The recruiting video: The key to employee recruitment on the German labor market
The German labor market is facing major challenges. Skills shortages, demographic change and the rising expectations of job seekers towards modern employers are shaping the landscape. Companies, authorities and institutions are struggling to attract and retain qualified talent in the long term. In this context, recruiting videos are becoming increasingly important as an innovative tool for employee recruitment. They offer an authentic, emotional and visually appealing way to address potential applicants and put the company culture in the spotlight. At the same time, social media channels play a crucial role in making these videos accessible to a broad target group. This article looks at how videos can help companies stay ahead of the competition for talent in the German job market.
The challenges of the German labor market
The German labour market is characterized by intense competition for qualified specialists. According to the German Economic Institute, the number of vacancies in 2024 was over 1.7 million, while at the same time the number of available workers is falling. The shortage of skilled workers is particularly noticeable in sectors such as IT, healthcare and engineering. At the same time, employees’ expectations are changing. Generations Y and Z value transparency, work-life balance and a meaningful corporate culture. Traditional job advertisements in text form often reach their limits here. They appear static, impersonal and can only convey a company’s values to a limited extent. Added to this is the influence of digitalization. Job seekers are increasingly using digital platforms to find out about potential employers.
What are recruiting videos and why are they effective?
Short, visually appealing films that companies use to attract potential applicants for open positions. They go far beyond traditional job advertisements by vividly portraying a company’s corporate culture, working environment and values. In contrast to static texts, job videos enable an emotional
approach that creates trust and emphasizes the personality of an employer.
The effectiveness of recruiting videos lies in their versatility. They can take on different formats: from authentic employee interviews and insights into everyday working life to creative image films. A well-produced career video not only shows what a company does, but also what it feels like to work there.
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The role of social media channels in talent acquisition
Social media channels have become an integral part of modern recruitment. Platforms such as LinkedIn, Instagram, Xing, YouTube and TikTok offer companies the opportunity to present their recruiting videos to a large target group. Each platform has its own dynamic and target group, which enables a targeted approach.
One advantage of social media channels is the ability to run targeted advertising campaigns. For example, companies can target their job ad videos according to the region, professional experience or interests of the target group in order to maximize reach. In addition, interactions such as likes, comments and shares promote visibility and create a viral dynamic.
How do you produce a successful recruiting video?
The production of a recruiting video requires a clear strategy. First of all, the aim of the video should be defined: Is it to showcase the company culture, advertise a specific position or generate interest in the brand in general?
The target group must also be clearly in focus in order to create content that appeals to their interests and values. A good career video is authentic.
Another success factor is storytelling. A clear message that appeals emotionally will be remembered. For example, a video could show the journey of a new employee from application to successful integration. Call-to-actions, such as a link to the careers page, increase the conversion rate.
Best practices for the use of recruiting videos
To use videos effectively, companies should follow a few best practices.
1. consistency in brand communication. The videos should reflect the look and feel of the corporate brand in order to create recognition value.
2. optimization for each platform. A video for TikTok should be shorter and more dynamic than one for LinkedIn. Thirdly: measurability. The performance of the videos should be analyzed using metrics such as views, engagement rate and application numbers to continuously improve the strategy.
Conclusion: Recruiting videos as a game changer
Recruiting videos are a powerful tool in personnel marketing. They enable companies, authorities and institutions to stand out in the highly competitive German job market. By providing authentic insights into the corporate culture and targeted distribution via social media channels, they can attract the right talent and increase applicant numbers. With a clear strategy, high-quality production and platform-specific optimization,
job videos are becoming an indispensable part of talent acquisition. Companies that seize this opportunity position themselves as modern, attractive employers and secure a head start in the race for the best minds.
Professional services from consulting to the final film
The basis of our service at Eigenart Filmproduktion is consulting. We look at your company from the outside and analyze the state of affairs. On this basis, we develop a sustainable strategy that is supported by a good story and can be broadly deployed in social media. Our claim is to show not only what is visible, but also what is invisible: Your corporate values, your special competencies and your uniqueness, so that you attract the employees who are perfectly suited to you. Employees who identify with your company and who want to grow alongside it in the long term.
Examples from our portfolio
How successful and contemporary recruiting videos can look like, you can see here:
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More InformationFrequently asked questions about recruiting videos
Why do I need a recruiting video in 2025?
