The METCAD 9-1-1 team was struggling to attract qualified recruits in the area. Although the work is rewarding, high paying and offers amazing benefits, many applicants are deterred by the potential emotional toll and unique hours. Even when applicants are interested, ensuring they’re qualified is another task entirely, as the job requires a unique skillset and ability to address high-stress situations with skill and steadiness. INDIRAP’s task was to not only create content that engaged viewers, excited them about the opportunity, and led them to apply, but to develop a paid ad journey that got in front of the right audience.

INDIRAP suggested an interview-based video, allowing real METCAD leaders and employees to share their experiences, motivations and stories directly to viewers. This authentic approach creates a sense of trust that is key in recruitment content. INDIRAP developed interview questions to pull out relevant stories, powerful soundbites from the interviewees, and a shotlist that reflected the team’s daily work. Our teams then collaborated to select participants, curate questions to best highlight their individual perspectives, finalize all visuals and schedule the production day.

After production, INDIRAP’s editing team expertly identified the most compelling pieces to edit into an array of deliverables, crafting each specifically to perform well on the intended platform. Longform videos were used for their website, landing pages and Youtube, whereas shorter ad cuts were each made to attract a specific audience.

INDIRAP’s team launched the ad campaign, monitoring the performance of each video and viewer journey and adapting to achieve the most impactful final campaign.