Dos and Don’ts of Creating Recruitment Videos for your Company

Recruitment videos are a fantastic way to get potential employees to get an inside look at your company. It’s an ideal way to showcase the most appealing aspects of your company, such as culture, the physical space you work in, and the amazing employees that currently work there.  Recruiting videos have become far more common in recent years. Here are a few Do’s and Don’ts for creating a recruitment video for your company.

DO these things when creating a recruiting video for your company:

DO Convey Core Values:  Core values are the standards your company abides by.  Be sure you let potential applicants know the values your company holds dearest, so they know what type of environment to expect from your workplace. You don’t need to list them out, but they should be apparent, or adhere to them. If you have a core value that describes a vibrant work environment, make sure your video has a lot of energy.

DO choose the best talent to feature and portray:  Do you have an employee that exemplifies your core values, does an excellent job, makes the office a brighter place, or has a recent success story?  Let them shine in the video. Applicants want to hear from those who are experiencing your company first hand. Tell stories that allows potential applicants to see your company from their perspective. Tell stories about people in the positions that they will likely have – not about a senior level executive. (Recruiterbox)

DO broaden the spectrum to get additional content for the future:  Rather than posting about one specific job and dedicating all that time just for one specialized position, it helps to capture content for a variety of uses. That way, in two years when you need to hire again, you can reuse footage that might not have appeared in the old version to help you get applicants for your company. Reusing this footage can save your company significant time and money from not having to go out and shoot more material.

DO put people on camera who should be on camera (don’t inflict pain from bad people!):  The fact of the matter is, some people love being on camera, and some people would prefer not to be. Don’t force anyone to get on camera – chances are they would be timid and give off a bad impression because of their discomfort. Include those who are enthusiastic and have great things to say about your company.

DO give a call to action: By the end of the video, if viewers like what they see, make it easy for them with a call to action. Tell them exactly where they can apply, or show them where they can find out more information. Either way, the content from your video will be fresh in their mind, so capitalize on it before they forget.  


DON’T DO these things when creating a recruiting video for your company:

DON’T start with the top down (think about who’s applying and take it from that perspective):  Essentially, don’t have your recruiting video be a short documentary on the CEO, with the higher-ups as the supporting cast. Make sure you have employees of all levels, showing the well-roundedness of the company.  Try to think about what types of people will be watching your video, and tailor your video to the persona of who you see being the best-fit hire for your company.

DON’T lie – be honest.:  If you falsely portray your company or the culture your employees are working in, you won’t attract the right people. This leads to turnover. If applicants have expectations based on your recruiting video, make sure they get what they expect. They won’t want any surprises when they show up the first day in the office.

DON’T think about what you want to say – focus on what the viewer wants to hear:  An accurate depiction of the jobs available is a great place to start, but it never hurts to tell a viewer what they want to hear to intrigue them. Think about the most frequently asked questions candidates have during the interview process. Find out what folks want to know by speaking with your HR team. Put yourself in the shoes of the viewer and ask yourself what would you like to hear if you were looking for jobs and watching recruiting videos.

DON’T forget the approval process:  Before you go ahead and post your recruiting video to social media or video hosting sites like YouTube, make sure you get approval from all those involved.  The last thing you want is to post something only having to take it down (perhaps permanently) because someone didn’t approve of the video. For example, make sure everyone on the team is onboard with the goals of the video. Also, make sure that all material in the video builds your brand, and is sensitive to all those who may be checking out your video.

DON’T get wrapped up in time:  Don’t go crazy trying to trim or expand the length of your videos to hit a specific time. Focus on the goal of the video, keep the messaging tight and on point, and say what you need to say. Don’t get long winded, or your viewers will get bored. This doesn’t mean that you should freak out and slash pieces of valuable information. Trim the fat only.


If you’re creating a recruitment video for your company, keep these do’s and don’ts on your radar so your video can attract the talent your company is looking for!

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6 Corporate Video Ideas to get you started

Companies that take significant strides in video marketing have an unmatched advantage over the competition. Rather than using static content in presentations or on a website, a video can be more engaging and explain concepts more effectively than reading text. Yes… we notice the irony of this statement as a video production company.

