Both films show your company, but they speak to different people. Here is how an image film and a recruiting video differ, how to tell which one comes first, and how one shoot day can give you material for both.
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An image film speaks to customers, partners and investors. It answers the question why anyone should work with you: what can you do, how do you work, what can they rely on? A recruiting video speaks to people who are thinking about working for you. It answers a different question: what does a normal working day feel like, and who do I spend it with?
The differences run all the way into the edit:
| Image film | Recruiting video | |
|---|---|---|
| Viewer | Customers, partners, investors, head office | Candidates, apprentices, skilled staff |
| Who speaks | Management, sales, customers | Colleagues who do the job today, team leads |
| What is shown | Capability, quality, processes, references | Workplace, team, breaks, the way in, training |
| Tone | Confident, to the point | Personal, open, not overly polished |
| Channels | Homepage, sales, trade fairs | Careers page, job ads, LinkedIn, Instagram, careers fairs |
| Works when | Enquiries come in and sales calls get shorter | Applicants know what they are signing up for |
A film that tries to be both usually reaches neither viewer properly. Candidates notice quickly when they are watching a sales film, and customers care little about the table football in the break room.
The order follows your biggest bottleneck. Ask honestly what will slow your growth more over the next year: too few enquiries or too few people.
If both lists fit, the deadline decides: whatever has a fixed date, such as a relaunch or the start of an apprenticeship campaign, comes first. International groups often have a third factor: a German subsidiary that needs to hire locally while head office wants a film of the German site. One shoot can serve both. How to set goal and scope for either film is covered in planning a corporate video.
Often the best answer is both from one shoot. Many pictures work for both films: production, workshop, offices, the team at work. The difference lies in the interviews and the edit. Here is how to plan a combined day:
Schedule the management interviews in the morning where you can, and the colleague interviews in quieter phases of the shift, so nobody goes on camera squeezed between two appointments. The footage is filmed in between while work goes on.
Allow at least a full shoot day for both films; half a day is usually enough for only one of them. A second film cut from the same footage is not part of a package and is listed separately in the offer, but you pay for the shoot day only once. The company video for Lütz GmbH on our recruiting video page shows the kind of footage both films draw on: management and team on camera at their own site.
At Pixer, image films and recruiting videos use the same fixed packages, staggered by the scope of the shoot. Prices are plus VAT, travel within NRW is included and other German cities are quoted once per trip:
A recruiting video focused on one role often fits Corporate Basic. An image film with several voices usually fits Corporate Professional. If you want both films from one shoot, start with Professional or Premium, because only a full day gives you enough interviews and footage for two edits. Non-EU companies pay no German VAT. Details are on our image film page.
Both films only work if they run where their viewer is looking.
Subtitles belong in both films, because phones often play without sound. If you recruit internationally, English subtitles or versions in your colleagues’ own language are worth it; we run interviews in English, German, Arabic and Persian. How colleagues come across naturally on camera is covered in employees on camera.
Image film for customers and partners, recruiting video for candidates. One film for both rarely reaches either.
Short of enquiries: image film first. Short of people: recruiting video first.
A relaunch, a trade fair or the start of a training year with a fixed date goes first.
Shared footage, separate interviews, a marked shot list, two films.
Corporate Basic €1,990, Professional €2,990, Premium €4,990, plus VAT.
Both films are often watched without sound, on phones and on job portals.
Technically yes, in effect rarely. Two edits from the same footage work better, each with its own structure, interviews and clips.
Colleagues who do the advertised job today and their direct team lead. HR organises the shoot but is rarely the strongest voice on camera.
Usually not. Half a day covers one location with one or two interviews. For two films with separate interview blocks, plan at least a full day.
Your usage rights to the film remain unlimited. We recommend written consent from everyone on camera and can cut a version without that person later if needed.
Settle that before the shoot. A setup that works: the German site chooses people and locations, head office approves the concept and the final cut. We brief and deliver in English, and non-EU companies are invoiced without German VAT.
At Pixer €1,990 for half a day with a 60-second film, €2,990 for a full day with a film of up to three minutes, and €4,990 for two days with script and voice-over, plus VAT.
Deciding which film comes first, or want both from one shoot? Tell us the site, the goal and a rough date, and we will suggest the right package.
We reply within 24 hours. At short notice, WhatsApp is fastest.
