Learning how to create a company culture video is essential for showcasing your values, connecting with employees, and attracting top talent. But not every video hits the mark. The best culture videos go beyond generic statements and buzzwords—they bring your unique culture to life through authentic stories and compelling visuals.

In this post, we’ll guide you step-by-step on how to create a company culture video that truly resonates, strengthens your brand, and achieves your goals.

Define Your Objective

Before the camera starts rolling, the most important step is to define what you want your culture video to achieve. Having a clear objective will shape every decision you make, from the stories you highlight to the questions you ask during interviews.

Some potential objectives include:

• Brand Awareness: Are you trying to correct a misconception about your company or simply get your name out there?
• Internal Focus: Perhaps you’re rallying employees around a new EVP or seeking to reinforce core values.
• Tactical Hiring Goals: Are you targeting specific talent segments or trying to differentiate yourself from a competitor?

Taking the time to clearly define your objective ensures your video is not only impactful but also aligned with your broader business goals.

Identify Your Key Themes

A common mistake we see is trying to include every aspect of the culture in one video. While well-intentioned, this will dilute your video’s impact! 

Instead, take time upfront to identify the key cultural themes that matter most. For example, if your company prides itself on innovation, diversity, or collaboration, these should drive the narrative of your video. 

By narrowing your focus, you’ll also be able to ask more targeted questions during employee interviews and dive deeper into the themes that matter most. This intentionality will make your video more engaging and memorable.

In this culture video from The Knot Worldwide, you can see that they chose to focus on the ‘caring’ aspect of their culture: 

Interview Real Employees

Your employees are the best ambassadors of your culture and are key to creating a successful culture video. They bring authenticity and relatability that no paid actor ever could.

To capture compelling material:

• Facilitate open-ended, conversational interviews. Ask follow-up questions to uncover unique perspectives.
• Focus on questions that connect to your key themes but allow space for employees to share stories organically.
• Encourage interviewees to share real, specific examples—moments that truly illustrate what it’s like to work at your company. “Can you give me an example of that?” is one of our favorite follow up questions! 

This approach ensures your video feels genuine and resonates with viewers.

Pick a Strong Opener

The opening moments of your company culture video are make-or-break for capturing your audience’s attention. A compelling opener sets the tone for the entire video, immediately drawing viewers in and giving them a reason to keep watching.

One effective approach is to start with a story. Stories have the power to build an emotional connection right from the start, helping viewers feel something about your culture before they even fully understand it. In this BAE Systems culture video, Adrienne’s opening story sets the stage, highlighting the company’s exceptional work while showcasing the personalities of its employees.

You could also begin with a powerful statement that immediately communicates what’s unique about your company. In this video from Ross Stores, John kicks things off with an observation:

“You speak to people who’ve worked here for 10, 15, 20-plus years. A company that is retaining people for that long is clearly doing something right.” 

Whether you start with a story or an eye-catching statement, make sure it grabs attention and sets the tone for the video to come. 

Skip the Jargon (Focus on Stories Instead!)

Avoid overused phrases like “we’re like a family” or “we’re innovative” unless you can back them up with real examples. Generic statements won’t leave a lasting impression—stories will.

Instead of saying, “Our culture is collaborative,” show a moment where collaboration led to a tangible outcome. By grounding your culture in specific, real-life examples, you’ll provide meaningful insights that resonate with candidates.

As a general rule, try to support every general statement with a real example. We love this culture video from AARP that covers Support, Flexibility, Growth, and Diversity all in two minutes — using stories, not jargon to hold audience attention. 

Incorporate Visual Storytelling

Visuals are one of the most powerful tools for making your company culture video engaging and memorable. Thoughtfully chosen b-roll footage and graphics can elevate your storytelling, helping viewers connect with your message on a deeper level.

Better b-roll makes for better videos. Culture video b-roll can include clips of team members collaborating, using tools and equipment, or participating in company events. These visuals add depth to your video by complementing the stories being told and providing context about your work environment.

Graphics are another way to raise the bar on your culture video. Text overlays, animated visuals, or infographics can provide extra context without needing additional airtime. They’re especially useful for transitioning between themes or emphasizing key points, making your video easier to follow. 

Edit for Pace and Clarity

The editing process is where your video comes to life. Keep these tips in mind:

• Trim the Fluff: Read the script aloud and cut anything repetitive or unnecessary. Remember, the goal is to keep viewers watching (and then take action!). 
• Keep it Moving: Maintain a dynamic pace to keep viewers engaged. Select music that matches the tone of your video — bonus points if you can align music, visuals, and message to enhance the overall effect of the video. 
• Get Feedback: A peer review can help catch areas that need clarification or improvement. By the end of editing, you’ve likely watched this video a few dozen times. A fresh set of eyes will make sure your message resonates with a first-time viewer. 

Ready to get started?

Now you’re ready to create a company culture video that authentically reflects your values, inspires employees, and attracts top talent. By focusing on clear objectives, real stories, and compelling visuals, your video will stand out and make a lasting impact.

Ready to bring your culture to life? Let’s get started!