Hiring in 2024:

Culture Video

Culture videos should focus on the core values of your organization. If they’re written somewhere, incorporate some of that language. If they’re not, spend time with multiple employees figuring out which values you do care about. A lot of times, core values relate to questions you ask in the interview process.

Ideally, exemplary team members (employees) are featured in this video to reinforce the characteristics of an outstanding employee. For example, if your core values are Humble, Hungry, and Smart, you want an employee who embodies humility to talk about that core value - what it means, how they live this value and what the "anti-value" looks like. In other words, the anti-value of "humble" is boastful and often it's helpful for that person who displays humility to explain that someone who is boastful is not going to be happy at your organization.

Culture videos should be clear and concise. They should help the viewer determine if they're the right fit. You want some people to “opt out” of applying after seeing your culture video. It’ll save you time and headaches in the recruiting process. A good culture video ensures you're considering only the best candidates and only the best fitting candidates are considering your company or organization. This is a video intended for someone who likes your organization and wants to better understand the culture.

These videos can be difficult to produce because business leaders often like to make sure they are painting a rosy picture of their culture by showcasing what they believe best “sells” their business - all the benefits. While this makes terrific sense, it’s also important to be explicit about the type of person who will succeed in the specific role. Remember, it’s better to weed out the wrong fit before they have a place in your organization.

Day-in-the-Life Videos

When a person is seriously considering a job opportunity, they will do whatever it takes to know what the job REALLY is like. What happens on a typical day? What should I wear? What is the most gratifying part of the job? What is the worst part of the job? The Day-in-the-Life video is intended for the person who is seriously considering a position and wants to better understand what the job actually entails.

These videos require someone who is actually doing the job. Interviewing a manager or business unit leader will fall flat on the eyes of the viewer. The person who watches this video is looking for “the truth.” It may seem counterintuitive to share the less glamorous parts of the job, but the company that shares the good, the bad, and the ugly, will likely gain trust in a hurry.

Employee Profile Videos

Just as the “Day-in-the-Life” video focuses on a specific employee, so too does the Employee Profile Video. The difference is the Employee Profile Video positions the employee more as a hero. Typically someone who represents exemplary behavior and inspires others by their example. These videos can also feature employees who have overcome adversity and continue to perform at a high level. While these videos elevate the self-esteem of the featured employee, well-told stories can also inspire others and make the viewer feel a similar sense of pride in the person being recognized and the company for which they work.

A hallmark of a well-told Employee Profile Video is often a compelling and memorable story about an employee that is non-work related. Perhaps they have a unique special interest, a remarkable background, or overcame personal adversity.

When the Employee Profile Video crosses the line between personal and professional lives, the story becomes more memorable. Do you watch the Olympics on television? The networks do a masterful job of this - making you care more deeply about the athlete by sharing their personal journey.

Testimonial Videos

Proof positive. “This job is legit and this company is a great place to work.” What could be more powerful than a video of a team member praising his or her company and the workplace where they spend most of their days?

One of the most versatile videos a company can produce is a Testimonial Video. For marketers these are simply videos that capture the testimony of a satisfied customer. Of course, the Testimonial Video is extremely valuable in the sales process - proof positive that the product or service is worth the investment. When the Testimonial Video is a well-told story about how a life was changed thanks to the product or service that your company creates, every employee will feel proud to be associated with your organization. However, if your organization has culture issues and the overall employee satisfaction is low, a Testimonial Video could also become a point of controversy, so be careful.

Anthem Videos

At the heart of all businesses is a story. A story that is sometimes connected to a deeper cause or passion. A company’s cause or passion is often connected to the company mission statement. Some well known passions are to spread the power of optimism (Life is Good), to save our home planet (Patagonia), or to create a better everyday life for the many people (Ikea). An Anthem Video brings this mission/cause/passion to life through the lens of a hero or a main character.

For example, an Anthem Video for Life is Good may be a story of someone who relies on their extraordinary optimism to overcome adversity. After watching this video the viewer would feel connected to the hero and inspired by the power of the hero’s optimism. An Anthem Video for Patagonia could be a story of a hero who has gone to tremendous lengths to “save the planet” no matter how large or small the effort. This video should create a powerful connection with the viewer and evoke empathy that creates a connection with the hero and ultimately the brand.

Keep in mind, Anthem Videos are not only for companies with mission statements connected to saving planets, rainbows, and unicorns. Companies like Red Wing Shoes based in Red Wing, Minnesota created a series of videos on YouTube called, “Work is our Work” and the stories pay tribute to their customers - the hardworking people whose craftsmanship and dedication are the heartbeat of America. Or companies like HEI Civil, a civil construction company, that also stands for quality and doing your work right the first time.

Team introductions

Getting to know your co-workers takes time. Learning their responsibilities, unique skills and personal interests are discovered over the course of weeks and months. Creating short bio videos allow new employees to “get to know” existing employees quickly. Gaining a level of familiarity this way can put new team members at ease and allow them to focus more on subject matter than trying to make their way through your various departments.

Executive Team Introductions

Members of the executive or C-Level team at any company can be intimidating and cause the heart rate of any employee to elevate, let alone a new employee. By producing short Executive Team interviews, you can take a big, stratified company and make it feel smaller and more intimate. Watching a video about the company CEO can make that executive feel more approachable and reduce the anxiety when that first meeting comes.

Core Values Video

For some companies, core values are shared and quickly forgotten. For others, the company's core values are the foundation of the culture and getting new employee buy-in is critical. A Core Values Video can bring those values to life - whether those videos are short anecdotal stories that illustrate the values, or a video with employees explaining the core values. The important aspect of these videos is that co-workers share the values stories, not the executive team. Your new team members are more likely to get onboard when they see and hear people who share the core values who are in similar positions to them.

How-to Video Training

As YouTube has taught us, video is a powerful tool when it comes to learning how to do something. Granted, at your business you may need to do more than show someone how to tie a bow tie, and yet, no matter how simple or complex the task, video is a training aid that pays for itself over time and ensures consistency in the information being communicated. 

Fast food franchises are an excellent example of a business that needs to constantly train people with the same content over and over. Companies like Dairy Queen use videos to show proper food storage, how to wash your hands, greet a customer, and make a Blizzard. Since the franchise “formula” for these things are the same for all locations, one video can provide a unified, brand approved approach to training.

Other companies in the same “Quick Serve Restaurant” segment, and franchise businesses also fall under this category. Additionally, manufacturers, construction, and businesses that rely on repetition and team members following specific methods are all excellent use cases for video training. 

Video for Compliance

With an emphasis on safe workplace practices, including OSHA standards, Diversity, Equity and Inclusion (DEI) concerns, and even pandemic protocols, making sure your employees have clarity on these aspects of your business is critical. By creating informational videos that explain your policies, what to do when a policy is violated, and the process for filing grievances can be useful. Not only will you have the opportunity to ensure the content complies with industry and HR standards, you will not need to worry about someone misspeaking or inadvertently misrepresenting the material. 

Additionally, many work environments have health or safety risks and videos that show proper procedures and detailed instructions for how to execute a job safely can be beneficial. Ensuring the messaging is clear in the video, your HR team will need to produce these videos once and continue to use them until the material needs to be updated.