Overview: The Conundrum of a Popular Video Without Views
If no one is going to watch the viral company culture video, what’s the point? It’s a paradox worth accepting, but it’s the kind of question that makes marketing teams squirm. Making a video that strikes a deep chord with viewers—whether they be coworkers, prospective hires, or clients who share your values—is more important than simply accumulating views.
A well-executed company culture video is more than just corporate jargon. It’s an opportunity to humanize your brand, tell a story, and engage with people in a way that job ads and email blasts could never do. The catch is that it takes more than just a good camera and a catchy soundtrack to create a video that truly captures the spirit of your business (and stays clear of the embarrassing traps of poor corporate content).
We’ll take you through the necessary steps in this guide to create a culture video that draws viewers in and provokes discussion, even if it’s “viral” for all the right reasons rather than just having a ton of views.
Make a Relatable Cast First
The people who make your workplace vibrant every day are the foundation of any great company culture video. Don’t focus on highlighting the same five members of the leadership team or hiring actors. Instead, concentrate on highlighting staff members who truly represent your company’s values.
Here, diversity is crucial, not only in terms of roles and personalities but also in terms of backgrounds. Showcase people from various teams, departments, and levels to demonstrate the breadth of your culture. Consider the coworker who never stops sharing amusing anecdotes during lunch or the quiet creative whose thoughts inspire large-scale initiatives. These individuals will contribute to the relatability and memorability of your video.
Authenticity always wins out over perfection. You don’t need to search for someone who is “camera-ready.” Instead, seek out staff members who are able to enthusiastically and honestly share their experiences. On screen, their innate charm and affinity for your business’s goals will be evident.
Is the Tone Heartfelt, Humorous, or Somewhere in Between?
It’s time to choose the tone of your video after you’ve put together your cast. Should it make people laugh, make them feel something, or do both at once? Your secret weapon is the tone, which will distinguish your video from other corporate content and make an impression.
Think about the character of your business first. A humorous approach might feel natural if your startup has a quirky vibe. However, if your brand is a legacy brand with a long history, a more sincere and motivational tone might be more appealing. Making sure the tone is authentic while fitting in with your culture is crucial. Overly dramatic storytelling or forced humor can come across as fake and turn off viewers.
Maintaining equilibrium is crucial. While a video that is too serious runs the risk of coming across as pretentious or dry, one that is entirely humorous may not communicate the deeper values of your organization. Try to create a tone that captures the true spirit of your company, whether that’s a blend of professional pride and lighthearted camaraderie or some other special blend.
Create a Visual Experience That Is Professional and On-Brand
It’s time to realize your vision after you’ve decided on your cast and tone. Although it doesn’t have to be expensive, a polished, businesslike appearance can improve your company culture video. There are a few things to consider whether you’re hiring a production team or doing it yourself.
First, focus on the fundamentals: framing, sound, and lighting. No matter how powerful your message is, a dimly lit video or muffled audio can divert viewers’ attention. Invest in a few high-quality equipment, such as an external microphone and a ring light, if you’re shooting in-house.
Next, maintain consistency in your branding. To connect everything to your brand, use your company’s colors, logo, and typefaces in subtle ways throughout the video. Consider subtle additions like a branded introduction or your office decor organically emerging in the background instead of slathering your logo onto every frame.
Lastly, keep in mind that being genuine does not equate to being careless. Aim for a production value that conveys your pride in your work, even if you prefer a more informal style. Effective visuals can convey that your business is well-run, professional, and worthy of attention.
Using Strategic Sharing to Get the Most Impact
It’s not enough to just make a great video; how you distribute it can make or break its impact. You must have a distribution plan that works for your audience and platforms if you want to get the most out of your company culture video.
Determine the websites that your target audience frequents first. Do your staff members and prospective hires browse Instagram or LinkedIn? Would they react more favorably to a lengthy YouTube feature or a brief TikTok video? Adjust the length and format of your video to the platform’s requirements. For instance, LinkedIn may be the place for a more polished, businesslike cut, but Instagram should be kept brief and interesting.
It’s all about timing. When your audience is most engaged and at their most active, share your video. Combine it with an insightful caption or supplementary statement that highlights the significance of the video.
Remember to use internal communication tools and email marketing to distribute the video to your team. Emphasize how it highlights their accomplishments, fostering a feeling of pride and inclusion.
Finally, make sure your call-to-action (CTA) is clear. Give viewers instructions on what to do next after viewing your masterpiece, whether it’s “Apply Now,” “Learn More About Us,” or just “Share This with a Friend.”
Encourage Discussions Both Inside and Outside the Company
A great corporate culture video is about the conversations it sparks, not just how many views it receives. After your video goes live, use it as a starting point to encourage conversations that improve relationships both inside and outside of your team.
To display the video internally, set up a team meeting or online coffee chat. Encourage staff members to express their feelings and the meaning behind the video. This may spark enlightening discussions regarding the company’s principles and how they apply to daily operations. Even a fun event, such as a watch party with snacks and a lighthearted Q&A, could be created out of this.
Externally, your video may spark discussions with clients, consumers, and potential employees. To showcase your culture in a way that words alone cannot, include it in newsletters, on social media, or at hiring events. To encourage people to interact with your content, think about combining the video with interactive features like surveys, competitions, or hashtags.
The final objective? Use the video to start important conversations that strengthen bonds and keep your company culture at the forefront of people’s minds.
Use the Video to Your Advantage in Hiring
One of the most effective ways to draw in top talent is with a well-made corporate culture video. Prospective employees are searching for a place to work where they will feel appreciated and motivated, not just a job. They can see what it’s like to be a member of your team thanks to your video.
Make use of the video to highlight the unique selling points of your business. Emphasize your workplace culture, values, and benefits for staff, but don’t stop there. Incorporate endorsements from present workers who genuinely relate their experiences. These anecdotes establish a genuine connection with potential candidates, whether the topic is mentorship opportunities, fascinating projects, or a good work-life balance.
Share the video on all of your hiring platforms. Use it in follow-up emails to candidates, post it on job boards, and incorporate it into your careers page. It should be combined with specific messaging that supports your hiring objectives, like “Join a team that values creativity and collaboration.”
You can save time and effort during the hiring process by using the video as a window into your company’s culture to draw in applicants who share your vision and weed out those who don’t.
Make It Memorable and Significant
Telling a story that genuinely captures the essence of your company is more important than simply making a company culture video go viral. Every action you take influences how your video will connect with viewers, from selecting a relatable cast and creating the ideal atmosphere to creating a polished, on-brand experience.
Your video can inspire your team, draw in talent that shares your vision, and start important conversations when it is shared carefully. The secret is authenticity—allowing the distinct character of your business to come through without resorting to overly polished gimmicks or clichés.
Ultimately, the success of your video will depend on its capacity to authentically, captivatingly, and unmistakably represent your culture, regardless of whether it receives millions of views or simply strikes a deep chord with the right audience.
