What Makes a Great Recruitment Video?

01.03.2023 Content Strategy
Eoin Dowdall
Creative Director

Recruitment videos are becoming an increasingly popular tool for companies to attract top talent and convey their company culture, values, and mission. A great recruitment video should be an effective marketing tool that not only attracts potential candidates but also reflects the values of your organization. Here are some factors that make a great recruitment video:

Clear and Compelling Message

A great recruitment video should have a clear and compelling message that resonates with potential candidates. According to a survey by CareerBuilder, 68% of job seekers spend more time on a company’s website after watching a recruitment video. The message should be concise and highlight the unique aspects of your company culture and the benefits of working with your organization.


Authenticity is key to making a great recruitment video. According to a survey by LinkedIn, 55% of professionals think a company’s culture is more important than salary when considering a job offer. The video should reflect the real people and the real work culture of your company. The video should show the genuine experiences of employees in the workplace, and not just feel like a scripted marketing pitch.

High Production Quality

While authenticity is important, the quality of the video production should also be top-notch. According to a survey by HubSpot, 54% of consumers want to see more video content from the brands and businesses they support. The video should be well-lit, well-framed, and well-edited. It should be professionally produced to reflect the quality of your company and its brand image.

Showcasing Company Culture

A recruitment video should provide a glimpse into the company culture, highlighting the atmosphere and work environment that employees experience on a day-to-day basis. This could include scenes of employees working together, participating in company events, or engaging in team-building activities. According to a survey by Glassdoor, 77% of job seekers research a company’s culture before applying for a job.

Highlighting Employee Testimonials

Including employee testimonials can help bring authenticity to the recruitment video. These testimonials should showcase the experiences of current employees and their thoughts on what makes the company a great place to work. According to a survey by Software Advice, 48% of job seekers want to hear about the work culture from current employees.

Diversity and Inclusion

A great recruitment video should reflect the diversity and inclusiveness of the company culture. Showcasing diverse employees, and emphasizing the company’s commitment to inclusion, can help potential candidates see the company as a welcoming and inclusive place to work. According to a survey by Glassdoor, 57% of employees want their company to improve diversity and inclusion efforts.

In summary, a great recruitment video should be an authentic and compelling representation of your company culture and values. By highlighting the benefits of working with your organization, showcasing employee experiences, and emphasizing diversity and inclusion, you can create a powerful recruitment video that will attract top talent to your company.

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