But humans are visual creatures. In fact, Thermopylae Sciences and Technology points out that the human brain processes images 60,000 times faster than text and 90 percent of information transmitted to the brain is visual. Reading is an active process while watching a video is passive. It takes more work to read text vs. watching a video and science tells us that the human brain prefers the lazy way. So… thanks for sticking with this written blog!

Whether you’re producing content for training, recruitment or sales, you want to engage your audience. That means video should be an essential part of your corporate marketing strategy.   

Below we dissect 5 corporate videos that we created to help give you tangible ideas for your next corporate video campaign.

#1: The Mission Video


Foster care adoption can be extremely difficult; many children are traumatized and have to be guided through a healing process. But once you get to the other side, the rewards of foster care adoption make any challenge worth it. The Dave Thomas Foundation can help families navigate through the adoption process with understanding and support.


We wanted to help the audience relate to foster parents and children by letting them see themselves through their everyday items and actions. We spoke with parents about what has made foster care particularly rewarding for them, while showing the present-day joy and contentment of the children. We ended up weaving the stories of three families together who had the same message that foster care adoption has certainly been worth it.


This video has received more than 150 thousand views on DTFA’s Facebook page and about one thousand shares to date.


#2: The Recruitment Video


Finding and attracting the best talent is essential to grocery store chain, Wegmans’ success. Since the company is often considered one of the best places to work, it was essential that we captured the energy and passion engrained in Wegmans’ culture.


The focus of this video highlighted key messages through select moments from in depth interviews conducted with a variety of Wegmans’ employees. We covered these poignant responses with fast-paced, engaging visuals to give the piece a warm, energetic feel.


The video is prominently featured on the Wegmans’ career page and is often used by recruiters to highlight Wegman’s culture.

#3: The Brand Video


Safety of all individuals on a Clark jobsite is one of, if not the most important considerations for the organization. A key part of their safety orientation is a video that must be viewed by everyone the first time they arrive on a Clark jobsite. But getting thousands of veteran tradespeople to care about safety as much as Clark does, can be a challenge. You don’t want to beat them over the head with Safety information.


A safety video isn’t traditionally something you think of as cinematic. But we set out to catch people’s attention. We wanted the audience to understand the importance and impact that safety has on the Clark organization. So w values – was going to be the most effective way to connect with the audience. We didn’t want the message to feel like it was coming just from the top down, but that safety resonated throughout all levels of the organization. We captured poignant stories and compelling visuals in order to break through the noise of a typical training video.


The result was a video that thousands of tradespeople around the country that step on to a Clark jobsite every day did not expect. The video has been met with extremely positive results to the point where it was trimmed down to a public facing video that we are able to share with folks outside of the organization.

#4: The Training Video


Teaching young government analysts to be aware of cognitive biases isn’t easy, but the Intelligence Advanced Research Projects Activity (IARPA) team needed to do just that. As part of a larger project, we were tasked with writing, developing, and producing a 30-minute training video on cognitive biases – a phenomenon where people draw incorrect conclusions on information based on their own subjective perceptions.


We wrote, shot, cast, and produced the project with a 12-person crew and a cast of over 25 talented people. We had 7 days to capture 5, three-minute narrative vignettes and the host’s detailed explanation of the content. Infusing the video with humor and a storyline that appealed to recent college graduates (the target audience) kept the content fresh and enjoyable.


Two focus groups during post-production confirmed that the execution of the video was a success. The video then went on to test well among end users of the product as well. A second series of videos have been produced based on this success.

#5: The Sales Video


Endgame offers a cyber operations platform developed with elite DOD cyber operations teams, that enables enterprises to automate the entire hunt mission, and detects and blocks adversaries at every phase of the cyber kill chain. Explaining what exactly Endgame does can be a little tricky for both potential clients, investors, and employees. So we needed to create a video that spoke to them in a simple and straightforward manner, and really simplified what the product does.


Despite offering a sophisticated platform, Endgame is all about their people. So, we thought they should be the ones to explain what their platform does. Endgame believes in building a diverse and dynamic team, so we wanted to hear from a variety of folks across disciplines – designers, programmers, researchers, engineers, etc. We felt that coupling these interviews with sleek, engaging on screen graphics would simplify the more technical elements of the platform and really bring the piece to life.


