Businesses worldwide recognise the paramount importance of fostering a positive company culture. A strong company culture enhances employee engagement and productivity. Equally, company culture plays a significant role in attracting potential customers. And a well-documented company mission is now essential when hiring new employees.

One powerful tool that has emerged as a game-changer in encouraging employees and promoting company culture is video.

Using engaging visuals, storytelling, and real communication, videos showcase a company’s mission, promoting core values and the people behind its success. We’ll explore how to harness the power of video effectively to promote company culture and build a thriving workplace environment.

Video Storytelling that Connects

Video has an unrivalled ability to captivate audiences and evoke emotions. By using videos to tell stories, an organisation can create a sense of connection among its stakeholders internally and externally.

Video works brilliantly for some of the following company messages:

  1. CEO statements and core messages
  2. Employee stories and day in the life of videos
  3. Company CSR efforts
  4. Team achievements for internal viewing
  5. Promotional Videos for Company milestones or rebrands
  6. Company event videos and team building exercises
  7. Customer service videos that reach out in a friendly manner

Many of these stories can focus on individual triumphs, team collaborations, or instances where the company’s core values show through. Creating authentic, engaging, and relatable content that resonates with your audience is the key to making videos with impactful stories.

Here are some tips to help you achieve this:

Identify your company’s unique culture:

Before you start creating the video, understand what makes your company’s culture special. Highlight core values, beliefs, and practices that define your company’s identity.

Showcase real people and real experiences:

Feature team members at various levels and from different departments to provide a genuine representation of your company culture. Sharing their experiences and perspectives will make the video more relatable and credible.

Use storytelling techniques:

Storytelling is a powerful tool to captivate your audience and convey your message effectively. Craft a compelling narrative with a clear beginning, middle, and end. Introduce characters, day to day challenges, and resolutions that evoke emotions and leave a lasting impact.

Focus on emotions and values:

Emotions are essential in making a video memorable. Showcase moments that evoke feelings of passion, collaboration, or pride. Align these emotions with your company’s core values to reinforce your culture’s importance.

Keep it authentic and transparent:

Avoid creating a scripted or overly polished video that feels insincere. Embrace reality and transparency by letting employees share their stories in their own words. Realism builds trust with your audience.

Visual storytelling:

Use visual elements creatively to enhance your storytelling. Incorporate visuals that complement the narrative, such as footage of employees at work, team-building activities, and company events.

Keep it concise:

Attention spans are shorter in the digital age. Aim for a concise and engaging social video that can hold your audience’s interest from start to finish. A length of 2-4 minutes is often ideal for most online platforms.

Incorporate diversity and inclusion:

Showcase the diversity within your company to emphasise inclusivity and the acceptance of different perspectives. This can strengthen your company culture and make it more appealing to a wider audience.

Incorporate humour and fun:

Injecting humour and fun elements into your video can make it entertaining while still conveying the essence of your company culture. Laughter can create a positive association with your brand.


End the video with a clear call to action, encouraging viewers to engage further with your company. This could be visiting your website, subscribing to your newsletter, or joining your talent pool.

Test and measure:

Once you release the video, monitor its performance and gather feedback. Use this information to refine your future storytelling efforts and optimise the impact of your videos.

Customers who see real people behind the brand are more likely to resonate with its mission and values. Over time leading to a deeper sense of belonging and loyalty.

Behind-the-Scenes Glimpse

One of video’s most appealing aspects is its ability to provide authentic stories. Looking behind the scenes at a company’s employees, the viewer can see the talent that drives a company. These videos can showcase the office atmosphere, workspaces, employee interactions, and fun activities.

Celebrating Diversity and Inclusion

Video can also be instrumental in celebrating diversity and inclusion within the company. Highlighting employees from different backgrounds, ethnicities, and perspectives can emphasise the company’s commitment to creating an inclusive environment. It sends a powerful message that diversity is valued and respected. Hopefully, these positive cultures make employees feel more comfortable and empowered to bring their authentic selves to work.

Using video to hire new talent

Sharing the company’s human side softens the brand and allows potential candidates to visualise themselves as part of the team. A well-crafted recruitment video can make the hiring process more effective. Using recruitment films on social media should be part of a company’s long-term hiring strategy.

Additionally, such videos can inspire a sense of pride and motivation among current employees. Using this pride can drive talent hiring from outside the traditional HR routes.

How to promote company culture

In building a solid and vibrant company culture, leveraging the power of video cannot be underrated. From storytelling and behind-the-scenes glimpses to employee stories and diversity, video effectively promotes a positive work environment.

Businesses can attract top talent and retain employees by connecting with audiences emotionally and visually. The demand for realism and transparency is growing, video has emerged as powerful means to showcase a company’s culture. So, why wait?

When looking at how to promote company values, embrace the power of video and embark on a journey to shape a workplace culture that stands tall and proud!