too!)

2. Capture your company’s authentic energy

The first real step to making a corporate culture video that succeeds? Be honest about who you are as a company, and make sure to capture the core tenets of your brand. Start by making a list of your company’s central values. Don’t be afraid to outsource this part of the brainstorming process to any fellow team members. The more insight you get, the better!

What do you stand for, what’s your vision, and what do operations actually look like? Develop a series of topics or questions you’d like to capture with your subjects, and outline the shots you’ll need of your workspace, warehouse, or home office to make it easy to capture your content.

3. Redirect the spotlight

This is your chance to move the camera away from your products and services and towards the people who make it all happen. Whether you’re telling your story through the experiences of your CEO, HR director, intern, or product manager, hearing what it’s like to work for your company (and why the work is important to them) is the true magic of a video like this.

Prioritize showcasing different perspectives from real employees. We love an impromptu interview session, but you can also center your video around a specific event or new initiative to help highlight a specific aspect of the job or organization. We also encourage you to play with the format! A simple to-the-camera set-up is great, but a Sorkin-esque walk-and-talk or dynamic voiceover works well here, too.

4. Tell a story

Once you’ve captured your raw footage, it’s time to put it together. Company videos often utilize strong brand imagery and powerful music to tell a moving brand story. Choose a soundtrack that reflects the vibe you’re trying to communicate. Then make sure to include brand imagery and logos throughout, so the video is easily recognizable as yours.

5. Nail your distribution

Once you’ve got a great video that’s ready to share, it’s time to think deeply about your distro plan. This will generally depend on the goal of your video. If you’re looking to publicize and humanize the brand for clients, we love the idea of sharing on social and including in your next email marketing campaign. For those looking to generate higher quality leads for recruitment, share your video on LinkedIn and display prominently on your website.

Corporate video examples we love

If you need a few corporate video ideas to get the creative juices flowing, look no further. These three videos are great examples of company culture storytelling that you just might want to channel in your next video.

Atoms

A big Vimeo fave, Atoms juices up the company culture video by giving audiences an insight into the creation of their product, and splicing in shots of the company’s collaborative workflow. This video is a great example of a forward-facing company video, designed both for recruitment and for deepening client relationships. It’s fun, fast-paced, and gets at the brand’s central ideas, all while lending voice to the people who made it all happen.

Northstar Home

This five-minute, interview-based video from security company Northstar Home stands out by highlighting the personal growth of various employees. These to-the-camera chats are designed to give prospects a sense of how the company strives to nurture leadership and invests in the lives of their employees.

Twikit

Software company Twikit takes another approach to the company video by creating a team introduction video series, each of which centers on a different member of the team. These mini-spotlights allow Twikit employees to dive deep on their individual roles, responsibilities, and projects. This approach helps showcase the diversity of their team, as well as reflecting the company’s respect for each individual employee.

Corporate video ideas to get you started

Ready to tell your own story about your business? Customize one of the below Vimeo Create corporate video templates to get started.

About us

Company videos are an awesome way to introduce your company in just a few seconds. This video template will help you outline your key brand tenets, then plug your company name (and website!) for a punchy video that walks potential hires (and clients) through your biggest priorities.