The video debuted at a large industry conference and was met with extremely positive feedback. Endgame continues to use the video in a variety of formats.

#6: The Fundraising Video


Each year, Children’s National Medical Center hosts the Children’s Ball – the organization’s signature event. We partnered with CNMC to develop a video that showcased the impact of their attendee’s contributions. After discussions with their team, we decided that the most effective approach was to create an in-depth documentary that focused on one story that represents everything the organization stands for.


We worked closely with the organization to select the right story, deciding to chronicle the emotional and physical journey of 11-year-old cancer survivor Jaiwen Hsu. After meeting with the Hsu family, getting to know them and learning their story firsthand, we felt a mini-documentary would provide the most impact for their story.


The Lucky One won Best in Show at the TIVA Peer Awards, as well as a number of other individual awards, such as a Gold DC American Advertising Award. The video continues to serve as a source of inspiration on the CNMC website.

Next Steps:

Now that you’ve seen a few ideas, it’s time to start putting together your own ideas. Start with understanding what your audience needs and develop the concept from there. Still need more information? Read our blog on the 5 Tips to Help you Prepare for Producing a Corporate Video.

Pricing a Video is like Buying a House

After 13 years in the video production industry, we know a few things about developing, creating, and managing video projects. However, we’ve come to find that some clients want more explanation when it comes to these processes. There’s no doubt if you’re new to the video industry, the jargon can be difficult to understand.

Here at 522, we want you to be knowledgeable about our industry so you can understand all the details of your project. With that in mind, we want to equip our current and potential clients with the basics of how we handle sales, creative and management throughout the course of a project.

How are you going to do that? Good question!

We’re going to do it the only way we know how: video. That’s right, we’re starting a vlog. No, we aren’t going to tell you about our day, where we went, or what we ate. What we are going to do is share some video production secrets, teach you about our process, and have fun while doing it.

So we thought we’d start at the beginning. Every project begins with pricing. However, pricing can be a difficult concept to understand. Why do certain aspects cost more than others? Where did the final video price come from? Don’t worry, we got Chris Croston, one of our Account Executives, to break it down for you, in under 90 seconds.

Check it out!

Hey guys… it’s Chris with 522. One of the most common questions I get from clients is: How much does a video typically cost? Pricing out a video project is kinda similar to buying a house. The price-range for a house can vary greatly. It depends on how big it is, how much land there is, where the house is, like – are we talking waterfront property, or under power lines next to the town dump? Same kinda principle applies to video – it really depends on what you need and how it gets done. That’s why we typically develop estimates on a project-to-project basis.

A variety of factors go into pricing out a video. The type and amount of content are usually the biggest determining factors. Other key factors are if you require concept development, the size of the crew, number of days filming, where we’re filming, number of deliverables… that kinda thing. Most corporate video projects typically fall somewhere between $5,000 and $50,000. But we’ve had plenty of outliers on both ends… definitely on the high end. Definitely…

Hope that helps! We do have a price-range budget breakdown doc we can share with you, so hit us up if you’d like to learn more! Or, if you’d like us to develop a video that answers any other questions you might have – hit us up here!


522 Video Questions No. 5 – You guys didn’t bring a dolly?

It’s funny, the last blog post I wrote had a mention of “Breaking Bad” and this one is going to discuss an episode of “Better Call Saul”. If you’re unfamiliar, the latter is a spin off TV show on AMC that follows around a lawyer in New Mexico set in the early 2000’s.

Recently I was watching an episode (episode 3 of season 2 starting at the 17 minute mark) that made me laugh and cry for the video production industry. Let’s set the scene:

James “Jimmy” McGill, Attorney at Law for the law firm of Davis Main, is working a huge class action case with senior citizens. They are being taken advantage of by their assisted living facility, Sandpiper, and Jimmy is in charge of bringing on the new senior citizen clients. In this episode, he’s asked to tone down his tactics a little bit – he’s a lawyer that takes the law into his own hands at times – so he decides to make a tv commercial.


