Video isn’t just a nice-to-have in employer branding. Why? Because when done right, video sparks emotion, builds trust, and gives job seekers a peak behind the curtain they just can’t get from a job description.
But not all videos are created equal.
Some formats connect instantly, while others fall flat. If your goal is to attract top talent, bring your employer brand to life, and stand out in crowded recruitment marketing channels, then you’ve got to be strategic with your video content.
This post will break down the best-performing employer branding video formats and how to use them to convert curious candidates into committed applicants.
Why Video Works in Employer Branding
Video engages. It captures attention faster than blocks of text and drives better retention. And in a world where attention spans are shrinking and competition for talent is fierce, that matters.
But it’s not just about grabbing eyeballs. The right video content can:
- Reinforce your EVP (Employer Value Proposition)
- Build emotional connections with talent
- Reveal culture in a tangible, human way
- Drive more qualified applicants
Moreover, according to HubSpot, the content format that marketers say delivers the highest ROI are short-form videos (21%). In marketing as in employer branding videos getting more investments than ever in 2025.
Now let’s get into the juicy stuff, the video formats that convert.
1. Employee Story Videos: Real People, Real Impact
Nothing humanizes a company like the faces behind it. Employee stories put a spotlight on your team members: who they are, what they do, and why they love working with you.
Unlike glossy recruitment ads, these videos offer authenticity. Think less “scripted testimonial,” more “coffee chat with a colleague.”
Keys to make employee stories work:
- Keep it casual and genuine, don’t over-produce
- Feature diverse voices across departments and levels
- Center the story around challenges, growth, or values
2. Day-in-the-Life Videos: Show, Don’t Just Tell
Job seekers don’t want generic videos saying “every day is different.” They want to know: What will I actually be doing? What does the office feel like? What’s the pace like?
A day-in-the-life video answers these questions before they even ask.
What to include:
- A real daily routine, not a highlight reel
- Shots of the workspace: remote, hybrid, or on-site
- Snippets of team meetings, problem-solving, and even coffee breaks
Pro tip: If your team is remote, show how they stay connected, organized, and social. Tools like Slack huddles, Notion dashboards, and virtual team bonding add transparency.
3. Culture Highlights: Make Them Feel the Vibe
Your culture isn’t your ping pong tables. It’s how people treat each other, make decisions, and celebrate wins. That’s what candidates want to see.
Culture videos are perfect for social media snippets, internal campaigns, or your career site.
What to feature:
- Company rituals (think hackathons, volunteer days, DEI spotlights)
- Leadership talks and team shoutouts
- Moments of recognition and celebration
One well-shot 60-second clip from your holiday party, or pride lunch can speak volumes about who you are as a company.
4. “Why We Work Here” Videos: Connect Mission to Meaning
Everyone wants purpose at work. But companies often fail to communicate how daily tasks connect to mission in an emotional way.
That’s where “Why We Work Here” videos shine. These aren’t just “I needed a job” testimonials. They’re purpose-driven narratives about impact and belonging.
Feature employees explaining what keeps them there, not just what brought them in.
5. Leadership Videos: Build Trust from the Top
Candidates want to see that leadership is human. They want transparency, humility, and connection. A short message from your CEO or DEI lead can help establish trust and alignment.
But be warned: avoid corporate-speak and generic platitudes.
For impact, your leadership video should:
- Address real challenges and aspirations
- Speak about values, not just goals
- Use a conversational tone (ditch the teleprompter if possible)
Try this: Have your CEO answer top Glassdoor questions on camera. Include some behind-the-scenes humor. That mix of candor and charm can move the needle with skeptical candidates.
6. Short-Form Social Videos: Win in the Scroll
Attention is currency, and it’s especially scarce on social platforms. TikTok, Instagram Reels, and LinkedIn video posts need to hook viewers in the first 3 seconds.
That’s where “snackable” employer branding video content hits the sweet spot.
Best formats for social:
- Quick employee Q&As (“Best thing about working at X?”)
- Office or remote desk tours
- “Meet the team” intros using native audio trends
Shoot vertically. Add captions. Keep it under 60 seconds. Track your engagement and repost top performers monthly.
Where to Share These Videos
Creating brilliant employer branding videos is only half the job. You want people to see them. Here’s where to place them for max impact:
- Career site: Add videos to team pages, job listings, and your About section
- Social media: Instagram, LinkedIn, YouTube Shorts, TikTok
- Email nurturing sequences: Include in follow-up messages to passive candidates
- Job ads: Embed a culture video in your job listing or use it in programmatic campaigns
- Onboarding: Use internally to help new joiners sync with your culture fast
Measuring What Works
To truly know whether your employer branding videos are converting, track these metrics:
- View-through rate (VTR): Are people watching all the way?
- Click-through rate (CTR): Are they taking action?
- Time-on-page: Videos often increase dwell time on career sites
- Application started/completed: If tied to jobs, are your videos pulling people closer?
Tools like Vidyard, Wistia, or even YouTube Studio can give you rich data to fine-tune your video strategy.
Final Thoughts
In a competitive job market, your employer brand can’t afford to be silent or flat. Video remains one of the most effective, scalable ways to show candidates exactly who you are and why you’re worth their time.
The secret? Match your video format to your hiring goals and talent segment. Want more Gen Z applicants? Double-down on short-form, vertical stories. Hiring for leadership roles? Showcase executive presence and strategic vision.
Most importantly: be real. Let your people speak in their own words. Show your messy desks, your all-hands energy, your Friday fails. That authenticity will convert better than any script ever could.
Looking to Build Your Video Roadmap?
Start small. Pick one format. Test it. Learn. Then scale what works. Because there’s no better time to hit “record” on your employer brand.
For more information and insights on employer branding, visit the Employer Branding category page.
Reach out to explore custom employer branding video packages built for hiring impact.
