Recruiting Video 2025: The ultimate guide to employee recruitment with video

Reading time: 10 minutes | Updated: October 2025

The war for talent is raging harder than ever. As you read this article, thousands of companies in Germany are fighting for the same qualified specialists. The days when you could place a job advertisement and choose from 50 applications are over.

The hard truth: Today, applicants choose employers – not the other way around.

But there is a solution that works: Recruiting videos. Companies that use authentic video content in recruiting report 300% more qualified applications, 40% shorter time-to-hire and significantly better employee retention.

In this comprehensive guide, you will learn everything you need to know about recruiting videos: From strategy to production to playout. With concrete examples, cost overviews and best practices from over 50 successful recruiting video projects.

Why recruiting videos will be indispensable in 2025

The figures speak for themselves:

The reality of recruiting in Germany in 2025

86% of candidates want to see videos about the employer before applying (LinkedIn Talent Solutions)
76% of job seekers research company culture online before applying
73% of Gen Z and millennials expect video content in job ads
Job ads with video receive 34% more applications than text-only ads
Conversion rate on career pages with video: +20-80% higher

What applicants really want

Modern candidates – especially the sought-after specialists – have new requirements:

Generation Z (born 1997-2012):

Expect video content as standard
TikTok & Instagram are the main sources of information
Authenticity > Glossy marketing
Work-life balance & purpose are crucial

Millennials (born 1981-1996):

Intensive online research
Read employer reviews on Kununu/Glassdoor
Want real insights, not PR phrases
Team culture is more important than individual offices

Generation X & Baby Boomers:

Professional, serious presentation expected
Stability & development opportunities important
They are also increasingly consuming video content

The problem is that traditional job advertisements don’t convey any of this. A recruiting video does.

The recruiting video advantage

What a good recruiting video does:

Shows real people – applicants see their potential colleagues
Conveys culture – working atmosphere becomes tangible
Builds trust – transparency creates credibility
Saves time – unsuitable applicants filter themselves out
Stand out – While others place text ads, you inspire with video
Works 24/7 – your recruiting video also works at night and on weekends

The 5 types of recruiting videos (and when you need one)

Not every recruiting video is the same. There are different formats depending on the objective and target group:

1. employer branding video

What is that? A comprehensive video about your company as an employer – culture, values, benefits, team spirit.

Length: 2-3 minutes
Use: career site, trade fairs, social media
Shelf life: 3-5 years

Contents:

Overview of the company
“Why us?” – Your unique employer proposition
Employees from various departments
Work environment & culture
Benefits & development opportunities

Ideal for: Companies with multiple open positions that are continuously recruiting. The video works for ALL positions.

Costs: 6.000€ – 12.000€

ROI example: Medium-sized company from Wiesbaden, 80 employees, 12 vacancies:

Before video: 5 applications/month
After video: 18 applications/month (+260%)
Time-to-hire: from 89 to 52 days (-41%)
Investment amortized after 4 months

2. job ad video (Job-Ad-Video)

What is that? A short, focused video for a specific open position.

Length: 60-90 seconds
Use: Job ads on LinkedIn, StepStone, Indeed
Shelf life: Until position is filled

Contents:

Specific position & tasks
Team the applicant would work with
Special advantages of this position
Clear call-to-action

Ideal for: Hard-to-fill positions, specialized professionals, when you need to recruit quickly.

Costs: 3.000€ – 6.000€

Pro tip: Combine several job ad videos in one day of shooting! Cost efficiency through batching.

3rd employee testimonial video

What is that? Real employees tell their personal stories – why they work here, what inspires them, what their everyday lives are like.

Length: 90-180 seconds per person
Use: career site, social media, job advertisements
Shelf life: 2-3 years

Contents:

Personal career
“Why I work here”
Typical working day
What I appreciate about the company
Development opportunities

Ideal for: Authentic employer branding. People trust people – not glossy marketing.

Costs: 4.000€ – 8.000€ (for 5-8 testimonials)

Best practice: Film employees from different departments, hierarchical levels and with different backgrounds. Diversity matters!

4th “Day in the Life” video

What is that? A candidate experiences a typical working day with you – from morning to night.

