The job market is constantly evolving. But in recent years, the pace and depth of change have been unprecedented. The reasons are many and far-reaching: the Covid-19 pandemic, rapid digitalization, the green transition, ideological shifts, and economic uncertainty.
Today, when people look for a job, salary and perks are still important but they’re far from the only things that matter. Company culture and values, flexible hours, job variety, and a sense of purpose are just as crucial. To keep attracting top talent, companies must adapt their communication strategies to meet these changing expectations.
A challenging landscape
- The digital shift
Tech is disrupting how we work, communicate, and hire. New norms and tools are emerging all the time, creating demand for niche skills and remote-ready mindsets (hello, prompt engineering and remote-first policies!). - The war for talent
Competition for skilled workers is fierce (and automation or AI isn’t making things easier). Companies are racing to attract talent, especially in hard-to-fill roles, with no room for guesswork. - Skills shortages & changing jobs
New roles mean new skills, and increasingly, it’s up to employers to bridge the gap. Both candidates and regulators are watching closely. That’s why investing in training (especially digital learning) should be a core part of your comms strategy. - Purpose & values matter more than ever
People want meaningful work and real quality of life. That’s why you should actively share what makes your company culture unique : your values, your purpose, and the personal and professional growth you offer.
What is employer branding, exactly?
It’s all about building a genuine, compelling, and relatable image of your company by focusing on your values, the benefits you offer, and what daily life inside the organization really looks like.
A solid employer branding strategy serves two goals:
- Attracting the right candidates
- Strengthening internal cohesion (boosting motivation, retention, and a sense of belonging)
The tone and formats you use are your primary tools : make sure they’re aligned with who you really are. Authenticity has always been important in corporate communication, but in employer branding, it’s non-negotiable.
- Don’t overhype or oversell
- Use a tone that feels natural to you
- Develop a bold, recognizable visual identity
- Embrace personal branding
- Share your wins, updates, and behind-the-scenes moments
The employee value proposition (EVP)
Your EVP is the strategic core of your employer brand. It should shine through in all your communications and clearly express what you offer your people.
Ask yourself:
- What financial benefits do you offer?
- What perks or non-monetary incentives are included?
- What moral or ethical commitments are you making (CSR, DEI…)?
- How flexible is your work model?
- What are the growth and learning opportunities?
10 key tips to build your employer branding strategy
- Define your EVP and spread the word, attract people who actually resonate with your values
- Be authentic and consistent across all channels, from your website to your job posts to social media
- Share real employee stories, people connect with people
- Leverage digital tools to simplify your recruitment process, make it easy to apply
- Create a positive candidate experience (online and in person), first impressions matter
- Adapt your hiring process to candidate expectations, think flexibility, remote options, and transparency
- Communicate your societal commitments, and prove your positive impact
- Support work-life balance with meaningful perks and policies
- Invest in people’s personal and professional growth, and show it
- Stay tuned to what candidates want, and constantly evolve your strategy
How video can supercharge your employer brand
Video is the #1 digital content format. Nothing beats it for engagement and emotional impact. Use it to reinforce your brand and improve your recruitment journey.
Why video works:
- For storytelling : show who you are, not just what you do
- For internal communication : share your wins, values, and vision with your teams
- For external visibility : put the spotlight on your people, their roles, and what life at your company really looks like
Internal communication video ideas
-
Onboarding & integration
Goal: Make a great first impression
Formats:
- Welcome message from the CEO or leadership team
- « Meet Your Team » mini-series
- Tool & process tutorials (plus: where to grab lunch or coffee!)
-
Celebrating Your People
Goal: Boost engagement and recognition
Formats:
- Employee spotlights
- « A Day in the Life » vlogs or POV videos
- Collective testimonials (e.g. hackathons, relocations, big wins)
-
Managerial & strategic communication
Goal: Share the big picture and build understanding
Formats:
- Quarterly update videos or serialized internal “shows”
- Recorded AMA sessions with leadership
- Strategy explainers with animations to simplify complex ideas
-
Culture & values
Goal: Strengthen belonging and alignment
Formats:
- Internal mini-documentaries on key events
- “Culture Capsules” explaining what values look like in practice
- Vox pops on the intranet (« What does courage at work mean to you? »)
-
Training & development
Goal: Showcase your investment in talent
Formats:
- Story-driven e-learning series (ditch the slides!)
- Webinars & internal talk replays
- Internal mobility stories : help people imagine their path forward
-
Internal event coverage
Goal: Foster connection and shared memories
Formats:
- Aftermovies of company events
- Internal teasers to build anticipation
- “Best of” video montages from employees (great for holidays or farewells)
Final thoughts
In today’s hiring landscape, it’s not just what you offer: it’s how well you express it.
Candidates are paying close attention to your values, your purpose, and the way you tell your company’s story. That’s where video shines: it’s authentic, emotional, and powerful. From behind-the-scenes moments to career journeys, from onboarding to strategic updates, every video format we shared can become a cornerstone of your employer brand.
Ready to bring your strategy to life?
At Never Touch The Red Button, we help you craft custom video content that truly reflects who you are, from A to Z.
Let’s talk and start designing your video-driven HR communication strategy together.
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