The 3-4 scenes about the commercial reminded me the importance of many things within pre-production that are really important to ensuring the success of a project. Let’s dissect these topics in chronological order based on when they were delivered in the show.

Know your audience

The whole things starts off with Jimmy pitching the idea of a TV commercial to Clifford Main, Partner at Davis and Main. Jimmy clearly knows who he’s targeting and why. Here’s what he tells Main:

“At Sandpiper the trains run on time. Mussolini would be proud. Everyone I’ve visited so far, same exact schedule. 10am water aerobics, 2pm line dancing, so and so forth. They always leave 3pm to 4pm free. Why? ‘Murder She Wrote’.”

Jimmy continues, “Let me tell ya, when that thing comes on it draws the blue hairs out like moths to a bug zapper. 3:14pm. End of the first act. Cliffhanger. First commercial up… Davis and Main.”

Because Jimmy knew his audience, he was able to target them very intelligently and get the right eyes on his video. He didn’t need to do a huge media buy to have his commercial have impact, simply because he knew how to get his audience to view his content and because the concept and idea behind the video was spot on, he reaped the results.

Audit previous material

During his conversation with Main, Jimmy finds out that they had done a commercial in the past. Like any video producer should do before making a new video, he decides to watch what they had previously produced. Maybe for inspiration, but probably just to get a feel for how the organization had previously marketed themselves.

It’s important to do this to find out what worked, what didn’t and to also match any branding requirements, logo bumps, etc.

Spoiler: the previous video was terrible.



Developing a good concept within pre-production makes all the difference in a video. It’s not just about getting all the best gear and showing up. You have to tell a story. Here’s how Jimmy explains it to his crew in their production meeting:

“Ok, we open on granny and she is rocking. Back… and forth… and back… and forth. And then, very slowly and smoothly the camera moves towards her.”

From here they get into dolley conversation which we’ll get to in the next section, but anyway Jimmy goes on, “She’s rocking and she’s shivering. She’s clutching at a tattered shawl. They turned the heat off on her, these evil bastards! She’s cold and hungry and friendless. This is heart rending stuff!”

Jimmy does a great job here. He knows his audience, has a script and his talent ready, and understands the story he wants to tell. It grabs at the heartstrings of his audience and that is a surefire way to make a video a hit.

Communicate before your shoot day

With any concept, it is key that you have all the equipment you’re going to need for the shoot. This is the one thing Jimmy forgot to do. After Jimmy’s line where he says, “the camera moves toward her” here’s the back-and-forth he has with his crew:

Jimmy: “And then, very slowly and smoothly the camera moves towards her.”

Crew member 1: “Dolley?”

Jimmy: “A dolly. Good.”

Crew member 1: “You see a dolley here?”

Jimmy: “You guys didn’t bring a dolly?”

Crew member 1: “Nope, no dolly.”

The moral of the story here is just to make sure you communicate with your video team. If they don’t know you want a shot using a dolly or any other special piece of equipment, it’s critical to make sure that you have those discussion up-front within pre-production.

For how all of this ends, go watch “Better Call Saul” on AMC and if you’re making your first video production, you can download our guide here. Something that may have helped Jimmy with his video!

522 Video Questions No. 4 – Does Industry Knowledge Matter?

People always want to know what experience we have in “their space.” For example, when speaking with potential clients, I often hear:

  • “What kind of animated videos have you done in the manufacturing software space?”
  • “Can you send me some samples of interviews you’ve done with scientists that have a focus in biochemical engineering?”
  • “Have you ever worked with a non-profit in the education space?”


Well, we don’t have any animated videos in the manufacturing software space and we’ve never interviewed biochemical engineers. But does that mean you should go find someone that has?

If you’re only willing to talk to companies that have worked in your space, you’re going to significantly limit your pool of potential video production companies to choose from. The best video production companies out there usually don’t have such a narrow focus on certain industries because it often doesn’t make sense financially or creatively.

