{"id":59569,"date":"2024-01-08T09:00:00","date_gmt":"2024-01-08T08:00:00","guid":{"rendered":"https:\/\/www.mashup-communications.de\/?p=59569"},"modified":"2026-10-14T13:14:37","modified_gmt":"2026-10-14T11:14:37","slug":"employee-videos","status":"publish","type":"post","link":"https:\/\/www.mashup-communications.de\/en\/2024\/01\/employee-videos\/","title":{"rendered":"From Hero to Hero: What Makes for Good Employee Videos in Employer Branding"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"940\" height=\"788\" src=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2023\/11\/Fuer-Mitarbeitervideos-braucht-es-Work-Besties.png\" alt=\"Symbolic image: Two hearts with the inscription Work Besties symbolize the importance of likeable colleagues in employee videos\" class=\"wp-image-57900\" title=\"\" srcset=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2023\/11\/Fuer-Mitarbeitervideos-braucht-es-Work-Besties.png 940w, https:\/\/www.mashup-communications.de\/app\/uploads\/2023\/11\/Fuer-Mitarbeitervideos-braucht-es-Work-Besties-300x251.png 300w, https:\/\/www.mashup-communications.de\/app\/uploads\/2023\/11\/Fuer-Mitarbeitervideos-braucht-es-Work-Besties-768x644.png 768w\" sizes=\"auto, (max-width: 940px) 100vw, 940px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">We all have them, the office companions, the workday sweeteners, the rocks in the surf, the rank and file buddies, the heart companions. These colleagues with whom it just clicked immediately. And regardless of whether you&#8217;re still working together today or your time together (at work) was years ago &#8211; you&#8217;ll never forget the work bestie(s).  <\/p>\n\n<p class=\"wp-block-paragraph\">But did you know that relationships at work are actually the most important factor for well-being at work among employees today? Oh yes, according to the latest <a href=\"https:\/\/www.capterra.com.de\/blog\/4165\/hr-trend-report-future-of-work#3-Die-Wichtigkeit-sozialer-Beziehungen-am-Arbeitsplatz\" target=\"_blank\" rel=\"noreferrer noopener\">survey<\/a>, it is not a satisfactory salary (3rd place) or the highly praised flexibility (6th place) that are decisive for satisfaction, but good relationships with colleagues. <\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s only logical that employers in the tough war for talent should not (only) focus on a glittering career page full of shimmering benefits, but rather put the spotlight on the real heroes who cultivate values and corporate culture in their daily interactions. After all, who better to convince potential talent than your work besties of tomorrow?  <\/p>\n\n<p class=\"wp-block-paragraph\">Employee videos are the magic word and I&#8217;ve brought you a few particularly nice ones today. Shut up and action! <\/p>\n\n<h2 class=\"wp-block-heading\">What Makes a Good Employee Video?<\/h2>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Good employee videos don\u2019t just show what a company offers as an employer; above all, they show what it\u2019s like to work there. The focus is on real employees, their personal stories, experiences, and insights into their day-to-day work. Authentic employee videos help viewers relate to the company, convey the corporate culture, highlight diverse personalities, and can even draw attention to job roles that were previously unknown. This makes them a powerful tool for employer branding and recruiting.   <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Der T.CON Recruitingfilm\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/14yoIzeujrc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.youtube.com\/watch?v=14yoIzeujrc\" target=\"_blank\" rel=\"noopener\"><\/a><\/p>\n\n<p class=\"wp-block-paragraph\">Of course, it wouldn&#8217;t be a story if a few team members were simply planted in front of a camera to rave about the company in the brightest colors, would it? The short answer is no, but nevertheless the entertaining example of SAP expert T.Con with her bastardization of this format shows in passing what is important in good employee videos: <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Authentic Employee Videos: Company Culture Instead of Marketing Clich\u00e9s<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Every value, no matter how emotional, every cutting-edge benefit, the most beautiful mission and the greatest vision are primarily one thing in the first step: empty words. Until someone comes along and fills them with evidence and meaning. Potential applicants want to know exactly what it&#8217;s like to work together on a day-to-day basis, what types of people you&#8217;re likely to meet in the office corridors and what kind of atmosphere prevails at work. It is always about an authentic insight.   <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"What&#039;s it like working at Clue\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/IQ_1ooMb0T8?start=3&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">At first glance, the colleagues from the Berlin office don&#8217;t seem to have anything important to say, and yet they also convey a whole range of values and benefits that make working at App-Schmiede so special. There is a modern office in the heart of the city, everything is colorful, cozy, hip. The international and diverse team obviously has a lot of fun together, having lunch together, drinking champagne, good coffee and laughing and laughing and laughing.   <\/p>\n\n<p class=\"wp-block-paragraph\">At the same time, the work at Clue seems to be very needs-oriented. Whoever has their period stays at home &#8211; in keeping with the company&#8217;s mission, which is shown in passing. If you have a bad back, you don&#8217;t have to sit on uncomfortable office chairs day in, day out. If you are lactose intolerant, you can of course also have oat milk. These are all seemingly minor details, but for potential applicants they convey a world of difference in terms of attitude and atmosphere.     <\/p>\n\n<p class=\"wp-block-paragraph\">Especially for jobs in IT, for example, which can be found in almost all companies nowadays, these insights are sometimes decisive when choosing a potential dream job. Stiff, memorized praise of Clue as an employer is completely absent &#8211; but there are numerous office dogs as a bonus in the employee video. Game, set and match!  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What companies can learn from Clue<\/strong>: Good employee videos don\u2019t have to be perfectly staged promotional films. Often, spontaneous glimpses into everyday office life, personal quirks, and teamwork convey a company\u2019s culture more authentically than memorized statements. <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Building a Sense of Belonging: Why Genuine Employees Are the Best Brand Ambassadors<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Once you have won over a small but excellent group of great employees, there is a good chance that people of a similar caliber will be a good addition to the team. People with a similar background, a similar career, who might also be interested in a similar position, are sure to listen when their peers tell them. <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"BSR-Mitarbeiterin Sabine Splawski: &quot;Bei der BSR bekommt jeder eine Chance&quot;\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/6iwKKbDMiaE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">BSR (which, by the way, has built up a great employer brand overall) provides a wonderful example with the employee video by Berlin veteran Sabine Splawski. She talks about her career in her best Berlin style. What is unusual about this is that although she has been with the company for many years now, she did not join directly at a young age, but ended up there on the second career path. &#8220;I&#8217;m not the youngest model anymore,&#8221; she says with a laugh and then tells us how she started out as an on-demand driver, got her 2-seater driver&#8217;s license again at the age of 50 and now drives group vehicles.   <\/p>\n\n<p class=\"wp-block-paragraph\">Apart from the fact that she is a great example of how employees can praise their employer in an authentic way, her extraordinary story offers a lot of identification potential for other talents. Namely, those who may no longer be the latest model, but who are still really good at what they do &#8211; an enormously important target group in an ageing society! <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What companies can learn from BSR<\/strong>: Employee videos become more persuasive when they tell personal stories. Unconventional career paths and people who\u2019ve switched fields can particularly resonate with individuals who rarely see themselves reflected in traditional recruiting campaigns. <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Showcasing Company Culture: How Employee Videos Highlight Cultural Fit<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Every job and every employer is different. And what is super attractive for one potential applicant may be off-putting for the next. This makes it all the more important to approach exactly those candidates who fit the culture. After all, what&#8217;s the point of hiring great employees who ultimately don&#8217;t get on with the atmosphere or the approach in the company?    <\/p>\n\n<p class=\"wp-block-paragraph\">Employee videos therefore always offer the opportunity to give potential new colleagues a little taste of the wind blowing through the company. A taster, so to speak. <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"BVG-Mitarbeiter lesen gemeine Tweets, Folge 3\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/k1h8HqFBeZE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Another Berlin company stands out here (are the people of the capital perhaps just particularly cool?): The BVG! In this example, which admittedly is not a classic employee story, we see BVG employees away from their day-to-day work. They read nasty tweets about their employer with traditional subway station tiles behind them.   <\/p>\n\n<p class=\"wp-block-paragraph\">Not only do we see a whole range of people from different areas of the company, we also get to know a few character traits that future team members should obviously have: things are relaxed here, perhaps a little ironic, you should be able to laugh at yourself from time to time and the ability to take criticism seems to be a fixed recruitment criterion. If you can tick these boxes for yourself, the sight of the colorful group in the employee video will certainly make you want to apply. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What companies can learn from the BVG<\/strong>: Humor, self-deprecating humor, and authentic personalities can convey a company\u2019s culture without the need for explicit explanation. This makes it easier for job applicants to determine whether the atmosphere aligns with their own expectations. <\/p>\n\n<h2 class=\"wp-block-heading\">Highlighting Career Paths: How Employee Videos Attract New Talent<\/h2>\n\n<p class=\"wp-block-paragraph\">In addition to the hurdle of getting on the radar of potential employees, employee videos can also help to publicize job profiles that the target group has either not heard of or has not previously associated with the company. Were you aware, for example, that the drugstore chain dm also has its own IT department or that you can also become a <em>bus<\/em> driver at Deutsche <em>Bahn<\/em>? <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Busfahrer:in bei der Deutschen Bahn | Ottmar\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/TVkrWc-Kgng?start=1&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">No? Then it&#8217;s high time to get to know my absolute favorite among the employees portrayed. Curtain up for Ottmar &#8211; bus driver for Deutsche Bahn! The spot isn&#8217;t new at all, but a blog post about employee videos wouldn&#8217;t be complete if I didn&#8217;t include it.   <\/p>\n\n<p class=\"wp-block-paragraph\">A little more polished than the predecessors in this list, but no less likeable, Ottmar drives his red bus through rural areas somewhere in Germany. As he waves to the deputy mayor as he drives past, he talks unobtrusively about the advantages of being at the wheel of the train. Time for private life, a lot of responsibility, but also a lot of freedom as &#8220;boss on the bus&#8221;, contact with the (mostly) good-humored people in the area &#8211; also absolutely feasible as a career changer, by the way, even if you don&#8217;t yet have a bus license.   <\/p>\n\n<p class=\"wp-block-paragraph\">And if you haven&#8217;t fallen in love with Ottmar and his job as a rail bus driver yet, he has a special anecdote for you, because he even met his wife on the bus! Can it get any more enchanting? <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What companies can learn from Deutsche Bahn:<\/strong> Employee videos can not only strengthen an employer\u2019s brand but also attract new target audiences to lesser-known professions. Personal stories make job roles and career opportunities more tangible than traditional job postings. <\/p>\n\n<h2 class=\"wp-block-heading\">How do you create authentic employee videos?<\/h2>\n\n<p class=\"wp-block-paragraph\">Good employee videos don\u2019t start with a script, but with the people who have a story to tell. So when putting employees in front of the camera, you shouldn\u2019t first think about which company values to communicate, but rather which personal experiences, challenges, and moments already bring those values to life. The following questions can help with preparation:  <\/p>\n\n<ul class=\"wp-block-list\">\n<li>Who has a story to tell? Not just managers, but also people from other fields, trainees, and long-time team members. <\/li>\n\n\n\n<li>What makes this story special? Unusual career paths, personal turning points, challenges, or surprising insights into everyday work life. <\/li>\n\n\n\n<li>What message does the story convey? For example, team spirit, flexibility, opportunities for growth, or a unique corporate culture. <\/li>\n\n\n\n<li>How does the video remain authentic? Through open-ended questions, natural conversations, and room for personal anecdotes instead of memorized advertising messages. <\/li>\n\n\n\n<li>Where does the story reach its target audience? Depending on the target audience, for example, on the careers page, LinkedIn, Instagram, or in recruiting campaigns. <\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">And what stories lie dormant in your team? Why don&#8217;t you do a <a href=\"https:\/\/www.mashup-communications.de\/en\/2021\/04\/storylistening-in-companies\/\" target=\"_blank\" rel=\"noreferrer noopener\">storylistening<\/a> or <a href=\"https:\/\/www.mashup-communications.de\/corporate-campfires-teambuilding-storytelling\/\" target=\"_blank\" rel=\"noreferrer noopener\">corporate campfire<\/a> and find out! Then you, too, will soon be telling your stories to new talent with such wonderful employee videos.  <\/p>\n\n<p class=\"wp-block-paragraph\">Ps: Psst, you&#8217;re still unsure how you can bring more storytelling into your employer branding in general? We also give <a href=\"https:\/\/www.mashup-communications.de\/en\/workshop-employer-branding-with-storytelling\/\" data-type=\"link\" data-id=\"https:\/\/www.mashup-communications.de\/workshop-employer-branding-mit-storytelling\/\">introductory workshops<\/a> \ud83d\ude09<\/p>\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-100\"><a class=\"wp-block-button__link has-white-color has-mashup-blue-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/mashupcommunications.teachable.com\/p\/storytelling-im-employer-branding\" target=\"_blank\" rel=\"noopener\">Learn how to use storytelling in employer branding in our online course now.<\/a><\/div>\n<\/div>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 class=\"wp-block-heading\">FAQ: Employee Videos<\/h2>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Why are employee videos important for employer branding?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Employee videos provide potential applicants with authentic insights into the company culture, day-to-day work, and the people behind an employer brand. They can build trust, foster a sense of connection, and help align applicants\u2019 expectations with the actual reality of the job. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What is the difference between an employee video and a recruitment video?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">An employee video focuses on individual employees, their experiences, and their personal stories. A recruitment video generally aims to attract applicants to a company or a specific position. Employee videos can therefore be part of a recruitment campaign, but they do not have to be used exclusively for recruitment purposes.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>How long should a good employee video be?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">The ideal length depends on the format, the platform, and the story. Short videos can grab initial attention on social media, while longer profiles on career sites offer more room for personal experiences and professional development. The key is for the video to tell a clear story and avoid unnecessary length.  <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 class=\"wp-block-heading\">TLDR: What Makes for Good Employee Videos?<\/h2>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<ul class=\"wp-block-list\">\n<li>\ud83c\udfa5 Authenticity over glossy imagery: Genuine insights come across as more credible than rehearsed advertising messages.<\/li>\n\n\n\n<li>\u2764\ufe0f People, not brand messages: Personal stories foster a sense of connection with the employer.<\/li>\n\n\n\n<li>\ud83e\udd1d Making corporate culture visible: Humor, team spirit, and character reveal what everyday work life is like.<\/li>\n\n\n\n<li>\ud83d\ude80 Reaching New Talent: Employee videos shed light on lesser-known job roles and unconventional career paths.<\/li>\n\n\n\n<li>\ud83d\udca1 Storytelling instead of a promotional video: A good employee story shares experiences, challenges, and personal growth.<\/li>\n\n\n\n<li>\ud83c\udfaf Added Value for Employer Branding: Authentic employee videos can strengthen the employer brand and support recruitment efforts.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>If you want good employee videos, you don&#8217;t need high gloss or models. Talent is won over with the work besties of tomorrow. Curtain up for great examples.  <\/p>\n","protected":false},"author":4,"featured_media":57901,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[176,177],"tags":[],"class_list":["post-59569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-employer-branding-en","category-tools-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/59569","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/comments?post=59569"}],"version-history":[{"count":9,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/59569\/revisions"}],"predecessor-version":[{"id":71605,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/59569\/revisions\/71605"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/media\/57901"}],"wp:attachment":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/media?parent=59569"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/categories?post=59569"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/tags?post=59569"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}