The job market has fundamentally changed - applicants choose employers, not the other way around! The figures speak for themselves: 🎯 +300% more applications through recruiting videos (source: LinkedIn Talent Solutions). 📈 85% of candidates want to see videos about employers before applying. ⏱️ -40% time-to-hire through authentic insights. 💰 -30% recruiting costs due to lower fluctuation (better cultural fit). 🔥 Gen Z & Millennials expect video content (68% prefer video over text). Your competition is not sleeping: While you post job ads, other companies show their culture, teams and benefits authentically in recruiting videos. A recruiting video is no longer a "nice-to-have" - it's the standard in 2025. The question is not "if", but "when" you start!
What makes a good recruiting video?
A successful recruiting video needs 7 core elements: 1. authenticity instead of gloss: real employees (no actors!), honest insights, unfiltered stories. Gen Z recognizes fake immediately. 2. emotional stories: "Why do I work here?" instead of "What do I do here?". Personal stories beat facts. 3. show culture, don't tell it: Team events, everyday life, collaboration - let candidates "get a taste" of it. 4. concrete benefits: home office, further training, team spirit - what makes you different? 5. diverse perspectives: show different departments, age groups, positions. 6. call-to-action: clearly communicate how to apply (QR code, link). 7. mobile-optimized: 80% watch videos on their smartphone - vertical format (9:16) is a must! What does NOT work: ❌ Only managing directors in front of the camera. ❌ Stock footage and generic B-roll. ❌ Boring lists of benefits. ❌ Too long (over 2 minutes you lose 70%). We help you find the right balance!
How much does a recruiting video cost?
The investment depends on the scope and goal: Compact video (€4,000-6,000): ✓ 90-120 seconds, ✓ 1 day of shooting, ✓ 3-5 employee interviews, ✓ 1 location (your office), ✓ Editing & music, ✓ Perfect for: Individual job ads, LinkedIn, social media. Employer branding film (7.000-10.000€): ✓ 2-3 minutes, ✓ 2 days of filming, ✓ 8-12 employees from different departments, ✓ Multiple locations (office, production, team events), ✓ Drone footage, ✓ Professional editing & color grading, ✓ Perfect for: Career site, trade fairs, comprehensive campaigns. Premium recruiting campaign (12.000-20.000€): ✓ 3-5 minute main film + multiple short versions, ✓ 3+ days of shooting, ✓ Multiple locations, ✓ Animations & motion graphics, ✓ Multilingual versions, ✓ Social media snippets (10-15 pieces), ✓ Perfect for: Large companies, international campaigns, employer branding awards. ROI perspective: Recruiting costs via headhunters: 15,000-25,000€ per position. A recruiting video brings you 10-50 more applications - it pays off from the first hire!
Do our employees have to go on camera?
Yes - and that is the success factor! Why genuine employees are indispensable: ✓ Authenticity: candidates want to know what their future colleagues are like. ✓ Credibility: Employee testimonials are 5x more credible than CEO statements. ✓
Where do I use my recruiting video?
A recruiting video is a multi-channel asset with many possible uses: Online recruiting: ✓ Career site: Above the fold on "Jobs" or "Careers" - first impressions count! ✓ Job ads: StepStone, Indeed, LinkedIn Jobs - videos increase click rate by 300%. ✓ LinkedIn/XING: Native video posts reach 5x more people than links. ✓ Instagram/TikTok: Recruiting clips in 9:16 format for Gen Z. ✓ Facebook: Paid job ads with video convert 2x better. Offline & Events: ✓ Career fairs: Video loop at the stand magnetically attracts candidates. ✓
How long should a recruiting video be?
