Employer branding has become a central recruitment tool. But among the 30 examples listed without analysis and generic guides, it’s hard to know what really works. This article presents 15 employer brand videos selected for their strategic relevance: major accounts (Apple, Air France, BNP Paribas, Accor, Netflix), French scale-ups (Doctolib, Alan), and creative formats that go beyond the usual codes (Mazars, Vinci, Michel and Augustin). For each example: the chosen angle, what works and concrete teaching for a HRD or DirCom in search of inspiration before launching his own production.
There are dozens of lists of "employer brand video examples" on the web. Most quote the same names, with one or two sentences of description, without explaining why it works.
This article works differently. 15 examples chosen for their strategic relevance, with for each: the precise angle treated, what happens in the image, and what a HRD or DirCom must remember concretely.
Segmentation is voluntary: large accounts that have mastered the format for years, French scale-ups that recruit with other codes, and creations that frankly come out of the corporate mold.
Why video has become a must for your employer brand
Candidates are no longer satisfied with a job description. They evaluate a company before applying: they look at the LinkedIn profiles of employees, Glassdoor reviews, and especially the video content available on YouTube or Instagram.
Jobs with embedded video generate significantly more views and applications than those without video content, according to data from digital recruitment specialists. The effect is direct: a candidate who sees 90 seconds of your teams understands your culture better than after 500 words of text.
On the retention side, the employer reputation weighs heavily. According to industry studies, a large proportion of employees might consider leaving their job to join a company with a better employer reputation. The employer brand is therefore not only a tool of attraction, it is also a factor of loyalty.
LinkedIn Talent Solutions calculates the financial impact: a strong employer brand reduces recruitment costs by 50% and turnover by 28%. Video is the most effective format to build that reputation at scale.
The 15 best employer brand videos (selection analyzed)
Major accounts that understand everything
Example 1 – Apple “Think Different” (Steve Jobs narrative version, 1997, released in 2011)
Video: youtube.com/watch?vcpzvwkR1RYU
The film is not built like a classic HR video. No locals, no employee interviews, no “join us.” Just a voice-over on images of characters who changed the world, with a final question: “Who’s going to be next?”
What you see: black and white faces, a sober narrative, a single message distilled in 60 seconds. Emotion comes from values, not the product.
Teaching: When your brand positioning is clear enough, you don’t need to show off your open spaces to attract talent. Apple is hiring people who recognize themselves in “Think Different” before they know what they’ll actually do. The alignment between trademark and employer brand is total, and it is the most powerful lever that exists.
Example 2 – Air France “We Are Air France”
Video: Official Playlist
The playlist includes several videos built on the same principle: employees with very different professions (hostesses, mechanics, pilots, ground staff) embody the pride of wearing the colors of the company. Thomas Pesquet appears as an external ambassador, giving a strong emotional guarantee to the whole.
What you see: a narrative progression that begins with the human, rises in emotion with the teams, and culminates with a recognized spokesperson. The diversity of professions is assumed and celebrated.
Teaching: a credible external ambassador increases the impact of an employer-branded film, provided the bond is consistent with the company’s values. Pesquet works because it embodies exactly what Air France seeks to project: excellence, national pride, surpassing oneself. Emotional mechanics (teams + values + spokespersons) create a crescendo that only interviews of collaborators do not reach.
Example 3 – BNP Paribas “Be an actor in your journey”
Video: youtube.com/watch?vyKv6zdPBZJw
BNP Paribas does not talk about its image or size. The film is entirely focused on internal mobility: employees tell how they have changed their profession, country, department, within the same group.
What you see: concrete trajectories, people describing what they were doing before and what they are doing now. The HR message is immediately readable, without institutional discourse.
Teaching: Do not try to say everything. Identify a distinctive criteria of choice that really makes the difference for the profiles you are looking for, and make it the unique red thread of the film. For BNP, it is internal mobility. It’s not an argument that speaks to everyone, but it speaks very loudly to high-potential profiles who refuse to specialize too soon. Targeting a segment of candidates rather than wanting to seduce everyone is what makes an HR video memorable. The Video Portrait Collaborator follow the same logic: a targeted testimony is better than a general overview.
Example 4 – Accor “Hospitality is a Work of Heart” (2024)
Video: youtube.com/watch?vOY5bQAlPzBU
Launched in April 2024, this global post-Covid campaign responds to a sectoral recruitment crisis. The Heartist concept (contraction of Heart and Artist) structures the whole: more than 40 assets available locally in the different countries of the group, with a perfect visual and semantic coherence.
What you see: employees from all countries, in very different hotels, who share the same gesture, the same energy. Geographical and cultural diversity is treated as a unifying wealth, not as a constraint.
