How to use your employees in your videos

March 25, 2025

By Jason Panudy, Creative Director at Goldbug. Jason leads creative direction and strategy across employee engagement and brand campaigns.

Using your employees in your videos can be a powerful way of generating brand love and loyalty. Nearly nine out of 10 of consumers say they want to see more videos from brands. And 52% are more likely to share video content than any other type of content. So when showcasing your best asset – your own people – on the outside…

getting the formula for engaging content is increasingly crucial:

LOOSEN UP. Empower them to show off your company’s culture and values through authentic and script-free content. But do talk them through your brand guidelines and tone of voice to help them stay on the right side of the tracks
FRONT UP. Consider using your frontline workers – the ones on the coal face, rather than middle-management or SLT. This is where the gold is hidden.
PARTNER UP. Match-up employees for the camera that already get on in the workplace. People naturally gravitate to a familiar faces and it’s a sure fire way of generating a genuine smile, creating more engaging content and enabling partnerships between employees to shine and grow internally and externally.
SPEAK UP. Encourage them to join in with topical conversations, plugging into what’s going on outside that naturally fits with your brand. It shows your people as people, not just staff.

Ultimately, it has to be relatable, tangible and honest.

CASE STUDY: Technology retailer Curry’s was in danger of becoming a faceless, transactional brand. It has empowered employees to create and star in video content, leaning into Gen Z slang and trends, which are relatable and authentic – key to any successful storytelling.

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