The length depends on the channel and purpose - but in general: shorter is better! 📱 Social media (15-60 seconds): ✓ Instagram/TikTok: 15-30 seconds (hook in 3 seconds!). ✓ LinkedIn: 30-60 seconds (longer attention span). ✓ Facebook: 30-45 seconds. ✓ Goal: arouse interest, direct to career page. 🌐 Careers page (90-180 seconds): ✓ 1:30 to 3:00 minutes - optimal for deeper insights. ✓ Candidates here are already interested, invest more time. ✓ Several short videos better than one long one (modular structure). 🎯 Job advertisements (60-90 sec.): ✓ Short & crisp focused on the position. ✓ Concrete tasks, team, benefits. 🎪 Trade fairs/events (120-180 sec.): ✓ Runs as a loop - can be longer. ✓ Candidates look several times, different entry points. Best practice - modular approach: We produce several versions with one shoot: ✓ 1x main video (2-3 min.) for career site. ✓ 5x social media snippets (15-30 sec.) for different topics. ✓ 1x teaser (15 sec.) for ads. → Maximum reach with minimum budget! Rule of thumb: every 15 seconds you lose 10% of viewers. Keep it tight, emotional and to the point!
Can I also use the recruiting video for several jobs?
Yes - and you should do it smart! Strategies for maximum utilization: 1. generic employer branding video: ✓ Shows corporate culture, values, team spirit. ✓ Works for ALL vacancies. ✓ Longer lasting (usable for 3-5 years). ✓ Basis for all recruiting activities. 2. modular structure with exchange clips: ✓ Basic video (company, culture) + interchangeable position description. ✓ New position? Just 30 seconds of new footage, the rest stays. ✓ Cost-efficient with many vacancies. 3. position-specific videos: ✓ IT recruiting video (shows IT team, projects, tech stack). ✓ Production recruiting video (shows production, shift operation, team). ✓ Sales recruiting video (shows sales team, successes, dynamics). → One shooting day, three different videos! 4th department spotlights: ✓ 10x 60-second videos, each showing one department. ✓ Use the videos individually or as a playlist. Pro tip: Produce an "evergreen" employer branding video (showing culture, not specific jobs) AND several short position clips. This gives you flexibility for 10+ vacancies with just one production day! We advise you on the optimal content strategy based on your hiring goals.
How do I measure the success of my recruiting video?
A recruiting video must deliver ROI - here are the most important KPIs: 📊 Quantitative metrics: Applications: ✓ Number of applications before/after video (target: +50-200%). ✓ Track application source ("How did you hear about us?"). Video performance: ✓ Views, completion rate (target: >60%), engagement (shares, comments). ✓ Career site traffic (sessions +30-50%). ✓ Time on career site (target: +40%). Recruiting efficiency: ✓ Time-to-hire (target: -20-40%). ✓ Cost-per-hire (target: -20-30%). ✓ Quality of hire (better cultural fit).
Recruiting video packages - investing in your future
STARTER
- ✓ 90-120 seconds
- ✓ 1 day of shooting
- ✓ 3-5 employee interviews
- ✓ 1 Location (your office)
- ✓ Editing & Music
- ✓ 2 formats (16:9 + 9:16)
- ✓ Perfect for: Individual jobs
Ideal for: SMEs, first recruiting video experience
EMPLOYER BRAND
- ✓ 2-3 minutes main movie
- ✓ 2 days of shooting
- ✓ 8-12 employee interviews
- ✓ Several locations
- ✓ Drone recordings
- ✓ Color grading
- ✓ 5 social media snippets
- ✓ All formats
Ideal for: Medium-sized companies, comprehensive recruiting campaigns
CAMPAIGN
- ✓ 3-5 min. + 10-15 snippets
- ✓ 3+ shooting days
- ✓ Multiple locations
- ✓ Animation elements
- ✓ Multilingual
- ✓ Campaign strategy
- ✓ Media consulting
- ✓ 12 months updates incl.
Ideal for: Large companies, international campaigns
💡 ROI guarantee
Average savings through better recruiting efficiency: €8,000 - €15,000 per employee hired
*Compared to traditional recruiting methods (headhunters, job advertisements without video)
*All prices plus VAT. | Update service available | Individual packages on request
📈 Success story: medium-sized company from Wiesbaden
BEFORE (without video):
- 📉 12 applications/month
- ⏱️ 89 days time-to-hire
- 💰 18,500€ cost-per-hire
- 😕 High bounce rate candidates
AFTER (with recruiting video):
- 📈 47 applications/month (+292%)
- ⚡ 51 days time-to-hire (-43%)
- 💵 €11,200 cost-per-hire (-39%)
- 😊 Better cultural fit
"The recruiting video was the best investment in our HR marketing. The quality of applications has increased significantly - candidates know exactly what to expect. The video paid for itself after 3 months!"