The recruitment video for FACTUR literally wins over skilled workers with a parachute jump – and then shows not only the employer and real employees in the team, but also in their free time in Aachen. Applicants now cite the film as the reason they applied.
Many employers outside the big cities know the problem: the jobs are good, the team and salary are right, but the skilled workers they need would have to relocate. This case study shows how FACTUR solved this with a recruitment video.
| The project at a glance | |
|---|---|
| Client | FACTUR Billing Solutions GmbH, Aachen |
| Project | Recruitment video ‘Dare to take the career leap’ and behind-the-scenes film |
| Shoot days | 4: one in the city, two in the office, one at the airfield |
| Use | Careers page coolejobs-factur.de |
| Agency and production | Pathfinder Studios |
| Director | Tom Wolt |
| Producer | Ivy Thomas |
| Camera | Thomas Adolph |
Who is FACTUR?
FACTUR Billing Solutions is a process and IT service provider for the German energy market and has been working for energy suppliers for over 20 years. Around 270 employees in Aachen combine process and IT expertise under one roof. As an employer, FACTUR presents itself under the motto ‘Coole Jobs’ (cool jobs), with a polar bear as its mascot and strong roots in the region.
How do you convince IT specialists to relocate for a job?
By not hiding the location, but selling it too. Anyone who has to move for a job isn’t just applying to a company, but to a city as well. A recruitment video can show both: the team you’ll work with and the life you’ll lead there.
FACTUR’s employer brand was already strong when we joined the project. The real hurdle was the location: FACTUR was mainly looking for IT specialists, and they first have to be convinced to come to Aachen. On top of that, the film was to show what employees particularly value about FACTUR: its family atmosphere.
This raised two questions the film had to answer: What is the team like? And what is life like in this city?
How does a recruitment video show the team and the city at the same time?
With the same people in both places. In the film, FACTUR’s employees appear in front of the camera not only at work but also in their free time: at the Tivoli stadium, in Aachen’s parks and at the sights of the city centre.
Two shoot days took place in the office, with team situations and statements. We spent one day out in the city with a group of employees who had volunteered. We deliberately scheduled the city shoot for the afternoon so that colleagues wouldn’t miss too much working time, and kept a flexible eye on the weather. The life-size polar bear mascot was there for the moments of humour – with apprentices inside the costume.
As in every recruitment project, we told FACTUR: the more employees available, the better. In the end, around twenty employees appear prominently in the film, but never all at the same time. That meant everyone could carry on working as normal for most of the shoot.
How much staging can a recruitment video with real employees take?
More than many people think. At FACTUR, an obviously staged parachute jump frames the down-to-earth core in which employees tell their story in their own words. The ‘action intro’ grabs attention; the real people create trust.
The idea ‘Dare to take the career leap’ was part of our pitch and one of the reasons FACTUR awarded us the project. A professional actor jumps out of a plane with a parachute and speaks directly to the viewer: ‘Are you ready for your career leap? Then be brave and jump, like me.’ He lands in front of the company building, unbuckles his parachute and leads the viewer inside. Then the employees take over. At the end, the frame closes with the same question.
How do you film a parachute jump without flying?
With a real aircraft that stays on the ground. The actor wore a real skydiving suit, the aircraft stood on the airfield, and wind and fog machines created the airflow. Sound design and editing do the rest.
The landing is created by a precisely timed cut to the moment his feet touch down in front of the building and the actor unbuckles his parachute. In the finished film, no one notices that the plane never took off.
‘A parachute jump in a recruitment video sounds like Hollywood at first. But it is exactly this contrast that carries the film: the big gesture draws viewers in, and then the real people take over. Anyone who sticks around until the landing also wants to know who works in this building.’ – Tom Wolt, Marketing Consultant & Director
What happens if a partner drops out shortly before the shoot?
That’s when you see what a good production is made of: replanning quickly, finding a new solution and still keeping the shoot day. At FACTUR, the flight school that was supposed to provide the aircraft and equipment pulled out a week before the shoot.
‘Everything was in place. Then, a week before the shoot, the flight school that was supposed to provide the aircraft and skydiving suit cancelled. That, too, is what makes a good film production: reorganising at very short notice, finding a new solution and making sure everything goes to plan on the shoot day. Pretty much my job for the past 18 years.’ – Yvonne Schwalowski, Marketing Consultant & Film Producer
What did the recruitment video achieve for FACTUR?
Applicants cite the recruitment video as the reason they applied. Many recognise the building and individual colleagues as soon as they walk in and arrive at their first interview with a noticeably more positive attitude.
There are no specific figures for the film alone, as it is part of a larger package of measures including a recruitment campaign, dynamic job adverts and posters. All these measures lead to the careers page, and that’s where the film runs. The feedback is clear: many applicants write in their application or say in the interview that ‘the great film on the careers page’ was what tipped the balance.
In addition to the film, we produced a making-of with a behind-the-scenes video and a photo reportage for the employees. This turns the shoot into an experience internally too, one the team can be proud of.
‘It was particularly important to us that our own employees appear in the film and that no actors were used. This creates an honest and authentic impression of our company. It’s hard to imagine a better way of showing the everyday work and the people behind FACTUR.’ – Silke Görgens, Recruitment Marketing & Employer Branding, FACTUR Billing Solutions GmbH
Which employers benefit from a recruitment video that also showcases the location?
A recruitment video focusing on the location is worthwhile for any employer whose skilled workers first need to be convinced to come to a particular place. Typical examples:
- Mid-sized companies and niche market leaders outside the big cities
- Hospitals and care facilities in rural regions
- Hotels and businesses in tourist regions
- Research and technology locations looking for international talent
- Companies setting up a new site
Which industries benefit from a recruitment video with a hook?
A so-called ‘hook’ is worthwhile for every business film – whether recruitment video, corporate film or explainer video. Especially in an age shaped by social media, the first few seconds decide whether someone keeps watching and listening. And that’s often half the battle.
What can other employers learn from the project?
- The city is part of the job. Anyone who is expected to relocate wants to know what life there feels like.
- Staging and authenticity are not mutually exclusive. A strong frame draws viewers in; the employees make the film credible.
- Plan the shoot around everyday work. Short shooting blocks, rotating employees and afternoon slots keep the business running.
- All roads lead to the careers page. A film has the greatest impact where adverts and campaigns converge.
We explain in detail what skilled workers want to see before applying in our best practice examples: ‘How employers attract the right skilled workers – and what candidates really want to see: best practice examples’.
You can find out more about our recruitment videos on the page of our film agency for recruitment videos:
Our services in this project
- Creative concept and script
- Casting of the actor and the employees
- Location scouting in Aachen and at the airfield
- Shoot planning and organisation
- Direction and camera
- Interviews with employees
- Production design and on-set effects (wind and fog machines)
- Post-production: editing, colour grading, sound design
- Music and motion graphics
- Making-of: behind-the-scenes video and photo reportage
Frequently asked questions
Let’s talk about your recruitment video
Looking for skilled workers who first need to be convinced to come to you? In a free initial consultation, we’ll clarify goals, process and budget. No obligation, and as equal partners.
Or contact Yvonne Schwalowski directly: +49 2251 773 99 66, office@pathfinder-studios.de
