Key Results
BACKGROUND
Randstad rebranded with ‘Human Forward’ as their new brand statement. As part of this change, they wanted video content that resonated with candidates and clients in a manner that was both honest and engaging, showcasing the new ‘Human Forward’ ethos.
CHALLENGE
In the past Found have created an array of animated and fact-based explainer videos for Randstad. Channelling their new ethos, we pitched an on-brand personal interest style video series around the topic of returning to work after long periods of absence.
Getting back into the workforce after a long period of absence, whether enforced or by choice, can be daunting. People face several barriers, from having an out of date skillset and explaining their CV gap, to the prospect of returning to an office environment after a life-changing experience.
The main challenge we faced was sourcing genuine and interested subjects to interview. Due to the amount of focus on individualised storytelling, not to mention the financial investment required to produce this kind of video series, it was vital to engage in a rigorous selection process. Having a way of clearly collating and reviewing potential participants with compelling and inspiring stories was necessary so that we could begin to focus on liaising with the individuals who were happy to be interviewed in their home and whose stories translated well on camera.
OUR APPROACH
"Using our SEO expertise, we were able to establish the topics with the highest search volumes, cementing in our minds that the public was asking questions or looking for advice and supports around these themes. From the themes researched, we selected six to focus on: maternity leave, redundancy, retirement, mental health, serious illness, and prison time."
CALL FOR PARTICIPANTS
In order to find participants that we could, firstly, film within a specific two-week window in London and, secondly, who had an emotive story to tell, we decided to post our call-out as far and wide as possible. We reached put to bloggers and online publications related to each theme and exhausting both our and Randstad’s social reach and client databases.
ENGAGEMENT
As we decided to recruit for participants across six distinct themes, it was essential to meticulously collate everyone’s details and written accounts for careful consideration. We included a link to an extensive survey in all of our publicity, allowing us to make an initial selection of individuals who we wanted to talk to in further detail.
SELECTION PROCESS
Discussing filming techniques and expectations, along with firsthand experiences, proved crucial to identify engaging storytellers and capturing them on camera during the interview process was essential. To showcase our chosen subjects to Randstad and provide a glimpse of their stories, shortlisted candidates were requested to submit brief videos capturing their experiences on camera.
Together with Randstad, we selected the final participants who we believed represented a good cross-section of the topics. We arranged to interview and film the subjects in their homes over two weeks, telling us their account of returning to work after a prolonged period of absence.
RESULTS
The numbers speak for themselves:
When it came to analysing the campaign results, we had no doubt that we had smashed our given targets.
And received national coverage from top tier publications.
And over 35 top tier backlinks.
for ‘Best Marketing Campaign’ at the Global Recruiter Awards.
"Raising awareness of our services as a recruiter through engaging video content has generally been difficult, and through the subtle messaging in the videos we were able to achieve this, while at the same time still telling an interesting and emotional story. The Return to Work videos are relatable to many, and this is why they were so well received – both externally and internally, by stakeholders who have high expectations. Well done Found!"
UP NEXT
CLIENT
Mission
We needed to ramp up AllClear's organic presence and perform thorough SEO for the brand.
Read StoryResults
VISIBILITY INCREASE FOR NON-BRANDED TERMS.
results
YOY INCREASE IN ORGANIC TRANSACTIONS YOY.