Capture Your Culture: Creating an Employer Brand Culture Video

Nick Lombardino
May 24
4 min read

Updated: May 27

Written by Curtis Gilbert, Executive Producer at p3 mediaworks and CultureCon 2025 Sponsor

Creating an Employer Brand Culture Video

One of the most frequently asked questions we get when creating an employer brand video is, “What has kept you here for X number of years?” Without fail, the number one answer is, “the people.” Always. Regardless of industry, size of the company, position, salary, or any other factor, people stay with companies when they like the people they work with. That answer—“the people”—is synonymous with “the culture.” Culture is a (sometimes untapped) superpower for marketing any organization. Culture reflects the spirit of the organization, and that spirit is what today’s candidates and customers connect with.

Culture is arguably the most valuable resource any company possesses. So why is it buried in the last dropdown on the far side of the nav bar of our websites?

Perhaps this can be explained. After all, culture is hard to describe. After 100 hours of inward meditation and thousands of dollars in consultant fees, we usually end up with the same or similar words to everyone else. But let’s not take anything away from the value of identifying these words as a group. They are meaningful, powerful, and true. But they just can’t tell the full story of who we are. Words alone can’t show you the tattoos we wear and the scars we share under the fabric of our company culture.

Video has the unique ability to introduce your culture to the world because video has the unique ability to introduce your people to the world. After all, they are the culture. These people that have stayed with the company for X amount of years have stayed because they believe in the culture of the company. They are a product of the culture and the producers of the culture. Perhaps most importantly, they are the proof.

Here are some practical tips on creating a video that brings your culture to life:

Let Your People Do the Talking. Scripted voiceover has its place when producing a video, but we rarely encourage this approach when the goal is to highlight the company’s culture. Your people are the culture, and therefore they are the stars of your employer brand culture video. Letting them speak in their own words is the most important aspect of bringing the culture to life.
Talk to Your People First. Before putting anyone on camera, we like to conduct pre-interviews with people at different levels of the organization to find out what aspects of the company’s culture are important to them. What is important to an executive is often not the same as what is important to a manager, a field operator, or a customer service representative. Also, employees often have amazing stories to tell that might otherwise go untold.
Create an Outline. While a script is not encouraged, we highly recommend creating an outline that represents the key messages captured from the pre-interviews. This way, you can be sure to touch on the items that your people mentioned were important to them. At the same time, you can expand on the outline to include additional key messages for use in other video deliverables.
Skip the Table Stakes. It seems obvious to mention benefits like retirement plans, health benefits, and continuing education, but more often than not, these are standard expectations for a candidate and not a differentiator. This is good information for the career site but not very powerful in a video. Instead, focus on the values of the organization that compel leadership to support individuals in their careers and lives outside of work.
Get Personal. We encourage a personal approach to featuring people. Let them talk about their personal hobbies and passions outside of work as well as their experience at the company. This may seem too specific, but we believe this taps into a deeper connection with your people and therefore a more human representation of the culture. Viewers can then identify with your people and see themselves in your culture. They can truly ‘get to know you.’

A video that represents your culture is a video that features your people. When done right, this powerful deliverable is worthy of lifting up out of the abyss of the last dropdown on the nav bar. The content captured during a production like this can be repurposed in numerous ways to expand the value of your efforts.

About p3 mediaworks

p3 mediaworks is the creative video agency helping organizations capture their culture so they can share it with candidates, customers and employees.

About CultureCon®:

CultureCon®, a Certified B Corporation®, is on a mission to inspire positive change around organizational culture. Through large conferences, online courses, consulting services, and certification programs, we deliver experiences that provide practical tools and motivation for our customers to become cultural change agents within their organizations. Our customers include business owners, CxOs, HR leaders, senior management, individual contributors, and anyone who wants to build more uplifting, inspiring, and healthy workplaces.

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