Choosing the best talent for your company video (hint: it isn’t always the CEO)

Have you ever watched a company video and felt second-hand embarrassment?

Talent selection can make or break and video, so it’s important to get right.

Not everyone is suited to speaking on camera and being the face of a company. Some people thrive under the pressure, while others find it nerve-wracking and challenging.

Having interviewed hundreds of people on camera, I’ve learned a thing or two about selecting the right talent. Here are my top tips.

1. Do a pressure-test

You never know how someone will perform until the day of the shoot. Simulating an interview scenario is the best way to gauge this. Treat it like a mini-rehearsal - ask questions, record it on your phone, and review the footage together.

2. Look for strong communication skills

The best talent isn’t always the loudest or most senior person in the room. Usually, it’s someone who is:

• Quietly confident

• A clear and engaging communicator

• Personable and authentic

A great on-camera presence is about connecting with the audience in a natural and engaging way.

3. Preparation is key

Handing someone a list of key messages or a teleprompter script isn’t enough. Set them up for success by coaching them on how to deliver their message effectively. This includes:

• Using short, conversational sentences

• Adjusting tone of voice for warmth and clarity

• Knowing when to look at the interviewer versus the camera (depending on the type of video)

• Using hands to emphasise key points without being distracting

4. Be real, not perfect

People relate to people, not robots. Candid moments, like a slight stumble or a natural laugh helps content feel real. Encourage your talent to focus on having a genuine conversation rather than aiming for perfection.

5. Consider your audience

Think about who you’re trying to reach and who will resonate with them. If you’re making a recruitment video, hearing from a passionate employee might be more effective than an address from HR. If it’s a safety message, an operational employee might have more cut through than an executive.

A great production team will create a relaxed and friendly on-set environment for your talent to perform at their best.

Next time you’re planning a company video, don’t default to the CEO. Think about who’ll tell the best story. It might just surprise you!