There is a national recruitment crisis affecting public service jobs. Whilst not limited to East Sussex, as part of their commitment to tackling the problem they have reviewed their candidate offer.
East Sussex County Council is one of the largest employers in the county of East Sussex. With a diverse workforce of over 11,000 people, they offer a whole range of employment opportunities that cover a broad range of specialisms.
East Sussex needed to position itself as a supportive and welcoming environment to work within with plenty of opportunities to grow as a professional, whilst also meeting diversity and inclusion standards.
What were the challenges?
This involved a thorough analysis of their media, communications, content, and advertising strategy for council-wide recruitment and led to the internal development of a recruitment brand identity.
We decided the best approach was a longer form video that would cover the varying pathways available within a career at East Sussex, which could then be broken down into three short-form videos specifically covering each pathway.
Catering to a Diverse Audience
The Social Care Sector is vast, with an incredible diverse audience that would be watching the video’s we create. Many are resistant to change and fear the impact Digital Technology could have.
Preventing Information Overload
The script would have to cover a lot of information, whilst remaining engaging and accessible to the audience. The content had to be easy to understand and connect with.
Being Visually Unique
The Social Care sector historically uses very generic styles of animation, that age quickly and aren’t memorable.
Brand Consistency and Accessibility
The content would need to be repurposed for brand consistency in other areas of marketing.
Based on the brief and conversations we had with the client, we determined that the best approach was a longer form video that would cover the varying pathways available within a career at East Sussex. This could then be broken down into shorter video's with tailored information for each career pathway.
We created a vibrant world with abstract characters, built from the East Sussex colour palette. It was important that we showcased diversity but wanted to take a more fun way of approaching this, as to not steretype the main character to a specific demographic.
From this, the videos would be showcased as permanent features on the website and promoted through social media campaigns.
To support these campaigns, we also provided 20+ graphics, clips and animated loops that could be used as evergreen content supporting the campaign.
What were the Deliverables?
FINAL VIDEO
We provided a full HD MP4 to be shared across email, social media and online.
SUBTITLES
We provided two sets of Subtitles, one harcoded into the video and one where it could be switched off.
STILL IMAGES
High quality still images from the animation were provided, to be used when promoting the video, as well as a thumbnail.
VIDEO CLIPS
Short video clips from the animation that could be used on social media for promotional purposes.
OWNERSHIP
The client received ownership of all the artwork and assets, meaning they could receive all the files free of charge.
I had the privilege of working with Anthony and the brilliant team at Motion Manor on an animation highlighting various career pathways in Local Government.
Anthony was always friendly, communicative and went the extra mile to ensure that we, as a client, were satisfied with the stages of the project. When we put forward a suggestion, change, or new idea these were accommodated in a timely manner.
Sharing the work with me was easy and returning feedback and comments was seamless. Their selection of voice overs and music options was thoughtful and I always felt that Anthony really cared about the product.
Would highly recommend Motion Manor for their services and hope to work with them again in the future.
