Your company career site is the central hub for your employer brand messaging — 67% of candidates visit it before applying for a job, and they spend 37% longer on career pages with videos.¹

These statistics tell us that your career site consistently attracts active candidates. And more importantly, that these candidates are eager to learn more about life at your company through video while they are there.

As you approach your career site refresh project, it’s important to create videos that give candidates the insight they are looking for, using real experiences from the source they trust the most — current employees! 

In this post, we share seven types of employee story videos you should feature on your company career site.

Video #1: Company Culture Videos

Every careers page needs a company culture video. Because it communicates the universal experience of working at your company, this video appeals to every candidate regardless of functional expertise, location, or experience level. Feature it prominently on your careers homepage to maximize exposure.

The best company culture videos are a compilation of employees who represent a wide variety of job categories, tenures, and backgrounds. This range of perspectives proves that a culture story isn’t a one-time-thing but in fact experienced across the organization. 

Take this example from The Knot Worldwide, where multiple team members share how they have experienced the caring culture at the company:

Pro tip: don’t stop at one culture video! While your culture overview video may move between multiple topics, company culture videos can also focus on a single topic that is universally experienced, like flexibility or mentorship. This approach works well for bringing your brand pillars and other key culture areas to life.

Video #2: Team Storytelling

The number one question candidates have, according to a Glassdoor survey, is “Will I fit in with my team?”

Don’t make candidates wait to find out. Create a team value proposition and team-specific content to showcase what the culture of your different teams and job categories are like. Your video should showcase specific skills your team possesses, collaboration style, and how their work contributes to the greater company mission. 

Watch this video from Ross Stores that brings the experience of working on the location planning team at the retail company to life: 

Video #3: Day in the Life Video

Candidates are likely exploring similar job titles at other companies. They’re coming to your careers page with a key question: why should they choose this job, at your company? 

Day in the life videos are realistic job previews that also show your company’s culture in action. They should include both the desirable and less desirable aspects of the job and address any common pain points and questions most frequently asked by candidates and team members. 

The video below follows a day in the life of Hannah, a General Manager of locally-owned Great Clips salons:

Pro Tip: When it comes to creating a day in the life video, pre-production is your friend. Work with your storyteller to plan for a filming day that incorporates all the key elements of the job. Create a shot list and plan ahead to make sure you’ll have access to locations and equipment you need to best bring the role to life. 

Video #4: Diversity, Equity and Inclusion

A 2022 DEI report by Lever² found that 81% of job candidates investigated a company’s website to discover their stance on diversity, equity, and inclusion before applying for an open position. Despite this, only 36% of the Fortune 100 Best Places to Work list are using actual employees in diversity-related content on their web site outside of static images.

Showing that your company honors diversity goes beyond aspirational statements and photos of people of different cultural backgrounds. Prove your commitment to DEI with a video showing candidates what your company is doing to create an inclusive workplace, with supporting stories from employees who have benefitted from these efforts. 

We love this compilation video from Dell Technologies that shows how Diversity of Thought has been experienced around the world. 

In addition to DEI overview videos, consider creating videos featuring your ERGs as well as employee spotlights that dive deeper into a single employee’s experience at your company, like LaToya’s powerful story as a Black Women in Technology at Intel: 

Video #5: Purpose & Core Values

If purpose is your ‘why,’ core values are your ‘how’. These principles mean a lot to your company, but they don’t mean anything to candidates…unless there is a story attached.

An employee story video brings these topics to life and helps candidates understand how your company’s purpose and values align with their own. Employee spotlights are great for purpose and value videos because they leave room for employees to go deeper and tell longer-form stories, like this example from Metabalon: 

Video #6: Talent Category

Candidates visiting your career site identify in more ways than one. In addition to creating culture, team, and job-specific content, you want to create videos that speak directly to talent categories that matter most to your company. This could be different talent pipelines you’re building like early career talent, women in technology, or veterans. 

These videos should feature current employees who belong to that category and the programs and opportunities they have benefited from. Employee spotlights work well here as well as compilation videos like this early career video from Sonoco: 

Video #7: Benefits

If your company has unique and popular benefits, don’t bury them in your intranet! Your company benefits say a lot about your corporate culture and what your company prioritizes. For example, good parental leave programs mean a company supports working parents. Profit sharing means shared success is important. 

Benefits and perks play a key role in attracting and retaining top talent. The best way to bring your benefits to life is by gathering stories from employees who have been positively impacted, like this video from Precision Biosciences. 

Honorable Mention: Real Employee Photos! 

There is a clear difference between career sites that have generic stock photos and unrealistic depictions of work life (hello, briefcases). While you’re uncovering employee stories to create videos for your company career site, don’t forget to conduct an employee photo shoot. 

In addition to seeing real employees, visualizing the physical environment helps candidates picture themselves working there. Therefore, capture your employees doing their job, with their teams, with their work surroundings prominently featured.

Raise the bar of your company career site with employee story video

Employee story videos are the best way to engage active candidates visiting your career site. From universal culture videos to targeted job content, use video to bring employees to the forefront and help talent understand what it means to work at your company.

Sources:

¹ OnHires, HR and recruitment statistics in 2023
² Lever, The State of Diversity, Equity, and Inclusion Report: DEI Throughout the Employee Lifecycle