Employer branding video in Belgium works when it shows what the job actually is, not the aspirational version of it. Majortale produced an employer branding campaign for Federale Politie using honest, field-based storytelling: 404 applications arrived in under five months. Reality-based video filters automatically, attracting the right candidates and screening out the wrong ones from the first view.
- Federale Politie: 404 applications in under 5 months with honest, field-based storytelling
- VitraPack: 76% more talent hired on 25% less budget via a video-led recruitment campaign
- Reality-based video reduces bad hires by setting real expectations before the application
Belgium's labour market is structurally competitive. Longer job postings do not solve that. A stronger story does.
Why does reality-based video outperform polished employer branding?
Employer branding only works when the picture is accurate. Candidates want to know where they will actually end up, not how you want to seem. Videos rooted in daily reality and real stories build credibility. They filter automatically: attracting the right people and screening out the wrong ones.
A video that attracts 100 wrong candidates is worse than one that attracts 20 right ones. The second video saves HR months of sifting. Reality also does not backfire: when candidates arrive and find what was promised, retention improves and culture sticks.
What should employer branding video show instead of taglines?
Words like "dynamic" or "family vibe" mean nothing without proof. Strong employer branding shows situations, conversations, and moments that clarify what working at your company actually means.
Show how decisions get made. Who talks to whom. How teams handle pressure. What a normal day looks like. Not the highlight reel. That specificity is what drives credibility. Candidates can feel when something is genuine versus when you are performing for them.
How did Federale Politie generate 404 applications in under 5 months?
Majortale produced an employer branding campaign for a newly launched police unit. The brief was not "create something polished." It was "create something true." Officers talked about the work: what is hard, what they find meaningful, what a shift actually involves.
Result: 404 applications in under five months. Not because the videos were fancy, but because they felt true. The campaign also got internal buy-in: current officers felt represented and shared the videos with their networks. Word-of-mouth amplified the reach. That is what happens when employer branding does not feel like marketing. It feels like your actual team telling the actual story.
How many formats does an effective employer branding campaign need?
Employer branding does not stop at a single video. Belgian companies see better results combining multiple short formats around one clear narrative.
A main 3-minute brand story. Three 30-second clips highlighting different roles. A quick reel showing a day in the life. All connected, all pointing back to the same message. This structure lets you reach different platforms (LinkedIn, job boards, your own site) without constantly re-explaining who you are.
This approach also gives candidates multiple entry points. Someone might skip the long video but watch the short one. That short one sends them to your site. Slow conversion beats no conversion.
How do you measure employer branding video ROI beyond view counts?
Success in employer branding video is measured not in views but in candidate quality.
Track:
- Applications received
- Interview-to-hire ratio
- First-year retention rate
Fewer applications with a higher interview-to-hire ratio is a better outcome than many applications with poor fit. A candidate who arrived understanding what they were signing up for is more likely to stay. That cuts expensive turnover. With VitraPack, Majortale's video recruitment system delivered 76% more talent hired on 25% less budget year over year.
How do you make the business case for employer branding video to leadership?
Before committing budget, map your current cost-per-hire. Project savings from better-targeted applicants. Model retention improvements if stronger cultural fit means longer tenure.
Most Belgian companies do not calculate how expensive bad hires are: hidden training costs, productivity loss, and replacement effort. When you map that out, employer branding video often pays for itself in a single successful hire. That is the conversation that gets budget approved.
Book a 1-1 with Majortale to start with an honest conversation about who your company actually is
