We recently learned that 1 billion hours of YouTube content are watched per day around the world. Whoa.
Video is quickly becoming one of the most consumed forms of content that there is—and that’s exactly why it shouldn’t be overlooked when you’re developing your organization’s recruitment strategy.
In this article, we’ll share some of the best recruitment videos and what makes them great.
Best recruitment videos overview
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But first, let’s talk about why video is such a popular form of content.
What makes video so important?
Video is an excellent way to promote jobs and highlight your company as an employer—but why? Here are a few reasons:
- Video is engaging. Humans are visual creatures. Visual storytelling helps us to better comprehend and retain information and is the format that’s most likely to pique a potential new hire’s interest.
- Videos encourage sharing. Companies often rely on employee referrals to scout out talent. Because people seem naturally compelled to share well-crafted video content, your employees will likely share your recruiting video on their social networks.
- Video is great for mobile. In such a tech-friendly world, it’s not surprising that video is a hit on mobile devices. Mobile video usage has increased by almost 10 million daily viewing minutes in the last few years—a number that will likely keep growing.
The state of diversity recruiting in 2020
A study revealed that job postings with videos are viewed 12% more than those without video content. Not to mention that companies have a 34% greater application rate when they add video to their job listings.
It’s understandable why so many companies have leveraged video for both recruiting and marketing purposes—but what makes for a great recruitment video? Which brands are doing it right?
Let’s have a look at some of the best recruitment videos and why we think they deserve recognition.
1. Fiverr
Fiverr is an online marketplace for freelance services. Based in Tel Aviv, Israel, the company was founded in 2010, and provides a platform for freelancers to offer their services to customers around the world. More than 3 million services are listed on the Fiverr website.
The culture at Fiverr is one that celebrates strategic problem solving, experimenting, and working collaboratively. They boast having a “culture of CEOs” where employees approach projects with an entrepreneurial mindset. Because of this, they emphasize the fact that management’s job “is to be a guiding resource, rather than a taskmaster.”
“This is another generic recruitment video.”
Why it works: Similar to a video that Twitter released several years ago, Fiverr’s approach is funny, sarcastic, unique, and incredibly self-aware. This video pokes fun at the fact that so many recruitment videos are similar while highlighting the brand’s sense of humor and distinctive style.
2. Dropbox
Dropbox is a software company that offers users the ability to reduce busywork, organize files and sync them safely across all of their devices. The company was founded in 2008 and is headquartered in San Francisco, California in the United States. It began as a file storage and collaboration system but has since grown to offer a variety of solutions.
The company is known for offering a wide array of office perks—from treating employees to three chef-prepared meals a day, to hosting a music room and an on-site gym. An employee shared a few things that remain consistently true to the culture at Dropbox: they’re happy, scrappy, and they know how to get things done.
“Oh my god; I love Dropbox!”
Why it works: Dropbox created one of the most unique recruiting videos out there. This one, told from the perspective of puppets on an employee interview, works because it is quirky and memorable. What it does really well – aside of the puppet’s facial expressions – is hinting at the company’s fun, playful culture.
3. Zendesk
Zendesk is a software company that offers a customer service and support ticketing solution that is used by more than 200,000 organizations around the world. The company, which was founded in 2007, is based in San Francisco, California in the United States.
In order to meet the ambitious company goal of $1 billion in revenue by 2020, the company is focused on scaling a strong, engaged company culture. The organization has expressed that they want to grow in a way that aligns with their core values, so maintaining a positive corporate culture is extremely important.
“This is an empty chair. It’s a metaphor that means we have room for you at Zendesk.”
Why it works: Zendesk took a very clever approach when they created their recruiting video. The narrator speaks directly to the viewer/potential new hire, which makes it feel personal and human. Throughout the video, the narrator takes the viewer on a tour of the Zendesk office, introduces employees, and even highlights some of the more mundane but interesting tidbits that make a company’s culture unique.
4. Starbucks
Starbucks is a coffee company and coffeehouse based in Seattle, Washington in the United States. The company was founded in 1971 and currently operates more than 28,200 locations worldwide. This has earned Starbucks the title of third largest fast food restaurant chain by locations in the world. The company is also very focused on sustainability, with plans to invest in 100% renewable energy and to operate 10,000 “greener” stores.
The coffee-focused organization recognizes their employees as “partners” and aims to create a warm, welcoming environment where diversity is celebrated and people are treated with dignity and respect. They’re big on challenging the status quo, constantly looking for new ways to learn and improve as partners.
“I’m working on something that I could see every time that I walk into my neighborhood Starbucks.”
Why it works: The video is fun and upbeat, with a focus on interns and full-time employees who are in the early stages of their career at Starbucks. Takeaways from the video are that the Starbucks culture is one where ideas are heard, advancement opportunities are abundant, and partners are always learning, growing, and trying new things. Because the company is so deeply rooted in Seattle, it’s also worth noting that they did an excellent job of incorporating the locale in the video.
