A short video shot in the office hallway. There’s no elaborate set or big effects — just a spontaneous look behind the scenes: the team taking a short coffee break, the management discussing the latest customers, and a snapshot of a brainstorming session in the meeting room. Nowadays, clips like these go straight to social media rather than ending up in the archives. This is precisely where these short videos can have the greatest impact, offering an authentic insight into everyday working life and serving as a powerful employer branding tool. But what is the mechanism behind this recipe for success, and how can such tools be best integrated into your own communications mix?

Why authenticity is more important than gloss

Traditional career videos often resemble mini image films: perfectly produced and carefully staged, but sometimes distant. In contrast, behind-the-scenes videos offer a clear counterpoint to these rather sterile insights. They show what a company is really like: unvarnished, approachable and with real people at the heart of it. This is what creates credibility.

Potential applicants today want more than just information about benefits and job titles. They want a realistic impression of the working environment and team dynamics. Short behind-the-scenes videos can be used for this purpose, as they convey moods, show typical everyday situations and illustrate team processes. They offer companies a straightforward way to authentically convey cultural characteristics beyond the platitudes in job advertisements.

Hands-on employer branding

The success of behind-the-scenes reels lies in building closeness through storytelling and creating memorable content. It is the small, everyday moments, such as preparing for a customer event together, that demonstrate how a team operates. When colleagues collaborate, share ideas or celebrate successes, the company’s values become tangible. This authenticity conveys more about the corporate culture than any carefully worded text could.

At the same time, these insights strengthen both the external image and the internal culture. When their everyday life and work become part of external communication, employees feel visible and valued. Employer branding is therefore created not only for the public, but also has an internal impact.

Best practices for behind-the-scenes reels

To ensure that the clips have their desired impact, it is worth establishing a clear framework:

• Authenticity instead of perfection: A spontaneous look behind-the-scenes is better than an elaborately staged set.
• Focus on people: Don’t just show rooms or technology; show faces, voices and little stories, too.
• Clear reference to everyday life: Whether it’s a team meeting, project completion, or break time, the content must be relatable.
• Regularity: A single reel attracts attention, but a series really brings the corporate culture to life.

Conclusion: Employer branding needs proximity

Employer branding through behind-the-scenes reels is not dependent on budget or large-scale production. Rather, it is about making the everyday visible and telling a story that appeals to potential applicants. The decisive factors are authenticity, approachability and continuity. Those who consistently use this type of content demonstrate not only what they do, but also how they work. This is what sets them apart in the competition for talent.

HBI supports companies in designing these insights in a targeted manner and making them visible through the right channels—creatively, credibly, and with a clear view of the target group. Simply contact us at vibes@hbi.de!

About the author

Elena Sauter

Junior Communication Consultant at HBI Communication Helga Bailey GmbH

Elena Sauter has been supporting HBI in the areas of PR and marketing since 2022. As a Junior Communication Consultant, her responsibilities include the creation of professional articles & the conceptualization of social media postings. Furthermore, Elena is involved in directly assisting our client work.

Image source: Image from freepik