Sharing the stories of real colleagues around the world
With the need to get fit for the future, Cox Automotive found themselves needing new talent to help move them into the digital era. They asked us to create a series of recruitment films that could be used globally, and compete with big tech brands like Google, Microsoft and Facebook for digital talent.
We wanted to give Cox Automotive a suite of content they could combine and target depending on the roles and territories they were recruiting for.
What we did
We suggested creating a single flagship film to cover the story of Cox Automotive’s vision and culture, plus a series of vignettes to tell the individual stories of each contributor. To test our approach, we polled 1000 people on the reasons why they chose prospective employers. We found career progression, opportunity for business travel and a sense of community and family were all highly rated. This insight helped us identify the right people and stories.
We interviewed potential candidates over Skype to find the strongest stories and the best on-camera personas, then sent a director from Paradigm to locations including Manchester, Bangkok, Munich, Brisbane, Toronto, São Paulo, Bangalore and Shanghai. We hired local crew and equipment, to give us local knowledge and insight. The films and photographs were used internally and externally to attract people to the business and engage existing employees.