Length: 3-5 minutes (or several 60-second snippets)
Usage: YouTube, career site, social media series
Shelf life: 2-3 years

Contents:

Arrival at the office/company
Meetings & collaboration
Workplace & equipment
Breaks & team interaction
Projects & Tasks
After-work culture

Ideal for: Young target groups (Gen Z), trainee recruiting, when everyday working life is your USP.

Costs: 5.000€ – 10.000€

Creative tip: Have the person film themselves with a GoPro (POV style) – authentic and dynamic!

5th Apprentice & Trainee Recruiting Video

What is that? Specially designed for career starters – shows training, mentoring, development paths.

Length: 2-3 minutes
Use: training fairs, school cooperations, social media (TikTok!)
Shelf life: 2-3 years

Contents:

Current apprentices/trainees report
Training content & projects
Mentors & support
Takeover opportunities
Benefits for young people (flexibility, learning culture)

Ideal for: Companies with training programs that want to attract young talent.

Costs: 4.000€ – 8.000€

Social media hack: Cut the video into 10x 15-second clips for TikTok & Instagram Reels – maximum reach!

Recruiting video costs: What you should budget for in 2025

The investment in a professional recruiting video varies depending on the scope and quality:

Budget production: 3.000€ – 5.000€

What you get:

90-120 seconds video
1 shooting day
3-5 employee interviews
1 location (your office/business)
Standard equipment
Simple cut
1-2 formats

Restrictions:

Limited creativity
No extensive storytelling
Usually only one department

Ideal for: Small businesses, first recruiting video, specific job posting

Standard production: 5.000€ – 10.000€

What you get:

2-3 minutes main video
1-2 shooting days
8-12 employee interviews
Several locations/departments
Professional equipment (4K)
Drone recordings (optional)
Motion graphics & belly bands
5-8 social media snippets (30-60 seconds each)
All formats (16:9, 9:16, 1:1)

Ideal for: Medium-sized companies, comprehensive employer branding, multiple vacancies

ROI: With average recruiting costs of €15,000 per position, the investment pays for itself from the first successful hire!

Premium production: 10.000€ – 20.000€+

What you get:

3-5 minutes main movie
2-3 shooting days
15+ employees at various levels
Multiple locations
High-end equipment
Cinematic look (like a short film)
Animations & Visual Effects
Composed music (optional)
15-20 Social media assets
Multilingual versions

Ideal for: Large companies, international recruiting campaigns, when video serves as the employer branding centerpiece

The 7 secrets of a successful recruiting video

After producing over 50 recruiting videos, we have learned that these factors determine success or failure:

1. authenticity beats perfection

Wrong: Highly polished image film aesthetics, actors, staged “happy” employees, generic statements.

Right: Real employees, honest answers, showing what is (not what should be), sometimes self-irony.

Why: Gen Z & millennials have a keen sense for fakes. An authentic, perhaps imperfect video is 10 times more effective than glossy PR.

Example: “Yes, sometimes it’s stressful. But when we successfully complete a project and the team celebrates, then I know I’ve come to the right place.” → Much more credible than “Everything is always great here!”

2. focus on culture, not just benefits

Everyone bids:

Home office
Fruit baskets
Company car
Further training

Applicants are really interested in this:

How does the team work?
How are decisions made?
Am I allowed to make mistakes?
Do you support each other?
Is there real team spirit?

Show:

Team meetings (natural, not staged)
Joint breaks
How problems are solved
Laughter & looseness
Mutual appreciation

3. integrate diverse perspectives

Show:

Various departments
Different hierarchical levels (trainee to management)
Different age groups
Various backgrounds

Why: Every applicant should be able to see themselves. A 25-year-old applicant wants to see a 25-year-old. A 50-year-old career changer wants to know that he is also welcome.

4. become concrete

Schwach: “We offer exciting tasks and a great team.”

Stark: “Last month, we introduced a new CRM system together. The idea came from the team and everyone was allowed to give input. That’s typical for us: hierarchies don’t matter, good ideas prevail.”

Rule: Concrete stories > generic statements

5. don’t forget the call-to-action

Weak: Video simply ends.

Stark: “Does that sound like your future job? Then apply now! We look forward to hearing from you.”

