In today’s fiercely competitive job market, companies can’t afford to rely on outdated recruiting methods. Top candidates — especially digital-native generations like Gen Z — aren’t just looking for a paycheck. They want to connect with a company’s mission, values, and culture long before they hit “Apply.” And the most powerful way to make that connection? Video.
Video content is transforming the recruiting landscape. It enhances employer branding, boosts engagement, strengthens cultural alignment, and allows organizations to tell their story in a compelling, human way. If you’re not using video in your recruiting strategy, you’re not just missing out — you’re losing ground.
Here’s why video is a must-have in modern recruiting.
1. Build a Magnetic Employer Brand That Draws Top Talent
First impressions matter. And your employer brand is often the first thing candidates encounter. According to Glassdoor, 75% of job seekers consider an employer’s brand before applying .
Static job postings or careers pages just don’t cut it anymore. Video content gives you the ability to showcase your people, values, work environment, and energy — offering a more memorable and authentic introduction to your company.
Pro Tip: A “day in the life” or team spotlight video can be far more impactful than bullet points. Let your people and culture speak for themselves.
2. Boost Engagement and Application Rates Instantly
Job postings that include video are viewed 12% more and receive 34% more applications than those without . And job ads with embedded video can generate up to 800% more engagement than traditional text-based postings . Candidates who watch a recruiting video are 64% more likely to apply .
That’s because video creates an emotional connection, builds excitement, and helps candidates envision themselves in the role.
How to Do It: A 60-second job preview highlighting the team, role, and impact can be the difference between a passive view and an enthusiastic application.
3. Improve Cultural Fit and Reduce Turnover
Misaligned hires are expensive. Fortunately, video can help candidates better assess fit before they apply.
Culture videos reduce turnover by up to 28% by helping candidates self-select based on alignment with company values and environment .
What Works Best: Highlight core values, team interactions, and leadership voices in an honest and balanced way. Don’t shy away from showing the real — not just the polished.
4. Activate Passive Candidates and Expand Your Reach
Some of the best talent isn’t actively looking. But video can stop the scroll and spark curiosity.
88% of recruiters using video in their outreach say it generates more responses from passive candidates . And on LinkedIn, video posts are shared 20× more than other content types — giving your message exponential reach.
How to Leverage This: Post behind-the-scenes glimpses, leadership clips, or employee stories on LinkedIn and social media to draw in talent who may not be searching but are open to the right opportunity.
5. Reflect Your Unique Culture Through Diverse Voices
Candidates want to see that they belong. Video gives you the platform to showcase a variety of real voices from your team.
When people see employees like them thriving in your environment, it builds trust and belonging. Short-form storytelling around career paths, personal growth, and team dynamics helps paint a full picture of your culture.
Pro Tip: Launch a “Meet Our Team” series featuring a wide cross-section of employees — different departments, seniority levels, and backgrounds.
6. Retain New Hires with Stronger Video Onboarding
The onboarding process has a lasting impact. Organizations with strong onboarding processes see 82% higher retention rates . Structured onboarding can increase productivity by over 70% and leads to employees being more likely to stay for 3+ years .
Video plays a key role in delivering consistent, engaging onboarding experiences that boost confidence and connection from Day One.
How to Do It: Build a series of onboarding videos covering your mission, team structure, systems, and culture to help new hires feel informed and welcomed.
7. Increase Learning and Productivity with Video-Based Training
Video enhances learning and improves outcomes. Companies with above-average training programs that include video are 78% more likely to see revenue growth .
That’s because video is easier to digest, revisit, and apply — making it ideal for onboarding, compliance, leadership development, and more.
Pro Tip: Create a searchable video library with short training clips. Include quizzes or real-life scenarios to boost retention and engagement.
8. Build Trust Through Authentic Storytelling
Candidates are looking for transparency. They want to hear honest stories, not just polished pitches.
78% of people say they prefer a short video to learn about a company or position , and 72% prefer watching a video over reading when evaluating a product or service — or an employer .
What Works: Feature videos of real employees talking candidly about their work, challenges, and growth. Authenticity beats perfection every time.
9. Maximize ROI on Recruitment Campaigns
Video isn’t just a creative tool — it’s a smart investment.
80% of talent acquisition professionals say video has helped increase application volume, and 78% say it’s improved the quality of applications . That means more qualified candidates, less wasted time, and faster, more effective hires.
Pro Tip: Track video performance across platforms to learn what content drives results, and double down on what resonates.
Final Thoughts: The Future of Recruiting is Visual
Video isn’t just changing how companies attract and hire — it’s redefining the candidate experience. From discovery through onboarding, video drives engagement, improves outcomes, and builds stronger, more aligned teams.
If your organization is serious about attracting and retaining top-tier talent, it’s time to put video at the center of your recruiting strategy.
Ready to see what video can do for your hiring? Contact SpotOn Productions to learn how our custom recruiting videos can help you connect, engage, and hire the right people — faster.
