Attracting top talent and building a strong employer brand are increasingly dependent on authentic content. Our annual Employee Story Canvas provides an in-depth look at the current trends and strategies shaping employee storytelling across the globe.
By understanding what works—and what doesn’t—this data can help you refine your content strategy and effectively communicate your company culture. Let’s explore the key findings and how these insights can set you up for success in 2025.
Our insights come from a survey of 48 professionals from top global brands and industry leaders—people who are on the front lines of shaping the future of employer branding. Imagine being in a room with these 48 experts—representing major brands like Google, Microsoft, and Heineken—and gaining direct access to their wealth of knowledge. That’s exactly what these findings bring to the table.
[Survey Question] Which profile do you represent?
Do you currently manage, create, or recommend employee stories to help amplify your employer brand?
Employee stories are increasingly recognised as a powerful tool in modern talent attraction strategies, with 94% of participants actively managing or recommending them to boost their employer brand. For today’s candidates, traditional advertising simply doesn’t cut it; they want to see real stories told by real employees. This not only builds trust but also provides a more transparent view of what it’s really like to work at a company.
Integrating employee stories into your talent strategy allows you to engage candidates on a deeper level, offering them insights into company culture, career growth, and the day-to-day realities of the workplace. By actively promoting these stories, you can help your brand stand out in a crowded market, giving potential hires a genuine feel for your company long before they apply.
Which format do you believe is the most effective for sharing employee stories?
Video remains the dominant medium for sharing employee stories, with 83% of respondents favouring it as the most effective format. Video is dynamic, immersive, and offers a personal connection that text or photos alone can't replicate. It allows you to capture emotions, expressions, and nuances that make stories feel more authentic. This makes video the ideal choice for delivering compelling, engaging content that resonates with candidates on a deeper level.
Which online channels are the most impactful for distributing employee stories?
The survey shows that LinkedIn remains the leading platform for sharing employee stories, with 94% of respondents highlighting its effectiveness. Career sites also play a significant role, followed by YouTube, Facebook, and social media platforms like TikTok and Instagram, which are ideal for attracting younger demographics. Knowing where your target audience spends their time is essential for optimising content distribution and ensuring your stories are seen by the right candidates.
To maximise the impact of your employee stories in 2025, focus on tailoring content to fit the unique strengths of each platform. LinkedIn is ideal for professional and career-focused narratives, while platforms like TikTok and Instagram allow you to share more informal, behind-the-scenes glimpses into your company culture. By diversifying your content distribution across these channels, you can reach a broader and more varied talent pool.
What are the top 3 characteristics of a great employee story video?
Authenticity is the key characteristic that makes employee story videos stand out. With 91% of respondents agreeing that authenticity is vital, it’s clear that candidates want to hear real, honest stories that reflect the true culture of a company. Relatability also plays a critical role—candidates seek out stories that they can connect with personally, whether that’s through shared values or similar career aspirations. Showcasing your company culture through these videos also helps candidates determine whether your workplace aligns with their expectations and values.
To create stories that truly resonate, focus on bringing authenticity and relatability to the forefront. Encourage employees to share personal experiences that highlight how they’ve grown in their roles, the challenges they've faced, and how the company has supported them. These elements will not only humanise your employer brand but will also help candidates feel more connected to your organisation.
Which 3 employee story video themes are most valuable for candidates?
According to our survey respondents, career growth, company culture, and work-life balance are the three themes that resonate most with candidates. Job seekers today are increasingly prioritising personal and professional development, looking for organisations that offer growth opportunities. Company culture is another key theme, as candidates want to work for companies whose values align with their own. Work-life balance remains crucial, with more employees seeking flexible working conditions that support their overall well-being.
In your employee story videos, these themes should take center stage. Share examples of employees who have progressed within the organisation, highlight your company’s commitment to a supportive work culture, and feature stories that demonstrate how the company actively promotes work-life balance. This will help your employer brand connect with today’s candidates and ensure you remain competitive in the talent market.
What are the top 3 ways to motivate employees to share their stories on video?
Recognition, peer inspiration, and leadership endorsement are the top ways to motivate employees to participate in storytelling initiatives. Employees are more likely to share their stories when they feel their contributions will be acknowledged and appreciated. Seeing colleagues share their stories also inspires others to get involved, while active endorsement from leadership signals that the company values these contributions and is committed to showcasing them.
To drive employee participation in 2025, consider establishing a formal recognition program for those who share their stories. This could include spotlighting employees in newsletters or offering incentives for participation. Additionally, foster a culture where employees are encouraged by their peers and supported by leadership, ensuring that storytelling becomes an integral part of your organisation’s values.
What are the barriers stopping enterprise teams from consistently creating employee story videos?
One of the biggest barriers to consistent employee story creation is convincing employees to participate. With 38% of respondents citing this as a challenge, it’s clear that employee buy-in is crucial for success. Other obstacles include managing the volume of content required and navigating internal branding and approval processes, which can delay the production of these videos.
To overcome these barriers, streamline the process by making it as easy as possible for employees to share their stories. Provide a clear framework for content creation, offer support with filming, and reduce the number of approvals required. You can book a demo with VideoMyJob to see how our AI-powered solution can help you plan, source, edit, brand, and publish your employee stories with consistency and scalability.
Our survey also asked participants about the brands they consider benchmarks for creating great employee stories. Here’s a list of the companies that were most commonly cited:
Based on insights from our survey participants, we’re wrapping up this deep dive with a list of the most effective questions to ask your employees to create authentic employee story videos. Whether you're aiming to highlight career growth, showcase your company culture, or reveal the personal motivations that drive your employees, these questions will help you create impactful stories that truly connect.
Here are the top questions to get started:
Career Journey & Impact
Exciting and Significant Work
Role and Contribution
Why You Love Working Here
Day in the Life
Motivation and Passion
Unique Opportunities
Company Culture and Team
By using these questions and taking inspiration from the brands leading the way, you’ll be well-equipped to create compelling employee story content that resonates with your target audience and helps elevate your employer brand in 2025.
Employee stories are more than just content—they are a powerful tool for building trust, connecting with candidates, and differentiating your organisation in a competitive market. By incorporating these insights into your strategy today, you’ll be well on your way to attracting and retaining the top talent you need to succeed.