When it comes to engaging videos, most organisations quickly turn to user generated content, or emotive narrative based approaches that seek to pull on the heartstrings.

We decided to do something different when U.S digital bank Discover needed to attract early tech talent.

Through research, we heard that while candidates were happy for user generated content (UGC) to be part of the mix and they wanted to hear authentic stories, they also wanted something different. Something unexpected in an otherwise corporate financial sector. Something that wasn’t bland.

So we swapped bland for colour. And playfulness. And craft.

Across a series of videos we used a bright colour palette to bring to mind warmth, and enthusiasm. An illustrative, icon-led approach worked well with our playful tone and helped set us apart.

The videos hit the mark with the audience, with over 4million impressions, 32,000 clicks and over 2,000 reactions. And it went down well with Discover:

“This approach engages and inspires a wider, more diverse early talent pool. And makes people feel at home here, even before they’ve applied.”

– Senior Manager Employer Brand.