Image film vs. employer branding film: The differences

Videos are an effective marketing tool for companies and enterprises to convey messages, capture attention, and leave a lasting impression. When it comes to video marketing, two terms that often come up are image film and employer branding film. While the terms may sound similar, there are differences that distinguish one from the other.

What is an image film?

An Image film is essentially a self-portrait of a company, product, brand, or service presented in film sequences. It is an emotionally appealing package that encapsulates the company’s individual message, tailored to the target audience. The goal of an Image film is to increase market awareness, win and retain customers, and potentially boost sales in the long term.

The production of an Image film involves a comprehensive examination of the company’s initial situation, including the relevant markets, the target audience, and the existing competition. The goals of the Image film are derived from the company’s ideas and wishes, and the budget available for the project is determined. The cost of an Image film can vary greatly depending on the approach chosen to implement the film. For instance, if the company’s circumstances are to be depicted in documentary form, providing insights into the real everyday life of the company, a less detailed concept is usually sufficient.

Furthermore, an image film can be used across various platforms, including websites, social media, trade shows, and presentations, to effectively communicate the company’s message and engage with the target audience. By showcasing the company’s strengths and unique selling points, an image film helps differentiate it from competitors and leaves a lasting impression on potential customers.

What is an employer branding film?

On the other hand, an Employer Branding Film is a type of video content that showcases a company’s culture, values, and what it’s like to work there. It’s a powerful tool for attracting potential employees and retaining current ones. It can also be used to highlight the company’s alignment with personal values, which is increasingly important to consumers. Employer brand strategies can be bolstered by employee advocacy content. Showcasing colleagues and their experiences working at the company can provide a genuine and relatable insight into the company culture.

An employer branding film goes beyond just showcasing the physical aspects of a workplace. It delves into the intangible aspects that make a company a great place to work, such as its supportive and inclusive culture, opportunities for growth and development, and employee benefits. By highlighting these aspects, an employer branding film aims to create a sense of excitement and interest among potential candidates, encouraging them to consider the company as their employer of choice.

Moreover, an employer branding film serves as a valuable tool for internal communication. It helps reinforce the company’s values and culture among existing employees, fostering a sense of pride and loyalty. By showcasing employee experiences and success stories, an employer branding film creates a sense of belonging and unity within the organization.

Differences between image film and employer branding film

While both types of films aim to present a company in a positive light, their target audiences and objectives differ. An Image film is primarily targeted at customers and potential customers, aiming to increase brand awareness and sales. On the other hand, an Employer Branding Film is targeted at potential and current employees, aiming to attract talent and boost employee retention.

Purpose and objectives

The primary purpose of an image film is to create a positive brand image and build trust among potential customers. It serves as a tool to showcase a company’s expertise, quality, and reliability. An image film is carefully crafted to capture the essence of a brand and convey its unique selling points. It combines visual storytelling, captivating imagery, and compelling narratives to leave a lasting impression on viewers.

On the other hand, the main objective of an employer branding film is to attract and engage potential employees and foster a positive employer brand. It aims to showcase the company’s culture, values, and career opportunities. An employer branding film goes beyond promoting products or services; it focuses on creating an emotional connection with jobseekers. By highlighting the company’s work environment, employee benefits, and growth prospects, it aims to position itself as an attractive employer.

Target audience

The target audience for an image film is primarily potential customers and clients. It aims to create a positive impression, generate interest, and ultimately drive business. An image film is designed to appeal to a wide range of demographics, capturing the attention of both existing and potential customers. It seeks to establish a sense of trust and credibility, encouraging viewers to choose the brand over its competitors.

In contrast, an employer branding film targets potential job applicants and individuals seeking employment. Its purpose is to raise awareness, generate interest, and encourage talented individuals to consider the company as their employer of choice. By showcasing the company’s values, work culture, and employee testimonials, an employer branding film aims to attract top talent and differentiate itself from other employers in the market.

Content and message

When it comes to content, an image film focuses on the company’s core values, products or services, and its overall brand story. It showcases the company’s achievements, awards, and success stories to instil confidence in potential customers. An image film often incorporates visually stunning shots, captivating music, and powerful narratives to create a memorable viewing experience.

In contrast, an employer branding film delves into the company’s workplace culture, employee testimonials, work-life balance, and career development opportunities. It aims to create an emotional connection with potential employees and highlight the benefits of working for the company. By showcasing the company’s commitment to employee well-being, growth, and development, an employer branding film aims to attract individuals who align with the company’s values and aspirations.

Moreover, an employer branding film may also feature interviews with current employees, providing insights into their experiences and the positive impact the company has had on their careers. This personal touch adds authenticity and credibility to the film, making it relatable and inspiring for potential job applicants.

Overall, while both image films and employer branding films serve different purposes and target different audiences, they are equally important in shaping a company’s brand identity and attracting stakeholders. By leveraging the power of visual storytelling, these films have the potential to leave a lasting impact on viewers and contribute to the overall success of a company.

Choosing the right film for your business

Factors to consider

When choosing between an image film and an employer branding film, several factors should be taken into consideration. Firstly, consider your primary objective. Are you looking to promote your products or services to potential customers, or are you focused on attracting and retaining top talent? Understanding your objective will help determine the type of film that aligns best with your goals. Secondly, consider your target audience. Identifying whether you are targeting customers or potential employees will guide you in creating content that resonates with the right audience.

Impact on business image and reputation

Both an image film and an employer branding film play a crucial role in shaping a company’s image and reputation. An image film helps establish credibility, trust, and a positive brand perception among customers, which ultimately influences purchase decisions. On the other hand, an employer branding film enhances the company’s reputation as an employer of choice, attracting top talent and fostering employee loyalty. Both films have the potential to create a long-lasting impression and leave a positive impact on the overall business image.

Measuring the success of your film

Video marketing has become a powerful tool in the digital age. It’s projected that adults will spend 80 minutes per day watching digital video by 2023. With the introduction of live-streaming videos, brand authenticity, and accessible editing apps, it’s easier than ever to incorporate video into a marketing strategy. Video content can guide applicants and consumers through the decision stage of their journey. It can also establish credibility and brand identity.

Key performance indicators for Image films

When evaluating the success of an image film, key performance indicators (KPIs) including the number of views, engagement levels (likes, shares, comments), and conversion rates (such as inquiries or purchases) can be used. Other qualitative measurements, like as customer feedback and brand perception surveys, can also provide insights into the impact of your image films.

Key performance indicators for employer branding film

To gauge the effectiveness of an employer branding film, KPIs such as the number of job applications received, engagement levels on social media platforms (likes, shares, comments), and employee retention rates can be monitored. Additionally, conducting employee surveys or interviews to gather feedback on the film’s impact on their perception of the company can provide valuable insights.


In summary, while image films and employer branding films may seem similar, they serve distinct purposes and target different audiences. An image film focuses on creating a positive brand image and establishing credibility among potential customers, whereas an employer branding film aims to attract and retain talented individuals by showcasing the company’s workplace culture and values. Understanding these differences and choosing the right film for your business can have a significant impact on your overall marketing and recruitment strategies. Regardless of the type of film chosen, both have the potential to leave a lasting impression and contribute to the success of a business.