In this episode of the VMJPod, host Megan Alexander sat down with Kaitlyn Fitzthum, Senior Recruitment Marketing Specialist at Syneos Health, to unpack how her team uses video to elevate culture, amplify employee voices, and attract the right talent.
From authenticity to internal impact, Kaitlyn shared a refreshingly honest look at what’s working — and why video has become essential to their employer brand strategy.
At Syneos Health, video has become a cornerstone of their recruitment marketing strategy. Kaitlyn emphasises that video offers a unique way to humanise their content and provide potential candidates with a genuine insight into company culture. By featuring employee stories through video, Syneos Health can articulate the essence of what it means to work there, showcasing not just job roles but the overarching mission of making a positive impact on patient lives. Videos allow candidates to see real employees, understand their experiences, and visualise themselves within the company.
Candidates want to see real people, real work, and real culture — and Syneos Health’s video strategy leans into that human connection.
“That authentic employee-generated content — getting a real, authentic voice from our employees — tends to perform better generally.”
Syneos Health’s move toward employee-generated video wasn’t just a creative choice — it was about sharing more genuine, human stories. And the results show that authenticity is driving stronger engagement.
Kaitlyn shared that since adopting VideoMyJob:
“Our average engagement rate is actually 9%, which is much higher than the industry standard of 3.3%.”
She also noted that:
“Non-video content performed anywhere from 3% to 7%, depending on the type of post.”
This means their video content is outperforming industry benchmarks by nearly 3x, proving that real employee stories resonate far more powerfully than static images or polished corporate brand assets.
Kaitlyn described how Syneos Health has cultivated a culture of engagement by using internal platforms and encouraging employees to reshare video content on their personal social media. This organic approach strengthens internal bonds and amplifies the reach of their recruitment efforts. Encouraging employees to participate in these initiatives fosters a sense of pride and belonging, which is integral to building a strong employer brand. Kaitlyn's team actively works with employee resource groups to ensure diverse voices and stories are highlighted.
Employee-generated video also strengthens culture internally:
“Your employees are going to feel important and like they matter when they're able to share their story.”
And that positivity shows up in the content:
“Those authentic stories are also going to benefit you externally… people really want to see that deeper look into your organization.”
When asked what she’d say to teams still hesitant about employee-generated video, Kaitlyn’s answer was clear:
“I say definitely do it. Video is the best.”
The results — both emotional and measurable — speak for themselves.
With a recent brand refresh, Syneos Health has updated their visual identity while continuing to prioritise authentic storytelling through video. Kaitlyn explained that this refresh has not only modernised their aesthetics but has also reinforced the importance of depicting the true culture and mission of the company through candid employee videos. This ongoing commitment to showcasing genuine employee experiences reflects Syneos Health's dedication to creating a workplace that values its people and their contributions.
Before wrapping up, Kaitlyn also shared this:
“Thanks for being an amazing partner to us VMJ. We love using it… can’t say enough great things.”