Teaching: A solid employee value proposition (EVP) is not just a beautiful video. It is a brand architecture that is available on all media, in all languages, with local adaptations without losing the central identity. Accor proves that a large-scale employer brand campaign is not reserved for unlimited budgets: it is first and foremost a strategic framing work upstream.
Example 5 – Netflix “Sowing the Seeds: Inclusion Takes Root at Netflix” (2021)
Video: youtube.com/watch?vtheDAEYSKFE
Netflix explicitly takes a stand on diversity and inclusion, with data and public quantified commitments. The film not only shows diverse faces: it shows how the company works concretely on these topics, and refers to an inclusion report published in parallel.
What you see: internal testimonials, real figures, an assumed transparency on progress and gaps. No cosmetic communication.
Teaching: Today’s candidates, especially the highly sought-after tech and creative profiles, choose their employer also on societal criteria. A position on diversity only creates trust if it is accompanied by concrete and public evidence. The coherence between communication and internal reality is the decisive factor. Speech without data is perceived as “diversity washing” – which hurts more than it helps.
Example 6 – Crédit Agricole Group (employer brand film 2023)
Video: youtube.com/watch?vqviO57us8CI
Crédit Agricole does not sell banking services in this film. It shows the concrete impact of the work of its employees on the life projects of their customers: a farmer who develops his farm, an artisan who opens his second shop, an individual who accesses the property.
What you see: customer stories told by employees who have played a direct role in their success. The link between craft and meaning is explicit, not suggested.
Teaching: in sectors perceived as cold (finance, insurance, legal), the lever of meaning is doubly effective because no one expected it there. Showing the concrete societal impact of your teams’ work is the most direct way to recruit profiles that seek meaning, without having to change your commercial positioning.
Example 7 – Decathlon “Passionate since”
Video: Official Recruitment Playlist
The campaign is based on a simple principle: each employee is presented with his passion sport, not with his job title. 35 portraits, each built around a specific sporting practice, from trail running to surfing to scrabble.
What you see: people talking about their passion, not their work. The profession comes in second place, almost as a natural consequence of the affinity of values.
Teaching: Recruiting through values rather than skills is a very powerful employer promise to attract atypical profiles. “Come with your passion, we teach you the trade” is a differentiating position in a market where every job offer speaks of “soft skills” and “cultural fit” without showing it. Decathlon shows it. Decathlon is ranked first preferred employer in the Specialized Large Distribution according to its own recruitment barometer. The video contributes directly to this.
Scale-ups and tech that recruit differently
Example 8 – Doctolib “Life at Doctolib”
Video: Official Doctolib Channel
Doctolib did not produce an employer brand video. She built a dedicated YouTube channel, with regular formats: culture engineering, portraits of employees, days in the life of the team, testimonies of tech profiles. All in line with the company’s health mission.
What you see: a consistent stream of content, not an isolated movie. The +2,800 employees present in France, Italy, Germany and the Netherlands are represented in their diversity of professions and careers.
Teaching: for a scale-up in hyper-growth that recruits massively on rare profiles (engineers, data scientists, product managers), a single video is not enough. The employer brand is built over time, as a permanent talent acquisition channel. Investing in content consistency rather than an expensive single movie is often more profitable over 12 to 18 months.
Example 9 – Alan (B2B health insurance)
Video: Best Agents Testimonials
Alan is not the sender of this video. He is a client, MeilleursAgents, who cites Alan as a key HR tool in his own testimony. Alan’s employer brand shines here beyond its own productions.
What you see: a customer who recommends a company not for its product, but for what it represents as a reference employer. The effect is involuntary but revealing.
Teaching: A strong employer brand ends up existing in the speeches of others, whether you plan it or not. Your customers, your partners, your employees become alumni talk about you. This virtuous circle between product reputation and employer reputation is not decreed, but it is built with consistent choices over time. This is one of the reasons why the Video Testimony It often goes beyond the commercial function.
Example 10 – ENGIE “Employer promise: a pact between us” (2022)
Video: youtube.com/watch?vmxrevPsm8sg
ENGIE formalizes its employer promise as an explicit moral contract, in a context of major energy transformation. The film directly names the transition, the new skills sought, and the place of employees in the company’s project.
What you see: an assumed discourse on sectoral changes, employees who explain how their job has changed or will change. No denial of the transformation, an invitation to be part of it.
Teaching: in sectors undergoing profound change (energy, industry, automotive), explicitly naming the change in the employer brand film attracts precisely those profiles that seek to contribute to it. Avoiding the subject or minimizing it is the worst strategy: candidates see it and look for a company that assumes it. The formalized employer promise is also a way to create a perceived reciprocal commitment, not just a recruitment speech.
