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Employer Brand Employee-Generated Video Content

Fletcher Building x EditMate

Discover how Fletcher Building partnered with EditMate to create authentic employer brand videos using employee-generated content. Learn how they scaled video production for talent acquisition and inclusion initiatives!

Overview

Fletcher Building, Australasia’s largest building materials supplier with a market cap of nearly $4 billion NZD and over 14,000 employees globally, needed to produce employer brand videos that would resonate across its diverse business units.

Tasked with this project, the Talent Acquisitions team partnered with EditMate to create a series of videos that showcased Fletcher’s unique culture and career opportunities using employee-generated content.

The Challenge

Fletcher Building faced the challenge of:

  • Showcasing the breadth of roles and teams across more than 30 different business units.
  • Creating content for talent acquisition and inclusion initiatives with a focus on attracting more women to operations roles.
  • Producing authentic and scalable video content that could be used by various Talent Acquisition teams.

The goal was to humanize the employer brand and highlight Fletcher Building’s diverse workforce while keeping production costs manageable.

 

 

The Solution: EditMate’s Employee-Generated Video Platform

EditMate provided the tools and expertise to help Fletcher Building create impactful employer brand videos using employee-generated content:

1. Collecting Employee-Generated Content

Fletcher’s Talent Acquisition team utilized EditMate’s platform to collect video content from across Fletcher Building:

  • Filmed clips with their iPhones to capture on-the-go content
  • Did informal video interviews from employees on-site
  • Repurposed existing b-roll footage from previous content

All video assets were uploaded to the EditMate Dashboard, allowing the TA team to review, rate, and comment on the clips submitted.

This process gave the team full creative control over the content, ensuring it aligned with Fletcher Building’s employer brand goals.

2. Professional Editing Services

Once all assets were collected, Fletcher’s team clicked the “Request an Editor” button on the EditMate Dashboard.

A Professional Video Editor from EditMate was assigned to the project and delivered the first draft within 48 hours.

Through the platform, the Fletcher TA team then:

  • Reviewed drafts
  • Provided feedback directly to the editor
  • Communicated with their assigned Project Manager to ensure the final videos met her expectations perfectly

3. Multi-Platform Distribution

The completed videos were tailored for distribution on Fletcher Building’s career pages, LinkedIn, and other social media channels to reach potential candidates and showcase the company’s inclusive culture.

 

The Results

The collaboration with EditMate helped Fletcher Building achieve:

A series of high-quality employer brand videos that highlighted the company’s diverse roles and teams

Increased engagement on Fletcher Building’s career pages and social media channels

Efficient video production through EditMate’s scalable platform and professional editing services

 

These videos played a key role in supporting Fletcher Building’s Inclusion & Diversity initiative, particularly in attracting more women to operations roles.

 

Key Takeaways for Creating Employer Brand Video with Employee-Generated Content

  1. Authentic Content at Scale: EditMate’s platform made it easy for Fletcher Building to create authentic employee-generated videos that resonate with job seekers.
  2. Quick Turnaround Time: The professional editing services ensured a fast turnaround, with first drafts delivered within 48 hours.
  3. Seamless Collaboration: EditMate’s platform streamlined the process from content collection to final video delivery, making video production simple and efficient.

 

About EditMate

EditMate specializes in video crowdsourcing and professional editing services for brands looking to create impactful video content at scale. With a streamlined platform and expert editing team, EditMate helps companies produce authentic, share-ready videos that connect with their audience.

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