Video and employer branding: five reasons

Employer branding is about creating a positive image of your company as an employer — to attract and retain the best talent. And among all the tools at your disposal, video and employee testimonials are among the very most effective.

Here are five reasons to prioritize this in your recruitment efforts.

1. Video engages and is remembered

Video content holds viewers’ attention longer than text or images. It creates a personal connection and leaves a lasting impression. Research shows that we retain 95% of a message when we see it in a video — compared to just 10% when we read it. Short, vertical video in 9:16 format is particularly effective — it is the format candidates already consume daily on their phones.

2. Employee testimonials build credibility

People trust people more than they trust companies. Candidates perceive messages from a peer colleague as far more credible than communication directly from HR or management. Employees’ genuine perspectives on culture and values persuade in a way that corporate messaging never can.

3. Video showcases diversity and inclusion

Visual content demonstrates the diversity of your workforce and the company’s commitment to inclusion — something that strongly appeals to many job seekers today. Showing diversity is far more credible than writing about it.

4. Video provides a window into the work environment

Candidates want to know what they are actually signing up for. Video makes it possible to offer virtual office tours and workplace previews, while employee testimonials provide realistic insight into the daily work experience — reducing the risk of disappointment after hiring.

5. Video attracts top candidates

In a competitive recruitment market, authentic video content sets your company apart from the competition. It highlights your unique employer value proposition and makes it easier to reach the candidates who truly fit your culture.

Where employer branding video works best

The effect of video depends as much on where it lives as on what it shows. Four surfaces cover most of it:

The career page is where candidates go to evaluate you — and where video has the biggest impact on the decision. Candidates spend around 50% longer on career pages with video. Read more about career page video.

The job posting is the surface with the clearest measurable effect: postings with employee video get up to 34% more applicants. A short video from a future colleague makes a generic posting concrete. See video in job postings.

Social media reaches the candidates who are not actively looking. Vertical 9:16 video is the native format on LinkedIn, Instagram and TikTok — the same video that lives on your career page can be published straight to the feed. See social media video.

Internally is the surface many forget: employer branding starts with the employees you already have. Employee stories shared internally build pride — and make it easier to recruit ambassadors for the next round of videos.

How to measure the effect

Employer branding video is measurable in a way traditional brand-building never was. Four numbers tell you whether it is working:

1. View time and completion rate — do candidates watch the videos to the end? Short vertical stories have far higher completion rates than long films.
2. Time on the career page — did it increase after the videos went live?
3. Applicants per job posting — compare postings with and without video in the same category.
4. Applicant quality — ask new hires what influenced their choice. Candidates who have seen real employee stories know more about what they are signing up for.

With Gobi Analytics you get view numbers per video, so you can see which stories land — and which should be replaced.

How to get started

You don’t need an agency or a film crew to start with employee video. Begin small:

1. Pick three to five employees who want to share their story — ideally from different departments and roles.
2. Ask one concrete question, such as “what makes you stay?” or “what does a typical day look like?”
3. Let them film themselves on their phone. Vertical 9:16 format, under a minute. Real beats polished.
4. Publish where candidates are — on your career page and in job postings. And remember captions: captioned videos are watched 12% longer.

Compared to traditional video production, this approach delivers 95% savings — and with the right tool, collection, editing, and publishing run on autopilot. The result is a steady stream of fresh employee stories, not a single production that goes stale.

“Video and employee testimonials are not a luxury feature for large corporations. They are an accessible tool for anyone who wants to recruit better — and retain the people they hire.”

Want to get started? Read our guide: How to create an authentic, vertical employee video.