Building a Company Where Everyone Wants to Work

Start by identifying the main objective for your video — whether it’s recruitment, brand awareness, or fostering company culture. Where and how will you use this video? Consider resources that you already have to support your message: recent projects, outstanding employees, or customers willing to provide testimonial statements. Think about what’s realistic to capture on video and how you can use those elements to shape a story that aligns with your goals and resonates with your audience.

Each person you interview brings a unique perspective to the story, so it’s important to tailor your questions to highlight their specific role and contributions. Think about what they can add to the overall narrative and ask questions that draw out those details. Craft questions that not only highlight individual experiences but also reinforce key themes throughout the video. Be sure to ask the same questions of multiple interviewees to overacquire content. This will allow for greater flexibility when producing and editing your video.

When it comes to videography, don’t cut corners. While there are areas where you can save on a video project, sound and video quality shouldn’t be one of them. Investing in a professional with high quality equipment ensures raw footage is clear, sharp, and polished, which makes a huge difference in the final product. A pro also handles the technical details, so you can focus on the content without worrying about mic levels or camera angles. They’ll ensure everything runs smoothly, leaving you with a high-quality video that stands out.

Chances are, your interview subjects will not be experienced, professional speakers. Establish reasonable expectations and capture footage that allow for maximum editing flexibility. Set up interview sessions to get the best results and coach your participants in advance. Use techniques that help them feel more comfortable and natural, such as having them look at the interviewer rather than directly at the lens. Ask them to incorporate part of the question into their answers and to pause once they’ve finished speaking. It may take a few attempts to get this rhythm right, so be patient and use the first few minutes to help them get comfortable before diving into the main interview.

After your shoot, you’ll have a lot of raw footage to sift through. Creating a system that categorizes video file content by theme, participant, or topic will save time in post-production. Proper organization ensures your video production process stays smooth and efficient, so you can quickly find the right clips to tell your story without wasting time searching through hours of footage.

Use AI to generate a transcript of all interview segments, then create a spreadsheet to inventory each clip. Include columns that mark the start and end times, identify who’s in the clip, and highlight key parts of the transcription. You can tag important themes or moments you want to revisit later. Consider creating a simple rating system to identify the strongest clips, so you can easily reference them during editing and save time down the road.

Before jumping into the video editing process, use the transcript segments from your catalog spreadsheet to start shaping your content flow. Moving written words around is much faster than editing video segments!

Open a new document and begin piecing together the written clips to build your narrative. Group content in themes, topics, or scenes framed by compelling introductory and closing content. Select clear statements such as, “There’s so much opportunity for growth here,” followed by supporting clips that demonstrate this claim. This will give you a solid structure and provide social validation for your video, ensuring your story is clear and compelling.

After your storyline falls into place, assess content for alignment with the objectives of your video. Assess for flow, repetition, and impact. You will likely have far more footage than you need, but it is tempting to want to keep clips, because there is something about them that you really like. Make trims and omissions assertively to get close to the time length that you originally planned for. Don’t worry — cutting-room-floor segments are often useful for another future video!

Once you’ve identified the clips you’d like to use and the order in which you’d like to have them appear, it’s time to put the video footage together and add the fun stuff! Your prep work will pay off here with editing efficiencies and adherence to your content strategy. While the video editing process involves rounds of adjustments, this well-planned initial pass will give you a strong foundation to refine from.

As you finalize the video cuts of interview content, incorporate finishing elements like transitions, lower-third titles, b-roll footage, and a licensed music selection that ties everything together and supports your messaging. Consistency, precision, and alignment with your brand objectives are key for success. If you’re not familiar with video editing software, consider hiring your videographer to handle the technical side.

Now that your video is polished and ready, it’s time to strategically place it where it will have the most impact as planned in Guideline 1. Start with your website, ensuring it’s featured prominently on relevant pages like the homepage, about us, or careers sections.

Consider creating shorter versions for social media and other applications — these bite-sized clips can act as teasers to drive traffic to your full-length video and engage your audience across multiple platforms. Sharing these teasers across your social media channels to reach your audience where they already engage, tailoring the message to fit each platform.

Don’t forget email campaigns—embed your video in newsletters or outreach to prospects. Promote your video through paid ads, if appropriate, to extend your reach. Remember, the more places you share your video, the more opportunities you have to connect with your audience and achieve your goals.