How Do You Showcase Your Company Culture in a Video?
You showcase company culture in a video by filming real, unscripted moments, behind-the-scenes footage, day-in-the-life vignettes, and employee interviews. These reveal your team’s actual values and vibe.
The challenge is translating that into something your employees feel day-to-day, that helps you recruit and retain the right people, and that sets your brand apart from competitors.
Understanding company culture
What lies behind your logo is your people, your values, and the vibe that makes your organisation unique. Culture communication videos are your opportunity to showcase the elements that make your organisation more than just a business.
What is company culture?
Company culture is the collective character of your team, shaped by your shared values, goals, and practices. It’s the way your team interacts, the way decisions are made, and the way work gets done, and it extends to how your organisation interacts with the world: reflected in your customer service, your corporate social responsibility, and your public image.
Why is company culture important?
Company culture shapes your brand image, builds customer trust, and ultimately drives business success. A strong, cohesive culture attracts top talent and reduces turnover, driving employee engagement, boosting productivity, and improving job satisfaction.
The role of company culture in employee engagement
A vibrant company culture is a powerful tool for engaging your employees. It creates a sense of belonging, builds teamwork, and inspires loyalty. When employees feel connected to your company’s culture, they contribute their best ideas and stay for the long term.
The role of company culture in impressing clients
A client’s decision to work with you isn’t just about transactions and service. When your company culture aligns with a client’s values, you build trust and loyalty faster, which helps form stronger client relationships.
What makes video an effective way to communicate culture
Video shows your company’s culture directly, through the people who live it every day.
Behind-the-scenes footage, employee testimonials, and day-in-the-life vignettes capture this, giving potential employees, customers, and partners a direct look at how your team works and what your culture looks like day-to-day.
That direct look helps you attract, engage, and retain employees, and build stronger connections with your customers. They also support your brand image and visibility in a competitive market.
Planning your company culture video
Defining your video’s purpose and audience
Start by identifying what you want your video to achieve, and who it’s for. Are you trying to attract new hires, engage your current employees, or show your company to potential clients or partners? Understanding your video’s purpose and audience keeps the whole project on track.
Goals for client-focused videos
What gets measured gets managed, so start with the outcome you’re after:
- Brand awareness tracked through video views, reach, and impressions.
- Trust: measured through customer feedback or an increase in customer loyalty metrics.
- Audience engagement measured by likes, shares, comments, and other interactions the video receives.
- Website traffic tracked by monitoring website visits or specific page visits following the video’s release.
- Lead generation measured by the number of inquiries or form submissions received after the video’s release.
- Customer conversion measured by tracking new customers or the increase in sales following the video’s release.
Goals for employee-focused videos
- Employee engagement tracked through participation in company activities, feedback, or surveys after the video’s release.
- Employee retention measured by tracking turnover rates before and after the video’s release.
- More job applicants tracked by the number of applications received after the video’s release.
- More effective training measured by assessing employee performance or knowledge after the training video.
- Better internal communication tracked by monitoring the clarity and effectiveness of communication following the video’s release.
- Greater company culture awareness measured by observing behavioural changes or through employee feedback.
What do you film for your culture video?
A company culture video should bring your company’s story to life in a way that resonates with your audience. Behind-the-scenes footage and day-in-the-life vignettes are both effective ways to show your organisation’s culture, but they offer different perspectives.
Behind-the-scenes footage is a peek inside
Behind-the-scenes footage gives viewers an insider’s look at processes, events, or moments the public usually doesn’t see. This could be your team interacting, working in their roles, setting up for an event, running a brainstorming session, or even making a product. It reveals what happens day-to-day to support your clients and employees.
Day-in-the-life scenes follow one person
Day-in-the-life vignettes, by contrast, focus on the daily experiences of individuals within your organisation, following a person through a typical day and highlighting the tasks, interactions, and moments that make up their work life.
This doesn’t require filming an entire day. It’s more efficient to set up a series of scenes showing the subject in their role and interactions, then use that footage to add depth to their edited interview. The result is a more personal, intimate look at the people behind your organisation.
Give your employees a voice
You’re not a faceless organisation, so let your team do the talking. Employee interviews offer a firsthand glimpse into the wins, the camaraderie, and the perks of being part of your team. They give an insider’s view of your team’s vibe and the day-to-day moments that make your organisation more relatable.
Where to share your company culture video
Company website
The best way to embed a video on your website is to host it on a platform like YouTube or Vimeo, which helps the video and your website load faster and provides smoother playback for users. Use a thumbnail with a play button rather than auto-playing the video where possible. This helps page loading speed and lets users choose whether to watch.
Where you place the video matters as much as how you host it. Consider these pages:
- Homepage: If the video is central to your brand’s message, place it prominently near the top of the page.
- About Us page: This is the natural home for your company culture video.
- Careers page: Ideal if the video showcases what it’s like to work at your company.
- Landing pages: Embedding the video on a dedicated campaign or launch page helps it resonate with your target audience and boosts engagement.
- Blog posts: Embedding the video in a related post improves visitors’ understanding and keeps them on your site longer.
Video sharing platforms
Platforms like YouTube and Vimeo are built for video content and can help you reach a broader audience. Optimise your video’s description and tags to make it discoverable to people interested in your industry or company culture.
Internal communication
Link to your video in internal newsletters and presentations. This keeps your employees informed and engaged, while reinforcing your company culture and values.
On social media channels
Once your video is ready, small ‘grabs’ can be adapted from it for different social media channels. LinkedIn accounts for 80% of B2B leads generated by social media, making it a strong channel to prioritise. Optimise these clips for mobile viewing, and make them accessible to all users with captions or subtitles.
Employee advocacy
Employee advocacy is a powerful way to promote your company culture video. Encourage your employees to share it on their own social networks and add a link to it in their email signatures.
Email marketing campaigns
Add your company culture video to your email marketing campaigns. You can’t embed the video file itself, but a thumbnail or an animated GIF that links to the video online works well.
Job listings and recruitment materials
If you’re looking to attract like-minded talent, include your company culture video in job listings and recruitment materials. It gives potential employees a glimpse into what it’s like to work at your company, shows your values in action, and makes your job postings stand out.
Start Showcasing Your Team’s Authentic Vibe
At WeMOV, we specialise in capturing the genuine heart, personality, and spirit of Australian businesses on film.
Explore our production capabilities across Australia:
Get a free quick quote for your company culture video: organise yours today.
Frequently Asked Questions
What makes a company culture video engaging?
An engaging culture video focuses on authentic human storytelling rather than corporate polish. Unscripted interviews, genuine employee interactions, and real workplace moments make the video relatable and trustworthy.
How long should a company culture video be?
A hero company culture video works best at 60 to 90 seconds. For social media feeds, 15- to 30-second cutdowns focused on individual employee stories or perks tend to perform best.
