More than 800,000 impressions on Bentleys' employer brand videos.

Bentleys wanted to compete for accounting and advisory talent against much larger firms. We built an EVP, a new careers page and a video suite, then put targeted advertising behind the videos.

Result

800K+

Impressions across Bentleys' employer brand videos, with the top video past 430,000 views

Challenge

Competing for accountants and advisers against much larger firms with far bigger employer brand budgets

Solution

Competing for accountants and advisers against much larger firms with far bigger employer brand budgets

Company

Bentleys

Industry

Accounting and advisory

Services

EVP brand architecture, careers page design and copy, employer brand videos, YouTube and LinkedIn campaigns

Bentleys is an accounting and advisory firm competing for talent with much larger firms that have far bigger employer brand budgets. It wanted to be known for what its people experience at work, and to reach the accountants and advisers who might be a good fit.

The challenge.

The firms that dominate accounting and advisory careers marketing spend heavily to be the first name a candidate thinks of. Bentleys has a strong culture and good people, and it needed a way to be seen by the right candidates without matching those budgets.

The aim was to reach the right people rather than simply the most people, and to let Bentleys' own team do the talking.

What we did.

We developed Bentleys' EVP brand architecture, then designed and wrote its new careers page. We produced a full suite of employer brand videos in which Bentleys' people talk honestly about their experience, with different parts of the business explaining why they like working there.

We then put a modest amount of advertising behind the videos, because good content only works when the right people see it:

On LinkedIn, we ran campaigns aimed at professional accountants at similar organisations
On YouTube, we built an audience of people who had been browsing the careers pages of other large accounting and advisory firms, and showed them videos of Bentleys' people

The outcome.

The videos delivered more than 800,000 impressions. The top video passed 430,000 views and the second reached 193,000, so two videos alone have gone past 600,000 views. The figures can be seen publicly on Bentleys' YouTube channel.

The same videos, with targeted advertising behind them, have reached a very large audience of people who work in the same profession. That kind of reach is what makes it easier to win support for employer brand work inside an organisation.

If you're considering something similar, you can read more about our recruitment video production.

For more on the thinking behind this work, read Great employer brand content does nothing if nobody sees it.