Gen Z employees, born between the mid-1990s and early 2010s, are digital natives with a keen eye for content that appears staged or fake. This generation grew up surrounded by short-form videos, user-generated content, and unvarnished stories. Organisations wanting to make a creative corporate video that appeals to this demographic must then align with their values: authenticity, transparency, and relatability. Glossy, overproduced content often has the opposite effect—it feels like marketing. Gen Z expects brands to communicate with them, not at them.
A Gen Z-leaning corporate video designed for internal communications or employer branding must avoid typical corporate clichés. Stock footage, overly enthusiastic voiceovers, and generic messaging are quickly dismissed. Instead, creative teams must lean into rawness and realism, capturing people, processes, and stories as they genuinely are.
Prioritising Real People Over Actors
One of the quickest ways to build trust in a clever corporate video is by featuring real employees. Not just top executives, but staff across departments, seniority levels, and backgrounds. Gen Z values inclusivity and diversity—not only as buzzwords but as on-screen representation.
They want to see people like themselves: early-career professionals speaking candidly about the company culture, work-life challenges, and growth opportunities. Highly scripted lines or overly polished performances undermine the message. Authentic delivery, even with small imperfections, is far more effective in creating a genuine connection. Corporate videos should focus on real stories rather than rehearsed endorsements.
Embracing Imperfection in Production
High-end creative video production doesn’t always mean slick transitions and drone shots. Imperfection can be an asset for content targeting Gen Z. Behind-the-scenes clips, shaky handheld footage, and natural lighting often resonate more than overly staged scenes. They communicate vulnerability and honesty—qualities Gen Z considers vital in employer branding.
This instance doesn’t mean lowering production quality across the board. Instead, it’s about applying intentional design choices to create a “real” feel. Mixed media approaches—combining smartphone footage, screen recordings, and live interviews—can help build visual credibility. A video doesn’t need to look like a commercial to be impactful; it just needs to look and feel honest.
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Values-Driven Storytelling
Authenticity for Gen Z also comes from alignment with personal and societal values. A creative corporate video should not only showcase the workplace but also reflect the company’s stand on issues like sustainability, mental health, equality, and innovation. Once these values are missing or feel like a last-minute inclusion, the Gen Z audience will sense it immediately.
Gen Z employees are particularly attuned to companies whose words don’t match their actions. Video narratives should, therefore, focus on real impact—what the company is doing, not just what it’s saying. For example, a segment on how a business supports mental health should include interviews with employees who’ve benefitted from actual programmes, not just generic HR statements.
Platform-Appropriate Content
Gen Z consumes video differently. Long-form videos still have a place in onboarding or training, but short-form edits optimised for mobile devices and internal platforms like Slack, Microsoft Teams, or internal social apps are more likely to capture their attention. A strong video production team knows how to adapt a master video into different cuts, each tailored for format, platform, and context.
Additionally, subtitling, vertical formats, and jump cuts make content more accessible and visually dynamic. This generation multitasks constantly, so grabbing their attention in the first few seconds is critical. Authenticity doesn’t preclude editing—it simply demands that editing serve the message, not mask it.
Conclusion
Brands must move beyond conventional polish and prioritise realness to create a creative corporate video that feels authentic to Gen Z employees. This approach includes featuring genuine people, embracing imperfections, advocating for relevant ideals, and tailoring material to their consumption habits. Innovative video production, when approached correctly, can be a tremendous tool for engaging today’s most discerning and values-driven workforce.
Visit Vivid Snaps and let us help your brand speak its language—without the corporate filter.
