STORYTELLING // PROJECT MANAGEMENT // CREATIVE DIRECTION // CONTENT STRATEGY
HR Recruitment Campaign
Project Overview:
I was approached with a straightforward request: "We think it’s time to update our company video for recruitment purposes."
However, I saw an opportunity to go beyond the surface-level ask, considering the broader context of our evolving organizational culture, marketing strategies, and the larger business goals at play.
The project became an opportunity to showcase not only our company’s strengths but also my own skills in storytelling, project management, and strategic content creation.
Challenges & Insights:
The original video, produced before our marketing team embraced more strategic approaches, was outdated in both content and quality.
The featured employees no longer worked for us, and the company had since undergone two acquisitions, restructuring, and a shift in both goals and organizational culture. The company had grown, with new stakeholders and a more defined strategy.
Recognizing this, I saw that simply redoing the old video wouldn’t suffice. The narrative needed to reflect the current reality: a dynamic company with new growth opportunities, a mission-driven culture, and a talented workforce.
Approach & Execution:
I proposed a more nuanced approach, leveraging interviews to create short, engaging vignettes, each centered on a specific theme revealed during the interview process. Conducting the interviews in person was crucial, as it allowed for deeper connection and richer content.
I also saw the opportunity to maximize the efficiency of my travel back to the home office in Colorado by simultaneously collecting footage for multiple video projects, significantly reducing costs.
- Efficient Resource Utilization: By consolidating various projects (recruitment, industry-specific playbooks, promotional content), I minimized travel costs while maximizing content output.
- Strategic Storytelling: Instead of long, monolithic interviews, I focused on specific themes, cutting across different voices to tell a cohesive and engaging narrative.
- Putting People First: I highlighted employees from diverse specialties, backgrounds, and tenure, which not only gave a well-rounded view of our company but also reflected the diversity and inclusiveness of our culture.
Content & Themes:
The resulting four videos, each 1-2 minutes long, highlighted key themes:
- Purpose: Employees valued the meaningful work they contributed to, from climate change mitigation to natural disaster response.
- Collaboration: A shared appreciation for the collaborative, supportive environment resonated across the team.
- Variety in Work: No two projects were the same, providing dynamic work experiences and challenges.
- Career Growth: Long-term growth and the opportunity to evolve within the company were major points of pride.
Results:
The videos successfully connected with prospective candidates on a more personal level, moving beyond formalized corporate messaging. The authentic, conversational tone highlighted what made our organization unique: the people. By putting our people front and center, we demonstrated not just the strength of our team, but also the value of our company’s culture and mission.
The videos led to an increase in both the quantity and quality of job candidates. Additionally, they aligned with one of my core goals in marketing: to humanize our brand by showcasing the experts behind the work—people whose academic and professional backgrounds made them uniquely qualified to support our customers.
These recruitment videos remain among the projects I’m most proud of, reflecting my ability to approach a project holistically and deliver strategic, impactful content.
Outcome:
This recruitment campaign resulted in increased interest and applications from high-quality candidates, reinforced our brand identity as a people-first organization, and enhanced our overall recruitment efforts.
