Lights, Camera, ACTION: Corporate Recruitment Videos

Since 2008, I have managed the Jobs at GEICO channel on YouTube. Uploading corporate recruiting videos was my company’s first step in using social media as an HR recruiting tool. Today, we average more than 4,000 views of our recruitment videos each month! If you’re not already sharing career-related video content, your organization could be missing out on fantastic video employment branding opportunities on YouTube, Vimeo and other video platforms.

So, what if your company doesn’t have its own video production team? Good news, there are a slew of companies out there that can produce a corporate recruiting video for you! The big job boards offer production services, as do many recruitment ad agencies. When using a vendor, I’ve learned that recruitment video quotes can range from $1,500 to well over $30,000; factors taken into consideration include number of days filming, size of the film crew, location and travel costs, employee interviews and use of graphics.


  • Identify Key Messages. Most people will advise you to keep your corporate recruiting video to less than three minutes, making it nearly impossible to squeeze every single aspect of your company into it. Along with key stakeholders, brainstorm the top three to five “must have” messages and go from there.
  • Develop Question Set.  Once you’ve got a sense for the overall video theme, start writing relevant interview questions to ask your employees.  You could consider giving them the question set a day advance, but keep in mind their answers should flow naturally. I am not a proponent for reading directly from scripts or corporate scripted answers.
  • Showcase Awesome Employees. Job seekers want to hear from real employees – not just some corporate talking heads. When vetting potential video stars, you’ll want ask for suggestions from managers and directors, and then do your own follow up to ensure that the cast meets your expectations (not everyone looks good on nor is everyone comfortable being in front of a camera).
  • Capture Cool B-Roll.  Our production team has been simply great at capturing the essence of our workplace in interesting ways. Don’t just have your employees talk about what they do … show them in action! Balancing meaningful interviews with supporting b-roll footage … that’s when the magic happens.
  • Keep Viewers’ Attention. A two to three minute employee recruitment video can see really long if it’s not holding your attention. Recently, we’ve begun incorporating fresh, new graphics into our these employee recruitment videos and I just love the end results. It’s something I’d like to see my company continue doing and would recommend that you consider it as well.


1) Collaborate with Management. Human resources should not work in a silo when it comes to producing recruiting videos. If you are working on a sales career video, bring in your Sales department leadership. If it’s a video on what it’s like working as a Java Developer, bring in your CIO (if you can). Getting everyone “at the table” from concept through completion is very important to your overall final product.

2) Be Accountable for Deadlines. Like many big projects, there will be various milestones and deadlines, and if you are relying on other members of your team for assistance or feedback, you have to hold them accountable, too.  Sometimes this means pestering people to deliver, but as a project manager on a recruiting video, that’s what you may have to do.

3) Receive Input Early. Don’t wait until you think you have a final corporate recruitment video to solicit feedback from other interested parties. It’ll just end up aggravating you and setting the project back a few weeks. If you need other people’s input then build in a few “sneak peeks” along the way.

4) Get a Legal Opinion.  Lawyers pick up on things that others may not, for example visible logos and license plates.  I think having Legal involved is particularly important for businesses that are in highly regulated industries. Once you get your Legal team’s blessing, I am sure you’ll breathe a huge sigh of relief, too.

5) Deadline Schmedline. Be realistic when setting your recruiting video deadline and also know that it’ll probably get pushed out a few weeks. Even in the smoothest of video productions, your final project will most likely take longer than you had hoped and it will be for reasons that you cannot control.


 The purpose of a corporate recruitment video is for people to see it, right? Part of the overall video project should include a promotional plan as well. Here are a few quick ideas to go from zero views to hundreds in a matter of days:

  • Share your new video with employees via email or your corporate Intranet.
  • Post the video link to your company’s social media channels (YouTube, Facebook, Twitter, recruiter profiles on LinkedIn, etc.).
  • Work with your IT team to ensure that it’s posted to your company’s career site.
  • Embed the video to your online job board postings (note: there may be a fee associated).
  • Burn copies of the video onto DVDs and play it during campus career fairs or other job events.
  • Include the link in email communications to candidates.
  • Have your recruiters add a hyperlinked YouTube icon to their email signatures.
  • Share it with your university recruiting contacts and see if they will share it via their social media channels (official college or career services pages).
  • Create a QR code for the video that you can then include on your printed collateral.

Do you have any other employment video tips or tricks to share? How about a favorite recruitment video?  Please share your thoughts and insight below.

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Shannon Smedstad

Shannon Smedstad has nearly 20 years of recruitment, employer branding, and communications experience. Currently, she serves as the Principal Employer Brand Strategist at exaqueo. Previously, she held employer branding and recruiting leadership roles at CEB and GEICO. She’s a work at home mom raising two awesome girls who also enjoys reading, running, leading a Girl Scout troop, and her morning coffee. You can connect with Shannon on LinkedIn and Twitter.

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