Brand Video Production
Virtual Inc. — Company Culture Video
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Transcript: Virtual Inc. — Company Culture Video
**Sean Hainer, Chief Financial Officer** So the thing that I like most about my job is working with an outstanding group of people. They have a passion for accurate and timely financial statements, and good accounting, and great policies and procedures and benefits for our people in human resources. They're passionate about serving others.
**Shaina Sullivan, Client Services:** I would describe the culture of virtual as eclectic. It brings the best methods, the best abilities, as well as the best styles and personalities all together. So it's very eclectic.
**Tony Overton, Operations:** What I see every day at virtual is teamwork. I've playedorganized sports my whole life. I see it established here also at Virtual and to see everyone come together and lay in hands no matter what department you're part of, it really comes together and it's awesome.
**Scott Licata, Technology Solutions:** One of virtual's values is service excellence. I see that every day with the team that I work with. We handle website migrations, implementations, and developments for client websites all over the world.
**Saima Hedrick, Client Services:** My coworkers at virtual are friendly and team-oriented which works really well because we're all working towards the same goal.
It's nice to actually treat the client as if it's your own company and help them succeed in all those projects.
**Debra Powell, Operations:** It's very open. We're very family oriented so everybody makes you feel comfortable. Everybody makes you feel like you're a part of a team.
**Brittney Iodice, Events:** When I think about my coworkers at virtual I think of them as family. We travel the world together, we have a great time, we work hard, we empower each other, we support each other and it's really a great environment to work in.
**Mirim Macedo, Employee Experience:** What's most satisfying for me is that every day is different, you're never bored, and you get to work with really cool clients.
About This Video
Virtual Inc. is an association management company — they run operations for professional associations and trade groups. This is their culture video: employees describing what it's like to work there. The word that comes up repeatedly is "eclectic" — a range of clients, a range of work, a range of people. The team handles website migrations, implementations, and developments for client websites. The culture is described as "friendly and team oriented," family-oriented, and one where "every day is different, you're never bored." There's a sports metaphor from one employee: "I've played sports my whole life, I see that teamwork established here." For <span class="strong">brand video production</span>, a company culture video earns credibility through specificity. "Eclectic" is more specific than "collaborative." A sports teamwork metaphor from someone who actually played sports is more specific than "we work well together." The video works because employees describe the culture in terms they'd actually use.
How do you produce a company culture video for a professional services firm?
Let employees describe the environment in their own language, not the company's HR language. A culture video where employees say 'family-oriented' and 'eclectic' is more credible than one scripted around 'collaborative,' 'innovative,' and 'values-driven.' The specifics matter: 'I've played sports my whole life and I see that teamwork established here' tells a prospective employee something real. 'We treat the client as if it's your own company' tells them something about expectations. Those statements land differently than adjective lists.
What should an employer brand or company culture video include?
The actual work, the actual environment, and the actual people — not the version of the company the marketing department wants to project. For Virtual Inc.: website migrations, implementations, and developments for client websites. Office environments across DC, Nashville, and California. Employees who've been there long enough to describe what makes the place different. 'Every day is different, you're never bored' is something a prospective employee can imagine testing. A value statement about 'driving client success' isn't.
How do you make a company culture video feel authentic rather than scripted?
Film interviews without scripts and cut around the most specific moments. A scripted culture video produces language that sounds like a press release — every sentence is hedged and polished. Unscripted interviews produce moments where someone reaches for an analogy they actually believe in: sports, family, the feeling that no two days are alike. Those moments are the video. The editing job is to find them and build the video around what employees actually said, not around a predetermined message.
How long should a company culture video be for a professional services firm?
Two to three minutes for a multi-employee culture video. Long enough for three or four voices to describe different aspects of the culture — the work, the team dynamic, the client relationship, the day-to-day variety. Shorter (under 90 seconds) loses the range; you end up with one or two voices saying similar things. Longer (four-plus minutes) tests the patience of someone evaluating the company as a potential employer. Two minutes is where the range and the specificity can both fit.
