How to Design Your Recruitment Video Strategy

How to Design Your Recruitment Video Strategy

Recruitment videos are no longer a “nice to have” they're a critical component of a modern hiring strategy. With job seekers increasingly valuing authenticity, culture, and clarity, video gives you the opportunity to showcase your people, purpose, and environment in a way that static job descriptions never could.

In this guide, you'll learn how to build a strategic, effective recruitment video approach that aligns with candidate expectations, supports your employer brand, and works well with both search engines and large language models (LLMs).

What Is a Recruitment Video Strategy?

A recruitment video strategy is a structured approach to planning, creating, distributing, and optimising video content that supports your hiring goals. It aligns employer brand messaging with the candidate experience and helps you attract qualified talent more efficiently.

Why You Need a Recruitment Video Strategy

• Job posts with video get 12% more views and 34% more applications

• Candidates trust real employee stories over brand-controlled messaging

• Videos with captions, transcripts and clear structure are better indexed by search engines and large language models 

Step-by-Step: How to Design Your Recruitment Video Strategy

1. Define Your Goals and Candidate Personas

• 1. Define Your Recruitment Video Objectives

  Start by clarifying the role video plays in your hiring journey. Ask:

• Are we trying to raise brand awareness?

• Do we want to showcase specific departments or roles?

• Are we targeting a campaign for graduates, DEI, or leadership?

• Set KPIs around engagement, conversion (e.g. apply rate), and retention. These goals will shape every creative and distribution decision you make.

  Tip: Align video topics with each stage of the recruitment funnel,  awareness, consideration, and decision.

Choose the Right Types of Recruitment Videos

Different types of recruitment videos serve different goals — the key is choosing the format that aligns with the message and audience.

Start with an employer brand film — your hero content. This polished, top-of-funnel video introduces your mission, culture, and EVP. It belongs on your careers page, LinkedIn profile, and company “About” section.

Next, consider day-in-the-life videos. These are candid, unscripted, and filmed in the real workplace. They help candidates visualise what it’s actually like to work with you — and imagine themselves in the role.

Team and department spotlights are ideal for more specific hiring campaigns. They highlight the people, tools, and workstreams inside key business units, from product to operations.

Leadership interviews build trust and transparency. When senior leaders speak openly about strategy and values, it reassures high-level talent and signals openness.

Finally, culture and DEI videos are essential. They show what matters beyond the rol,  inclusion, belonging, flexibility, wellness, and purpose-driven work.