How to Create Company Culture Videos That Delight Audiences

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November 5, 2019·6 min read

Discover everything you need to know to create, share, and succeed with culture videos: Why you need one, how to make them, where to share them, best practices, and killer examples.

That wacky video with the cows in the airport. That holiday video about the animated cat. That swift video journey through a company’s storied history.

They’re all company culture videos.

Now, more than ever, people care about the values behind the brands they interact with, buy from, and work for. That’s where video comes in.

What is a Culture Video?

Culture videos are all about highlighting your brand’s culture and personality for prospects, customers, and potential employees. They help tell your brand story, so people get excited about doing business with you—as a customer, partner, or employee.

Benefits of Culture Videos

The exact benefits of your particular culture video will depend on the goal you’re creating your video to serve. For example, a recruiting video has different goals and associated benefits than a holiday video. Some of the more common benefits of culture videos are:

  • Increasing team morale
  • Improving recruitment results and fit
  • Expanding your audience
  • Building brand loyalty

Basically, it all comes down to increasing brand affinity. You want to show people who you are as a brand, and what you stand for, so they want to do business with you because they know and like you. Video offers a more direct way of communicating your culture than any other medium.

Watch and Learn

Vidyard’s own video experts Blake Smith and Mat King explain how to create an awesome culture video and break down one of their favorite examples to highlight what goes into a successful one.

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Where to Use Culture Videos

Where can you share your company culture videos for maximum effect?

Website and Blog

Your website is a key place to post culture videos. But you need to make sure you choose the right section of your site based on the goals of the culture video you create.

For example, if you offer a service-based business and your culture video helps people understand exactly why they want to partner with you, it might make sense on your homepage. But if it’s a recruitment video, the homepage would not be a great fit.

The “About Us” section of your website is a great spot for culture videos, as are your “Careers” page, and your blog.

Social Media and Paid Social

The targeting options available on social media can make social channels and social ads great places to post culture videos. No matter what the goal of your video, you can target an appropriate audience, either on your owned channels or using paid ads.

If your culture video is part of a recruiting campaign, make sure to share the video to LinkedIn, as well as your other channels.

Email

Your email list also gives you great opportunities for segmentation, so you can share company culture videos with the people most likely to be interested in them.

A culture video can be a great addition to an early email in your customer acquisition nurtures. A new subscriber doesn’t know you all that well yet, and a culture video can be just the thing to keep them on the path to becoming a customer.

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Types of Culture Videos

Holiday Videos

Holidays provide a great opportunity to get creative with your team. These scripted videos are a great fit for social channels, and can inspire loads of engagement and exposure. Winter holidays and Halloween tend to be popular options, though some companies find a great fit with videos for Mother’s Day, Father’s Day, and more.

About Page Videos

An about page video aims to serve the same general purpose as your about page text, but in a friendlier and easier-to-consume way. It’s a great place to share your brand origin story, or to highlight any unique accomplishments, awards, or impressive statistics about your company. Depending on your industry, you may also want to put a human face on your organization by introducing some of your employees.

Workplace Culture Videos

While these videos aim, obviously, to show off your workplace culture, don’t think of them as being exclusively targeted at potential employees. Prospective customers and partners may also want to know about your workplace culture before deciding whether to work with you.

Great concepts for workplace culture videos include “a day in the life” videos, where you showcase one day at your office, or talking head videos featuring interviews with employees.

HR and Recruiting Videos

HR and recruiting videos speak directly to employees, potential employees, or new recruits.

A talent team might use culture videos for onboarding, internal announcements, or workplace celebrations and milestones. Recruiting videos, on the other hand, provide a picture of what it’s like to work at your company, to encourage the right people to apply.

Remember that a recruiting video is not just about showing how great you are. It’s about providing an accurate picture of your company culture so you can encourage applications from people who will fit well with your team.

Behind-the-Scenes Videos

Going behind the scenes in your office or workplace is a great way to show people what you’re really all about. This type of culture video should be relatively unscripted, with a raw tone that lets viewers feel like they’re tagging along for an exclusive tour.

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