Example 11 – Private Sale / Veepee “Here we go”
Source: immersion video broadcast on the company’s official channels
The film does not present the company behind the scenes, it restores its energy. Rhythmic assembly, multiplicity of teams, international atmosphere visible in the image from the first seconds.
What you see: a succession of short plans that give the impression of being inside the company, not looking at it from the outside. The tempo is chosen to reflect the culture of the company, not to “film well”.
Teaching: For companies whose culture is really strong and visible, the “show don’t tell” works better than a prepared HR interview. Showing the real mood rather than describing it in words is more honest and impactful. This means accepting to show imperfect things, cluttered offices, people not wearing makeup. This is precisely what makes the video credible.
Creative formats to remember
Example 12 – Michel et Augustin “Aventure Michel et Augustin”
Video: youtube.com/watch?viANXE5atA9w
No visible script, no licked HR communication. The founders speak as they speak, the locals look what they are, the tone is shifted until the last second. The whole is consistent with the brand’s marketing posture (“taste troublemakers”).
What you see: two founders looking for candidates with their own language, in their own universe. Authenticity is not played, it is structural.
Teaching: your employer brand film must be a natural extension of your trademark. If your tone is shifted and direct in your product communication, it must also be in recruitment. The consistency between the two is what makes the whole believable. An overly polished HR film in a company that claims to be “free and fun” sends a contradictory signal that candidates perceive immediately.
Example 13 – Mazars “Life of Mazars” web-series (VDM)
Video: youtube.com/watch?vyzeEypUaFOg (episode 1)
Mazars has produced 10 episodes of a humorous web series launched in 2017, distributed on YouTube and social networks. The stated objective: to dedramatize a sector deemed austere (accounting audit) to speak to young graduates with their own codes.
What you see: short sketches, absurd humour applied to the daily situations of a cabinet, recurring characters. Nothing that would be expected of an HR communication of large firms.
Teaching: The serial format creates a habit of consumption and a progressive attachment to the brand. A spectator who watches 4 episodes spent more than 10 minutes with Mazars, laughed with them, perhaps recognized himself in the characters. It’s a relationship that no 3-minute institutional film can build alone. Humour is a particularly powerful vector of perceived authenticity in traditional B2B sectors where the candidate does not expect to smile.
Example 14 – Vinci Construction SI (employer brand campaign)
Video: youtube.com/watch?vwhVhUV6IZ1Y
Vinci Construction SI, the group’s information systems subsidiary, has built an employer brand campaign to attract tech and engineering profiles in a sector perceived as remote from digital. The film adopts offbeat visual codes to appeal to candidates who would not spontaneously expect to find challenging IT assignments within a construction group.
What you see: a video production that breaks with the usual codes of construction, designed for profiles that consume codes of digital culture. The target (developers, IT engineers) is obvious from the first seconds.
Teaching: Radically adapting the format to the target is more effective than producing a generic “clean and professional” film. Tech profiles and engineers do not consume the same content as managers at the end of their careers. Choosing visual and narrative codes that speak precisely to the intended target increases memorization and conversion. A poorly targeted film is useless, even if it is well produced.
Example 15 – BNP Paribas “Unexpected Jobs” (HR Innovation Campaign)
Source: case study BNP Paribas « Unexpected Jobs »
BNP Paribas had to recruit data scientists, UX designers and developers. Profiles that do not spontaneously consider a bank as a field of expression. The “Unexpected Jobs” campaign reveals these unexpected jobs within the institution, with video formats specifically designed for these targets.
What you see in the case study: creatives who present data or UX missions within BNP as they would at a startup. The mismatch between context (a bank) and content (ambitious tech missions) is the central narrative.
Teaching: When your industry creates a rejection bias in the candidates you target, video is the only format that can quickly reposition the perceived image. Reading “Data Scientist – BNP Paribas” in a job offer does not have the same impact as seeing enthusiastic developers describe their missions from within. The video allows tech profiles that would never have considered you to project themselves concretely. It is one of the most powerful applications of the Employer Brand Video Strategy for companies in traditional sectors.
What these videos have in common: the 4 levers that make the difference
After analyzing the 15 examples, four points of convergence appear. Regardless of budget, sector and format.
Authenticity beats over-product
Apple and Michel and Augustin are at odds in terms of production budget. Yet they share the same consistency between what they are and what they show. Failed employer brand videos are not poorly filmed, they are fake. An open-space too clean, employees too smiling, HR formulas that sound empty. Candidates immediately detect excessive staging.
