Recruitment Marketing Video Series Showcases Northern Shenandoah Valley’s Appeal to Close Workforce Gap

Challenge

The Northern Shenandoah Valley Coalition faced a significant workforce gap threatening regional economic growth and community development. Employment data revealed numerous unfilled positions across multiple industries, potentially limiting the area’s economic potential. They needed to attract qualified talent from outside markets by effectively showcasing the region as a desirable place to live, work, and raise families. With a comprehensive, research-based marketing strategy and target audience profiles already developed, the Coalition required compelling visual content that would bring their messaging to life and resonate with potential transplants considering relocation.

Solution

We developed and produced a comprehensive recruitment marketing video series highlighting the numerous benefits of living and working in the Northern Shenandoah Valley. The strategic campaign included ten 30-second videos—each focusing on a specific regional strength like affordable cost of living, abundant natural amenities, quality healthcare services, and vibrant community culture. Additionally, we created a 60-second compilation video titled “Work, Live, Play” that wove all themes together into one cohesive narrative. Each video featured authentic local residents representing the theme—from families enjoying affordable housing opportunities to outdoor enthusiasts exploring the region’s recreational areas. The campaign consistently reinforced the compelling message: “Live Where Others Love to Visit,” positioning the Valley as both a tourist destination and an ideal permanent home for professionals seeking work-life balance. 

The video emphasized Design Electric’s commitment to innovation, safety, and collaboration while reinforcing its mission to proactively empower employees, clients, and communities. By capturing the voices of current team members and providing an inside look at daily life at the company, the campaign positioned Design Electric as not just a workplace, but a place to build a fulfilling, lifelong career. 

Results

The recruitment marketing video series effectively positioned the Northern Shenandoah Valley as a premier destination for workforce talent across multiple sectors. By strategically showcasing diverse aspects of regional life—from exceptional outdoor recreation to affordable housing options to cultural amenities—we helped the Coalition connect with various workforce segments simultaneously. The videos provided versatile content for multiple platforms, including social media campaigns, website features, job fairs, and economic development presentations. The professional production quality elevated the region’s image among target audiences, while authentic storytelling through real residents created emotional connections with viewers. This comprehensive campaign successfully translated the Coalition’s research-based strategy into compelling visual storytelling that continues to serve as a cornerstone of their ongoing talent attraction efforts, supporting sustainable economic growth throughout the Northern Shenandoah Valley. 

To watch more videos like these one, check out our other recruitment marketing videos on our portfolio.