Creating a Consistent Video Strategy for Employer Branding

When companies produce videos for hiring, they often treat each project as a standalone effort. While this might seem like a good way to introduce variety, it can easily create inconsistent branding across video content. That ambiguity sends the message that your company lacks clarity in its messaging, which confuses potential candidates. Consistent brand messaging is crucial when it comes to producing recruitment videos and attracting the right talent. Now that you know why consistency is important, here’s how you can prioritize it in your video strategy.

Dive Into Your Company’s Branding

Branding goes beyond just logos or color schemes. It’s about the overall impression people get when they engage with your company. When candidates watch videos produced by your organization, they should immediately get a sense of who you are and what it’s like to work with you. This will include your tone, the speed of the piece, and aesthetics.

In addition to knowing color codes and fonts, your organization should have a few words to describe how viewers feel when they’re on your website. Are you aiming to inspire? Challenge? Excite? Locking into a specific energy and style will help you align all of your content, from your website to recruitment videos.

Check out how Boyum Barenscheer accomplishes that in this recruitment and culture video:

Plan Ahead

While a large part of crafting a consistent video strategy focuses on your company’s branding, it also includes your posting cadence. Even if you aren’t actively hiring, you should consider maintaining your video strategy at regular intervals. How often do you plan on showcasing videos? Will you be launching the same content across multiple channels? If not, how will you align your content to reinforce consistency? When crafting a strategy, it’s important to think weeks, if not months, ahead.

Setting a schedule for when and where your videos will be released will help ensure that your brand messaging is consistent and that candidates remain engaged with your content over time. Whether you’re posting employee testimonials, behind-the-scenes footage, or corporate culture highlights, maintaining a steady cadence helps keep your brand top-of-mind for the right candidates when they’re looking for a new opportunity.

Repurpose Your Content

One of the easiest ways to ensure your brand message stays consistent across all video content is to repurpose videos across different channels. For example, a long-form interview with a key team member might be edited into a short, attention-grabbing teaser for social media. This approach ensures that your brand remains present across multiple touchpoints, without losing consistency in messaging or tone. What’s more, is that you get a greater bang for your buck if you invested a lot of resources into the piece.

When you repurpose content, you can also experiment with different formats, such as short-form social media videos, employee story highlights, or even video blog posts, all while keeping your brand messaging intact. The key is to adapt the content for each platform while staying true to your core brand identity.

Monitor and Adjust Your Strategy

A consistent video strategy doesn’t mean you can’t make adjustments as you go. It’s essential to monitor how your videos are performing across various platforms and get feedback from both current employees and prospective candidates. Are there parts of your brand messaging that need clarification? Are your videos resonating with the right audience? By gathering insights and tweaking your approach as needed, you ensure that your video content continues to align with your recruiting goals and brand identity.

With a well-executed video strategy, you’ll not only build trust with potential hires but also foster a deeper connection with the candidates who are most aligned with your company’s values. From defining your company’s tone and aesthetics to planning your content calendar and repurposing videos across platforms, consistency is key to creating a cohesive employer brand that speaks directly to your ideal candidates.