5 company culture videos that will inspire you
What are company culture videos? How are they used? What are the best examples to draw inspiration from? Find out in this blogpost!
Have you ever wondered what really sets one work environment apart from another? It’s not just the people involved, how the organizational chart is structured, or the salaries, but something that has to do with the heartbeat of the company itself. We’re talking about its culture. And guess what? There is a tool that allows you to peek behind the scenes of everyday life in offices, studios, and factories. We’re talking about company culture videos, extraordinary video formats—unjustly underrated, by the way—that allow you to explore a company’s culture even before you set foot in it. Company culture videos are not just a point of contact for recruiting, they are a real window into the “private” world of an organization.
What are they? How are they used? What are the best examples to draw inspiration from? The answers to all of these questions and more are in this post!
What are company culture videos?
Company culture videos are audiovisual presentations created by organizations to show the work environment and atmosphere “inside” the company and what values are actually practiced by employees, mainly for an external audience, but not only. You can think of it as a short cinematic journey that expresses the spirit of a workplace, leaving repetitive activities and pointless meetings out of the frame, although, as we will see in one of our examples, even the least exciting materials can be use to bring a lively, ironic, and interesting story to life.
Why use company culture videos?
Incorporating company culture videos into your video marketing strategy can be a real game changer. In a world of information overload, company culture videos are easily digestible and highly shareable content. They stand out in the crowded digital landscape and are more likely to be shared on social media platforms, thus expanding the reach of your communication and increasing your brand awareness. They constitute a tool that can play a strategic role, both in talent recruitment and hiring and in customer acquisition and retention.
- Employees (acquired and potential). Company culture videos help align the personal values and preferences of employees and potential candidates with the culture of the company where they work or would like to be hired. They offer valuable information about what to expect when joining a team. It’s not just about recruiting top talent or encouraging good work practices, it’s about making meaningful connections with (future) colleagues. Company culture videos provide a unique opportunity to virtually meet future colleagues even before you set foot in the workplace. A positive workplace culture is also linked to higher employee engagement and retention rates. By highlighting cultural aspects that promote employee well-being, growth, and job satisfaction, company culture videos can contribute to their long-term engagement and reduce turnover.
- Company. Company culture videos help attract people who are aligned with the organization’s values and work environment. They are used to set clear expectations for new hires and to raise awareness of different aspects of the company culture. A strong company culture can be a key differentiator in a competitive job market. Company culture videos allow organizations to showcase what makes them unique, helping them stand out among their competitors. Another very important benefit relates to corporate image: when potential customers, partners, or investors see that a company prioritizes its employees and promotes a positive work environment, this can have a positive impact on how the brand is perceived overall. Transparency is the cornerstone of a healthy workplace culture. By sharing authentic information, organizations build trust with both current and future employees, existing and potential customers, and possible stakeholders. Finally, company culture videos are perfect for celebrating milestones, anniversaries, and corporate achievements.
The main elements of company culture videos
The visual style and quality of production can vary widely, from polished, professionally produced videos to more informal clips, and can be achieved by making use of a variety of techniques, from on-camera footage to animated graphics.
A company culture video is therefore different from company to company in terms of visual aesthetics but there are some recurring elements.
- Employee interviews. The driving force behind company culture videos is often found in interviews with people from different levels of the organization: employees share their experiences, talk about their roles, and explain what they love most about their work.
- A leadership perspective. In a video, company leaders, such as the CEO or founders, usually talk about the mission, values, and vision they have for the future of the company. Their speech sets the context and provides a leadership perspective.
- Office and workspace tours. Company culture videos often include footage of physical workspace, from traditional offices to modern open spaces.
- Corporate events and activities. Corporate events, team building activities, or social meetings help emphasize a sense of community among employees.
- Values and mission. Companies often use company culture videos to communicate their core values and do so by highlighting their identity statement using voiceovers and graphic elements.
- Testimonials and success stories. Personal stories and employee testimonials offer first-hand information about opportunities for professional growth, personal development, and job satisfaction within the company.
- Corporate social responsibility. If a company is involved in social or environmental initiatives, a company culture video can highlight these efforts to show its commitment to making a positive impact.
Overall, company culture videos work very well for both recruiting and branding. They allow employees (and would-be employees) to assess whether the organization’s culture aligns with their personal values and work preferences. And they are a means for companies to differentiate themselves in increasingly competitive markets.
Now that you understand what company culture videos are, it’s time to get inspired.
Five extraordinary examples of company culture videos
Here are a selection of examples of company culture videos that have superlatively harnessed the power of video storytelling.
The latest Spotify company culture video is about three years old but is still able to convey company values. It weaves together dozens of interviews with employees, many of whom appear to be filmed during a video chat or even recorded selfie-style.
