Midmark Culture Series
Midmark launched a video campaign highlighting their culture to boost recruiting and retention efforts, leading to a nearly 500 percent increase in job applications submitted through LinkedIn.
Team Culture Video Campaign Boosts HR Efforts
As employers around the country grappled with an unprecedented uptick in resignations throughout 2022, medical supplies manufacturer Midmark looked for a way to highlight one of its biggest employee perks: its workplace culture. To boost their recruiting and retention efforts, they partnered with us to produce a strategic yearlong video campaign showcasing their culture.
Telling Midmark’s Story Through the Voice of its Employees
To make sure the campaign accurately captured Midmark’s culture, we collaborated closely with Midmark’s marketing and HR teams to define the core elements that make their culture stand out. Together, we decided that the best way to tell the story of Midmark’s culture was to interview the people who contribute to that culture every day — their team members. We selected individuals who could highlight different pillars of the culture by sharing their personal experiences and career journeys.
From late 2022 through early 2023, we filmed interviews at the company’s headquarters in Versailles, Ohio, as well as at their facilities in Irvine, CA, Kansas City, MO, and Carthage, MO.
Team Member Interviews Boost Morale and Recruitment Efforts
The video campaign, which was published on LinkedIn and Midmark’s intranet, was an overwhelming success. Both platforms saw high engagement, and the LinkedIn videos contributed to a major uptick in traffic to the company’s Life page on LinkedIn, where visitors can learn about the company’s culture, vision, and impact. Most importantly, job applications submitted through LinkedIn rose by almost 500 percent compared to the previous year.
In addition to equipping the HR team with a powerful recruiting tool, the campaign also boosted team morale. Seeing their peers talk about their experiences at Midmark instilled pride and a sense of ownership in the company culture among team members across all locations.
Midmark’s marketing team also scored an additional win. The interview shoots produced a large volume of footage that Midmark can repurpose for future video projects.