Revamp Boring Company Culture into a Storytelling Video Series

Company culture is a huge factor in attracting and retaining top talent. But let’s face it – talking about culture can often come across as boring, scripted, or disingenuous. This is where video comes in handy. Video allows you to showcase your culture in an authentic, engaging way that resonates with employees and potential hires on a more personal, emotional level.

We at Platinum Peek have been producing videos that highlight company culture for years. What’s the main thing we’ve learned? Most company’s have a very distinct company culture, however, they fall short articulating that culture in a way that appeals to their target audience. 

In this article, we’ll explore creative ways you can use video content to highlight your workplace culture. You’ll also find a step-by-step guide to producing videos that demonstrate the unique story of your company.

Show Off Your Culture to Attract Talent

Let’s start with the key reason to invest in company culture videos – hiring. Research by SHRM suggests that replacement costs can be as high as 50%-60% with overall costs ranging anywhere from 90%-200%. And research shows that 58% of job seekers won’t apply somewhere with a poor workplace culture.

Video allows potential hires to truly experience your culture in action. Watching videos on social media is now a standard part of the job search process. In fact, Glassdoor found that candidates are 2x more likely to apply to a role after watching branded video content from an employer.

Cultural video content shows candidates that your company is a great place to work. It’s a place where they can thrive and grow, not just log hours for a paycheck. Highlight the fun parts of your workplace like office celebrations, community giveback initiatives, and employee reviews. Emphasize the difference your company is making and the impact it’s having. These videos invite viewers into the day-to-day of your company.

Videos also help showcase company values and diversity. For the 75% of millennials who rank workplace diversity as very important, seeing real employees on-screen helps them picture themselves there. Overall, well-produced cultural videos make candidates excited to join your team.

Get Creative with Video Content Ideas

Now let’s dive into specific ideas for company culture video content. Feel free to pick and choose ideas that align with your brand voice and industry:

• Office tours – Give viewers a virtual tour of your office space. Show off any unique designs or features that reflect your culture. Let employees be the guides.
• A day in the life – Follow 1-2 employees around for a day. Show their routines, meetings, collaborations, and a peek at their role. This can help candidates see themselves working there.
• Employee testimonials – Interview 5-10 employees about why they love working for you. Ask about their motivation, achievements, and growth.
• Internship program – Show interns working on cool projects and learning new skills. Talk about your mentorship program and networking events.
• Customer highlights – Show behind-the-scenes footage working with clients. Interview them about collaborating with your team and how you’ve helped provide a solution to their problems.
• Leadership Q&As – Film short interviews with executives about leadership principles and company vision. Make them casual and conversational.
• Community service projects – Show employees volunteering or fundraising events for charity partners. Talk about your commitment to service.
• Company celebrations – Capture birthday parties, work anniversaries, holiday celebrations, friendly department competitions and other fun events that bring your team together.
• Employee onboarding – Follow 1-2 new hires through their onboarding experience – orientation, training, team meetings, etc.
• Learning & Development – Show glimpses of your mentorship initiatives, speaker series, and skill-building programs. Talk about paths for growth.

By showing these authentic peeks into your culture, candidates feel connected to your brand. They imagine being part of the team and contributing to an inspiring mission.

Producing an Engaging Video Series

Now that you have lots of ideas for content, let’s talk about the actual production process. Follow these steps to create a polished video series that brings your culture to life:

1. Set goals. What do you want viewers to learn and feel? Do you aim to improve talent attraction or retention rates? Define your objectives so you can track success.
2. Outline videos. Sketch out 8-12 potential video topics based on the ideas above. Aim for variety to keep viewers engaged and also set deadlines.
3. Interview employees. Employees make the best on-camera spokespeople. Talk to them about participating in videos that match their role and personality.
4. Hire pros. Partner with an experienced video production company. Make sure they understand your brand voice and goals. Look for examples of corporate culture videos in their portfolio.
5. Shoot footage. Spend 1-2 days at the office capturing b-roll and interviews. Shoot some videos guerrilla style and some more polished. Get sign-off from legal for appearances.
6. Edit carefully. Keep videos 3-4 minutes max and for social media, anywhere between 20 seconds to 60 seconds. Use graphics to highlight stats and quotes. Show a range of roles, departments, ethnicities, and personalities.
7. Promote the videos. Post videos on YouTube, Facebook, LinkedIn, and your careers site. Email new videos to candidates in your pipeline. Promote videos internally too to boost motivation.
8. Track performance. Look at view count, completion rates, social engagement, and talent KPIs like applications and time-to-fill. Refine based on insights.

Following this game plan will make candidates eager to join your mission. Existing employees will be motivated too, as they see your culture in the spotlight and feel like they belong to something important..

Over to You – Bring Your Culture to the Screen

A vibrant company culture is a key competitive advantage in today’s tight talent market. But talking about culture doesn’t always convey the excitement your team feels every day. This is where the power of video comes in. With some well-polished company culture videos, you can pull back the curtain and showcase the inner workings of your company to jobseekers. 

We hope these ideas and tips will help transform your culture from boring to bingeable. If you need any assistance bringing these ideas to life, please feel free to contact us for a free consultation at platinumpeek.com