Promoting the employer brand
with an inclusive and authentic video campaign
with an inclusive and authentic video campaign CFAO
- Brand Content
- Social media
- Campaign and digital activation
- Services
- Motion design
- Art Direction
- Copywriting
The brief
With more than 23,100 employees and sales of €8.3 billion, the CFAO Group contributes to the economic growth and industrialisation of the African continent, operating in the mobility, healthcare, consumer goods, infrastructure and energy sectors.
Faced with the challenges of recruiting and retaining talent in a competitive market, the Group is banking on a differentiating employer brand strategy, and has called on the agency to come up with a differentiating and adaptable video package.
The challenge
How can CFAO promote its strategy and values while standing out in a competitive market?
Our answer :
- 01.Production of a film showcasing the Group’s strength and diversity
- 02.Creation of a series of portraits illustrating its pan-African dimension
- 03.Designing guidelines for local branches
We had the pleasure of working with the Bien-Fondé agency to create our employer brand film and ambassador videos. Their creativity and agility were remarkable throughout the project. The agency was able to structure the various stages efficiently, finding solutions to our constraints and demonstrating good complementarity between the teams. Their attentiveness and understanding of our needs enabled us to produce videos that perfectly reflect our vision and values. There's no doubt that we'll be looking to Bien-Fondé for future projects!
A film with a strong concept of belonging
By emphasising this inclusive approach, the film invites viewers to feel involved and valued, reinforcing its image as a welcoming and open employer.
Supported by a voiceover and produced in French and English, the video adopts an authentic tone, creating a strong emotional connection to engage both internal employees and potential candidates.
Authentic portraits illustrating pan-African scope
To make it even more authentic, employees were invited to film themselves using their own equipment. The face-to-face interviews, which were sincere and rewarding, were produced in portrait format. With a maximum length of 1m30, they keep the viewer's attention.
To illustrate the Group’s multi-cultural and multi-sectoral dimension, we have chosen to associate one colour per CFAO branch. At the end of the video, the combination of these 5 colours forms a rainbow, representing the unity and plurality of the CFAO Group.
Documentation to roll out the concept locally
Work
together
We put all our expertise at your service in order to carry out well-thought-out and well-executed projects alongside you. We look forward to meeting you.