5. HubSpot
Hubspot is a developer and marketer of software products for sales and inbound marketing. They’re the world’s leading inbound marketing and sales platform, with 31,000+ customers in more than 90 countries. The organization, which was founded in 2006, is headquartered in Cambridge, MA, just outside of Boston in the United States.
At HubSpot, they’ve created a “Culture Code” that they consider the operating system that powers the organization. The company has adopted the mindset that culture is going to happen no matter what—so why not create a culture that people will love? They also boast a “no-door” policy, where nobody – including executives – has an office. Not to mention, they offer employees unlimited vacation days and many other perks.
“The capability to learn so much is the most priceless opportunity.”
Why it works: Despite the video being somewhat more traditional than the quirkier recruiting videos, HubSpot does a great job of showcasing the company’s HEART values. It’s also clear that the office is a fun environment and that the team is passionate about what they do.
6. Zappos
Zappos is an online clothing and shoe retailer based in Las Vegas, Nevada in the United States. The company, which was founded in 1999, was recently acquired by Amazon for $1.2 billion. The company offers a unique 365-day return policy and is often recognized for having excellent customer service.
In recent years, Zappos has made many bold moves to rethink company culture and hierarchy. As part of a social experiment, the company has even shifted from a traditional management structure to “Holacracy,” a system that replaces bosses and hierarchies with self-management. Zappos also believes in culture-fit, meaning that prospective candidates have to “fit” the Zappos culture in order to move forward with the hiring process.
“We joke that it’s happier than Disney.”
Why it works: Because culture is so important at Zappos, it’s no surprise that the fun, welcoming environment is the primary focus of the video. Aptly named “The Zappos Family,” this documentary-style video highlights interpersonal relationships and how well people work together at the organization. In their video, Zappos makes it clear that they want to hire the right people—and that they want those people to love coming to work every day.
7. Apple
This one probably needs no introduction. Apple, which was founded in 1976, is a multinational technology company that’s headquartered in Cupertino, California in the United States. They design, develop, and sell consumer electronics. Apple is the world’s largest information technology company in terms of revenue.
Apple’s corporate culture focuses on creativity and innovation. The company has never been afraid to try new things, take chances, or push the envelope—especially when it comes to technological innovation and the development of new products.
“Apple is always about pushing the envelope.”
Why it works: Apple’s recruiting video is (not surprisingly) very well produced and does a good job of showcasing who they are as an organization. It’s clear that they’re experts at what they do, and that not-so-serious candidates need not apply. The video also features employees speaking different languages, a likely nod to the company’s global presence and culture of diversity and inclusion.
8. Shopify
Shopify is a Canadian e-commerce organization that’s headquartered in Ottawa, Ontario. The company was founded in 2006 after the founders attempted to launch an online marketplace for snowboarding equipment. Today, it functions as an e-commerce platform for online stores and retail point-of-sale systems—essentially allowing anyone to easily sell, whether online or at a retail location.
At Shopify, they have an entire team dedicated to culture and the employee experience. Personal development is really important there; they believe that people want to do meaningful work and see their impact. The company hosts an annual two-day summit to not only give everyone direction for the coming year but also to ask employees how the team can work together to make it happen.
“I feel like a business owner working on the inside to help other business owners who use Shopify.”
Why it works: In their recruiting video, Shopify highlights how half of their employees are also business owners who use the platform, too. This showcases the entrepreneurial spirit of the online shopping platform. It also highlights empathy, flexibility, and problem solving as key factors for candidates.
9. Hillsboro Police
Though certainly different from the other companies on this list, the Hillsboro Police Department deserves plenty of recognition. Located in Hillsboro, Oregon, the department is a regionally accredited agency with 127 sworn officers on the force—and a great sense of humor.
“Welcome to our Xanadu! This is our slice of heaven.”
Why it works: The video is over-the-top, quirky, entertaining, and altogether unexpected for a police department recruiting video. It’s funny, well-produced, and downright impressive—considering it’s far from your average recruiting video for the local police force!
10. Google
Google is an American multinational technology company based in Menlo Park, California. Founded in 1998 as a search engine, the company has since expanded tenfold. While they still manage a search engine, today they also specialize in a variety of Internet-related services and products, including online advertising technology, cloud computing, software, and hardware.
The company was recently recognized as the tech company with the best corporate culture—and for a reason. From never-ending snacks and free massages to the ability to bring your dog to work, the perks at Google are abundant. The organization is also listed under the best companies for diversity and the best companies for women.
“It feels like a playground—a big playground.”
Why it works: Google’s recruiting video feels very cutting edge and highlights the amazing technology and learning opportunities at your disposal when you’re part of the team. The video gives off a work hard, play hard vibe—so it makes sense that they refer to Google as a playground.
On a final note
The best recruitment videos are more than just entertaining—they’re an accurate representation of the company culture. Whether you opt to take the silly route or a more traditional approach, the most important thing is that the video truly represents who you are as an organization.
While each of these examples is unique, they all have one thing in common: They each did an excellent job of reaching potential new hires in a fun, engaging way that goes a lot further than a simple job posting.
The state of diversity recruiting in 2020
