More Than Just a Job Ad: How We Use Recruitment Videos to Help Departments Hire—and Thrive

Recruitment videos aren't just about filling a position. When done right, they're a tool for solving deeper staffing challenges, building a sense of pride in the workplace, and telling real human stories that resonate. At Horizon Visual Media, we learned this firsthand—not from a textbook, but by being in the trenches with the departments and businesses we serve.

From Landscapers to Law Enforcement: How It Started

Our first recruitment video was for a landscaping company. It was a solid start, but the game changed when we were asked to create a recruitment video for a police department. That project opened our eyes to the potential impact this work could have. Many public service departments are feeling the pressure of being understaffed, overworked, and underappreciated. Recruitment video became more than a marketing tool for us—it became a way to help the people doing some of the hardest jobs stay fully staffed, supported, and seen.

What's Missing From Most Recruitment Videos?

Too often, recruitment content focuses only on salaries, benefits, and job descriptions—the same stuff you could find on a website. What gets overlooked is the thing that really sells a job: culture.

Who works there? How do they interact? What does a day in their life actually feel like? When people can picture themselves in a specific environment—at work, in uniform, in their town—that’s when interest turns into excitement.

Case Study: Auburn Police Department

Our recruitment video for the Auburn, Maine Police Department helped kickstart what has become one of our most impactful verticals. Not only was the video a success, but it had staying power. Enough time has passed that we recently returned to film a testimonial from Chief Jason Moen:

"This latest recruitment campaign encompassing the video has really helped our application numbers. We've seen a large influx of good, qualified candidates coming into our applicant pool."

Watch the Auburn PD Recruitment Video

Our Testimonial from Chief Moen

They’ve already greenlit a new video project with us once construction wraps on their new department. That kind of long-term partnership is exactly what we aim for.

The One That Got Away (And What We Learned)

Not every project is smooth. We ran a low-budget ad campaign for a trades company looking to recruit CDL drivers. Despite generating over 15 inquiries on a $300 budget, the client never saw them—he wasn’t logging into his Meta Business Suite. We also learned that even qualified applicants can get dismissed quickly if expectations aren't clear (like candidates asking about salary).

Lesson learned: If the client is managing any piece of the funnel, setting clear expectations and education upfront is everything.

Our Approach: Serious, Funny, and Always On-Brand

What sets us apart? Versatility.

Most of our first responder videos have a more serious or emotionally motivating tone. But we’ve also shot recruitment content for a luxury real estate agency in a full-on mockumentary style (think The Office). Every project is custom. No formulas. Just content that fits your brand and audience.

Process Matters: From Concept to Cut

1. Goal Alignment – We start by sitting down with the client to talk goals, values, and who they're trying to reach.

2. Creative Concepting – Once we understand what matters, we build a production plan around that.

3. Scheduling + Production – Especially with first responders, we adapt around shift work, training, and limited availability.

4. Post-Production + Delivery – If pre-pro is done right, post flows fast. Most projects are done in a few weeks.

Clarifying the Target: Who Are You Really Trying to Hire?

One of the most helpful things we do is ask deeper questions:

• What kind of candidates are you really hoping to attract?

• What do they care about besides salary?

• What does your current applicant pool look like, and why?

Some departments want task force applicants. Others want community-oriented hires. We help you shape your message around those real priorities.

What Makes You Stand Out?

If you and a neighboring department offer similar pay, what tips the scales? Things like:

• Tools + equipment

• Special assignments

• Promotional opportunities

• Mental health support

• Community engagement

• Workplace culture

These are the stories that stick with viewers. We make sure they’re front and center.

Video Isn't a Magic Wand. It's a Catalyst.

A recruitment video won’t magically fix hiring issues. But when paired with a solid recruitment plan, it becomes a force multiplier. We often consult with clients on their current funnel and help them improve their strategy—from landing pages to ad spend.

Short-Form Content = Long-Term ROI

TikTok, Instagram Reels, and YouTube Shorts aren’t just for kids. The audience has aged up. That means a strong recruitment campaign should include:

• Paid ads

• A flagship video on a landing page

• Short-form social content with the same messaging

We help you get mileage out of every piece of footage.

The Story That Gets Overlooked

One of the most powerful stories you can tell in a recruitment video is the story of an individual. Not the business. Not the job. The person.

"Working here gave my family and me the best life we could ask for."

That’s the kind of message that hits people emotionally. And that's what great recruitment video is all about.

Need to Staff Up? We Can Help.
If you're ready to create a recruitment video that actually works—one that speaks to real people and real priorities—let's chat.