Personal Branding for Employers: Video Strategies for Leadership Visibility

Most businesses talk about what they do—not how it actually helps anyone.

“We’ve got the latest gear.”
“We’ve been around for 20 years.”
“We serve every industry.”

There’s nothing wrong with any of that, but it’s also not the reason someone is going to pick up the phone or click ‘Contact Us.’ Because here’s the truth: most audiences aren’t looking for a feature list. They’re looking for a solution to their problem. They want to know, in the first few seconds, how you can help them. And if your message doesn’t make that clear? They’ll move on to someone who does.

The Disconnect Between What You Say and What People Want to Hear

When a potential client visits your website or watches a brand video, they’re bringing a very specific set of questions with them. They want to know if you understand their challenges. If you’ve helped people like them before. And most importantly, they’d like to know if working with you will make their life easier or better.

But too often, brands jump straight into credentials. They highlight awards, equipment, company history, and the full range of services they offer. While these details can reinforce credibility, they rarely create a personal connection. Viewers consequently walk away knowing more about you, but not feeling like you know anything about them.

Why Story Changes Everything

People don’t connect to a list of facts. They connect to stories. That’s not a marketing trend, it’s human psychology. We’re wired to respond to narrative structure. Stories help us make sense of the world, and more importantly, they help us imagine what's possible.

So when a brand tells a story that centers us—our challenges, our goals, our transformation—we listen. Story-based messaging works because it’s not just about being informative. It’s about being relevant. It reframes your company’s services and expertise around what matters most to your audience: themselves.

Make the Audience the Hero

One of the most effective shifts a brand can make in its messaging is stepping out of the spotlight. In a story-driven approach, your customer is the main character, not your company.

They’re facing a challenge. They’re looking for a solution. And your role is to guide them toward that solution with clarity and confidence. This doesn’t mean minimizing your expertise; it means repositioning it. Rather than starting with what you do, you start with what they need. You speak directly to their situation, then show them how your service helps them succeed.

When your messaging flips from “Here’s what we offer” to “Here’s what this helps you achieve,” it immediately becomes more engaging. It invites the viewer or reader into a journey. And most importantly, it makes your brand feel like a partner, not a pitch.

How Story Shapes Better Video Content

Video is one of the best tools for telling a compelling brand story. It allows you to combine visuals, voice, music, and messaging in a way that captures attention and drives emotion. But too often, video becomes a montage of talking heads and b-roll footage with no clear narrative. It checks all the boxes—showing the team, the process, the end product—but never answers the most important question: Why should the viewer care?

When you apply a story-first mindset to video, everything changes. You start with a real-world challenge your audience is likely facing. You demonstrate empathy. You show how your company steps in and provides support. You end by painting a picture of what success looks like when the viewer chooses to work with you.

This kind of structure isn’t just more interesting, it’s more effective. It’s what makes people stay through the end of the video. It’s what makes them remember your name.

The Importance of Clarity in Storytelling

There’s a misconception that storytelling in marketing means high drama or Hollywood-style production. But great storytelling is really about clarity. It’s about making sure your audience sees themselves in your message. It’s about speaking their language, reflecting their challenges, and helping them imagine what a better outcome looks like.

Clarity builds trust. And in marketing, trust is what turns attention into action.

What Story-Driven Messaging Looks Like in Practice

Let’s say you’re creating a recruiting video. A feature-first version might open with a shot of your office and a voiceover talking about growth and career opportunities. The tone is polished, but it’s generic. A story-driven version might open with an employee saying, “When I first started here, I was nervous about switching industries. But from day one, I felt like people actually wanted me to grow.”

Right away, the viewer is pulled into something more personal and authentic. They can picture themselves in that employee’s shoes. And that emotional connection is what makes the video stick. The same applies to testimonial videos. Instead of asking your clients to talk about how great your company is, ask them to walk through their journey. What challenge brought them to you? What was different about your approach? What has changed since working with you?

Now your client isn’t just vouching for you, they’re helping the next prospect see what’s possible.

The Bottom Line

Your credentials and capabilities still matter, but they should support a message that helps people see what’s in it for them. Instead of saying, “We make videos,” say, “We help brands tell stories that connect.” The difference is subtle but powerful. Great messaging starts with one question: What does this help the audience do better? When you answer that clearly, your message becomes more than informative—it becomes compelling. That’s the power of story. It builds trust, creates connection, and drives action.