As Gen Z sweeps through the job market, the world of work has begun to transform. The younger workforce is more willing to hinge their professional decisions around things like company purpose and company culture.
Research by Quantum Workplace shows that employee perceptions of company culture have a direct impact on engagement and retention.
In today’s competitive talent market, a strong employer brand isn’t just a nice-to-have. The quality and the branding of your unique corporate spirit have great implications for both employee engagement and the bottom line.
To attract the current generation of talent, companies need to cultivate a strong and vibrant company culture that resonates with both employees and customers. But they also have to go one step further and bring this across in their messaging.
And what better way to showcase this culture than through the power of video?
What is a Company Culture Video?
A company culture video is a short film that offers an inviting glimpse into the heart of your organization, providing viewers a window into the everyday environment and shared values that define your workplace culture. Think of it as a behind-the-scenes pass to experience what it’s truly like to work at your company.
What is the purpose of a company video?
Company culture videos serve multiple strategic functions: they engage current employees by reinforcing a sense of belonging and pride, attract potential talent by presenting a welcoming workplace, and bolster your brand’s image.
Essential Elements to Include in a Company Culture Video
Most company culture videos have one message. And that is, “It’s fantastic to work here!” The following elements are great ways to send that message.
- Employee testimonials: Hand the mic to your employees and allow them to freely express their personal experiences and what they enjoy most about working at your company. They have the deepest insights into your day-to-day culture and create a powerful connection with potential candidates.
- Highlights of core company values: Your company values are the guiding principles that shape your culture. Showcase these values in action, demonstrating how they translate into tangible behaviors and interactions within the workplace.
- Showcase of benefits and perks: Highlight your company’s unique benefits and perks, such as flexible work arrangements, professional development opportunities, health and wellness programs, and other enticing perks.
- Glimpses of team collaboration and camaraderie: Feature scenes of teamwork, brainstorming sessions, social events, or even casual interactions to demonstrate the positive and supportive relationships that thrive within your company.
- Scenes from your office spaces and culture areas: If you’re not a fully remote company, chances are your employees will spend a good chunk of their lives at your office. Providing a virtual tour of your office spaces can give viewers a tangible sense of your work environment, helping them visualize themselves in your setting.
Best Types of Company Culture Videos
Over years of offering video production services to companies looking to attract and retain the best talent, we’ve realized that the following types of videos work best. These can be incorporated all together in one video, or can work as separate videos:
1. Day in the life video
Also known as realistic job portrayal videos, this type of video follows an employee throughout their typical workday, providing a relatable view of daily operations. It allows potential candidates to visualize what their experience might be like at your company. By presenting routine tasks, team interactions, and unique aspects of the job, these videos can demystify the workplace and make it more approachable and appealing.
2. Employee spotlights
Focusing on individual employees and their unique contributions can more thoroughly emphasize the diversity of skills and personalities within your organization. These videos can showcase employees’ personal stories, passions, growth, and how their work aligns with the company’s mission.
3. Highlight reel
Show off the innovation and success your company encourages. Drawing attention to projects, achievements, and milestones not only instills a sense of pride among current employees but also attracts prospective talent by showcasing the exciting opportunities and challenges they could be part of.
4. Behind-the-scenes footage
Offering a behind-the-scenes look at your company can reveal the processes and people that drive your success. This type of video can cover everything from product development to event planning, giving viewers an inside look at the collaborative efforts and innovations that define your organization. It helps demystify your operations and shows the dedication and teamwork that go into your work.
5. Event spotlights
Company events, such as team-building activities, charity events, or annual celebrations, are really where the energy of your people comes alive. Event highlights can be a great way to communicate the fun and community-oriented aspects of your company culture. This makes your company more attractive to potential employees who value a vibrant and inclusive work environment.
6. Leadership messages
One of the most important determiners of employee engagement is the extent to which your folks relate to your company’s overarching vision, mission, and future goals. Having your C-suite communicate these can help build a connection between the leadership and employees, fostering a sense of alignment and shared purpose. They also reinforce the company’s commitment to transparency and open communication.
7. CSR and community involvement
Many people of the current generation have strong stances on social and environmental causes. If you have any corporate social responsibility initiatives and community involvement programs, featuring them can attract talented job seekers who want to work for an organization that shares their values and actively contributes to the greater good.
Breakdown of an Effective Company Culture Video
An effective company culture video engages and informs viewers, leaving them feeling good about the possibility of working for you. A poorly executed one, however, can leave viewers disinterested, confused, or skeptical about the company. A good company video is:
- Authentic: It features real employees and their stories. The claims it makes should be genuine and uncontrived.
- Engaging: To keep the video interesting, it includes a mix of diverse content, such as interviews, office tours, and event highlights.
- Clear: Clear messaging is simple, direct, and unambiguous. Keep to a maximum of two or three main points, including an easy-to-understand call to action.
- Professionally produced: High-quality production techniques can take a video from good to great. Work with a reputed video production company with experience creating corporate videos.
- Inclusive: DE&I is incredibly important to Gen Z, which is expected to make up about 27% of the workforce by 2025. 56% of Gen Z-ers reported they would not accept a job without diverse leadership, so make sure you represent a diverse mix of people in your video.
We recently worked with RavenTek, a rapidly growing IT solutions provider in Washington DC, on a short video introducing new employees to the company’s values and culture.
We made sure to use original voices and dynamic filmmaking techniques to present a holistic view of the company culture, covering values, work environment, employee experiences, and growth opportunities.
Create Your Next Company Culture Video With Rock Creek
At Rock Creek Productions, we are specialists in storytelling. We’ve created compelling videos for companies like Ekso Bionics and Continental Corporation, and understand how to bring out the best in our clients. We will work closely with you to ensure that the final product captures the essence of what makes you a great place to work. Questions? Contact us today!
