Showcasing the people and the brand for recruitment
CLIENT William Hill
THE CHALLENGE
William Hill is a hugely recognisable brand but they were struggling to recruit for their retail shops after the pandemic. They had been actively recruiting through job sites with detailed written job descriptions but wanted to showcase the reality of working for the brand visually to entice people into finding out more about the roles on offer and the company ethos. And that’s where ID2 stepped in…
THE CREATION
The first stage was to determine how they wanted to appeal to their potential recruits. The company has three key pillars that help shape the company ethos and culture; Balance, Build and Belong so we used these as a good way to shape the narrative. Next, we knew we wanted to involve real employees but getting the right people in terms of diversity, availability, and relatability was crucial. Unlike many other corporate videos we produce, we had the luxury to conduct some casting sessions.
Utilising Teams meant we could set up video casting calls with a mix of employees from all over the UK relatively easily and of course, in a much more cost-effective way than an in-person casting.
We spoke to a lot of worthy candidates and felt it was such a worthwhile exercise, but eventually, we had to narrow it down to 6 participants. We came up with a set of questions surrounding the topics of Balance, Build and Belong to get a cross-section of responses.
So, once we had set a filming date, and invited our chosen 6 to attend, off we went to the William Hill broadcast studio in Leeds to film our budding volunteers.
THE OUTCOME
The brief was to showcase what it’s like to work in the Retail sector of William Hill, and that is what we delivered. A main edit with a duration of approx. 3 mins gave the perfect, and more importantly REAL, snippet of what the employees love about working there, the perks, the way of working, the friends they’ve made through working there and the lovely relationships they have built with their customers; “a place like no other”. We embellished these relaxed/conversational soundbites with graphics, in line with the brand, and mixed in some playful footage of them interacting with their colleagues, on the job and some ‘filming of the filming’ for that added extra.
As well as the main video edit that was to be used to drive traffic to the job pages, we created a series of shorter social edits that could be posted on the brand’s social pages to again highlight they were hiring for certain Retail roles. And it didn’t stop there (talk about milking the content we captured!!) … we also created a number of GIFs using the different participants’ smiling faces, that could be shown in-store on the screens to help spread the word that they were recruiting, along with employee headshots and group images to be used internally. This project is a great example of maximising content in a very efficient way.
