Attract the people you want - without sounding like a recruitment ad.
The best candidates can smell a recruitment video a mile away.
This is the most important insight to start with if you are considering employer branding video. Because 9 out of 10 EB videos fail not because they lack production value. They fail because they are too obviously staged. Smiling employees on trampolines. "We have a flat hierarchy." Table football. The classic EB trap.
This kind of video attracts exactly the candidates you don't need - and repels the ones you do. Specialists, experienced managers and high-performers can smell a fake. They don't want to work somewhere they feel sold to.
At Story & Co., we make EB video that works because it's honest - strategic, but honest. We don't produce fantasy images of culture. We find the real culture and let it carry the film.
Why employer branding video works - when it does
Studies suggest that a large majority of job seekers research the company before applying, and video is the preferred source for those who do. A well-placed EB video can significantly increase application quality - because it filters candidates *before* they apply.
But there is a premise. The film must reflect reality. If the candidate sees the film, applies for the job, comes to the interview and experiences a completely different workplace - you lose them at the first interview, often with a negative Glassdoor review to boot.
EB video is therefore not a marketing discipline alone. It's an HR discipline, a culture discipline and a production discipline all at the same time. We typically work closely with your HR function or People & Culture team throughout the process.
The four EB formats we produce
Employee portraits
The most effective EB format we have measured. A 60-180 second portrait of one employee talking about their work in their own words. Loosely scripted - we interview for 30-60 minutes and edit it down. The result is honest because there's nothing to hide.
Manifesto/value film
Longer format (2-4 minutes) that tells the company "why" - the purpose, the direction, what you believe in. Typically used on career pages and in onboarding. It must be sharp - a vague manifesto is worse than no manifesto.
A-day-in-the-life
Documentary-style video that follows an employee through a working day. Often shown for specialist roles where candidates need to understand the job itself before applying. Highly informative - requires time and access.
Recruiting content for social media
Short 15-60 sec cuts for LinkedIn, Instagram and TikTok. Used to get "passive" candidates to notice you. Often produced as a series of 6-12 short cuts from one shoot, keeping the cost per asset low.
How to avoid the EB trap
Three specific things we do differently from most:
We do not cast. We film real employees. If the film requires "actors" who are better than reality, the film shouldn't be made.
We don't script the answers. We prepare the questions. What the employee says is in their own words - we cut it sharp, but we don't fake the culture.
We include the real thing. A good EB film also shows what's challenging about the job - not as a warning, but as realism. It's counterintuitive: honest films attract more qualified applicants than perfect films.
What does an employer branding video cost?
Employee portraits: typically DKK 25,000-60,000 per portrait (lower for bundles). Manifesto films: DKK 80,000-200,000. A-day-in-the-life: DKK 100,000-250,000. Recruiting content for SoMe (6-12 cuts): DKK 60,000-150,000.
Related reading: Video agency: agency and production house in one and commercials.
FAQ
How long does it take to produce an EB video?
Employee portraits: 3-5 weeks. Manifesto films: 5-8 weeks. A-day-in-the-life: 4-6 weeks. We plan with plenty of breathing space because access to employees is often the biggest logistical element.
Do the employees need to be professional actors?
No. We explicitly recommend against it. Real people provide authenticity that actors can't replicate. We prepare them thoroughly and make them feel comfortable on set so they can be themselves on camera.
Can we get the film translated into English or other languages?
Yes. We usually plan from the start with English subtitles and possibly dubbed versions. It's a small additional cost if we know this from the start.
What happens if an employee leaves the company after filming?
It's a common concern and a good reason to make more than one portrait. If someone leaves, we can typically re-prioritize usage - or produce a replacement. We always do at least 2-3 portraits in parallel to spread the risk.
Can we use the films in recruitment ads?
Yes. We design from the start with both organic and paid placements in mind. Cuts for LinkedIn ads and formats for Meta and TikTok are often part of the delivery.
How much input is expected from HR?
We typically need 2-3 meetings with HR/People & Culture: 1) Strategic clarification, 2) Casting of employees, 3) Review of script/structure. We handle the actual shooting with the employees directly.
Shall we make an EB video that works?
Tell us who you want to attract - and what culture you want to show. We'll get back to you the same day on business days.
