In times of skilled labor shortages, strong employer branding is essential. But traditional job postings or static images are no longer enough to sustainably convince talent. Especially on social media, videos are one of the most effective formats today to provide insights into the company, create closeness, and emotionally engage potential applicants.
The key factor here: authenticity.
Show yourselves as you really are Polished high-gloss videos with perfectly staged scenes quickly seem implausible. Those who present an ideal image that has little to do with reality risk later disappointment.
What resonates much better: being authentic and approachable. People want to see real faces, hear personal stories, and get a realistic impression – instead of generic phrases and stock photos.
Companies that achieve this have two immediate advantages: they come across as more likeable and build trust at the same time.
What video formats are suitable for employer branding?
The range of possible content formats is broad. Here are a few options:
Day-in-the-life videos / VLOGs Insights into everyday work life are among the most popular formats. Especially for career starters, a behind-the-scenes look is helpful since it’s often hard for them to imagine what their future job will look like. Example: An About You employee shares her daily life as a Social Media Manager.
The “Social CEO” Videos where executives appear on camera, act relaxed, and show humor strengthen company culture. This presents an image of leadership driven by real, approachable people – not just hierarchies. Example: The CEO of Hitschies regularly appears personally in front of the camera and interacts with employees in a charming way – including funny challenges or pranks.
Q&As with employees Short interview formats with employees from different departments provide real voices and personal perspectives. With an active community, it’s a great idea to include questions from the comment sections – creating real dialogue between the company and potential candidates. Example: Train conductor Horst shares what he loves about his job, and wins over users with his authentic style.
Adapting trends Participating in viral challenges or trends signals: people here are allowed to laugh and have fun. This loosens up the company image and conveys a positive work environment. Important: spot trends early and adapt quickly – before they’re outdated. Example: An Ikea employee uses the trend “When your boss follows you on social media” for a funny video.
Team events & attending conferences Team event videos are more than just nice memories; they communicate a sense of togetherness: people laughing, celebrating, attending workshops, or being active together. Example: A Lidl trainee shares impressions from the “Lidl Rock Store” at the Rock am Ring festival.
Informative application/onboarding videos In addition to fun and humor, information can be shared – such as tips for the application process or a realistic look at a typical first day. Example: A Douglas employee tells the story of her application process during a “Get ready with me” – combining useful info with a setting that suits the brand (makeup).
Conclusion: Authentic videos are the key
Videos are more than just a “nice to have” in employer branding. They create closeness, provide orientation, and make corporate culture tangible. The crucial factor is not perfection, but credibility.
