Long-form documentary introduces prospects to the U.S. Foreign and Civil Service

The State Department employed multiple methods to draw video views.

Representing America in a Career That Matters - Logo -

Recruiting videos tend to be short, designed to strike a quick emotional chord with viewers. The U.S. Department of State took a different approach with its nearly 20-minute documentary-style video, “Representing America in a Career That Matters”—which has won first place in the “Recruitment or Employer Branding Video” category of PR Daily’s 2017 Video and Visual Awards.

Produced by the agency J. Walter Thompson INSIDE, the video features interviews and B-roll from 11 Foreign and Civil Service employees and a Consular Fellow, based in the United States as well as South Africa, Afghanistan, Brazil, England and Mexico. The video provides viewers with insights into the variety of “highly skilled, passionate people fueling the U.S. Department of State’s global diplomacy efforts.” 

The video introduces viewers to the employees’ personal and professional backgrounds, explores why they pursued careers in public service, discusses what they do and explains how their work advances U.S. diplomatic objectives. The video was promoted via social media and the Web, along with paid media platforms, and drew more than 2,000 views on YouTube alone. The video, designed to raise awareness of the kinds of careers available in the Foreign and Civil Service, achieves its goals admirably. 

Congratulations to the State Department’s Rachel Friedland and JWT INSIDE’s Olga Haygood, Jennifer Patterson, Bruce Carey, Larry Greenfield and LeeGreengross. 


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