Building Bridges: Using Video to Showcase Company Culture in Employer Branding and DevRel

In the ever-evolving landscape of talent acquisition and retention, Employer Branding (EB) and Developer Relations (DevRel) play pivotal roles in shaping how a company is perceived by potential candidates. Their primary objective is to showcase the company's culture, departmental dynamics, and the essence of its people to attract top talent. However, this task is not without its challenges, particularly because EB and DevRel are considered outsider functions, not directly embedded within the departments they represent.

One of the key advantages of EB and DevRel being external to departments is the ability to maintain an objective and holistic view of the company's culture. This perspective allows them to focus on capturing the most authentic picture of life within the organization, whether it's the daily life of a developer, a Customer Success Manager (CSM), or an Account Executive (AE).

To bridge the gap between the outsider perspective of EB/DevRel and the internal dynamics of departments, EB managers should leverage employee advocacy. Employee advocacy involves empowering employees to become brand ambassadors, actively participating in the company's recruitment efforts.

One effective way to implement employee advocacy is through the creation of recruitment videos. These employee videos feature employees from various departments candidly sharing their experiences, insights, and perspectives. By showcasing real employees talking about their department, team, job, and role, these videos provide potential candidates with a genuine and unfiltered view of life at the company.

Employee advocacy not only helps in creating authentic and relatable content but also boosts employee engagement. When employees feel valued and involved in the company's recruitment efforts, they are more likely to become active advocates for the company, both internally and externally.

Moreover, employee advocacy helps in humanizing the company. Potential candidates can see themselves in the shoes of current employees, which goes a long way in building a connection and attracting the right talent. This approach also helps in dispelling any misconceptions or stereotypes about the company, presenting a more accurate and appealing image to candidates.

Conclusion

In conclusion, the role of Employer Branding and Developer Relations is crucial in showcasing company culture to potential candidates. Despite being outsider functions, EB and DevRel can leverage employee advocacy and recruiting videos to bridge the gap, putting employee storytelling at the forefront, and provide candidates with an authentic and compelling picture of life at the company. By showcasing the people, culture, and values of the organization, EB and DevRel play a vital role in attracting and retaining top talent.