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Employer Brand Video Best Practices Checklist

employer brand video best practices

When planning to create an Employer Brand Video, there are 5 best practices you must follow — and that’s why we’ve made you this handy checklist! Bookmark this page so you can review it whenever you and your team are working on an employer brand video.

But before we get to the checklist, let’s review the basics…


What is an Employer Brand Video?

An employer brand video is a short, engaging video that a company creates to showcase its workplace culture, values, and overall identity as an employer.

This video serves as a tool for attracting and retaining top talent by providing a glimpse into what it’s like to work at the organization.

Typically, an employer brand video features a combination of footage and testimonials from current employees, showcasing the company’s physical workspace, team dynamics, and the day-to-day work environment.

It may also highlight the organization’s mission, vision, and core values, emphasizing what sets it apart as an employer of choice.


What is the goal of an Employer Brand Video?

The primary goals of an employer brand video are to:


Attract top talent:

By offering a compelling view of the company’s culture and work environment, the video aims to pique the interest of potential candidates and encourage them to consider the company as a desirable place to work.


Convey company culture:

It provides a visual representation of the company’s values, work ethic, and overall atmosphere, allowing job seekers to assess if they would be a good fit within the organization.


Strengthen employer brand:

The video helps reinforce the company’s reputation as an employer, contributing to a positive brand image that can help in recruiting and retaining talent.


Enhance recruitment efforts:

Sharing these videos on company websites, social media, and job posting platforms can help recruiters attract candidates who align with the company’s culture and values.

employer branding video best practices

Attract candidates that best fit your organization’s culture by creating authentic employer brand videos


In essence, an employer brand video serves as a powerful storytelling tool that goes beyond the standard job description, aiming to engage, inspire, and connect with potential employees on a more personal level.


Now, on to the checklist!

Employer Brand Video Checklist

With every Employer Brand Video you create, whether it be a straightforward Employee Testimonial, a Day in The Life video, an End of The Year Recap Video, or something else entirely… There are 5 things you should make sure you “check off” when planning and producing an employer brand video:


▢ Does it have a clear message?

Start with a crystal clear message.

An employer branding video should always have a clear and concise message that communicates your company’s values and culture.

Make sure your message is relatable to your target audience and resonates with the kind of talent you want to attract.


▢ Does it showcase your team?

Let your team shine!

Your employees are your best brand ambassadors, so showcase them in your videos.

Include interviews with team members from different departments and levels to give viewers an idea of what it’s like to work at your company.


▢ Does it highlight your company’s mission?

Your employer branding video should also highlight your company’s mission and how it aligns with your employees’ personal values.

Show how your company is making a positive impact on the world and how your employees are contributing to that mission.


▢ Does it use storytelling techniques?

Storytelling is a powerful tool in employer branding videos.

Use anecdotes and personal stories to illustrate your company culture and values.

This will help viewers connect emotionally with your brand and increase the chances of them wanting to work for your company.


▢ Is it short AND engaging?

Attention spans are short, so keep your videos short and engaging.

Aim for a video that is no longer than two minutes, and use music, visuals, and animations to keep viewers engaged.

Make sure your video is optimized and re-purposed for sharing on different platforms and can be easily shared on social media.


Employer Brand Video Example

One of our favorite recent examples of an employer brand video that checks all the boxes is from the Utah Department of Transportation:



View this post on Instagram


A post shared by Utah DOT (@utahtransportation)

You know a job ad is outstanding when you don’t even like brushing snow off your car but now you’re thinking about quitting everything to plow the streets of Utah. Excellent work by Utah DOT.

Now that you have a thorough understanding of an employer brand video and how to produce one, you’re ready to create your own!

At EditMate, we help Employer Brands tell their stories through authentic video, captured by their real employees.

Check out a Case Study here and Contact Us anytime to learn more.

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