Turn your values into a company culture video

You have a clear vision and a set of values you’re proud of.

But are your employees on the same page? 

Or do you find it hard to engage them? 

Is it tough recruiting new employees? Or retaining them?

Do you find it challenging to differentiate your brand from competitors?

Here comes your company culture video to the rescue.

Understanding company culture

What lies behind your logo?

It’s your people, your values, and the vibe that makes your organisation unique.

Culture communication videos are your opportunity to showcase the elements that make your organisation more than just a business.

What is company culture?

At its core, company culture is the collective character of your team, shaped by your shared values, goals, and practices.

It’s the way your team interacts, the way decisions are made, and the way work gets done.

It’s about how your organisation interacts with the world.

It’s reflected in your customer service, your corporate social responsibility, and your public image.

Why is company culture important?

The impact of company culture is far-reaching.

It enhances your brand image, builds customer trust, and ultimately, drives business success.

A strong and cohesive culture attracts top talent and reduces turnover, driving employee engagement, boosting productivity, and enhancing job satisfaction.

The role of company culture in employee engagement

A vibrant company culture is a powerful tool for engaging your employees.

It creates a sense of belonging, fosters teamwork, and inspires loyalty.

When employees feel connected to your company’s culture, they’ll go the extra mile, contribute their best ideas, and stick around for the long haul.

The role of company culture in impressing clients

What makes a client choose you?

It’s not just about transactions and service.

When your company culture aligns with a client’s values , you get to trust and loyalty faster.

And that’s how you build client relationships.

What makes a company culture flourish?

A flourishing company culture is not a one-size-fits-all concept.

At the heart of it, your core values guide you

Clear vision shapes decision-making and behaviour

Strong leadership inspires trust

A positive work environment nurtures your team’s growth and productivity

Diversity and inclusion enrich the culture

Social responsibility instils pride and purpose

These are the pillars that uphold a strong company culture, creating a foundation that fosters a sense of unity and purpose among your team.

Core values are the DNA of company culture

Core values are the guiding principles that shape your organisation’s identity and influence its direction.

They’re the beliefs that your company holds dear, the ideals that inspire your actions, and the standards that define your conduct.

When your core values are clear and consistently applied, they help your team understand what’s expected of them, and what they can expect from your company in return.

They need to be lived and breathed by everyone in your organisation, from the CEO to the newest recruit.

They should be visible in your daily operations, reflected in your policies, and celebrated in your achievements.

Your core values might include integrity, innovation, teamwork, customer service, or social responsibility.

They’re not one-size-fits-all; they’re unique to your company and reflect what you stand for.

Shaping a positive workspace

A positive work environment is a space where employees feel valued and supported.

And this starts with respect.

Treating each other with kindness, appreciating diverse perspectives and fostering a culture of inclusivity creates a safe space.

Where everyone feels heard and their contributions are acknowledged.

Empowered to grow, learn, and achieve their potential.

Capturing company culture: why videos click

Videos are a language that everyone speaks.

A company culture video brings your culture to life in a way that words alone cannot.

It captures the spirit of your workplace, with real people, real stories, and real emotions.

Visual storytelling for culture

Words alone will never cut through.

Through videos, you can show, not just tell, what your company stands for in a way that’s authentic, compelling, and, above all, human.

And ​​what differentiates you from competitors.

Whether it’s behind-the-scenes footage, employee testimonials, or day-in-the-life vignettes, videos bring your company culture to life and give potential employees, customers, and partners a glimpse into what makes your company unique.

Benefits of  company culture videos

They’re engaging, they’re shareable, and they’re memorable.

Your company culture videos help you attract, engage and retain employees – and build a stronger connection with your customers.

But it’s not just about attracting talent and impressing clients.

A company culture video boosts your brand image, lifts your online presence, and sets your company apart in a crowded marketplace.

Your audience craves genuine, relatable content

Your audience wants to see the real faces, hear the real voices, and understand the real experiences that define your company.

This means moving beyond staged shots and scripted dialogues to capture candid moments, genuine interactions, and heartfelt testimonials.

Authenticity and real people

Whether it’s an interview with a long-time employee or heartfelt words from a client, real stories from real people make your video more relatable and engaging.

