How badly do your job candidates want to work at your company? Do they know what you do or what your company culture feels like? Do they know just how awesome it is to wake up, roll out of bed, and come into the office at least five days a week? Sometimes, these ideas are hard to portray — even if they are true. After all, anyone taught to write in elementary school learned to “show, not tell.” To take full advantage of new media opportunities, some companies have taken to creating video to attract new talent.

One such company is Twitter. In 2010, Twitter released a recruiting video entitled Meet the Class of Twitter HQ, based on Wes Anderson’s Rushmore. The video was unique, catchy, and made everyone want to apply immediately for a job at Twitter. The coverage of the recruiting effort included headlines from tech blogs like Gizmodo exclaiming “Goddamnit, Now I Want to Work at Twitter.”

Other similar startups, like Facebook and Etsy, have also made recruiting videos. Facebook’s recruiting video takes a less entertaining approach than Twitter, but underscores the intensity and mission of the company. Etsy’s recruiting video goes the opposite direction, and essentially makes a hilarious parody of its own business model and culture.

If you decide to create a recruiting video, the direction you take your video will depend on the company culture you want to create. If you would like to develop a staff of laid-back, fun, yet experienced developers, something to the style of Twitter’s recruitment video may be your inspiration. However, if your company is more focused and driven, developing a video that emphasizes your current team’s passion and devotion to their projects may be best. Be sure that your video always includes a call-to-action with information on how to apply for a position at your company. Etsy, in its own style, did this especially well. Be sure to include it in the video description, too.