Recruitment Videos in Burlington, Vermont

"People don’t join organizations. They join people." That’s something I’ve learned time and time again while making recruitment videos. Salary and job descriptions matter, of course, but they’re not the whole story. When you’re trying to hire in a competitive market, culture and community often make the difference—and that was front and center in Burlington, Vermont.

Why Burlington?

Burlington is a small city with a lot of character. It’s got the lake, the mountains, Church Street, and a mix of industries that make it feel like no two corners are the same. That diversity is exciting, but it also makes recruitment a challenge. Different applicants care about different things, and if you want to reach them, you need to show more than a job posting.

That’s exactly what the Burlington Police Department wanted when they reached out. They needed a recruitment campaign that would stand out, connect with people, and ultimately bring in more applicants.

Behind the Scenes of the Burlington PD Project

We spent the better part of a week with the department, and let me tell you—it was a lot of fun. They welcomed us in, showed us their city, and gave us the chance to capture the personality of the department.

Some days we were filming community policing downtown. Other days we were chasing the morning light by the water. We were going for something that felt like a movie trailer, because the team wanted something creative and eye-catching. At the same time, we shot straightforward pieces for TV spots and more nuanced videos for targeted audiences—like laterals from other departments, or people considering a move to Burlington.

The end result wasn’t just one video. It was a full toolkit of content that the department could use in different places, from social media to broadcast.

Check out Burlington Police Department's Recruitment Video!

Why This Approach Works

Here’s the thing: recruitment is rarely about one magic bullet. It’s about showing the whole picture. When someone’s deciding whether to apply, they’re asking themselves:

• What’s this community like?

• Who will I be working with?

• What does a normal day look like?

• Can I see myself here?

That’s why we captured shots of Burlington itself. A paycheck is important, but people also want to know the environment they’ll be stepping into. Walking down Church Street. Working in a department where culture and camaraderie matter. Seeing their role in keeping a city safe.

And it’s not just law enforcement. We’ve seen this play out in other industries—healthcare, engineering, construction, landscaping. Every sector has its own unique angle, but the principle is the same: show the people, show the place, and show the culture.

Learn how to make a recruitment video that works!

Lessons for Any Organization

If you’re thinking about a recruitment video—whether you’re in Vermont or anywhere else—here are a few takeaways from our time in Burlington:

1. Make it about more than money. People want to see who they’ll be working with and what their environment is like.

2. Use variety. One video can’t do everything. Short ads, creative spots, and testimonial-driven pieces can work together to reach different audiences.

3. Lean into your location. Don’t assume applicants know your city. Show them. Highlight what makes your community special.

4. Get specific. Target content to the demographics you’re trying to reach—laterals, newcomers, or local residents.

Wrapping Up

Our Burlington PD project was a reminder that recruitment videos aren’t just about filling open roles. They’re about telling the story of a department, a company, or a community in a way that makes people want to be part of it.

And honestly? Spending a week in Burlington filming police officers by the lake, on Church Street, and out in the community was a blast. The department got excellent feedback, applicants saw what made the job unique, and we walked away reminded why we love doing this work.

👉 Thinking about recruitment videos for your organization? Take a page from Burlington: show your people, show your community, and let the story do the heavy lifting. Let us help, we specialize in recruitment video production!