Inviting Video Reengages Community College’s Workforce  

From the Client

“Andy and his team represent the Gold Standard in terms of brand development, cinematography, and video production in the region. This project was such a good experience because the Appeal team listened to the specific goals we had in mind and put in the effort to deliver a product that aligned with those goals. I asked the team to build a video that was “hype,” looking for a product that was high energy, inspirational, and effective at getting a complex message across. The outcome was a great fusion of our ideas with the Appeal team’s upgrades based on the talent and expertise they bring to the table. As a result of this project, I’ve become an even stronger believer in the value of video in the recruitment, hiring, and onboarding processes. Having professionally-created tools to help integrate folks into our community makes a big difference in helping us take steps closer to where we are trying to go.” – Dave Urso, Vice President of Academic Affairs, Blue Ridge Community College

Challenge

Blue Ridge Community College (BRCC) faced a significant challenge with staff retention due to a disengaged and overwhelmed workforce struggling with extensive responsibilities. This situation not only impacted staff morale but also underscored the need to attract new, highly engaged employees. The college needed a strategic solution to address both the retention issues and the challenge of bringing in motivated individuals who could enhance the sense of community and contribute positively to the workplace environment. 

Solution

To address the dual challenge of engaging both potential and current employees, we devised a strategic plan to create a video that could be sent to prospective employees before their interviews while also instilling a sense of pride in the current staff. We achieved this by producing a casual, on-camera video featuring BRCC’s president, Dr. John Downey. 

In the video, Dr. Downey warmly welcomes applicants and introduces them to the positive corporate culture of Blue Ridge Community College (BRCC). He emphasizes the two-way nature of the interview process, encouraging applicants to explore BRCC’s mission, vision, values, and strategic directions. Dr. Downey highlights the college’s commitment to creating a caring campus culture that supports both students and staff. 

The video underscores the importance of relationships at BRCC, showcasing the college’s dedication to hiring individuals who are not only skilled but also passionate about community engagement and student success. It emphasizes BRCC’s recognition as a great place to work, its low turnover rate, and the significant impact employees have on students’ lives. 

Results

Thanks to their new pre-interview video, BRCC is now able to set clear expectations with potential employees, ensuring they come in with a strong understanding of the BRCC community and its goals before they’re even hired. The video has effectively communicated the college’s values, fostering a more cohesive corporate culture and inspired workforce.