Employer Brand Video: 12 Real Examples and How Each One Was Made

The hook

A woman in an office with a city skyline behind her is mid-sentence at half a second, with "Release Engineer SME, TS/SCI Clearance" stacked beside her and the Dunhill mark in the corner. By two seconds three facts have stacked underneath: three days a week onsite in Arlington, VA, a band of $130k to $200k, and a note about the regulated government setting.

Why it works

Dunhill recruits for cleared federal IT roles where neither the staff nor the sites can be filmed, and their customer story says plainly that the professional on screen is a generated stand-in. Putting the clearance level in the headline disqualifies most of the feed on purpose, which is exactly what you want when the eligible pool is that small. A salary band arriving at two seconds is rare on LinkedIn.

What we would change

The fourth bullet, two lines on CI/CD pipelines, is the one we would trim. A shorter card there gives the Apply now button more room to land.

The hook

Same template, same fourteen seconds, a different person and a different set of four facts: Service Desk Program Manager, Secret clearance, onsite in Arlington, VA, and a band of $150,000 to $176,000.

Why it works

Read this one straight after the Release Engineer and the point of the whole section arrives on its own. Nothing about the brand moved. The frame, the type, the colour and the pace are identical, so the only variables a viewer processes are the role and the money. That is what a template buys you: after four or five posts, the format itself starts carrying recognition, and the recruiter never has to argue about design again.

What we would change

A management role can carry one line the individual-contributor posts cannot, which is the size of the team. We would spend a bullet on it.

The hook

The junior role in the same frame: Jr. Software Developer, Active Secret clearance, remote near San Antonio, TX or Washington, DC, and a band of $60,400 to $95,000.

Why it works

The band here is a third of the Release Engineer's and the video says so with the same confidence. Employers who only publish their senior roles teach the feed that they are a senior-only employer, which is a brand position nobody chooses on purpose. Publishing the junior role in the identical format says the opposite, and it says it to the audience that most needs to hear it.

What we would change

Early-career candidates decide on what happens after the offer as much as on the offer. We would trade one requirement bullet for what the first six months look like.

The hook

Database Engineer, Secret clearance, remote from Washington, DC or San Antonio, TX, $97,300 to $130,452.

Why it works

The salary is precise to the dollar, $130,452 rather than a rounded ceiling, because it came off the vacancy rather than out of a copywriter's head. Precision of that kind is a trust signal candidates read instantly, and it is a side effect of building the video from the job post instead of from a brief.

What we would change

Remote is the strongest word in this ad and it is currently the third thing on screen. We would put it in the headline beside the role.

The hook

Asset Manager, a federal environment, hybrid at three days a week in Washington, DC, $140,000 to $170,000.

Why it works

Three days a week is the fact most employers bury and most candidates screen on first. Naming it on the creative, in the same slot where the other five posts name their location arrangement, means nobody applies under a misunderstanding and nobody withdraws at offer stage over commuting.

What we would change

Asset Manager means different things in different sectors. We would add the two words that disambiguate it, in the headline, where a scanner cannot miss them.

The hook

Service Desk Manager, on a federal identity and authentication programme. This is the one video in the set with no salary band on it.

Why it works

It is here precisely because the number is missing. Sitting sixth in a set of six, the gap is visible: five posts named the money and this one did not, and the eye goes straight to the hole. That is the honest version of what a template does to a hiring programme. It does not just standardise the good posts, it makes the incomplete ones obvious enough to fix.

What we would change

Publish the band. If a client genuinely will not release one, name the thing that moves it, the clearance level or the programme, so the space is doing work instead of sitting empty.

The hook

Two people talk across a workbench in a Kremer workshop, one holding a clipboard, with a red INLOOPAVOND tag already pinned top right at half a second. By two seconds "INLOOPAVOND BIJ KREMER" is set across the middle and the date and time, 21 mei, 16.30 to 18.30, has arrived in the first green pill.

Why it works

This is the employer-brand video almost nobody makes, and it is the one that converts a cold local audience fastest. There is no role to be rejected from, so the ask is to turn up on a Wednesday rather than to finish an application form. The two lower pills still filter, naming the disciplines Kremer wants, electrical engineering and industrial automation, then energy, security, ICT and technical management. The ad narrows its audience without naming a single job title.