Although Spotify’s videos take a rather classic approach (a series of interviews) they manage to give the feeling of being more authentic than videos that are overly produced. The voices that take turns in the video indirectly affirm a truth that, if openly stated, could sound arrogant or unrealistic, in that Spotify does not need special effects, only a team of motivated people: “Our values are informed and influenced by every member of the Spotify band.”
Did you notice how the video visually unites the testimonials of Spotify employees and managers, which were very different in terms of setting, lighting, and sound quality and always using the same graphic elements. Geometric shapes and small pulsating objects punctuate the framing not so much to highlight what is being said but to give continuity and coherence to “excerpts” that would otherwise appear unconnected. Some signs, again in graphics, introduce and facilitate the transition between different topics (Spotify’s values).
All the videos in the Netflix corporate culture series, collected in the Netflix Culture Explained playlist, revolve around a complex and memorable theme (“freedom and responsibility”). In each video, the people interviewed (employees at various levels) explain what that theme means to them. By having management and staff sit together around a table, Netflix gives viewers the opportunity to observe how people interact within the organizational hierarchy (a hierarchy that although it remains in the background is signaled by descriptions with each participant’s name and company function). Beyond the content of the individual speeches is the narrative framework that defines the video style , which is that of an informal conversation between people who work together and have a common vision. Netflix seems to be saying: we prioritize honesty and transparency, not the position on the corporate organizational chart.
Fiverr enables freelancers from different categories of creative and digital work to offer their services to those in need.
Fiverr’s company culture video, Another Generic Recruitment Video, is a brilliant example of humorous writing. Fiverr good-naturedly pokes fun at recruiting videos that use a monotone voiceover to describe a work environment that is so stereotypical that it is a caricature. It uses irony to get to the heart of the matter: convincing people that Fiverr is the place to be.
Fiverr’s company culture video reaches two different targets: freelancers who need a dedicated place (in this case a virtual platform) to propose their services and gain visibility, and the talent that Fiverr itself is looking for. The decisive step comes at the precise moment when the voice over unveils the narrative mechanism that has worked up to that moment. The storyteller interrupts the “fiction” and addresses the viewer directly, “If you’re good at what you do you can work anywhere; if you’re the best at what you do, come work at Fiverr.”
The real strength of the video, which after seven years continues to be remarkably relevant, lies in its ability to remain authoritative and reliable in communicating its key messages even while using an easygoing tone of voice. Here, the video portrays an open and innovative corporate culture that celebrates individuality and creativity and breaks with convention, but without ever really taking itself too seriously.
We find the same light and funny register in one of HubSpot’s first company culture videos, HubSpot Culture, from 2015. Here, the comic effect is amplified by the contrast between what the voice over is saying, what the video sequences show, the inserts in animated graphics, and the amusing soundtrack that references the world of video games.
As the company grows and becomes an absolute industry leader, its communication changes as well: the HubSpot company culture video released 4 years later makes a more institutional choice. The first part focuses on the physical office spaces and highlights the informal atmosphere typical of a young but already highly structured high tech company. The Campus Recruiter leads the way by telling us about HubSpot’s values. The second half of the video consists almost exclusively of individual interviews: now the HubSpotters take the floor.
Company culture videos change as the company changes and they can be very effective in telling the story of the brand’s attempt to adapt to a changing environment.
REI’s company culture video provides a brief history of the organization, introduces the concept of a co-op, and highlights the core values that connect REI members.
This video, unlike the others we have discussed, does not have a recruiting function; instead, it aims to attract new members to the cooperative. Another important difference concerns the technique with which it is made: if the previous videos are all in film (and animated graphics are at most superimposed on the sequences) here, the video is made entirely with animated graphics. The visual language chosen, which is both minimal and poetic, is particularly effective in providing a comprehensive overview of REI’s company culture. In this case, the company culture video is part narrative, part educational, and also conveys an advertising message (complete with a final call to action: “Join us”).
These five styles of company culture demonstrate the versatility of video in showing the essence (real or imagined, actual or aspirational) of a company. In all five of our examples, company culture videos create emotional connections, promote brand authenticity, and reinforce an organization’s identity.
One more thing before we let you go: personalization and interactivity are pillars of effective communication, and this also applies to company culture videos.
With the Babelee platform, you can integrate customizable elements into the video narrative, tailor your messages to individual viewers (customers, job candidates, or employees), perhaps calling them by name, and thus foster a greater sense of ownership and connection. Interactivity then adds a dynamic dimension. It encourages viewer engagement and active participation, turning passive viewing into an engaging experience (features embedded in the video, such as clickable links, quizzes, or polls, allow the audience to interact with the content and allow you to gather relevant insights).
By personalizing and adding interactive elements to your company culture videos, you can tell your story in an even more powerful way. Don’t miss the opportunity to tell the world who you are!
Copywriter for television and online, she has been creating and managing editorial content for more than 15 years for multiple formats, including marketing and television.