8 effective ways to improve your employer brand with video

A strong brand isn’t just something that supports sales of products or services. A business’s performance and growth is strongly impacted by the teams working within it. Your employer brand is an incredibly important factor in building the best workforce that you can. And when so many people consume information and build awareness through video content, it’s clear that your use of video is a vital tool in a strong employer brand. We look at how these two things work together and go through the specific approaches to make your videos support your employer brand. 

What is employer branding?

Essentially, an employer brand is the perception of your company as a place to work. It’s the reputation you hold in the job market and how potential and current employees perceive your workplace culture, values, and benefits.

An employer brand influences people’s decision to join, stay, or leave a company. It’s not just about colourful brochures or fancy taglines, it’s about authenticity and the lived experience of your employees. So, your employer brand is the story you tell about what it’s like to work at your company. Thought of like this it’s no surprise that video, as a powerful storytelling device, is the logical tool to use. 

Why employer branding matters

A positive employer brand helps to attract better talent, which directly impacts your company’s success. Your business will benefit from increased productivity, creativity, and motivation. Your strong and clear branding is likely to attract people with shared motivations and outlooks. This promotes the establishment of cohesive and strong teams, which in turn boosts productivity still further. Looking at the bottom line, you’ll save costs through reduced staff turnover and benefit from the momentum of creativity and growth. 

1. Feature genuine staff 

One of the most effective ways to improve your employer brand through video is by featuring real employees. Authenticity is key; prospective employees want to see genuine testimonials from people who work at your company. This approach builds trust and credibility, as viewers can relate to real stories and experiences. 

When staff share their personal stories and why they love working at your company, it highlights your culture and values from an insider perspective. It helps to include diverse voices from various departments and levels of seniority to provide a comprehensive view of your workplace. These real life colleagues, and their natural authenticity are irreproducible by other means.

2. Optimise video length

The length of your video plays a crucial role in capturing and retaining viewer attention. While it might be tempting to include every detail about your company, concise videos are more effective. Depending on the platform you’re using, aim to keep videos between one to three minutes. This is long enough to deliver your message but short enough to maintain interest from scrolling thumbs!

Of course, videos on your website will tend to be longer than those you may post on social media. Your audiences are different so you can vary your video length with that in mind. This is the great thing about the edit suite! You may even choose to create a series of shorter videos, each focusing on different aspects of your company culture or employee experiences.

3. Professional quality 

While authenticity is essential, production quality should not be compromised. Your employer brand is not only conveyed by the content of your videos, but by the production quality, too. High quality video production reflects professionalism and investment, reinforcing a positive perception of your brand. 

Your videos are important assets which you can use for a wide range of purposes over a long time. They’re worth investing in a professional production team, and your prospective talent will appreciate that value too. 

4. Highlight company culture

Your company culture is a unique selling point, and video is the perfect medium to highlight it. Use video to showcase your workplace environment, team-building activities, and employee benefits. Whether it’s a day-in-the-life feature or a montage of team events, these videos convey your culture’s vibrancy and dynamism.

By focusing on culture, you attract candidates whose values align with yours, increasing the likelihood of long term retention. Remember that candidates are seeking more than just a job, they’re looking for a place where they can thrive.

5. Engaging storytelling

At the heart of effective video content is storytelling. Craft narratives that resonate with your audience, highlighting employee journeys, career growth, and company achievements. Remember that employer brand is as important for current staff as prospective employees. 

As experts in business video, at Ally & Mo we can help you to refine your story in a way that is creative and engaging. We use our pool of talent and experience to make sure that our videos communicate a clear message, whether it’s for internal comms or public messaging. 

6. Use social media 

Social media platforms are ideal for sharing your employer branding videos. They amplify your reach and allow you to engage with a broader audience. Platforms like LinkedIn, Instagram, and Facebook offer opportunities to connect with potential candidates and encourage shareability to increase your brand reach even further.

Social media is also an important place to reinforce a sense of inclusivity amongst your current workforce. The beauty of video is that with a solid resource of quality footage, you can edit together different lengths and themes of video that suit a range of platforms. 

7. Employee testimonials

Employee testimonials are powerful tools for building trust and credibility. Featuring employees discussing their experiences and growth within your company adds authenticity to your brand. These interview based videos can be stand alone pieces or form a part of a longer video. 

Select employees who are enthusiastic and articulate, and guide them in sharing their stories naturally. Authentic testimonials highlight your company’s strengths and foster a sense of belonging.

8. Measure and optimise results

Track metrics like views, engagement, and conversion rates to gauge the impact of your videos. Analyse and interact with comments and feedback to understand how your audience perceives your content.

You can then use these insights to refine your approach, experimenting with different formats, lengths, and storytelling techniques. By continuously improving your videos based on data-driven insights, you enhance your employer brand’s effectiveness and ensure its ongoing success.

Creating a strong employer brand with video is a powerful way to attract and retain top talent. Your employer brand is as important to your existing staff as it is to those thinking of joining you. It’s a key part of maintaining a working culture that is aligned across departments. At Ally & Mo, we specialise in a range of business, corporate and internal comms videos. Contact us for help in implementing your employer branding strategy through video.