What we would change

The date is the entire point, and it shares its styling with the two pills below it. We would give it its own visual weight and add the address.

The hook

A courier sits on a parked scooter with an Uber Eats box on the back, and the line "word bezorger op de scooter in Rotterdam" is already on screen at half a second. By two seconds the pay, 14,40 to 15,40 per hour, has landed underneath it.

Why it works

Employer brand at the volume end of the market is not a film about values, it is whether the pay is legible in the first two seconds. The role, the city and the money all land before anyone decides to keep scrolling. Randstad's navy and green carry the branding without a logo lockup eating the frame, and the delivery box in the shot tells you who you would actually be riding for.

What we would change

The closing frame swaps the footage for a flat navy end card. Next time we would test holding the rider on screen to the end, logos over the footage, so the ad keeps moving until the last frame.

The hook

A purple panel wipes down over a yellow band and the line "Join Grant Thornton as Economic Consulting Analyst" is already set at half a second. By two seconds a consultant has appeared in the curved cutout below it, smiling at the lens, with the Grant Thornton mark parked bottom left.

Why it works

Naming the firm and the job in one sentence means the first frame still works for everyone who watches nothing else. The curved cutout is a real Grant Thornton asset rather than a stock motion template, so this reads as Grant Thornton before you find the logo, which is the whole job of an employer-brand system in a feed. Later frames swap the person and move the copy to the role plus two facts. Sell first, qualify second, in that order.

What we would change

Twelve seconds is generous for a feed placement. We would test an eight second cut with the London line earlier, because location filters candidates faster than a responsibility bullet does.

The hook

A mechanic lifts an oversized open-ended spanner off a case in a workshop, and "VACATURE: Monteur Defensievoertuigen" is fading up over him inside the first half second. By two seconds the gross monthly band of €2.500 to €4.000, a line about a family firm in Amersfoort, and a purple Meer informatie button have all arrived.

Why it works

The workshop is the workplace, so the footage qualifies the viewer before a word of copy does. That is the cheapest employer-brand move there is and most employers skip it in favour of an office atrium nobody works in. Three bullets is the right ceiling for a reel, and these three answer money, location and team in that order. Ending on the subject turning to camera with the spanner still in his hand is a stronger closing frame than a logo card.

What we would change

The most interesting thing in the ad, building unique military vehicles, sits in the third bullet. We would test it in the headline, where a fast scroller cannot miss it.

The hook

A welder in a full mask works through a bright blue plume of arc light at half a second, with "Constructeur - lasser" already set over it and the Vytech Industrial Solutions logo boxed top left. The first bullet, on the salary package, is fading in underneath by two seconds.

Why it works

The arc is the hook and it needs no explanation, which is the right bet in a placement where the first frame is the whole audition. White type survives against both the bright plume and the darker frames that follow, because it stays in the left column where the footage keeps out of its way. The benefits named, meal vouchers, bike lease and a bonus system, are the specific Belgian package rather than generic perks, so a welder reading it can price the job.

What we would change

The arc footage is the strongest material in the ad and it ends around four seconds. We would bring it back for the closing frame, so the ad ends as strong as it opens.

The hook

Three fitters install metal stud framing on an unfinished floor, under a blue bar carrying a phone number and [email protected], and nothing else for the first second. By two seconds the Polish headline "Oferta pracy: Monterzy Metal Stud w Rijswijk, Holandia" has landed with a Dutch flag beside it and the orange Haldu Groep badge in the corner.

Why it works

The video is written in Polish for Polish tradespeople and advertises work in the Netherlands, which is a cross-border employer-brand problem most template systems cannot handle at all. Landscape has room to breathe, so holding unedited site footage for a full second before any text is a fair trade here. All four bullets are logistics: weekly pay, free accommodation with a private room, an immediate start, and a category B licence. That is what this audience decides on, and pretending otherwise with a values montage would insult them.

What we would change

The top bar carries a phone number, which is a hard action to take from a video placement. We would test that space on the pay figure and keep the number for the landing page.