The employee angle takes precedence over the corporate angle
BNP Paribas with internal mobility, Decathlon with sports passions, Doctolib with its tech profiles. All focus on the reality experienced by the teams, not on institutional communication. The employee is the media, not the call product.
Consistency between displayed values and real culture
Netflix is releasing an inclusion report alongside its diversity film. ENGIE explicitly names the transformation instead of smoothing it. Consistency between what is said in the video and what candidates find when they arrive (or on Glassdoor) is the most determining trust factor. A false film does more harm than any film.
A format adapted to the target and the channel
Vinci Construction SI chooses tech visual codes for IT profiles. Mazars chooses the web series for juniors. Decathlon chooses short formats per sport. The format is not a matter of budget or aesthetic preference, it is a matter of target. A LinkedIn movie doesn’t have the same length or pace as a YouTube movie. One simple rule: start with the target, not the format.
How to choose the format of your employer brand video
Institutional film or employee testimonials?
Institutional film (like Apple or Accor) is effective for companies whose brand is already strong and recognizable. He projects a vision, an emotion, a promise. It requires upfront strategic work on the solid EVP before turning.
Employee testimonials (such as BNP Paribas or Décathlon) are more accessible to produce, more credible in the eyes of candidates, and allow fine segmentation by profession, location or target profile. This is usually the recommended entry point for businesses that are starting their employer brand video strategy.
Both formats complement each other. Start with testimonials to create proximity and authenticity. Build the institutional film when your TEU is stabilized and your messages validated in the field.
Short format LinkedIn vs long YouTube
The employer brand video does not live in a single channel. The same shoot can produce multiple formats: a 3-minute movie for YouTube, 45-second snippets for LinkedIn, 15-second stories for Instagram.
The short LinkedIn format (less than 90 seconds) favors immediate impact: the first 3 seconds are decisive, subtitling is essential (80% of videos watched without sound), and the call to action must be visible.
The long YouTube format allows for more structured storytelling, a progressive attachment to the company’s culture, and better memorization of complex messages. It is the channel of Mazars-type web series and Accor-type institutional films.
To deepen the issue of dissemination and formats adapted to your target, the LinkedIn Talent Solutions guide to employer branding is a useful reference.
FAQ – Your questions about employer brand video
How much does an employer brand video cost?
The budget varies greatly depending on the format, the duration, the number of locations and the level of post-production expected. A simple collaborator testimony (1 day of shooting, standard editing) is in a different range from an institutional film with several days of shooting, motion design and multi-format adaptation. For a B2B agency that works tailor-made, the honest answer is: it depends on what you want to produce. A clear brief and a precise goal make it possible to define the right level of production, without paying for what is not necessary.
How long does it take for an effective employer brand video?
There is no universal duration. It depends on the delivery channel and the type of message. On LinkedIn: 60 to 90 seconds is the format that generates the most engagement. On YouTube: 2 to 4 minutes allow full narration. Outside these two channels (career site, Glassdoor page, recruitment show screens): between 1 and 3 minutes depending on the context. The rule is simple: every second must justify its presence. A dense 90-second film is better than a diluted 4-minute film.
What is the difference between an employer brand video and a recruitment video?
The recruitment video responds to a specific job offer: it presents a position, a team, a context. It has a short life (the time to fill the position).
Employer Brand Video builds the company’s reputation as a workplace: it speaks to all potential candidates, active or passive, over a long period of time. Its objective is not the immediate application, but brand preference and employer awareness.
In practice, the two formats complement each other and often share elements of filming. The same day of production can feed both.
How do you distribute your employer brand video to maximize impact?
Dissemination is as important as production. The channels to prioritize: your LinkedIn Enterprise page (the most effective for B2B profiles), your Careers page on your site, your Glassdoor profile, YouTube (long-term SEO), and recruitment fairs or school events if you target young graduates.
Subtitling is non-negotiable on LinkedIn. The square or vertical format performs better on mobile than the classic 16:9. And publishing once is not enough: a video that runs for 12 to 18 months generates more results than a single publication followed by silence.
Conclusion
These 15 examples show one thing: an effective employer brand video is not a matter of budget or sector. This is a matter of strategic clarity. Apple does this with a voice-over. Mazars does it with humor. ENGIE does this with an explicit promise about transformation.
What distinguishes them all: they know exactly what they want to convey, to whom, and in what format. It is this upstream work – defining the EVP, choosing the angle, targeting the channel – that determines the effectiveness of an employer brand film.
If you want to start your production, the Biux team accompanies you throughout the entire process: from strategy to delivery. Make your employer brand video With an agency that understands B2B issues, it’s making sure that the film produced is aligned with your recruitment goals, not just visually successful.
