In the latest episode of the Coolbox podcast, we sat down with Dave Walstow, COO at Creed Communications, to explore how video is reshaping the way organisations attract, engage, and retain talent. If you’re in employer branding, HR, or recruitment marketing, this one’s for you.
Who Are Creed Comms?
Creed is a specialist employer branding and talent attraction agency working with organisations big and small, from household names like Lidl to lesser-known companies doing essential work behind the scenes. Their goal? Help businesses define and communicate who they are as employers, and video plays a starring role in that.
Why Video Is Central to Modern Employer Branding
Dave put it simply: “Video is the most heavily consumed format now. Why wouldn’t you use it for recruitment?”
Creed’s approach starts with deep research surveys, focus groups, and competitor analysis to understand a company’s culture, challenges, and values. That insight is then used to create compelling content, with video often at the heart of the campaign.
Three key types of employer branding video:
- Hero videos – Conceptual, high-impact branding films (e.g., for Jaguar Land Rover) used on careers sites or TV.
- Targeted campaign videos – Role-specific or demographic-specific content (e.g., G4S campaign for women in frontline security).
- Testimonial & explainer videos – Employee stories, onboarding content, or training overviews.
From Script to Screen: How Clients Work with Creed
Clients rarely come to Creed with a fully formed creative idea. And that’s the point.
Dave explains: “Our clients are usually in HR or recruitment roles; they’re not creatives. That’s what they pay us for.”
Creed’s internal creative team (shoutout to Creative Director Liam) typically pitches two to three fully developed video concepts, unless they strike gold early like the G4S campaign, which was nailed in the first idea.
Still, they often let clients choose between a ‘safe’ option and a more creatively ambitious one, especially when working with public sector organisations where risk tolerance can vary.
The Creativity Scale: How Bold Should a Video Be?
One technique Creed uses is a “creativity scale.” Clients are asked to choose a number between 1 and 10:
- A 3 or 4 might be a straightforward office shoot using internal staff.
- A 10 might involve actors, drones, motion graphics, or full narrative storytelling.
Most clients pick a 7. But understanding the risk appetite helps Creed tailor the pitch accordingly.
Real People or Actors? The Pros and Cons
One of the most frequent client dilemmas: Should we use real employees or professional actors?
Using employees:
- ✅ Authentic
- ✅ Personal connection
- ❌ Risk of staff turnover or performance anxiety on camera
Using actors:
- ✅ Efficient
- ✅ Reliable delivery
- ❌ Less authentic to insiders
Dave’s take: “If you’ve got employees who are comfortable and confident on camera, use them. But actors can still feel real with the right direction.”
One standout example? The Iceland campaign featuring a non-actor staff member who delivered a show-stealing piece to camera.
The Power of a Strong Concept: The “Van Do” Attitude
A good video campaign starts with a great concept. For DPD, Creed developed the “Van Do” Attitude, highlighting the proactive spirit of their drivers. The campaign included a flagship video, a series of social cutdowns, and seasonal updates (e.g., Olympics, Christmas versions).
The result? The video paid for itself within two months by reducing media spend and increasing recruitment impact across multiple platforms using programmatic targeting.
So… Can AI Make Videos Now?
Short answer: Not really.
Dave explained that AI is useful as a tool, especially for storyboarding and visualising ideas, not for replacing real human storytelling.
“AI can help us ‘scamp’ ideas visually so that clients can see our vision. But when it comes to authentic, meaningful employer brand content? That still needs people.”
What’s Next for Creed?
Despite an upcoming tricky year (thanks to macroeconomic changes affecting recruitment), Creed is optimistic. Their focus will be:
- Helping clients reinvest in employer branding while hiring slows
- Creating longer-term video assets that position brands for future growth
- Continuing to evolve their creative offerings across video, digital, and social
Final Thoughts: It’s About the Challenge, Not the Logo
When asked who their dream client would be, Dave’s answer was refreshingly honest:
“It’s not about working with Google or Coca-Cola. The best clients are the ones with a real employer brand challenge to solve.”
Big names are nice – but working with ambitious, open-minded clients who need help telling their story? That’s where the real satisfaction lies.
🎧 Want to hear the full conversation? Listen on Spotify