National Trust Recruitment

An inspirational film to promote an inspirational role

The National Trust came to us for help in their recruitment of a new Assistant Director of Operations, for the North East of England.

A key role for the National Trust, we knew from the start that in order to attract applications we would need to go beyond just highlighting the job description and responsibilities for the role. To get the right candidates interested and inspired to apply, we needed to show the potential behind the position – positioning it as much more than a job, but a calling. A call for passionate leaders, the film we created was all about making potential candidates excited about this challenging opportunity to connect communities to heritage places and nature. Ultimately, we wanted to make it clear how this important role would be key in delivering the Trust’s mission in the North East of England, to care and protect these special, beautiful places so people and nature can thrive.

Following the Trust’s current B2C campaign, which featured beautiful National Trust’s places, the film highlighted nature together with a poignant and a powerful, inspirational script, talking directly to candidates. Rather than voice-over, text overlayed the footage, using simple, yet effective effects to help punctuate narrative, connecting words with visuals.

We had to work with a very short timeline and budget, so recommended use of existing footage together with carefully selected stock video for the film, and going for a digital-first campaign. We worked closely with the Trust, who provided us access to their archives, while we sourced relevant stock footage to create an engaging and inspirational film. The campaign was delivered within the client’s deadline, shared and promoted in LinkedIn, via a targeted paid campaign.

The video attracted strong candidates, and the National Trust came back to us later to adapt the same video to another role, as the first one was so successful.

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