How FMCG Brands Are Using Video to Win Top Talent in a Competitive Market

Recruiting in FMCG is fast, high-stakes, and fiercely competitive. Whether you’re hiring brand managers, supply chain leads, or digital marketers, candidates are being courted by multiple industries and you’ve got one chance to cut through the noise.

What’s making a real impact? Employee video — and not just one type.

The most effective FMCG brands are striking a smart balance between polished, high-quality employer brand videos (often produced with agency support) and authentic employee-generated stories filmed in offices, stores, and manufacturing sites around the world. One draws candidates in with purpose and production value. The other builds trust by showing the real people and culture behind the brand.

In this blog, we break down how FMCG talent teams are using video to differentiate their employer brand, connect more meaningfully with candidates, and fill roles faster without compromising on quality or authenticity.

Why Hiring in FMCG Requires a New Playbook

The FMCG industry is unique, built on global reach, local execution, and rapid innovation. But that complexity can make hiring a challenge.

Common hurdles include:

• Talent shortages in priority roles — particularly across marketing, data, operations, and supply chain

• Brand confusion — consumers love the products but have little awareness of the employer behind them

• Pace of change — roles evolve quickly, and recruitment needs shift with every new launch or market movement

• Decentralised teams — making consistent employer branding hard to maintain

In this environment, traditional recruitment content falls short. Static job ads or culture pages can’t capture the energy, purpose, or breadth of the experience, and they certainly don’t reflect the people doing the work.

Why Video Is Essential for FMCG Recruitment in 2025

Video brings your EVP to life in ways text alone never can. Here’s why FMCG brands are embracing it across the entire candidate journey:

• Authenticity builds trust: Candidates want to hear from peers, not just recruiters or brand leads.

• Visual storytelling suits fast-moving industries: Show what life looks like on the ground, from factory floor to boardroom.

• You control the narrative: Instead of letting platforms or reviews shape your employer reputation, video lets you tell your story — your way.

• High impact, low barrier: When done right, video performs well across job ads, social posts, and your careers site, without always needing studio-level production.

5 Video Content Strategies That Work for FMCG Hiring Teams

1. High-Quality Employer Brand Videos

Invest in a few key videos that encapsulate your values, purpose, and culture. These can be used in campaigns, onboarding, and across your careers site. Agency support can help refine messaging and production.

2. Employee-Led Stories

Encourage people from different markets, functions, and levels to share their stories, why they joined, what they love, and what challenges them. These stories build emotional connection and social proof.

3. Day-in-the-Life Videos

Give candidates a realistic view of roles like brand manager, demand planner, or field sales rep. These videos are great for expectation-setting and improving conversion from application to offer.

4. Functional Team Spotlights

Shine a light on lesser-known roles or departments. It helps educate potential applicants and highlight career paths across your business.

5. Seasonal or Campaign-Aligned Content

Whether you’re launching a new product, celebrating a milestone, or hiring in a surge period — create short, reactive videos that connect with the moment and your audience’s mindset.

Where It All Comes Together: A Central Video Hub

Once you’ve created great video content, the next challenge is getting eyes on it and ensuring it lives in the right place at the right time.

That’s where a VideoMyJob Story Feed comes in.

How Heineken Scales Global Storytelling with Story Feed

Heineken has mastered the balance between premium employer brand content and authentic employee stories. On their careers page, candidates see not just a curated company narrative, but a living, breathing feed of employee videos.

This dynamic video library, powered by VideoMyJob, allows Heineken to:

• Combine professionally produced recruitment videos with employee-generated content

• Update their content in real time across global markets

• Reflect the diversity and scale of their team, without losing personal connection

• Show candidates a 360° view of the Heineken culture and where they might fit

With tools like Story Feed, brands don’t have to fly in film crews for every market. Hiring managers, team leads, and graduates can contribute video content quickly and with brand consistency.

View their Story Feed created with VideoMyJob here.

Final Word: The Brands That Show Up Win

In today’s hiring landscape, it’s not just about who pays more or offers bigger perks. It’s about connection, culture, and clarity. And video is the fastest way to communicate all three.

For FMCG brands looking to attract top-tier talent across regions and roles, the playbook is changing. You don’t have to choose between quality and scale — with the right approach, you can have both.

Want to see how your employer brand could shine through video? Book a demo and let’s explore what’s possible.