On the other hand, the best filmmakers and video producers can take a new concept or idea, learn about it, embody it and then create compelling content with it. For example, what about Vince Gilligan, creator of ‘Breaking Bad’? Gilligan didn’t know the first thing about crystal meth when he came up with the idea for his show. He knew he wanted to make a show about a guy going through a midlife crisis and was able to leverage outside sources to make sure his scripts were accurate, “We have a [chemist] named Dr. Donna Nelson at the University of Oklahoma who is very helpful to us and vets our scripts to make sure our chemistry dialogue is accurate and up to date. We also have a chemist with the Drug Enforcement Agency based out of Dallas who has just been hugely helpful to us.”

Gilligan didn’t need to be an expert in chemistry, drug-dealing or crystal meth ‘cooking’ to be able to create one of the most critically acclaimed shows of all time. He just made sure to do his homework along the way.


As for 522, we don’t have any doctors on staff, but we’ve worked with everything from children with cancer to interventional radiology. We don’t have any veterans on staff, but we’ve won awards for the work we’ve done with TAPS (Tragedy Assistance Program for Survivors). I could go on and on.

The moral of the story is this: It’s okay to ask the question and it’s definitely a bonus if a company has worked in your space. BUT, don’t let that be the prerequisite for working with you, because the best filmmakers in the biz don’t need to be experts in a field to create fantastic work.

What’s in the Future for Documentaries? Decade of Docs Event Has the Answers

Documentaries have the ability to inspire, connect and spark change. However, in order for documentaries to continue to have a lasting impact, the art form must evolve over the next few years. On May 20th, over 200 of the area’s filmmakers will get together to discuss the evolution of documentaries at the Decade of Docs, an event organized by Docs in Progress at George Washington University. Continue reading “What’s in the Future for Documentaries? Decade of Docs Event Has the Answers”

How to Work with a Video Production Company

Once you’ve selected the video production company you’d like to work with, it’s important to know how to collaborate with them throughout the process to ensure that you get the video you want. After all, the quality and effectiveness of your marketing, training, and web videos all rely on your ability to ensure all members are on the same page. By visualizing your end product and knowing how to communicate effectively, you can ensure that your video project will be a success. Continue reading “How to Work with a Video Production Company”

Understanding the Role of Digital Video Marketing

As more and more brands continue to focus on content marketing and other SEO considerations, brands that take advantage of video are able to distinguish themselves from the competition. Just as video defined itself as a top marketing trend in 2013, consistent statistics and analytics solidify the role that video will continue to play in any marketing strategy. Continue reading “Understanding the Role of Digital Video Marketing”

7 Video Trends that are Redefining Real Estate Marketing

As the economy continues its sluggish improvement, the real estate industry is increasingly utilizing video marketing to aggressively grow the industry. Builders, agents, developers, and architects alike are investing in video marketing to take advantage of today’s buyer-friendly market. Here are some of the trends that are likely to define video marketing in the real estate industry for years to come. Continue reading “7 Video Trends that are Redefining Real Estate Marketing”

Mockumentary Marketing: How Humor is Redefining Video Marketing

From the Dollar Shave Club to the Poo~Pourri, a new generation of web based businesses are taking advantage of the marketing benefits that humor has to offer. With mockumentary style videos, these brands are going viral and going from start-up to household names within just a few weeks. So how can your brand take advantage of this sarcastic trend without going to over the top? Continue reading “Mockumentary Marketing: How Humor is Redefining Video Marketing”

5 Ways to Ruin Your Corporate Video – Guaranteed!

Corporate videos have the potential to be an incredible marketing tool that provides a boost in popularity and increases exposure for your business, but they also have the potential to be a corporate train wreck. While you may be on top of the business world, it’s important to remember that not everyone is a master filmmaker. By working with a professional production company and keeping these tips in mind, you can ensure that your corporate video is a success. Continue reading “5 Ways to Ruin Your Corporate Video – Guaranteed!”

The Perks and Quirks of Cloud-Based Editing: An Overview of WeVideo

Now-a-days, it seems like everything is going to the “cloud”, so it shouldn’t be at all surprising that video editing would also follow this trend. Enter WeVideo, an online editing platform that allows the user to upload, edit, and publish their video from wherever, whenever, on whatever! Sounds pretty awesome, right? Well, like anything else, it has it’s pros and it’s…not-so-pros. Continue reading “The Perks and Quirks of Cloud-Based Editing: An Overview of WeVideo”

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