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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.

According to Wyzowl's The State of Video Marketing 2019 report, 87% of businesses now use video as a marketing tool (up from 63% in 2017 and 81% in 2018).

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.

Cisco Meraki

Cisco Meraki provides powerful cloud-managed networking solutions for seamless connection to global clients—including startups, Fortune 500s, nonprofits, airports, hospitals, and schools.

HydraFacial

HydraFacial—built on the belief that customers can live confidently through amazing skin—uses patented technology to cleanse, extract, and hydrate. 

Samsung

Samsung delivers cutting-edge technologies and experiences that push the boundaries of what’s possible and bring people together.

TikTok

As the leading destination for short-form mobile video, TikTok’s mission is to inspire creativity and bring joy.

Bowery Farming

Bowery Farming builds smart farms that grow wildly delicious and safe produce indoors, benefiting people, communities, and the planet.

Mattel

Mattel creates innovative products and experiences that inspire, entertain, and develop children through play.

Cobalt

Cobalt is a fast-growing series B+ startup that is redefining pentesting and making cybersecurity easier and more accessible.

Spectrum

Spectrum provides a full range of advanced broadband services, including video entertainment programming, internet access, and home phone service.

Updated 6/2/2022