Inset:

Website URL
QR code for application
Direct link (in online version)
Contact details Contact person

Pro tip: Make it AS EASY AS POSSIBLE to apply. Every hurdle costs you applicants.

6. think mobile-first

Fact: 78% of job searches happen on the smartphone!

This means:

Video MUST work perfectly on smartphones
Vertical format (9:16) is ideal for social media
Subtitles are MANDATORY (85% watch without sound)
Clear, large font
Short cuts (attention span!)

Test: Watch your recruiting video on your smartphone. If you don’t watch it to the end – an applicant certainly won’t.

7. distribution is 50% of success

Mistake: Produce an expensive video, then only hide it on the careers page.

That’s right: multi-channel distribution:

Owned Media:

Career page (prominent!)
LinkedIn company profile
XING
Instagram & TikTok
YouTube
In e-mail signature

Paid Media:

LinkedIn Sponsored Content
Instagram/Facebook Ads
YouTube Pre-Roll
Job advertisements on StepStone/Indeed

Earned Media:

Employees share on their profiles
Cooperation with universities
Recruiting events

Rule: Invest 70% in production, 30% in distribution!

Recruiting video production: the step-by-step process

This is how a professional recruiting video production works:

Phase 1: Strategy & conception (week 1-2)

Briefing discussion:

Which positions are to be filled?
Who is your desired target group?
What sets you apart from other employers?
What values do you really live by?
Budget & Timeline

Concept development:

Define story approach
Selecting interview partners
Screenplay outline
Define visual style

Employee casting: not every employee is camera-savvy – and that’s okay! Choose:

Authentic personalities
Different perspectives
People who like to participate (voluntary!)
Mix of introverted & extroverted types

Phase 2: Pre-production (week 3)

Shooting schedule:

Set shooting days
Define locations
Organize equipment
Develop interview guidelines

Employee preparation:

Briefing discussion with interview partners
Clarify: No memorized texts!
Discuss dress code (authentic!)
Take away nervousness

Pro tip: A good director gets the best out of your employees – even the shy ones!

Phase 3: Production (1-3 days of shooting)

Typical shooting day:

08:00 – 09:00: Set-up (equipment, lighting, sound check) 09:00 – 12:00: Interviews (3-5 people) 12:00 – 13:00: Lunch break 13:00 – 16:00: B-Roll (workstations, team interaction, office) 16:00 – 17:00: Drone recordings (if desired) 17:00 – 18:00: Dismantling

What happens:

Interviews are filmed in several takes
B-Roll shows everyday life (often “observing”)
Authentic moments are captured
Team works discreetly to ensure normality

Your task: Ensure a normal working day! The more relaxed your team is, the more authentic the video will be.

Phase 4: Post-production (week 4-5)

Cut:

Selection of the best takes
Building a story structure
Optimize pacing & rhythm

Audio:

Voice-over (if desired)
Music selection
Sound Design

Graphic:

Belly bands (names, positions)
Logo animation
Text overlays
Call-to-action graphics

Color grading: Your video gets a uniform, professional look.

Phase 5: Feedback & finalization (week 6)

First version: You watch the video, give feedback.

Correction loop: Adjustments are implemented.

Final approval: Video is rendered and delivered in all formats.

Deliverables:

Main video (16:9) – Full HD/4K
Social media versions (9:16, 1:1)
Various lengths (teaser, main movie)
Subtitle files
Thumbnail images

Total timeline: 6-8 weeks from kick-off to delivery.

Recruiting video distribution: How to reach candidates

The best recruiting video is useless if no one sees it. How to distribute effectively:

1. career page optimization

Above the Fold: Embed the video directly on the career homepage – DO NOT hide it!

Auto-Play: With subtitles, without sound (users can activate).

CTA directly below: “Apply now” button prominently.

2. upgrade job advertisements

LinkedIn: Native video upload (no YouTube link!)

StepStone/Indeed: Video as header of the ad

Own website: Every job advertisement gets a video embed

Conversion boost: +120% more clicks on the application button!

3. social media strategy

LinkedIn (B2B/Professional):

Posting from the company account
Employees share & comment
Sponsored content for reach
Format: 16:9 or 1:1, max. 2 min.

