Your culture is your people; be true to it when producing a video. This means showcasing real employees at all levels of your company.
If the only thing candidates remember is a superficial catchphrase (think ‘innovation’) you didn’t go deep enough. What makes your employees thrive? What kind of work do they get to do, and why should job seekers care?
Can your audience hear and understand what’s being said? Do you have subtitles for accessibility and sharing on social media? Is the video fuzzy or pixelated? Are you visually reinforcing your brand with captions, outros and graphics?