Strong company culture is the foundation of any successful organization. A positive culture makes team members feel valued, respected, and committed to the group’s mission, but building and maintaining that company culture can be tedious. If your brand needs a new way to develop its company culture but doesn’t know where to start, you might consider using video marketing to create a company culture video.
Video marketing is an effective method of conveying a large amount of information in a quick and engaging way. Traditionally, video marketing has been directed at potential customers to educate them on product lines and draw them to a brand, but it can also be leveraged to create company culture videos that can attract talent and train new hires, as well as empower existing employees. Effective company culture videos can build a brand from the inside out by connecting with and empowering new and current team members.
Why are company culture videos effective?
Whether you’re trying to connect with top talent who would make the perfect addition to your team, or you’re looking for ways to cement existing employee relationships and align everyone under the same values, remember that new and current employees want many of the same things: they want to work for leaders who have a clear vision for the future of the company, understand how their role fits into that vision, know that their opinions and ideas will be heard and valued, and feel like they belong. By creating a company culture video that addresses these wants in an authentic way, your brand can speak volumes to every member of your current and future team.
Company culture videos seek to capture the essence of what it is like to work for a company. Some focus on employees, others the work environment, atmosphere, or in-office perks, and most highlight corporate values. Brands might choose to focus on the fun and creativity of their workplace, or the seriousness of their corporate values or social commitments. No matter what focus your brand chooses, culture videos should always showcase the intangible personality and tone of your brand.
How can I use video marketing to create a company culture video?
In the same way that video marketing ads are created to address specific consumer pain points, culture videos are designed to answer a few basic questions:
- How would you describe the work dynamics and daily operations of my organization?
- What values and goals drive and unite my team?
- From an employee perspective, what is the organizational hierarchy of my brand?
- What sets my organization apart from other companies?
- What is the overall vibe and tone of my organization?
The great news is that company culture videos do not need to be highly polished, elaborate, or expensive. Culture videos are highly customizable depending on a company’s goals and personal style, and depending on your brand’s needs, they can be as robust or as simple as you want.
Why make a company culture video?
Chances are, you’re already balancing multiple other marketing tools, so you might be wondering if a company culture video would truly be beneficial for your brand. To help you assess your needs, here are six reasons why a culture video might just be the key you’ve been searching for:
- Culture videos can be used to recruit new talent.
While it’s no secret that video garners some of the highest engagement rates of all media types, this trend is also spilling over into the job search arena. In fact, recruitment agencies have reported that job ads featuring a company culture video received 800% more engagement than traditional job posts.
- Culture videos can be used to showcase your workspace or remote environment.
Video marketing opens endless possibilities to introduce your workspace to new and potential employees too. This is a fantastic opportunity to highlight the welcoming, friendly atmosphere of your company, or the flexibility offered to remote workers.
- Culture videos can highlight your mission and values for company training programs.
One of the quickest and easiest ways to communicate your company’s mission, value, and culture expectations is via company-wide training videos. This way, everyone can align and work together to move forward toward their goals.
- Culture videos help employees feel like they’re part of something bigger.
Employees are happiest when they feel like their work is valued and part of a larger plan. By highlighting individuals and giving them a voice, you can build a sense of unity among your employees.
- Culture videos can humanize your brand for customers.
If you decide to create public-facing company culture videos, you can use this opportunity to give consumers a behind-the-scenes look at your company. This type of transparency and authenticity helps build trust and loyalty among consumers.
- Culture videos can create excellent PR opportunities.
Not only can public-facing videos help to humanize your brand, but they can also be used to convey a positive and respected brand image to the public and increase their brand authority within their industries.
How can my brand make a good company culture video?
While there is no secret formula or one-size-fits-all approach to creating a good company culture video, there are a few basic tenants of video marketing that can give your brand the greatest success:
- Be honest and accurate.
Videos should be truthful and positive, but not false or misleading. Use your video to highlight the actual personality of your brand, whatever it may be. If you embrace and are proud of your brand’s culture, others will follow suit.
- Use common language and speak human to human.
We understand how tempting it can be to drop buzzwords. You’re trying to set yourself up as an industry authority, someone that great employees want to work for—but remember that your new hires are humans too, and they will respect and respond to real conversations far more than any marketing jargon.
- Let the diversity and individuality of your employees shine.
While narrator-led videos often seem more polished and professional, asking employees to speak in their own words, crack jokes, smile, or tell a short story is a much better way to make your brand feel inviting and authentic.
- Share different points of view.
Show viewers the beautiful diversity of your organization by sharing multiple and varied experiences. Allowing viewers to see how your company encourages and incorporates a variety of perspectives will increase their trust and respect for your brand.
- Show the good alongside the bad.
No company is perfect, so instead of trying to paint a picture of constant positivity, consider the fact that your viewers might enjoy and even relate to seeing some of the goofs and blunders that happen too. Authenticity will get you much further than forced perfection.
- Use this as an educational opportunity.
Even if viewers are familiar with your brand name or products, a culture video can be a great way to educate them about your industry.
Company culture videos with (spark).
The process of developing, shooting, and publishing a company culture video might feel daunting, so whether you need a bit of guidance to get you started or want to hand over the reins to a trusted media partner, (spark) is here to help you produce fantastic company culture videos.
Our team can support you through the storyboarding and script writing process. We have the expertise to shoot footage, edit and add finishing touches, and then promote your video across your best-fit marketing channels.
If your organization wants to make a company culture video, (spark) can help. Visit our website or contact us for a consultation to unlock the power of video marketing for your brand!