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. Their primary objective is to showcase the company's culture and departmental dynamics to attract top talent. However, this is challenging because EB and DevRel are often "outsider" functions, not directly embedded within the departments they represent.

Maintaining an Objective Perspective

One advantage of EB and DevRel being external to departments is the ability to maintain a holistic and objective view of the company's culture. This allows them to focus on capturing an authentic picture of life within the organization—whether it's the daily work of a developer, a CSM, or an AE.

Bridging the Gap through Employee Advocacy

To bridge the gap between this outsider perspective and internal department dynamics, EB managers should leverage employee advocacy. This involves empowering employees to become brand ambassadors who actively participate in recruitment efforts.

The Power of Recruitment Videos

Creating employee videos is a highly effective way to implement advocacy. These videos feature team members candidly sharing their experiences and insights. By showcasing real people talking about their roles and teams, you provide potential candidates with an unfiltered view of life at the company.

Humanizing the Company

Employee advocacy humanizes the organization. Candidates can see themselves in the shoes of current employees, which helps build a connection and attracts the right talent. This approach also dispels misconceptions and presents a more accurate and appealing brand image.

**Conclusion:** Despite being outsider functions, EB and DevRel can use employee advocacy and storytelling to bridge internal gaps. By putting people at the forefront through video, they provide candidates with a compelling and authentic picture of the organization's culture and values.