3 Tips for Creating A Company Core Values Video [VIDEO]

Many companies know they should have an About Us video to include on their website and to share with prospective clients or potential hires, but increasingly, companies are realizing there’s another type of video that’s critical – a Core Values video, also known as a Culture video. A Core Values video explains your organization's core values and showcases what makes your company’s culture unique. It’s not that one video is more important than the other, but the videos do serve two different purposes.

Learn the key differences between About Us and Core Values videos and how our clients are using these video assets to enhance their employees’ experience and enhance their team culture.

A 'CULTURE' VIDEO IS NOT AN ‘ABOUT US’ VIDEO

An “About Us” video is a short 2-3 minute video that explains who you are and what you do. Whether you’re sending it to potential customers via email, social media, or giving it top billing on your website, an About Us video distills the key purpose of your business down to its essence so that people quickly understand the need you serve and whether your solutions fit what they’re looking for. It’s a great way for prospective customers to get to know your business at a high level and hopefully get them to take the next step and reach out to you. Take a look at this example from Jordan Transformer to see what we mean:

KEY FEATURES OF A ‘CORE VALUES’ / 'Culture' ViDEO

While a Core Values video could be helpful for your prospective customers, it’s also hugely helpful when trying to attract new employees. The point of a Core Values video is to show people what your organization stands for. It's a video that’s ultimately an expression of your organization’s culture, so that you can attract talent that shares the same values.

Here are three basic things to keep in mind when producing a core values video: 

1. First, your values need to be strong. The standard, “open and honest communication” and “integrity” values don’t count. I mean, do they really differentiate your organization from others? Doesn’t every worthwhile organization stand for those kinds of things? 
2. Secondly, have clear examples of what each core value looks like in your business. For example, if one of your core values is “Row the Boat” be sure to have an example of someone in your organization that lives this value and a time that that person was “rowing the boat”.
3. Finally, it’s best if your Core Values video is presented by your team. It will mean a lot more than having the company CEO "preaching them from on high.” Potential hires or clients will learn more about an organization’s core values when it comes from the people who are living them every day and who will also be the people that this prospective employee will be working with every day. 

Check out this example from a multi-location-based engineering and manufacturing company, Super Radiator Coils, to see what we mean. 

Give it some thought. Does your organization have core values that are so strong that they will inspire a job candidate and rally behind them? If you do, it might be time to put together that core values video. 

BUILDING TEAM CULTURE FOR A REMOTE and HYBRID WORKFORCE

With pandemic numbers dropping, and many restrictions lifting, some employers, such as the Federal Government, Netflix, and Goldman Sachs are expecting teams to fully return to the office. However, there’s no doubt that the world of work has changed, with many experts saying remote and hybrid working will perhaps even become increasingly the rule, not the exception. The numbers show that there’s a widespread preference for this approach. According to CNBC, remote and hybrid jobs attracted seven times more applicants than in-person roles in 2021.

Celebrating your company’s core values is a great way to keep your team united and build culture and cohesion even when you’re not working from a shared location. Let’s remember that for many multi-location-based businesses, establishing a sense of culture and cross-team collaboration has always been and will always be a necessity, no matter where your team is based. 

Looking for more great ways to use video to support your business goals and attract great talent? Check out our guide to using Video for Human Resources or reach out to us today!