The Recruitment Revolution: How Video Storytelling is Changing Everything

By Rebecca Bridgen 

Recruitment has changed dramatically in recent years. Not so long ago, a well written job advert listing responsibilities and company values was enough to attract interest. Those days are over. Today’s candidates want to see what the workplace really looks like, hear from the people they’d be working alongside, and get a true sense of whether they’d fit in. They’re not just reading about the role, they’re imagining their future there. 

On episode nine of the Social Media for Business podcast, we spoke with Dan Bryant, founder of DMB Films, about how video has become one of the most effective tools in recruitment. Dan and his team create people focused videos for internal communications, employer branding, and hiring campaigns, working across industries from maritime to hospitality, retail, and care. Our conversation went beyond why videos work, we talked about how to make them genuine, avoid the usual corporate clichés, and ensure they continue to deliver value long after launch. 

From Corporate Polished to Authentic Stories 

Ten or fifteen years ago, recruitment videos were big productions, usually controlled by senior leaders with a polished, scripted feel. While that had its place, it often removed the personality and made candidates feel like they were seeing a staged version of the company, not the real thing. 

Now, technology has made video creation more accessible. Companies can produce short, authentic clips that showcase the real people and culture behind the brand without spending a fortune. As Dan puts it, “It’s less about a five year plan and more about ‘Here’s my day and why I love it.’” The emotional connection is what truly matters, not perfect cinematography. 

People Are the Brand

We've always believed that people are what makes a brand memorable. Products and services might draw people in, but it’s the people behind them who keep them coming back. Dan’s experience backs this up. DMB Films often shares informal, behind the scenes moments from their own team, nothing staged or overly promotional, just real glimpses. In one month, five new clients reached out after seeing these authentic clips, none of which were even designed as adverts. 

This authenticity builds trust. Potential recruits don’t just think, “I want that job,” they think, “I want to work with those people.” 

Why Short Videos Work 

Recruitment videos are most effective when they’re short, between 30 and 90 seconds. Imagine someone scrolling LinkedIn, pausing on a clip of a team laughing or a chef explaining why they love the morning rush. That brief moment can say more about a role and company culture than a lengthy job description ever could. 

Video offers a kind of “job shadow” experience before candidates apply. They can picture themselves in the role, with the people and environment they’d be joining, helping ensure a better cultural fit and saving time on unsuitable applicants. 

Real Success Stories 

Dan shared some inspiring examples. One cruise line featured real employees, whose personalities became familiar to new hires before they even boarded. This made for a warm welcome and smoother onboarding. It reminded us of Halifax’s famous “Howard” advertising campaign, which succeeded not because of slick acting but genuine slightly awkward on camera authenticity.  

Another was a London pub chain capturing the vibrant atmosphere of live shifts, the laughter, the clinking glasses, the buzz, all unscripted and natural. Then there was a care provider struggling to recruit. By focusing on staff personalities through candid interviews and lighthearted moments, applications increased tenfold, with much higher-quality candidates. Four years later, they’re still using the same footage to attract talent. 

Culture Is Everything 

One phrase Dan mentioned stuck with us, “Culture eats strategy for breakfast.” You can have perfect company values on paper, but if the reality doesn’t match, candidates will spot it straight away. Recruitment videos let you show culture, not just talk about it, from how colleagues interact to the small, everyday moments that define the workplace. 

This isn’t just important for employees. Clients and partners also sense culture and want to work with companies that align with their own values. 

Matching Recruitment Videos to Brand Marketing 

We discussed whether hiring videos should match a company’s usual marketing style. Dan’s answer was a thoughtful “sometimes.” If your brand marketing is already authentic and people-centred, keep the tone consistent. But if your marketing is highly polished or product-focused, a more relaxed and candid recruitment approach might feel more genuine. 

It’s all about understanding your audience, clients and candidates may require different tones. 

Avoiding Common Mistakes 

Recruitment videos can go wrong if they’re over scripted, focus too much on the role instead of the people, or are restricted by social media policies that silence employee voices. We believe in “freedom within a framework,” clear guidelines protect everyone, but creativity and personality must be encouraged. 

How to Get Started Tomorrow 

If you’re new to recruitment video, don’t be daunted. Start small, film authentic moments like casual chats before a meeting, a technician explaining what they enjoy about their job, or a team celebrating a success. Ask simple questions that reveal personality: What’s the best part of your day? What made you smile recently? What do you love about working here? The goal isn’t a flawless advert but a genuine glimpse into your team. 

The Longevity of Video 

One of video’s biggest strengths is its longevity. A well-made clip can be repurposed across platforms and campaigns, helping build recognition and familiarity over time. By planning shoots with repurposing in mind, you can create a valuable library of content to draw on for months or even years. 

Final Thoughts 

At its heart, recruitment video isn’t about selling a vacancy, it’s about introducing people. It helps candidates feel your culture, meet their future colleagues, and picture themselves as part of the story. That’s powerful. Whether you’re attracting clients, partners, or new team members, the principle is simple: people connect with people, and video is the most compelling way to make that connection. 

If you’d like to watch the full podcast, check it out here on YouTube: https://youtu.be/c0sLOVBaMfo

Don’t forget to subscribe, like and of course share with anyone who might find this helpful. And if you have a topic you’d like to learn more about for your socials, or have a guest in mind, get in touch at hello@innov8social.co.uk