by Andrew Crichton, founder of Levitate Media
These days, hiring isn’t just about writing a job description and hoping for the best. Top candidates want more than a paycheck. They want to work somewhere that feels right, where the vibe, the leadership, and the values line up with who they are.
The challenge? Every company says they have a “great culture.” Words like “collaborative,” “fast-paced,” and “like a family” show up in every job post. But they don’t mean much unless you show what they look like in real life.
That’s why culture videos work. According to CareerBuilder, job listings with video get 34% more applications than those without. And when those videos feel honest and personal, they don’t just bring in more candidates; they bring in better ones.
Let’s break down how it can bring the right people to your team.
What Is a Culture Video?
A culture video is a short, honest look at what it’s really like to work at your company. It captures the feel of your workplace, how your team interacts, what the energy’s like, and what it’s like just to be there.
Unlike a polished brand ad, a culture video feels personal. It usually features real team members sharing what they do, how they work, and what they enjoy about being part of the company. It might show team meetings, casual moments in the office, or how you collaborate remotely.
For job seekers, these videos help answer the big question: “Do I see myself working here?” If the answer’s yes, that connection often leads to stronger, more aligned applications.
Culture videos highlight the real side of your team. It’s unfiltered, believable, and focused on showing who you are, not just what you do.
Why Do Culture Videos Work
A strong culture video does more than look good. It helps you connect with the right people before you even speak to them. In today’s job market, that kind of connection is a big deal.
These videos do more than attract; they also save money. Companies with a strong employer brand, which often includes real, engaging culture videos, see up to 50% lower cost-per-hire and 28% lower turnover, according to LinkedIn. When people get your vibe from the start, you’re not wasting time on the wrong fits.
Here’s why:
They Attract the Right People.
When someone watches a video to recruit outstanding individuals, they’re not just learning about the job, they’re trying to figure out if they belong. If your video shows a team that shares their values and energy, you’ll draw in people who already feel aligned with your mission.
This means better applications, stronger interviews, and less time spent chasing the wrong candidates.
They Build Trust from the Start.
A well-made culture video feels honest. That helps job seekers trust what they’re seeing. Instead of reading a list of perks, they get to see how your company works. That trust matters, especially for people looking for a place where they’ll feel supported and respected.
They Improve the Candidate Experience.
A culture video gives job seekers a clear sense of your company culture before they apply. That helps them feel more confident going into interviews, because they already understand what you’re about. It also reduces surprises once they’re hired, which leads to a better overall employee experience.
They Make You Stand Out.
Let’s face it, most companies are still relying on plain job posts and a few bullet points about “great benefits.” A good video stands out. It’s a fast, powerful way to show what makes your workplace unique.
What Makes a Great Culture Video?
Not every corporate culture video hits the mark. Some try too hard. Others feel like a slick ad with zero personality. The best ones? They’re simple, honest, and give people a feel for your real work vibe.
Here’s what to include to make yours stand out:
- Keep it real.
No scripts. No stock footage. Just real people sharing real experiences. If your team’s casual, let that show. If your culture’s more buttoned-up, own it. Authenticity beats polish. - Show the humans.
Feature crew/staff across departments and backgrounds. Let them speak in their own words. These unscripted moments help people imagine what it’s like to actually work there. - Put your values into action.
Don’t list your corporate culture values on a slide. Show them. Whether it’s collaboration, transparency, or growth, let it come through naturally in day-to-day scenes. - Keep it simple.
You don’t need drone shots or dramatic music. A clean, focused message with a few great clips says more than a flashy, forgettable video.
At the end of the day, a strong corporate culture video gives job seekers a glimpse of what it feels like to walk into your space and be part of the team. If they can picture themselves there, you’re doing it right.
What to Include in a Culture Video
You don’t need a big production team to create a strong company culture video. What matters most is what you choose to include. The right content can help candidates picture themselves working with your team, which is what you’re aiming for.
1. Real Team Members.
Let your actual team do the talking. People connect with people, not voiceovers. Show faces, names, and quick snippets of what each person does or what they love about the job.
2. Employee Testimonials.
A few honest comments from current employees can go a long way. Keep it simple. Ask questions like, “What made you join?” or “What’s your favorite part of working here?” These clips feel more personal and help build trust with viewers.
3. Your Core Values in Action.
Instead of listing values on the screen, show them through real examples. Maybe it’s your team working through a problem together, celebrating a win, or taking part in a volunteer day. Let the values show up naturally through your footage.