Their stories add a layer of authenticity to your video and allow your viewers to trust.

How we bring authenticity to the screen

Your viewers want to see the real you – how do we make that happen?

We start by creating a relaxed, comfortable environment for interviewees to capture candid moments in the conversation.

But it’s not just about the people in front of the camera.

It’s also about the people behind it and the reassurance we give each interviewee.

This reassurance guides our filming process, the way we encourage natural interactions and how we explain that they don’t have to be perfect in their responses.

The final step is the way we breathe life into your video with workplace background scenes to support the interviews.

The result?

A company culture video that’s engaging, relatable, and deeply human.

A video that doesn’t just tell your company’s story, but brings it to life in a way that resonates with your audience.

Bring to life your values and initiatives

Skip past the superficial, and dive deeper.

Speak directly to the viewer about your company’s values, your commitment to social responsibility, and the initiatives you’re passionate about.

Highlight your core values in action

Highlighting your core values in action within a corporate video can be a powerful way to showcase your company’s culture and ethos.

Here are a few workplace examples:

• Capture the buzz of your team collaborating – this is a testament to teamwork and innovation.
• Spotlight your organisation’s heart with scenes of community service, to show your commitment to social responsibility.
• Highlight your dedication to growth with team training sessions, to showcase your culture of continuous development.
• Flaunt your eco-friendly side with footage of your green initiatives, to underscore your commitment to sustainability.
• Show your team enjoying flexible hours or wellness activities, to demonstrate your respect for work-life balance and wellness.

Spotlight your social impact

Is your organisation deep into Corporate Social Responsibility (CSR) activities or initiatives that are making the world a better place?

Brilliant!

We’ll make sure this gets time in the spotlight.

It’s not just showing off your company’s superhero side, it’s painting a picture of a brand that’s committed to doing good.

And who doesn’t love a kind heart?

It’s a sure-fire way to build a positive brand image and reel in those like-minded souls to your client list and team.

Your culture’s close-up: planning your video

Before we hit the record button, there’s planning to do. Crafting a compelling company culture video is a journey, and like any journey, it begins with a solid plan.

Zooming in: your video’s purpose and audience

What are you wanting your video to achieve?

And who is the intended audience?

Are you trying to attract new hires, engage your current employees, or show off your company to potential clients or partners?

Understanding your video’s purpose and audience will keep you on track.

Once you’ve defined your purpose and audience, it’s time to set clear, measurable goals for your video.

These goals will serve as your roadmap, guiding your content creation and helping you evaluate the video’s success.

Goals for CLIENT focused videos

What gets measured gets managed.

Do you want brand awareness?

This could be tracked through metrics like video views, reach, and impressions.

Trust?

For many businesses, a key goal of corporate marketing videos is to build trust with the audience.

This could be measured through customer feedback or an increase in customer loyalty metrics.

Audience engagement?

This could be measured by the number of likes, shares, comments, and other interactions the video receives.

Website traffic?

This could be tracked by monitoring the number of website visits or specific page visits following the video’s release.

Lead generation?

This could be measured by the number of inquiries or form submissions received after the video’s release.

Customer conversion?

This could be measured by tracking the number of new customers or the increase in sales following the video’s release.

Goals for EMPLOYEE focused videos

Do you want more employee engagement?

This could be measured by tracking participation in company activities, feedback, or surveys post-video release.

Employee retention?

This can be measured by tracking turnover rates before and after the video’s release.

More job applicants?

This can be tracked by the number of applications received after the video’s release.

More effective training?

This could be measured by assessing employees’ performance or knowledge after the training video.

Better internal communication?

This could be tracked by monitoring the clarity and effectiveness of communication following the video’s release.

Greater company culture awareness?

This could be measured by observing behavioural changes or through feedback from employees.

Also read: What should you wear on camera

Crafting a compelling storyline

A storyline, in the context of video production, is the sequence of events, ideas, or messages that unfold throughout the video, providing structure and meaning to the content.

Identify key messages

In a company culture video, the storyline might revolve around your company’s mission, values, and people.

It could showcase your company’s journey, highlight key achievements, or present a day in the life at the company.

