Recruitment is hard. Attention is short.
Most recruitment videos fail because they try to impress instead of connect. Your goal isn’t to create a polished showreel, it’s to attract people who truly fit your organisation.
Here’s how to create a recruitment video that actually works.
What is a recruitment video?
A recruitment video showcases your company culture, values and opportunities to potential job candidates. It’s a visual tool that gives people a glimpse of what working with you is like.
When used properly, recruitment videos cut through the noise. They help candidates self-select based on authentic impressions rather than just job descriptions.
The numbers back this up. Videos on job postings receive 12% more views and generate a 34% higher application rate compared to text-only listings. But only when they’re done right.
Why most recruitment videos miss the mark
Walk into most offices and ask about their recruitment video. You’ll likely hear one of two things: “We made one but it didn’t really help” or “We’ve been meaning to make one.”
Why do so many recruitment videos fail to deliver results?
The problem is fundamental. Most organisations treat video content as something to tick off a list. We treat it as a behavioural tool.
Your recruitment video isn’t just about looking good or sharing information. It exists to make specific people take specific actions. Namely, the right candidates applying for the right roles.
How we make recruitment videos work: our Rule of Three
Creating an effective recruitment video starts with exploration, not execution.
At Film Division, we never pursue a single creative direction. We force ourselves to develop three different solutions for every creative challenge. Then we test and validate which one fits the project best.
This Rule of Three approach:
- Forces clarity about what you’re actually trying to achieve
- Removes ego from the creative process
- Gives you confidence you’ve chosen the right direction
It’s easy to run with the first idea. But testing multiple approaches means you’re far more likely to find one that truly connects with your target candidates.
What makes a great recruitment video
A great recruitment video doesn’t just show off your offices or rattle through benefits. It creates an authentic connection with the right viewers.
Focus on these elements:
A clear purpose
What specific action do you want viewers to take? Who exactly are you trying to attract? Be ruthlessly specific.
Authentic storytelling
Show, don’t tell. Let real employees share genuine experiences rather than reading scripted lines about how “innovative” your company is.
Specific benefits
What makes working for you different? Skip the vague promises. Show concrete examples of how your workplace improves people’s lives.
Emotional connection
People remember feelings, not facts. What feeling do you want candidates to have after watching? Design your video to evoke that specific emotion.
Strong call to action
Tell viewers exactly what to do next. Make the application process visible and straightforward.
What kind of recruitment video do you need?
Different hiring challenges require different video approaches. Here’s a breakdown of common recruitment video types and when to use them:
|
Video Type |
Best Used For |
Key Focus |
|
Role-specific |
Hard-to-fill positions with high turnover |
Detailed job responsibilities, specific skills needed, and direct benefits of the role |
|
Day-in-the-life |
Setting realistic expectations |
Following actual employees through their workday to show genuine workplace experiences |
|
Culture-first |
Organisations with strong values |
Workplace environment, company mission, and what makes your culture unique |
|
Team interviews |
Collaborative environments |
Current team members are speaking directly to candidates about working relationships |
|
Leadership vision |
Mission-driven organisations |
Founders or executives sharing the company’s purpose and future direction |
The key is matching your video type to your specific hiring goal. Don’t try to create one video that does everything. Be intentional about which format will best reach the candidates you most want to attract.
Real examples: what good looks like
At Film Division, we’ve produced recruitment videos that drive real results for our clients. We’ve also studied the most effective recruitment videos from around the world.
Here’s what works:
Samaritans: 4 hours
Sector: charity video production
Uses humour to deliver a serious message about volunteering. Cleverly contrasts the difficulty of mastering baking with the simple act of giving four hours a month to help others. The campaign specifically targeted retirees and generated nearly 800 new applicants for unpaid positions.
Ecosia – Weird Search Requests
Sector: corporate video production
This ad works as a recruitment piece because it sells purpose over perks. It’s beautifully shot, witty, and emotionally intelligent, showing how even the most bizarre internet searches can help fight climate change. While not a traditional recruitment ad, it functions as one by positioning Ecosia as a company with real-world impact and personality.
Tony’s Chocolonely – The Story of an Unusual Chocolate Bar
This video is a powerful recruitment tool because it leads with a mission. Through clever visuals and honest storytelling, it explains the company’s fight against slavery in the chocolate industry. It doesn’t just show what Tony’s does, it shows why it exists.
CORE Education Trust: To You, The Teachers
Sector: educational video production
A powerful narrative read by pupils from the Trust’s schools creates an emotional connection. Rather than listing benefits or showing facilities, the video speaks directly to teachers’ desire to make a meaningful difference in students’ lives. The authentic approach resonates with educators looking for purpose-driven work.
These examples share a common trait: they don’t feel like recruitment videos.
They feel like windows into organisations with a purpose. That’s the approach we take at Film Division, creating recruitment videos that inspire the right people to join your mission, not just apply for a job.
The hidden value: better hires who stay longer
While most organisations focus solely on attraction, there’s a powerful secondary benefit to authentic recruitment videos: retention.
New talent is an investment. You spend time and money on selection and induction, developing potential into valuable assets. This investment only pays off when people stay long enough to contribute meaningfully.
As Film Division’s experience shows, recruitment videos that present an honest workplace picture lead to better-informed decisions by candidates:
“People can smell bullshit from a mile away. Have you ever encountered a job advert that mentioned a ‘dynamic workplace’ or ‘we’re a family’? 9 out of 10 times these are just empty phrases.”
When you replace empty marketing phrases with authentic stories, you set realistic expectations. Show how colleagues are already making a meaningful difference rather than making vague promises.
We’ve seen this work in practice. We worked with CORE Education Trust to create a teacher recruitment video that clearly communicated their values and purpose to potential applicants.. Similarly, our work with Samaritans helped them attract nearly 800 new applicants for unpaid positions through authentic storytelling.
The truth is that not every organisation can compete on salary. Nevertheless, you can compete on value and purpose. By showing (not telling) how people make a real difference in your organisation, you’ll attract candidates who connect with your mission, not just your job title.
When job seekers join for the purpose rather than just the position, they’re less likely to leave when a competitor offers a fancier title.
What does it cost and who should make it?
Creating a recruitment video doesn’t have one fixed price tag. Like most things worth doing, the investment varies based on what you’re trying to achieve.
Professional recruitment videos typically range from £3,000 to £10,000+ when working with an experienced video production company. What determines where you fall on that spectrum? Several factors come into play: the length and complexity of your video, the number of filming locations, the amount of pre-production research needed, the type of equipment required, and your post-production needs.
Some organisations choose to create recruitment videos in-house. This approach makes sense when you have genuine video expertise on your team (not just someone who likes filming), when your budget is extremely limited, or when you need something simple and quick.
But most companies benefit from bringing in professionals, especially if you’re struggling to articulate what makes your workplace unique, if previous recruitment efforts haven’t attracted the right candidates, or if you want objective input on how to present your culture.
The real question isn’t the cost of making a video. It’s the cost of making the wrong hires — or failing to attract the right ones.
How much does a bad hiring decision cost your organisation? Research suggests it’s between 30% and 150% of the employee’s salary when you factor in lost productivity, training time, and the recruitment process itself.
A well-crafted recruitment video is an investment that pays dividends through better-quality applications and improved retention rates.
Ready to create a recruitment video that actually works?
At Film Division, we don’t just pick up cameras and start filming. We design your recruitment video before we even think about equipment.
We start with your audience. Who are they, what are they looking for, how does your workplace resonate with them?
The answers to these questions lay the groundwork for a video that doesn’t just look good, it actually changes behaviour.
Want to discuss how we can help you attract the right talent? Book a call with our team →
