Company culture videos are an essential tool for showcasing your values, attracting top talent, and strengthening your employer brand. But a common question arises: how many videos do I need to effectively communicate my company culture?

The answer depends on your company size, talent goals, and the sophistication of your employer brand and recruitment marketing strategy. However, there are a few key types of videos that every company should consider to build a strong and versatile library of culture content.

Start with the Essentials: The Culture Overview Video

The first video every company should create is a comprehensive culture overview video. Created to appeal to all candidates and team members, this foundational piece introduces your company culture and sets the tone for all your employer branding content. 

An overview video is essential because it highlights your core values, mission, and what makes your workplace unique. It also brings your employee value proposition (EVP) to life, if you have one. These videos typically feature a mix of team member voices sharing authentic stories about their experiences, with the goal of creating a genuine and relatable look at your culture.

This video works well across many platforms, including careers pages, job postings, social media, and recruitment events. By presenting a clear and engaging message, the overview video appeals to a wide audience and serves as the foundation for your company culture video library.

Here’s one of our favorite culture overview videos from AARP. Through authentic storytelling, we see the many ways AARP supports its team members—whether it’s caregiving hours, hybrid work flexibility, or a strong sense of belonging through ERGs and diverse perspectives.

Build Out: Expanding Beyond the Overview

Once you’ve created your overview video, it’s time to expand. Adding more specific videos allows you to highlight different aspects of your culture and target specific audiences.

Here are four additional types of videos to consider:

1. Brand Pillars

Focus on key elements of your culture, such as innovation, professional development, or community involvement. Each video can dive deeper into a single value, bringing it to life with employee stories and examples. Watch this culture video from Demonware about challenging work: 

2. Diversity, Equity, and Inclusion (DEI)

Showcase your commitment to DEI with compilation videos that highlight initiatives, employee resource groups, or personal stories from underrepresented team members. These videos resonate with the 76% of employees and job seekers that consider diversity an important factor when evaluating a workplace.

Here’s a good one from Colgate-Palmolive: 

3. Team Storytelling

Give candidates an inside look at specific departments or roles. For example, a video about your engineering team might highlight their collaborative processes, while a spotlight on customer support could emphasize problem-solving and empathy.

See how this regional credit union featured their Technology team: 

4. Talent Personas

Tailor videos to specific audiences, such as recent graduates, tech professionals, or experienced leaders. This approach ensures your messaging resonates with the right people and aligns with your hiring goals. Watch this video from Ross Stories targeted to early career professionals: 

Why a Mix of Videos Matters

A single company culture video can only cover so much ground. By creating a mix of videos, you can showcase different aspects of your culture in a way that feels intentional and authentic.  Having a variety of videos allows you to:

• Engage a broader audience: Each video can address a unique aspect of your company culture, ensuring candidates can connect with the messages that matter most to them. 
• Showcase depth: A mix of videos gives candidates a nuanced view of your organization and showcases a variety of perspectives, making your culture feel authentic and multidimensional.
• Optimize for different platforms: Shorter videos work well on social media, while longer, more detailed ones can be used on your website or in presentations.

How Many Videos Do You Need?

The exact number of videos depends on your company size and goals, but here are general guidelines:

• Small to midsize companies: Aim for 3-5 videos to cover the essentials: an overview, a DEI video, and a few targeted videos based on your brand pillars or hiring goals.
• Larger organizations: Consider building a more extensive library, especially if you have a global presence or diverse hiring needs.

Start with one or two videos and expand as your employer branding strategy evolves. Each additional video should align with specific goals, such as addressing hard-to-fill roles or showcasing a new initiative. By following this approach, you’ll create a well-rounded library of videos that grow with your company and continue to meet your recruitment needs.

Bringing Your Culture to Life with the Right Videos

The number of company culture videos you need depends on your company’s size, goals, and employer branding strategy. However, starting with a strong overview video and expanding to include brand pillars, DEI, team stories, and talent personas will ensure you have a versatile and impactful library of culture content.

With a thoughtful mix of videos, you’ll not only showcase your company’s unique culture but also connect with the right candidates and strengthen your employer brand. Ready to get started? Let’s create the perfect video strategy for your team!