What do you value the most about working for your company? Maybe there’s an exciting team tradition that you always look forward to, or an employee resource group that makes you feel like you can truly bring your whole self to the office.
Whatever it is, it’s one of the reasons why you not only enjoy going to work every day but also consider your workplace to be among the best.
Today’s candidates do a ton of research when they’re looking for the right place to make their next career move—and they want to know why people choose to work at their companies and what motivates them to stick around.
In fact, according to the 2018 Talent Board North American Candidate Experience research report, 44% of candidates stated company values when asked to identify the marketing content they find most valuable. This was followed closely by “information on the culture of the company” (37%) and answers to “why people want to work here” (33%).
So, what’s the best way to communicate your culture and values to potential candidates?
Video content is key.
Yes, Video Content Really Works
Video is on the rise—and not just when it comes to recruiting. Cisco's annual Visual Network Index (VNI) forecast predicts that, globally, video will account for 82% of all internet traffic by 2022.
When you pair that with a study from Brightcove which found that 76% of consumers say they’ve purchased a product or service after watching a video, it’s hard to ignore the power of this marketing strategy.
The logic behind this consumer trend also applies to why video recruitment is an effective tactic for getting top talent on your team. If you can show them what it’s like to work at your company—and why your employees are happy to be there—you’re more likely to attract informed applicants that are aligned with your core culture and values.
While there’s no set formula for creating the perfect company culture video, it’s important to be authentic and focus on what sets your workplace apart from the rest. Here are six examples from companies that found the right story to tell that resonates with the candidates they want to attract.
Zynga Aims to Connect the World Through Games
Zynga is known for developing some of the world's most popular games—like FarmVille and Words With Friends—that are played by millions of people everywhere, every day.
Zynga has locations in California, Texas, Oregon, Illinois, Canada, India, Finland, Turkey, and the UK, but this video focuses specifically on what life is like inside their San Francisco office. It shows off their open workspace, which is dog-friendly and includes onsite gyms, while current employees share their favorite aspects of working there and how the company is changing the gaming industry.
It’s clear that people are passionate about Zynga’s culture of learning. Not only are employees provided with the tools they need to develop new skills and improve themselves, but they're also allowed the time pursue these activities and events. Candidates can see that Zynga is a place where they’ll be empowered to keep growing both professionally and personally.
Sunrun Leads with Diversity, Inclusion, and Curiosity
Sunrun is the nation’s leading home solar, battery storage, and energy services company.
Having great teammates and forging friendships at work is a big reason why people love (and stay at) their jobs. But it's also important to feel valued and supported by company leadership.
In order to be successful in their mission to create a planet run by the sun for everyone and bring the best possible solutions to their customers, Sunrun understands that diversity and inclusion is essential. This video demonstrates exactly how the company has built their culture around this core value—from sponsoring employee resource groups that ensure every employee's voice is heard, to signing the White House Equal Pay Pledge, and becoming the first national solar company to reach pay parity. It’s powerful to hear directly from Sunrun’s female leaders about how they’re actively working to drive change in their workplace and in the world.
At VMware Carbon Black, Everyone Has a Voice at the Table
Founded in 2002, VMware Carbon Black is a leading endpoint security company that’s dedicated to protecting the world from cyberattacks and serves over 5,300 customers globally.
It's one thing for a company to say that their work environment is inclusive and supportive of everyone bringing their whole selves to work. It's another for them to show potential candidates specific examples of how they create community.
VMware Carbon Black has an entire video dedicated to their specialized resource groups, including CB Kaleidoscope for employees of color, The Cigar Room for women, and CB Rainbow for LGBTQ employees. All of their employee resource groups are also open to people who are or want to be better allies. For VMware Carbon Black, having allies involved is crucial for building real inclusivity and making sure people feel accepted and respected for who they are as individuals—not just for the work they get done.
Intel Lets Employees Choose Their Own Adventure
Intel is the world’s leading data-centric company that leverages a legacy of technical leadership with a future vision to create a world where the full potential of data is unlocked.
“What do you love about working here?” It’s a common question that many candidates ask during the interview process to get a better sense of a company’s culture. They’re listening for an answer that indicates both genuine excitement and insight into why someone has stuck with a company as long as they have.
At Intel, employees rave about the company’s sabbatical benefit, which offers the option of taking eight weeks off every seven years or four weeks off every four years. This video features people who have been with Intel for a long time and have already completed one or two sabbaticals, including photos and footage from their various adventures. Employees have the freedom to design what they want to do with their time off and people have done everything from going back to school, renovating their homes, learning how to skydive, and traveling around the world for two months.
The best part? Email is shut down during these sabbaticals so employees can truly unplug, recharge, and look forward to going back to work.
Smartsheet’s Engineering Team Is Customer-Obsessed
Smartsheet is a work execution platform that empowers teams and organizations to plan, capture, manage, automate, and report on work more effectively and seamlessly.
The engineering team at Smartsheet is customer-obsessed and they’re always thinking about the broader impact of the features they’re building. They work as a team and they celebrate successes as a team—which is an extension of Smartsheet’s culture of embracing new ideas and driving results.
This video highlights what it’s like to be a part of product development at Smartsheet and provides an inside look at the unique employee experience of an engineer. Not only is this a great way to help potential tech talent envision a day in the life on that team, but it could also be valuable to people who might join a department that works cross-functionally with engineering. Either way, it’s effective and insightful for candidates looking to learn more about the company.
Stryker Develops Medical Technology in Kalamazoo
Stryker is a leading medical technology company driven to make healthcare better—with more than 33,000 employees globally working towards that common goal.
Have you ever wondered what it’s like to live in Kalamazoo? That’s where Stryker’s medical business is located and the people who work there have nothing but great things to say about the Michigan city.
For anyone that might be really excited about the prospect of joining Stryker’s team to research and develop new medical products—but isn’t a Michigan native or familiar with Kalamazoo—this kind of video could be the inspiration they need to make the move. It captures the spirit of Stryker’s culture and features employees sharing their favorite aspects of the city. The lively restaurant and brewery community, tons of mountain biking and hiking paths, the cost of living, and the fact that it’s not even that cold (contrary to popular belief) are just a few notable selling points mentioned in the video.
If there’s one thing all of these videos prove it’s that every company is unique. But every candidate also has a different idea of what makes a great workplace. If you take the time to give your employees a voice and share authentic stories about your culture and values, you can engage people that are genuinely excited at the prospect of joining your team.
So whether you already have a strong recruitment marketing strategy or are trying to boost your employer brand with new content, consider adding a company culture video to the mix.
Photo of business people working in modern office space courtesy of alvarez/Getty Images.
Kayla put pen to paper at a young age and never looked back. After getting her degree in English Lit from Wesleyan University, she took agency life out for a spin as a copywriter before joining The Muse to create content for the marketing team. When she's not at work, you can find Kayla adventuring around New York, strength training, buried in a book, or desperately trying not to sneeze in public.More from this Author