How to Use Video to Showcase Your Company Culture and Values

Your company culture and company values can make a big difference when it comes to finding the right talent and resonating with your customers. Showing your company culture and values in a genuine way can be difficult. Video is a great tool for showing these aspects of your company. Let’s take a look at a few strategies to showcase your company culture and value using video.

Why Are Company Culture and Values Important?

Before we discuss strategies to show your company culture and values using video, let’s take a look at what these things are, and why they’re important.

Company Culture

Company culture refers to the shared beliefs, attitudes, values, behaviors, and practices that characterize an organization. It encompasses the overall working environment, including how employees interact with each other, the company’s leadership style, its mission and vision, and the norms and traditions that shape the workplace.

Why is company culture important? A strong company culture fosters a sense of belonging, collaboration, and alignment among employees, driving performance, innovation, and employee satisfaction. Your company culture can help you attract and retain talented employees, and make your business more memorable and meaningful to some customers.

Company Values

Company values can be a part of your company culture, and are more specific. Your company values are the guiding principles and core beliefs that define what an organization stands for and how it conducts business. They serve as the foundation for decision-making, shaping the company’s priorities, actions, and relationships with stakeholders. Company values often reflect the organization’s culture and ideals, articulating its commitment to integrity, excellence, diversity, teamwork, customer service, and other important principles. By adhering to its values, a company establishes its identity, builds trust with stakeholders, and distinguishes itself in the marketplace.

Company values are important to employees as well as customers and other stakeholders. Increasingly, customers prefer to shop from companies that share their values. Showing your company values and what you are doing to uphold them can help you gain more customers, and gain more customer loyalty.

With this in mind, let’s take a look at a few ways to showcase your company culture and values using video.

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How to Use Video to Show Your Company Culture and Values

Spotlight Your Actions

Actions speak louder than words, and the best way to show your company culture and values is to show the actions that align with them. This might include educational initiatives to provide opportunities for those who might not otherwise get them, including students of all ages. Or, this might include environmental initiatives to reduce plastic waste, reduce carbon emissions, or recycle materials. This might also include initiatives to promote fair labor practices, fair wages, and better lives for employees at every stage of production, all over the world.

When your priorities support your values, use video to show this. This might include interviews with those that manage and support these initiatives, tours of facilities or equipment you use to make these initiatives possible, or results that have been made possible through these programs.

Day-in-the-Life

You can show your company culture by simply showing what your employees’ day to day activities look like. This can also be helpful when recruiting new employees for particular positions. For example, if you’re seeking new members of your marketing team, you might interview current team members, and ask them to show or highlight aspects of their job that they enjoy.

When recording day-in-the-life videos, be sure that your employees are willing and enthusiastic. If your employees feel that they don’t have time or energy to take part, the video likely won’t show your culture or values very well. Ask your employee to highlight aspects of a recent project they enjoyed, or show results of the project. You might also show footage from brainstorming sessions or project meetings, to illustrate how your employees work together and generate creativity.

Employee Interviews

Talk with your employees about their own values, and how these align with your company. In a video interview, ask your employees what aspects of their job allow them to enact their values. This might include paid time off for volunteering, or a good salary that allows them to provide a good future for their family. Maybe they appreciate environmental aspects of their job, or they like providing a friendly and positive experience for customers or clients. Maybe they enjoy the problem-solving aspect of their job, and they like creating solutions.

Office Tour

Your office and headquarters may be where employees spend most of their working days. Or, you may have a flexible, work-from-home environment. Either of these arrangements can help you highlight important aspects of your company culture through your primary work setting.

Film an office or headquarters tour and show visitors or potential employees what they might enjoy. This might include your conference rooms and the technology you use to make presentations. Or, this might include your cafeteria or coffee area. This might even include the surrounding city and attractions. Consider the mood of your tour and what you want to portray; is your company culture dynamic, fast-paced and exciting, or do you prefer to portray something more laid-back, casual, and comfortable?

Employee Case Studies

When an employee gets a great review from a customer, they solve a big problem, finish an important project, or something else, consider how you could highlight their excellent work. This not only helps employees feel appreciated, but it also shows what you value as a company. You might combine a brief interview with your star employee with an overview of their accomplishments, including the results of their work. This can also show potential clients and customers what type of work you deliver, and what problems you might solve.

Behind-the-Scenes

Behind-the-scenes footage (BTS) can be a great way to show an authentic and endearing side of your business that most don’t get to see. This can also be a great way to show your company culture and values. Consider filming a meeting with one of your teams, or filming a casual get-together. Or, you might use footage from a convention or another event. You might even film casual conversations around the coffee pot, or conduct a few casual, off-the-cuff interviews with employees. Remember to give your employees plenty of warning, and only film them with their consent and agreement. Otherwise, your BTS footage is likely to be stiff and unconvincing.

There are many ways to use video to show your company culture and values. These are just a few ideas you might try. Consider how you might use video to show an authentic aspect of your company culture and values. Also, consider what your goals are and who your audience is when you create these videos. With a bit of planning and strategy, you can impress your customers and clients, potential customers, current employees, and potential employees too.