Turning Interest Into Action: A Gap-Year Recruitment Story
Midreshet HaRova was looking to update all their old recruitment materials, including video. How would they use this opportunity to improve their messaging and communications?
CHALLENGE
Midereshet HaRova was ready for a video makeover. It had been too long since they’d updated their materials, and everything was out-of-date. Changing things up would breathe some fresh air into both their online presence and their recruitment process.
As an added challenge, there were specific concepts and ideas recruiters felt they weren’t able to effectively convey. Our videos had the potential to help solve this problem.
In a more general sense, we felt that producing videos with a strong, well-articulated message would help recruitment by clarifying HaRova’s values for prospective students and their parents.
PROCESS
While the client provided most of the necessary data, we also conducted a number of interviews in order to develop a fuller picture of how the students themselves (both former and current) understood the program, their reasons for choosing HaRova and their favorite aspects of the experience there.
We then put together a list of suggested videos and storylines that were informed by this data collection and by our conversations with the administration.
Once the client approved, we fleshed out each concept. This gave the client the opportunity to experiment and “see” their videos before we began the expensive production process.
Finally, we produced the videos, following the details laid out in the script.
RESULTS
Thanks to our open communication with the client, it was a smooth process to deliver a final product that satisfied all their expectations. The videos were received with enthusiasm and approval from everyone involved.
One video in particular was highly effective in achieving the desired clarity, smoothing the way in presentations that had previously proved challenging.
The videos were featured on social media, reaching over 11k combined views and generating plenty of buzz among the next year’s prospects.