Instagram (Gen Z/Millennials):

Feed-Post: 1:1, 60 sec.
Reels: 9:16, 15-60 sec.
Stories: 9:16, 15 sec. snippets
IGTV: Longer version

TikTok (Gen Z):

Authentic, casual version
9:16, 15-60 sec.
Use trending sounds
#Career #JobsWiesbaden

Facebook:

Native upload, not YouTube link
Square (1:1) or Landscape (16:9)
Subtitle OBLIGATION
Targeting according to qualifications

4. paid advertising

LinkedIn Sponsored Content: Budget: €500 – €2,000/month Targeting: By job title, skills, company, location ROI: Cost-per-application €5 – €25

Facebook/Instagram Ads: Budget: €300 – €1,000/month Targeting: Interests, education, behavior Particularly good for trainee recruiting

YouTube pre-roll: Budget: €500 – €1,500/month Targeting: Demographic + interests High reach, low CPV (cost-per-view)

5. e-mail & network

Newsletter: To existing contacts, alumni, interns

Employee referral program: “Do you know someone? Share our recruiting video!”

Application confirmation: Send video to all applicants – including rejections. Stay top-of-mind!

Success stories: Recruiting videos that have worked

Case Study 1: Medium-sized mechanical engineering company (Wiesbaden)

Initial situation:

85 employees, 8 vacancies (production + administration)
Average of 3 applications/month
Time-to-hire: 89 days
Recruiting costs: €18,500 per recruitment (incl. headhunter)

Measure:

2:30 Min. Employer Branding Video
2 days of filming, 12 employee interviews
Focus: team spirit, modern production, training culture
Budget: 9.200€

Results (6 months):

Applications: 18/month (+500%!)
Time-to-hire: 52 days (-42%)
Cost-per-hire: €11,800 (-36%)
Quality: Higher cultural fit, less early fluctuation

ROI: Investment €9,200 → Savings from the first 3 hires alone: €20,000

HR manager: “The video was the best investment in years. Candidates now come to the interview prepared and motivated. They WANT to work for us.”

Case Study 2: IT Startup (Frankfurt)

Initial situation:

22 employees, aggressive growth planned
Search for 6 developers (extremely competitive market)
Hardly any applications despite high salaries

Measure:

3x “Day in the Life” videos (Dev, Design, Product)
TikTok & Instagram Reels strategy
Authentic, casual, with humor
Budget: 6.800€

Results (3 months):

47 applications from developers
12 qualified candidates
4 settings (preferred candidates!)
Viral: 125,000 views organically on TikTok

Special feature: Videos were massively shared by employees → 80% of applications came via personal networks.

Founder’s quote: “We never thought that TikTok would work for B2B recruiting. It works – and how!”

Case Study 3: Hospital (Mainz)

Initial situation:

Desperate shortage of skilled workers (nursing)
Negative image of the industry
High fluctuation

Measure:

5x employee testimonials (nurses, doctors, trainees)
Honest about challenges, but also about meaningfulness
“Why I’m staying here despite everything”
Budget: 7.500€

Results (12 months):

35% more applications (nursing staff)
Significantly better quality of applicants
Employee retention +18% (unexpected effect!)
Trainee applications doubled

Surprise: the video also had an internal effect! Existing employees felt valued and stayed longer.

The 10 most common mistakes in recruiting videos (and how to avoid them)

❌ Mistake 1: Too promotional, too perfect

Problem: Video looks like a glossy advertisement, zero authenticity.

Solution: Real employees, real stories, imperfection is okay!

❌ Error 2: Only management speaks

Problem: Candidates want to see their future colleagues, not the CEO.

Solution: 80% employees, 20% management – if at all.

❌ Error 3: Generic statements

Problem: “We’re a great team” – says everyone.

Solution: Concrete examples, real stories, specific details.

❌ Error 4: Too long

Problem: 5-minute video – nobody watches to the end.

Solution: 90 seconds for social media, max. 3 minutes for career site.

❌ Error 5: Only on the careers page

Problem: Video is gathering dust on a subpage that nobody can find.

Solution: multi-channel distribution! Social media, job advertisements, e-mail.

