4 Tips For Creating the Most Impactful Employer Brand Content

Here at PTP Films, in addition to our belief that yellow is the best color, two things are true: we love a good story filled with authentic personality, and we love to work with companies that see the value in investing in employer brand content. As a video production company specializing in employer brand content, we understand that it's not just about showcasing a company's work environment, culture, and values, but also about connecting these elements to the larger narrative of what makes the organization unique and an attractive place to work. In today's highly competitive job market, when the best talent out there is doing their research and thoughtfully approaching their career moves, a strong employer brand is not just a nice-to-have; it's a strategic advantage.

So, what is employer brand content?

We see it getting called a variety of things - employer brand, talent brand, recruitment marketing, internal brand, etc. Regardless of terminology, at its core, employer branding content is about storytelling. It’s one piece of a company’s holistic brand, but the audience for your employer brand is the current and future employees of your company. In our opinion, a lot of companies put so much focus on their external customer audience that they sometimes neglect the importance of branding for their own employees – the very people responsible for their growth and success as a company.

The value of employer brand content

The value of employer branding content lies in its ability to shape perceptions and attract the right talent. It's an opportunity for companies to differentiate themselves, not just in terms of what they do, but how they do it, why they do it, and the diverse personalities involved in bringing it all together. Our approach to creating employer branding videos is to focus on stories centered on authenticity and real engagement. We find the most impactful content resonates on a personal level with potential employees - it makes them “feel something” and gives them a real sense of what life is like within the company.

One of the best developments we’ve seen is how employer branding extends to retention. By accurately representing the company culture and values, we help ensure that new hires are a good fit, reducing turnover and strengthening the company's internal community. This content is not just a recruitment tool, but a reflection of the company's identity and commitment to its workforce.

Who is responsible for employer brand content?

Every company is different in how they approach employer branding content, and we’ve seen it done a variety of ways. In some companies, the Talent Acquisition team oversees the employer brand narrative, while in others, it’s the core Marketing/Branding team. Sometimes companies have entire teams dedicated to Talent Brand (and if you’re one of those, we applaud you). But, there are also a lot of scenarios where it falls in a dead zone between teams where nobody is taking ownership.

On our latest episode of “Inside the Brand: The PTP Podcast,” we sat down with Hannah Jaeger, a Fractional CMO in the B2B space who we’ve collaborated with on some impactful employer branding content. She has a unique passion for employer branding and its impact on the health and growth of an organization. In other words, we’ve learned a thing or two from her. So let’s unpack it!

Tip 1: Bring marketing in from the beginning (or have them own it)

For any company looking to create employer brand content, it’s important to bring people from the marketing or branding side into the discussion early on. The Talent Acquisition side should bring a keen understanding of their hiring goals, target personas, and any challenges they’ve been facing (or quite frankly, any questions they find themselves repeatedly answering). Whereas the marketing side should bring a keen understanding of the company’s brand personality, aesthetic, and narrative. Teamwork makes the dream work, folks.

TIP 2: Consider creative filming opportunities + curate the experience

Your workforce brings a diverse set of personalities and roles, and there are so many directions you can take with employer brand videos. For example, one particular style of video we love to create is what we call a “supercut.” Supercuts are quickly edited snippets from several employees all answering the same question or two. Not only does it do a great job of including a diverse mix of commentary, it’s also a great way to preserve longevity with your content. Hypothetically, if you feature quick snippets from 10+ different employees, the video usually still holds its value and usability if one of those employees leaves the company.

Another question to consider: to script or not to script? There’s a time and place for both scenarios, but if authentic personality is the goal for your employer brand video, consider Hannah’s creative approach to off-the-cuff employee commentary:

Tip 3: Focus on one goal or challenge at a time

Before going into any employer branding video creation, it’s important to narrow your focus. While your employer value proposition (EVP) may encompass your mission, values, and holistic culture, it’s unlikely that you can squeeze everything about your EVP into one or two videos. Instead, we recommend pulling out 1-2 elements you want to focus on for each video and really lean into them. For instance, let’s say you have one video entirely about your company’s DEI program, and a separate one that is personality-driven and highlights quick comments about your employees’ favorite projects. Or, perhaps you’ve discovered a challenge like poor retention amongst new hires - maybe you need content specifically focused on explaining what an employee’s first 90 days may look like?

Tip 4: Use your employer brand video content strategically

The best employer branding content won’t make an impact if it’s not used strategically, so the job of getting the right eyes on it begins after you have the finished product. Hannah recommends using employer branding content in the same way that a sales team might use marketing content to nurture leads over time. Build a toolbox of employer brand content with varying topics that you can easily pull from during any conversation you’re having with a potential candidate for your company.

At the end of the day, employer branding content is an essential part of a company's overall strategy. It's about creating a compelling and authentic narrative that not only attracts top talent but also fosters a strong, cohesive workplace culture. As specialists in this field, we are passionate about helping companies tell their unique stories and showcasing why they are not just a great place to work, but the right place for the right people.

Watch to the full episode of “Inside the Brand | The PTP Podcast” or listen to it anywhere you get your podcasts.

Ready to make some great employer branding content? Hit us up!