CCW's Recruitment Video Initiative

Target Audience: The target audience for this campaign by Complete Coach Works (CCW) includes both current employees and prospective job applicants.

Strategy Objective:CCW recognized the need to not only attract new talent, but to also retain and develop its existing workforce, crucial for maintaining a competitive edge in the industry. CCW's goal was to promote and enhance workforce development through its Employee Stock Ownership Plan (ESOP) initiative. As part of CCW's comprehensive strategy to enhance workforce development, the organization identified the potential of a recruitment video to effectively communicate its commitment to attracting, retaining, and developing top talent. CCW's recruitment video featured a compelling narrative that underscored the company's dedication to employee growth, emphasizing various initiatives such as training programs and activities.

Situation Challenge: CCW currently faces a shortage in recruiting drivers and employees, a challenge increasingly prevalent among agencies today. This scarcity of skilled personnel has compelled the company to adopt innovative strategies to attract and retain top talent in a highly competitive market.

Results Impact: The results of CCW's recruitment video, as part of their workforce development strategy, were highly encouraging. The video successfully broadened the applicant pool, attracting candidates particularly drawn to CCW's commitment to employee growth. New hires exposed to the video during the recruitment process entered the organization with a deeper understanding of CCW's culture.

Why Submit: For several reasons, CCW is a strong candidate for the Best Marketing and Communications on Workforce Development: Electronic Media Award. Through its electronic media initiative, CCW expanded the applicant pool, drawing in diverse candidates enticed by CCW's unwavering commitment to employee growth. The onboarding process was streamlined through the use of electronic media, ensuring that new hires enter the organization with an understanding of CCW's culture and its dedication to professional development. This initiative attracted higher-quality recruits closely aligned with the company's mission. While successfully establishing CCW as the preferred employer within its local community and as a dedicated promoter of workforce development.