❌ Error 6: No mobile focus

Problem: Video only works well on the desktop.

Solution: Create vertical (9:16) versions, subtitles MANDATORY.

❌ Error 7: No measurability

Problem: No idea if video works.

Solution: UTM parameters, tracking, ask candidates “How did you hear about us?”

❌ Error 8: Employees not prepared

Problem: Nervous, stiff interviews, memorized texts.

Solution: Good coaching, relaxed atmosphere, spontaneous answers.

❌ Error 9: Outdated video

Problem: Video from 2020 shows employees who have long since left.

Solution: Schedule updates every 2-3 years, modular structure.

❌ Error 10: No clear CTA

Problem: Video ends, candidate doesn’t know what to do next.

Solution: Clear call-to-action, simple application process, QR code.

Recruiting video checklist: How to make your video a success

✅ Before production

Target group clearly defined (age, qualifications, interests)
USPs identified as an employer
Employees selected & inspired
Budget released
Timeline defined
Film production booked

✅ During production

Authentic atmosphere on set
Different departments/hierarchies shown
Concrete examples instead of phrases
Focus on culture & team
Diverse perspectives integrated
Behind-the-scenes photos taken (for social media!)

✅ After production

Receive video in all formats (16:9, 9:16, 1:1)
Subtitles in all versions
Prominently integrated on career page
Social media posts planned
Job ads updated with video
Employees informed & encouraged to share
Paid Ads prepared (if budget)
Tracking set up

✅ Ongoing optimization

Weekly: Track application numbers
Monthly: Analyze video performance (views, CTR)
Ask candidates: “How did you find us?”
Identify best practices
Document learnings for next video

Conclusion: Recruiting videos are not a “nice-to-have” in 2025, but a must-have

The skills shortage will be even tougher in 2025. While your competitors continue to place text ads and wonder why no one is applying, you will attract talent magnetically with an authentic recruiting video.

The most important findings:

Authenticity > Perfection – Real people beat high gloss
Show culture, don’t tell it – video makes it possible
Multi-channel thinking – one video, many platforms
ROI is measurable – recruiting videos pay for themselves quickly
Mobile-first – 78% watch on their smartphone
Reach Gen Z – TikTok & Instagram Reels work!

The return on investment is clear:

+300% more applications
-40% shorter time-to-hire
-30% lower recruiting costs
Better cultural fit = less fluctuation

Your next steps:

This week:

Discuss recruiting strategy with HR
Have budget released
Contact film production

Next month: 4. kick-off & conception 5. select & brief employees 6. start production

In 8 weeks: 7. launch video 8. start distribution 9. celebrate first successes

Don’t wait for the competition to overtake you!

Start your recruiting video now

You now have all the information you need. Time for action!

Free recruiting video consultation:

In a 30-minute strategy meeting:

Let’s analyze your recruiting challenges
Let’s develop a video concept
Let us show you examples from your industry
We create a transparent offer

No hidden costs. No obligations. Only honest advice.

📞 Call now: 0611 900 67 225
✉️ Email: info@eigenart-filmproduktion.de
🌐 More info: www.eigenart-filmproduktion.de/recruiting-video

About Eigenart Filmproduktion: We have produced over 50 successful recruiting videos for companies in Wiesbaden, Frankfurt and the Rhine-Main region. From start-ups to SMEs – we know what works.

Other locations: Berlin | Dortmund/Unna

Frequently asked questions (FAQ)

Do our employees have to go on camera? Yes – and that’s exactly what makes your video authentic! We coach you professionally, create a relaxed atmosphere and get the best out of everyone.

What if employees who are in the video resign? This is normal! Produce several testimonials so that you can replace individual ones. Videos have a lifespan of 3-5 years – fluctuation is planned for.

How do we measure success? Application figures before/after, candidate survey, video analytics (views, CTR), time-to-hire, cost-per-hire. We help with the tracking setup!

Does this also work for hard-to-fill positions? Especially good! Specialized professionals do intensive research. A recruiting video gives you a massive advantage.

Can we make several videos for different places? Highly recommended! Produce several videos in one day with a modular approach = cost-efficient.

Article updated: October 2025 | Next update: January 2026