This series is a collaboration with Cincopa, a powerful video hosting solution.

You know the way office life is depicted as pathologically dull, grey, and tired on ‘The Office’? Moving beyond the obvious absurdity of Michael Scott’s character, the show was as popular as it was specifically because it authentically showcased what had been the standard office environment for so long.

However, times have changed. The upswing of a cutting-edge millennial workforce has led to a paradigm shift in office culture. Nowhere is this more true than at startups and tech companies.

‘Ask not what you can do for your tech company, but what your tech company can do for you’, is the altered Kennedy quote that dictates the sentiment and initiatives of many recruiters within tech companies in 2020.

Along with this, company culture videos have become the weapon of choice used to sway rockstar recruits. Those that prove successful, combine aesthetic elements that help present the promoted company as a fun, stimulating, and exciting place to work at.

To do this, choosing the proper soundtrack is crucial.

This is the fourth and final article in a blog series exploring soundtracks for B2B videos: best practices and explicit tips. We’ll showcase companies that are doing it right and highlight different approaches for each video category.

The first three installments of this series focused on B2B explainer videos, promos, and customer testimonials. To get the full B2B audio experience, do check them out! Now, without further ado, let’s jump right into our second B2B video category: company culture videos.

Millennials expect more out of the workplace

A B2B tech recruiting process is as much about a candidate evaluating and appraising a company as it is the other way around. When expertly-produced, company culture videos paint the company in question as more than just a revenue-chasing business.

Sure; some might find equating ‘family’ and ‘love’ to one’s office and co-workers a bit of a stretch. However, modern B2B employees are seeking a dynamic, vibrant, safe, and even fun work environment. Many would opt for that kind of environment even at the expense of a more lucrative offer by an employer they feel cannot provide such a working experience.

Company culture videos should be welcoming, fun, and/or inspiring. The soundtrack that accompanies them should complement this objective. You’re going to want to pick music that has a bouncy, high-tempo quality to it.

The ideal accompanying audio will have a distinct rhythmic quality; one that evokes feelings of optimism and excitement. Try to draw inspiration from contemporary artists that made a name for themselves creating upbeat, funky music, like Pharrell, The Roots, and Bruno Mars.

The dark, brooding themes that work for certain B2B companies when it comes to explainers and promos will not work in this context. Think Mark Ronson as opposed to Trent Reznor.

Who’s making great company culture videos?

“Tis impossible to be sure of anything but death, taxes and SalesForce ranking high on Fortune’s ‘100 Best Companies to Work For’ list”.

Okay, that may be a tad hyperbolic. Nevertheless, the internet’s preeminent sales platform consistently finds itself as one of the world’s most sought-after places to work.

It’s no coincidence. The San-Francisco-based company spends a lot of time and resources into maintaining its status as a premier career stop. Just as importantly, they excel at promoting this fact through video. Employees hailing from different backgrounds and in various positions at Salesforce are interviewed in this minute and a half video.

The result? A believable testimonial of the employees’ passion and love of their company. Notice the upbeat, positive, and, dare I say, inspiring soundtrack?

The audio perfectly complements the video’s overall aesthetic and uplifting theme and does so without coming off as cheesy.

Looking for these kinds of inspiring soundtracks? Check out Electro Funk or Franky by Vince Yara in Epidemic Sound’s library.

We hope you found our blog series valuable and helpful. Time to go and create some B2B marketing magic! And, you know where it all starts: with the soundtrack.