The goal is to create a video story that engages your audience, reflects your culture, and leaves a lasting impression.

A video structure that engages

Your video structure guides the flow of your video from start to finish.

It begins with an introduction that sets the scene and grabs the viewer’s attention.

This could be a powerful statement or a compelling question answered through an interview question, that makes your viewer curious.

The middle of your video is where the heart of your story lies.

This is where we delve into your company’s values, showcase your team in action, and highlight what makes your culture unique.

It’s about building on the intrigue created in the introduction and keeping your audience engaged.

The conclusion of your video should leave a lasting impression.

It could be a powerful testimonial from an employee, a glimpse into your company’s future, or a call to action that encourages viewers to learn more.

Choosing your video’s style and tone

The visual style and tone is the look and feel of your video.

It should reflect your brand’s personality, using the elements that give your video its unique flavour and feel.

These elements include the colours and fonts we use to the energy level of the music selected.

Choosing the style that resonates with your audience

The visual style of your video should reflect your company’s culture and what you want to achieve with your video.

Whether it’s vibrant and energetic, sleek and professional, or warm and welcoming, your video should align with your company’s personality.

Choosing the tone that reflects your brand

The ‘tone’ of a video refers to its overall mood.

A video might have an inspirational tone, be fun and quirky, stay serious and professional or connect with your audience on an emotional level.

Music

Hit the right music note for your video

Music can set the mood, evoke emotions, and enhance the overall impact of your video.

Whether it’s upbeat and energetic, inspiring and motivational, or calm and soothing, the music you choose should align with your brand personality and the tone of your video.

We choose our music from a few different specialist music libraries.

And because music is such a personal thing, our clients often like to choose the track themselves from our suggested shortlist.

Get wordy: crafting a video script that connects

Writing your video script is a journey.

It takes [our] time and effort, and your feedback for revisions.

But the result?

A compelling video that  has purpose, a clear structure and knows where it’s going.

We write your script with clear messaging

A well-written script is the backbone of any great video.

And it’s where we always start.

• First, we dive deep into understanding your audience. Who are they? What matters to them?
• What are the key messages you want to convey?
• What are the core values, beliefs, and behaviours that define your company culture?
• What makes your company a great place to work?
• What stories can you tell to bring these messages to life?
• How do you want your audience to feel as they watch the video?
• What action do you want your them to take?

These are the building blocks of your storyline.

What do you film for your culture video?

A company culture video should breathe life into your company’s story in a way that resonates with your audience.

Behind-the-scenes footage and day-in-the-life vignettes are both powerful visual tools for showcasing your organisation’s culture, but they offer different perspectives.

Behind-the scenes footage is a peek inside

Behind-the-scenes footage gives viewers an insider’s look at processes, events, or moments that the public usually doesn’t see.

It could be your team interacting, working in their roles, setting up for an event, a brainstorming session, or even the making of a product.

It’s all about peeling back the curtain and revealing what goes on day to day to support your clients and employees.

Day-in-the-life scenes follow one person

On the other hand, day-in-the-life vignettes focus on the daily experiences of individuals within your organisation.

They follow a person through a typical day, highlighting the tasks, interactions, and moments that make up their work life.

And it doesn’t have to take ‘all day.’

It’s more efficient to set up a series of scenes that show this interviewee in their role and interactions and use this footage to add more life to their edited interview sequence.

To deliver a more personal and intimate look at the people behind your organisation.

Give your employees a voice

You’re not a faceless organisation.

So let your team do the talking.

Employee interviews offer a firsthand glimpse into the wins, the camaraderie, and the unique perks of being part of your team.

They give an insider’s view of your workspace vibe and the everyday magic that makes your organisation more relatable.

By giving your employees a voice, you can share diverse perspectives, authentic experiences, and personal stories that resonate with your audience.

Behind the magic: unpacking video production

Choosing your video production company

This should be rephrased as the ‘best corporate video production company for you’.

