The absolute key to creating a great recruitment film is to stay true to your brand. Those with more distinct personalities find this an easier ask.
We reviewed a range of recruitment films to assess their ability to do this. And we found some impressive award-winning examples. We also asked ourselves ‘what’s missing?’ and ‘what’s next?’ in this space. The conclusion we came to is that the drive for authenticity needs to go further. In today’s world, an employee is at liberty to convey ‘warts and all’ stories of what its really like to work somewhere on platforms like Glassdoor. Organisations should be managing their employer reputations proactively. This is no longer about a white wash. It’s about being compelling and inspiring on the positive aspects of working for them, as well as being honest about the not-so-good and even the downright ugly.
Air New Zealand’s recruitment film is full of emotion.
A strong sense of pride radiates from the company’s real employees sharing their experiences of working for the company. They mention one or two negative aspects, such as 4am starts, but the focus is on the overwhelming positives, such as travelling the world. These day-to-day, authentic experiences fuel the audience's imagination of what it's like to work for the company. In reaction this this, we started to consider the tragi-comic stories that are the everyday reality of life as an air steward (rescuing a small child that is irritating another passenger, handling panic attacks, finding abandoned objects under seats) and how these might be used to tell an unsung heroes-of-the-air type story.
Harley Davidson’s behind-the-scenes film, an oldie but a goodie, is another example of a business using a genuine tone and strong sense of passion to draw potential recruits in.
This passion can be heard in the voiceover and informal interviews with staff on the assembly floor. Its authenticity comes from their allowing us to peek under the hood of the company, showcasing the ethos and culture of the iconic brand. We also wondered: what happens when something in this amazing factory doesn’t quite go according to plan? Do the people with long beards and baseball caps ever lose their rag? And how do they work together as a team to address problems? We felt that lifting the veil on something like quality assurance and the role of talented people behind this iconic brand could only lend it credibility.