Why Your Recruitment Video Needs to Showcase Your CEO

Author and well-known speaker Simon Sinek said, "Leadership is not about being in charge. Leadership is about taking care of those in your charge." His words capture the essence of what potential employees are hoping for from their workplace leaders. Yet, if business leaders aren’t actively promoting their caring perspective with prospective (and current) employees, how do candidates know what type of leadership exists at their new place of employment?

One way to get ahead of the curve is through executive video interviews that create an authentic glimpse into the personalities, values, and caring elements that define your company's leadership. When candidates can see and hear directly from those who will guide their careers, theoretical job descriptions become tangible opportunities for meaningful work.

Why Executive Videos Matter in Recruitment

You never get a second chance to make a first impression. For many potential hires, their first glimpse of your company's leadership team could be the deciding factor in whether they pursue an opportunity with your organization. Video content featuring executives bridges the gap between formal corporate communications and authentic human connection.

From a short video from the CEO welcoming a new employee to a more detailed introduction to the leadership team, here are a few types of videos that can be produced to acquaint a prospective, or new hire with your team:

1. The Welcome Message

A personal video welcome from the CEO as part of the onboarding process can set the tone for a new hire's journey. This initial touchpoint creates an immediate connection with leadership and demonstrates how much executives truly value their new team members. When done well, it sets clear expectations for company culture and communication while making high-level leadership feel more approachable and accessible.

2. The Origin Story

Nothing connects the “why” of a business better than the “Founder’s Story”. Not only are they often interesting, they are usually quite inspiring. Founders and long-term CEOs can share their entrepreneurial journey through video by sharing the spark that inspired the business. The story might show early challenges and how they were overcome, walking viewers through key milestones in the company's growth. Or, like this story about the founder of BTM Global in Minneapolis, the origin story can show how the founder’s work ethic and drive for success was shaped in the early years of the founder’s life. These personal stories, complete with lessons learned along the way, help potential hires understand the foundation upon which the company was built.

3. Vision and Values Deep Dive

Video content that connects the company's mission with leadership's point of view provides deeper insight into the organization's culture. When executives share their passion for the industry and describe how company values align with their personal beliefs, the outcome can be memorable. As lofty as it may sound, by discussing the impact they make in the world and offering specific examples, leaders can demonstrate authentic commitment to the company's mission.

4. Day-in-the-Life Features

Showing the human side of leadership through casual, documentary-style content gives potential hires a “behind the scenes” look into company culture. These “day-in-the-life” videos might follow morning routines and decision-making processes, as well as interactions with team members at all levels, or highlight involvement in day-to-day operations. Including aspects of work-life integration and personal interests or hobbies helps paint a complete picture of leadership personality.

5. "Ask Me Anything" Sessions

Recording Q&A sessions, or company “town hall” meetings, where executives address employee questions can show a culture of transparency and empathy. These unscripted moments show how your leaders handle tough questions while fostering a culture of accessibility. The authentic nature of these sessions often reveals valuable insights into leadership style and company dynamics.

Best Practices for Producing Executive Video Content

Authentic Video Content is Powerful

Leadership videos can be exceptionally powerful. They can also seed distrust and anxiety if they come off as insincere or overly scripted. Authenticity should be the cornerstone of executive video content. Rather than over-scripting responses, capture genuine moments of reflection. Natural personality and appropriate humor can shine through, especially when filming in relevant locations around the office. The goal is to capture real moments that reflect true leadership style. If you have concerns about the ability of your leadership team to come across in this way, consider another option. Attempting to produce these videos, and doing it poorly, can blow up in a bad way.

Focus on the Story

Strong executive videos are built around compelling personal anecdotes and specific experiences. By sharing both successes and learning moments, leaders can create genuine connections with your team and prospective employees. The most impactful stories draw clear lines between personal motivation and company mission, helping potential hires understand the deeper purpose behind the organization.

Professional Video Quality Matters

While authenticity is crucial, there is a fine line - or even a fine blend - between user-generated content and professionally produced video. Maintaining professional production standards ensures your message comes through clearly. Good lighting and clear audio are essential, while multiple camera angles can add visual interest. Keep videos concise and well-edited - this is usually the difficult task for amateur video producers. Long, rambling videos that are unfocused are boring and distracting for prospective hires. They could create an impression that leadership operates in a similar fashion.

Ensure Accessibility

Making your video content accessible to all viewers is crucial. This means including captions and providing transcript options for every video. Consider creating versions in multiple languages when appropriate, and ensure videos are easy to find and share across various platforms.

Video Distribution Strategies

It’s one thing to produce lots of terrific video content for prospective hires, but if candidates can’t find the videos, what good are they? Here are a few ways to get the most out of your hiring videos:

Recruitment Channels

This is obvious and yet overlooked. However, your career pages and job postings provide natural homes for executive video content. LinkedIn is an excellent platform for sharing these insights - both on company and personal pages. Additionally, recruitment email campaigns or follow up emails to qualified candidates can engage potential candidates more personally.

New Employee Onboarding Materials

Most businesses have a new employee onboarding process that includes video and in-person training sessions. As part of the curriculum, include executive video content. Reference these videos in training materials and make them accessible through internal communications platforms. By doing this, you can introduce the company culture to new employees and reinforce culture and values with your existing team.

Post to Social Media Channels

LinkedIn is the easy option, yet many prospective employees are engaging in social media platforms like Facebook, Instagram and TikTok. Company social channels offer perfect venues for sharing executive video content. Themed series, stories, or campaigns showcase different aspects of leadership and company culture. These efforts support broader employer branding initiatives and provide a peek inside the walls of the business.

Measurable Metrics of Success

The proof of this approach lies in the results. To measure the success of this approach, monitor recruitment metrics such as application rates and quality of candidates. Pay attention to employee engagement scores and social media engagement to gauge how well the content resonates with various audiences. It’s also easy to track video view rates, internally and externally, and listen to feedback from your team as they will provide valuable insights into content effectiveness.

Authenticity and transparency from leadership has never been more important, and video content that brings your leaders closer to the team humanizes your leadership team and attracts top talent. By sharing personal stories, values, and vision through video, leaders can create meaningful connections with potential hires before they even walk through the door. This investment in authentic communication can lead to better cultural fits, increased engagement, and stronger long-term relationships between employees and leadership.

Remember, the goal isn't to create polished, corporate communications, it's to reveal the human qualities that make your leadership team and company culture unique. When done well, executive video content can be a compelling differentiator in your recruitment strategy and a valuable asset in building a strong, connected workplace culture.