4. A Glimpse of the Work Environment.
Give viewers a feel for the space where the work happens. Whether it’s an open office, a home setup, or a warehouse floor, showing your work environment makes the video feel more real. It also helps candidates figure out if it matches their style.
5. Moments of Culture.
Think team lunches, project planning, inside jokes, or even a casual Friday. These small moments give life to your company culture and help viewers feel connected.
If your video touches on these five elements, you’re off to a strong start. It doesn’t have to be perfect. It just has to be real.
Tips for Creating an Authentic Culture Video
If you’re trying to show potential employees what it’s like to work at the company, these tips will help:
Start with a clear message.
Before filming, decide what you want people to understand about your workplace culture. A focused message keeps your video content tight and intentional.
Show real people from across the team.
Don’t just feature one department. Highlight different roles, backgrounds, and personalities. This makes your workplace feel more inclusive and real to anyone watching.
Use everyday language.
Let your team speak naturally. That kind of honesty makes your culture feel more relatable and trustworthy.
Capture real moments, not staged ones.
Think team chats, brainstorming sessions, coffee breaks, or solving a quick problem. These slices of real life say more about your company values than any script ever could.
Keep it short and sweet.
A great company culture video doesn’t need to be long. Aim for 60 to 120 seconds. Enough to give a solid glimpse without dragging.
Make it easy to find.
Once it’s done, post it everywhere your potential employees might be looking. That means your careers page, job listings, LinkedIn, email outreach, anywhere someone’s deciding if you’re a good place to work.
At the end of the day, culture videos are about connection. If your video feels real and reflects your values, it will attract people who actually want to be part of your team.
How to Use Culture Videos in the Hiring Funnel
Creating a culture video is just the start. To really make it work, you need to put it where potential candidates will see it.
Here’s where to place your video:
1. On Your Careers Page.
This is the first place most candidates will visit to learn more about your company. A video to attract top talent to your company at the top of the page makes your team feel more approachable and your workplace more real. It helps showcase your company in a way no job post can.
2. Inside Job Postings.
Adding a culture video to a job listing gives job seekers a reason to pause and engage. It’s a way to go beyond the bullet points and show the human side of your company.
3. On Social Media.
Platforms like LinkedIn and Instagram are where your next hire might already be scrolling. Sharing your culture video here strengthens your employer brand and makes your content more relatable. People tend to share what feels personal, so your current employees may even help spread the word.
4. In Recruitment Emails.
Reaching out to passive candidates or following up with an applicant, a quick video makes your message feel more human. It also gives the person on the other end a better reason to respond.
5. During the Interview Process.
Send the video before the interview or show it during a presentation. It helps set the tone, answer unspoken questions, and spark conversation around team dynamics or workplace values.
Examples of Culture Videos That Attract Talent
Sometimes the best way to understand what works is to see it in action. Below are a few examples of culture videos that helped companies share their story, highlight their purpose, and build their business.
PacSun.
This fast-paced, upbeat video focuses on culture, creativity, and the foundations that drive the company initiatives
Magid Glove.
Magid takes you inside their workspace where real employees discuss the driving core values that define their mission and company culture
Parallel Learning.
Parallel offers a glimpse into the shared purpose and feel-good results of what they accomplish every day
Stout.
Authentic testimonials from employees share what they love about their company, why they love working there, and what it feels like to be a part of their workplace.
City of San Carlos.
With a heavy focus on opportunity, collaboration, and impact, the City of San Carlos shares what they love about their work, their connection, and their community as a whole.
Conclusion
If you’re trying to attract top talent, words alone won’t cut it. Job seekers want to know what your company feels like, not just what it does. A strong culture video gives them that window. It shows the real people behind the brand, the values you live by, and the energy that makes your team unique.
Done right, a culture video acts like a sneak peek for job seekers. It helps them get a feel for your team and decide, “Yep, I can see myself there.”
So if you’re serious about hiring people who fit, people who care about what you’re building start with video. Show them the team. Show them the vibe. Show them what makes your company worth joining.
Andrew Crichton is the founder of Levitate Media, a creative marketing agency helping B2B brands grow through powerful video storytelling, digital strategy, and AI-enhanced execution. Since launching the company in 2009, Andrew has led Levitate through the production of over 15,000 successful video campaigns. With a background in entrepreneurship and a passion for helping businesses communicate with clarity and impact, Andrew brings a unique blend of creative insight and strategic thinking to every project.