Diversity and Inclusion in Recruitment Videos: Best Practices and Impact

In the evolving landscape of talent acquisition, diversity, equity, and inclusion (DEI) have become more than just buzzwords—they're critical components of an organization's identity and success. DEI initiatives influence today’s professionals’ career choices like never before. As HR leaders and talent acquisition professionals navigate the complex terrain of attracting diverse talent, video has emerged as a powerful medium to communicate an organization's commitment to meaningful change.

Showcase the Present Honestly and the Future Aspirationally

Many organizations find themselves at a crossroads: how do you communicate your DEI goals when your workforce doesn’t yet reflect the diversity you're aiming for? How do you create a “DEI video” if your team lacks diversity? The key is to be honest about where you are and share your commitment to growth.

Being transparent about your organization's current state will help attract candidates who are aligned with your goals. If your company is working toward a more diverse and inclusive environment, communicate those goals clearly. For example, a leader might say, “We’re working to build a more diverse and inclusive workplace and are looking for team members to join us on this journey.” This honest approach will give candidates a clear picture of where your organization stands and how they can contribute.

Understanding Your Audience: The First Step to Meaningful Communication

Before filming, take the time to understand who you’re trying to attract. Are you aiming for more racial and ethnic diversity? Better gender balance? A more age-diverse team? Or are you looking for any qualified individual who fits the role? Having a clear sense of your audience will guide the messaging in your video.

Your video should do more than just highlight diversity; it should capture your company’s culture. Show team collaborations, community involvement, and authentic moments to create a narrative that feels genuine and relatable, not forced or staged.

Ensure the Video is Accessible

To make your DEI video truly inclusive, ensure it’s accessible to all viewers. This means adding subtitles and audio descriptions to help people with hearing and visual impairments. Be mindful of readability by using clear, large text with high-contrast colors. Also, consider the platforms where you'll be sharing the video to ensure it's fully accessible across devices and formats. These steps will make your recruitment video more inclusive and reach a wider audience.

Be Intentional With Tone and Voice

When creating a DEI video, it’s important to approach it with care. While showcasing diverse voices is essential, make sure every individual featured has a meaningful role. Avoid tokenism—where someone is included just to represent diversity—by ensuring that everyone is portrayed as a fully realized person, not a symbol of diversity.

Reflect Your Commitment Through Action

A video alone won’t convey your DEI commitment; it should align with the actions your organization is actually taking. Consider closing the video with a call to action that invites candidates to learn more about your DEI efforts, such as visiting a dedicated webpage or reaching out to current employees to hear their stories. This reinforces that your DEI message is backed by tangible steps.

Building Trust and Attracting Talent

Videos are a great way to communicate your DEI position, but it’s the authenticity behind the message that matters most. For HR teams, the goal isn’t perfection, but rather building trust with potential candidates. Be open about where your company stands, share your vision for the future, and invite candidates to be part of that journey.

Transparency is a powerful asset. Today’s candidates are discerning and can spot performative diversity from a mile away. If your current workforce doesn’t reflect the diversity you’re aiming for, address it openly. A leader who candidly discusses your company’s DEI journey will make a stronger impact than a carefully crafted video that feels out of touch.