The Role Of Video In Recruitment
Recruitment is no longer just about filling roles. It’s about building belief.
Whether you’re a B2B or B2C enterprise, a large organisation, or a growing team with high hiring targets, your potential employees are assessing your brand the same way your customers are.
They’re asking:
- What does this company stand for?
- Will I fit in here?
- Is the work meaningful?
- Can I see myself there?
And if you’re not using video to help with answering those questions, you’re missing one of the most powerful tools at your disposal.
Just Like Your Customers, They’re Watching
Consider your customer journey.
They’ll often jump on your website, scroll through your Instagram, and watch a few of your videos during their research phase.
They want to feel aligned with your brand before committing.
Prospective employees do the exact same thing.
Before applying, let alone interviewing, they’ll do a deep dive. They’ll check out your social presence, watch what your people are saying, and look for clues about what your company really stands for.
And if all they see is a stream of sales messages, inconsistent branding, or worse – no presence – they’ll keep scrolling, looking for alternate company who ticks the boxes their looking for.
Recruitment isn’t just about what’s on the careers page anymore. It’s about the perception you create across all touchpoints.
And video is one of the most impactful tools to shape that perception.
The ADF’s Recruitment Campaigns – A Masterclass in Storytelling
Last year, I wrote a breakdown of how The Australian Defence Force (ADF) use video in their recruitment strategy. In my opinion, they’re one of the best in Australia when it comes to recruitment films.
Their recruitment videos don’t just advertise jobs.
They:
- Show what life looks like on the inside
- Highlight the purpose and meaning behind the work
- Inspire a sense of pride and belonging
The ADF understands that recruitment isn’t about ticking off job descriptions. It’s about helping people see themselves as part of something bigger.
If you haven’t seen the article, I recommend giving it a read: What You Can Learn From The ADF’s Recruitment Videos
Why Video Works So Well for Recruitment
Here’s why video is so effective at attracting the right candidates:
- It humanises your brand – Candidates want to know who they’ll be working with. Video shows faces, not just job titles.
- It makes the role real – Job ads describe. Video shows. And seeing is believing.
- It reaches people where they spend time – TikTok, Instagram, LinkedIn… your future hires are there every day. Video cuts through. (Side note. I can’t even list the number of times I’ve been hit by an ADF recruitment film over the years. Possibly hundreds of times, across a variety of platforms – even before I stating researching their campaigns.)
- It creates emotional connection – The best recruitment videos make someone feel something. And when someone feels something, they remember it.
Where to Start with Recruitment Video Content (And Films)
You don’t need a massive ADF level production budget – but you do need intention.
Some simple video content ideas that work well:
- Day-in-the-life videos – Let people experience what a regular day in a role looks like.
- Meet the team – Personal stories build connection. These don’t need to be polished, just honest.
- Office culture clips – Showcase your team’s energy, values, and what makes your workplace unique.
- “Why I joined” videos – Get team members to share what drew them to your company in the first place.
Just like your customer marketing, recruitment content needs to be consistent. One video might spark interest – but a steady stream of transparent, authentic content is what builds momentum over time.
Final Thoughts
Recruitment is marketing.
Your prospective employees are doing their research. They’re on your website. They’re watching your videos. They’re scrolling your socials.
If you’re not showing them the culture, the people, the purpose – they’ll move on.
Video is your chance to tell that story. To build trust. To help the right people feel like they belong before they’ve even applied.
And if you want your team to grow in 2025, that kind of connection is invaluable.
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.