• First, you need to make sure you like the videos in the portfolio of each production company you review.
• Look at their years of corporate video production experience and client testimonials.
• Once you’ve shortlisted potential production companies, ask for a quote to rule them in or out for your budget.
• Always double-check what’s included in each quote to make sure you’re comparing apples with apples and you won’t be surprised with unexpected charges.
• One of the most important things to consider is how they’ll guarantee you’ll love your video.
• How many rounds of fine-tuning will they give you? If you have multiple decision-makers who need to approve the video, 2 or 3 rounds of revisions usually won’t be enough. [Our Sound Images guarantee is no limit to the number of fine-tuning rounds.]
• Ask about their video production process.
• Do you have to provide your own video script or will they write the script for you?
• How much do you need to be involved and how do they keep you in the loop?
• Finally, meet face to face if you can – because the final decision should come down to how you ‘click’.
• Your gut instinct should tell you whether you like this team and if you’ll work well together.

Working with your video production team

To keep your video production on track you need good old-fashioned listening, two way communication and a flexible review process.

And a workflow that doesn’t throw hard stuff, like script writing back at you.

At Sound Images, we understand our corporate clients are busy, busy, busy.

So we make the production process work friendly and do all the hard parts for you.

From script to screen, you only need to review and approve.

Select locations that reflect company culture

The locations you choose for your video should reflect your company culture.

Whether it’s your office, the work space, on-site locations or walking by the beach, locations you choose add depth and context to your video.

Your locations aren’t just backdrops, they’re part of your story.

Where to share your company culture video

You’ve created your video.

And it’s ready to launch.

But hang on  – let’s optimise it first.

Optimise your video for more visibility first

These optimisation steps are very easy to do – and here’s where you start:

• Choose a keyword phrase related to your video subject
• BEFORE you upload your video, change the file name to include your keyword phrase
• Position the keyword phrase close to the start of your file name
• Replace-spaces-with-dashes-like-this-in-your-file-name

You’re now ready to upload your video – and complete the rest of the video optimisation steps.

Embed the video on your company website

The best way to embed the video on your website is to host it on a platform like YouTube or Vimeo.

This allows your video [and website] to load faster and ensures a smoother playback for users.

If possible, use a thumbnail with a play button rather than auto-playing the video. This will help with page loading speed and allows users to choose to watch the video.

Homepage videos: If the video is a central part of your brand’s message, place it prominently on the homepage – ideally near the top of the page.

About Us page: This is the perfect home to share  your company culture video.

Careers page: If the video showcases what it’s like to work at your company, embed it on your careers or jobs page.

Landing pages: If you have specific campaigns or product launches, embedding the video on a dedicated landing page will resonate with your target audience and boost engagement.

Blog posts: If the video complements content in a blog post, embedding it within the post improves your visitor’s understanding and engagement.

And keeps these precious site visitors on your website for longer.

Upload to video sharing platforms

Platforms like YouTube and Vimeo are designed for video content and can help you reach a broader audience.

Optimise your video’s description and tags to make it discoverable to those interested in your industry or company culture.

Share the video in internal communication

Link to your video in internal newsletters and presentations.

This not only keeps your employees informed and engaged, but also reinforces your company culture and values.

Adapt the video for social media channels

Once your video is ready, your production company can adapt small ‘grabs’ from the video for different social media channels.

LinkedIn delivers 80% of the B2B leads generated by social media.

They should be optimised for mobile viewing, and accessible to all users with captions or subtitles.

Leverage employee advocacy and their social sharing

Employee advocacy is a powerful tool for promoting your company culture video.

Encourage your employees to share the video on their social networks and add a link to the video in their email signatures.

Include your video in email marketing campaigns

Integrate your company culture video into your email marketing campaigns.

You can’t add the video itself, but you can add a thumbnail or animated GIF from the video with a link to your video online.

Feature in job listings and recruitment materials

If you’re looking to attract like-minded talent,  include your company culture video in job listings and recruitment materials.

It gives potential employees a glimpse into what it’s like to work at your company, see your values in action and make your job postings stand out.

Wrapping up

Company culture is the heartbeat of your organisation.

Captured in a company culture video, you’re sharing the ethos that binds your team together and sets your company apart.

Whether it’s increasing job applications, boosting employee engagement, or improving your employer brand image, a well-crafted and strategically shared company culture video can unlock these potentials.

Turning your values and vision into a vibrant visual story that resonates with all who see it.