Most early-career jobseekers discover brands on their phones, thumbing through short videos long before they reach a careers page. A Video-First Employee Value Proposition (EVP) places your employer brand directly in that feed, turning short, authentic clips into a compelling answer to one question: Why should I join you?
What exactly is a Video-First EVP?
Imagine a mini streaming service for your culture. Rather than plough through paragraphs, candidates land on a page that mixes one to two minute videos with photos, quotes and clear Apply buttons. Every play, replay and click is tracked, so you learn which themes resonate; and which need work.
Why make the switch to video?
- Viewers remember 95 % of a message when they watch it in video; with text the figure drops to 10 %.
- Video job ads drive up to 70 % apply rates across the board and still convert at 45 % for roles most employers struggle to fill.
- Roughly eight in ten candidates now look for jobs on a mobile, where vertical clips load fast and feel natural.
Video is already the medium your audience prefers; using it modernises your employer brand; and the format removes friction from the application journey.
When does a Video-First EVP add the most value?
- Niche or under-represented talent pools, for example women in tech or veterans moving into policing;
- Hard-to-fill or high-volume roles such as specialist engineers or care workers;
- Perception shifts where the public narrative feels dated;
- Purpose-driven missions where a founder’s story persuades more than any job advert.
Building yours in three straightforward stages
- Shape the story – choose three or four pillars—growth, flexibility, purpose, reward—and turn each into a single, candidate-centred question.
- Capture real voices – film recent joiners, two-year employees, line managers and a senior leader. Five-minute takes on a smartphone, a clip-on mic and natural light are plenty; authenticity beats studio polish.
- Edit, host and share – cut a hero reel plus bite-sized shorts; host the page on Loving Work, embed it on your site and share the clips on TikTok, LinkedIn and Instagram. Engagement data arrives in real time, so you can refine the message quickly.
No EVP yet?
The Loving Work video producers bring talent acquisition expertise to filming. So as well as ensuring your employees feel at ease – super important as it’s often their first time on camera – our team also helps your employees clearly articulate why they love their work.
Those insights and narratives, weaved into your employee’s personal growth stories are powerful and showcase what an amazing workplace your organisation is. Your employee value proposition shines through and within a few days you will be leapfrogging rivals who are still relying on text-heavy careers pages.
Essential video formats
- Day-in-the-life clips that show the role rather than describe it;
- “Meet the manager” segments covering support, training and progression;
- Rapid-fire testimonials from new joiners;
- A sixty-second montage for paid ads or events;
- A founder’s vision piece that ties daily work to wider impact.
7 days to launch
| Day | Activity |
| 1 | On-site filming |
| 2 | Transcripts for review |
| 3–5 | Video drafts |
| 4–6 | Video revisions |
| 7 | Video-first EVP goes live |
The kit list is minimal; filming finishes before lunch; and the final page looks as slick on desktop as it does on mobile.
The results we see most often
Video-First EVPs generate up to ten times more engagement than text alone. Visitors who watch two or more clips click Apply at rates approaching seventy per cent. Hiring managers report stronger cultural fit because applicants self-select after an unfiltered preview of the work.
About Loving Work
We help organisations make work lovable. On Loving Work, organisations host, share, and track the performance of Video-First EVPs, boost search visibility, simplify social sharing and drive employee referrals. Ready to move beyond walls of text? We’re ready to help; it takes just one week.