Elevating the Company Story

Blackwoods, Australia's giant supplier of industrial and safety products, wanted to attract better talent and shift how the market saw them as an employer. They needed to fill key roles and improve external perceptions, and the way to do it was to show what working there's actually like, through the stories of the people who do it.

The tension was authenticity. Employer brand videos slide into cliche fast, and a spin-heavy piece would have been seen through instantly by the exact candidates Blackwoods wanted. It had to feel genuine to land.

We pre-interviewed a range of people across the organisation first, so we understood the real perspectives before a camera came out. Then we sent our production crew across two states to capture authentic interviews and honest b-roll at multiple Blackwoods sites, working alongside employees rather than staging around them.

In the edit we wove the different stories into one cohesive film built on the themes that kept recurring: camaraderie, job satisfaction and genuine pride in the brand.

The video and the wider branding work drove over 1,000 new company followers, a direct sign the content was pulling an audience.

It moved the numbers that matter for hiring too. Job-ad performance improved, with a 22% increase in ads rated as high performing, and Blackwoods saw a 35% decrease in average time-to-fill for new roles. That's the whole case for employer brand content in one result: better perception at the top, faster hires at the bottom.