Why You Need Company Culture Videos and How to Make Them

Did you know videos can do more than just sell your products? They can also sell your brand to job seekers and potential customers.

That’s where company culture videos come in. Let’s talk about what they are and how they attract top talent and customers who just get you.

What is a company culture video?

A company culture video is a type of brand video that provides a glimpse into an organization’s work environment. It showcases who the employees are, what it’s like to work with them, and what the organization stands for.

Company culture videos may feature employee-shot clips, interviews, B-roll montages, or all of the above. Let’s talk about the most popular formats:

1. Employee testimonials

What better way to learn about a business than to hear from the folks who actually work there? This type of format features employees sharing what it’s like to work at the company. The spotlight can be on the entire organization or zoomed in on specific teams (like marketing or engineering). The video might provide an overview of the company culture or dive into one aspect, such as its flexible remote policy.

We’ve done a bunch of employee testimonials at Wistia. Take a look at this one about how we approach DE&I:

2. Slice of life

“Show, don’t tell” is the guiding principle of this format. It gives viewers an unfiltered glimpse into the typical day at the company with real moments like team lunches, quick brainstorming sessions, or shared laughs in the break room. The video might be shot by an employee documenting their own day from start to finish or by someone filming random moments around the office.

Check out this example from a GoPro employee who shot his entire day at work with — you guessed it — a GoPro camera:

3. Meet the team

Not all company culture videos need to focus on the workplace. They can also highlight who the employees are — their hobbies, quirks, or favorite snacks. These videos celebrate the personalities that make the company unique.

Here’s an oldie but a goodie that we made many moons ago:

4. Company retreat recap

Company retreats give employees a chance to step away from their desks and connect with each other. This format is a fantastic way to show who the employees are as individuals and how their bonds strengthen the company culture.

Our co-founders Chris and Brendan shot this recap video at our first-ever company offsite in Austin, TX at the end of 2023:

Why create company culture videos?

Those videos are not only fun to make, but they can also help you:

1. Attract top talent who would fit right in

These days, job seekers aren’t just looking for a paycheck. They’re also looking for a place where they’ll thrive. If the perfect candidate can’t gauge your company’s culture from the outside, they might skip the “Apply” button or decline a job offer.

A video highlighting your values, work environment, and team dynamics can seal the deal for talented candidates who resonate with your mission and culture.

2. Build trust and connection with your customers

For many customers, choosing where to spend their money goes beyond the product or logo. They want to see the people behind the company and understand how they collaborate, innovate, and embody the company’s mission.

When customers see how strong and authentic your company culture is, they’re more likely to trust you and feel good about supporting your business.

3. Boost employee engagement

Those videos aren’t just outward-facing — they’re also a celebration of your team. By spotlighting employee voices, achievements, and your company’s unique vibe, you reinforce pride and belonging within your organization and remind your employees why they’re part of your brand’s journey.

6 tips for creating company culture videos

1. Get everyone on board

Culture videos work best when they reflect your whole team, not just a few people. Whether the focus is on a specific department or the entire company, include as many folks as possible. It’s a great way to highlight different perspectives and keep the vibe authentic.

2. Use video release forms

Before anyone steps in front of the camera, make sure they sign a video release form. It’s a simple way to protect your company legally while also letting employees know how their likeness will be used in your content.

3. Film with an iPhone

No fancy equipment? No problem. You can shoot a great video with just an iPhone. With a few tweaks to the default settings and our simple tips for shooting high-quality videos with an iPhone, you’ll be creating great culture videos in no time.

4. Use Wistia’s invite-to-record feature

This is an easy, seamless way to collect employee testimonials. You just need to send your employees a single-use link to record a video with our built-in webcam recorder — they don’t even have to sign up for a Wistia account. When they’re done, their recordings automatically get saved to your Wistia account, where you can stitch them together, add captions, and more.

5. Be honest about who you are

Your video should reflect what your workplace is actually like, not a polished version of what you think people want to see. Whether your team is laid-back or all business, lean into what makes it unique. Authenticity resonates with people and sets the right expectations for potential employees and customers alike.

6. Skip the script

The best culture videos let employees speak freely. Instead of giving your employees a script, let them choose what they want to say and how they want to say it. You’ll end up with genuine, engaging content people will want to watch.