Increased Organic Hiring from 36% to 49%

How AFCA transformed its employer brand into an always-on content engine with VideoMy

Finance

Challenge

Create authentic employer brand content without relying on marketing or video specialists.

Attract better-informed candidates, not simply more applications.

Reduce reliance on paid recruitment advertising.

Scale employee-generated content with a small team.

Build a flexible content library that could be activated when hiring demand increased.

‍

Solution

AFCA partnered with VideoMy to launch its employee ambassador program, AFCA Knights, giving employees an easy way to record authentic stories while VideoMy handled the editing, branding and content creation automatically.

Using VideoMy, the team was able to:

Collect authentic employee stories at scale.
Automatically edit and brand every video.
Repurpose a single recording into 5 to 7 pieces of content, including blogs and quote cards.
Build a flexible library of employee-generated content that could be switched on and off depending on hiring needs.
Guide candidates through the recruitment journey with authentic videos that set realistic expectations about roles and culture.

Results

26.5%

Organic Hiring Increase

Increased organic hiring from 36% to 49%.
Nearly 50% of hires now come through owned, organic channels
Improved candidate quality by helping applicants better understand the role and organisation before applying.
Reduced reliance on paid recruitment advertising through stronger owned channels.
Lowered recruitment costs through stronger talent pooling and organic attraction.
Improved time-to-hire by building an engaged pipeline of candidates.
Improved candidate quality by helping applicants better understand the role and organisation before applying.
Turned every employee video into 5 to 7 branded content assets, significantly increasing content output.
Grew employee advocacy and confidence, with many ambassadors progressing into new internal opportunities.
Built a scalable employer brand content engine that could be switched on whenever recruitment needs arose.

‍

Key takeaways

26.5% increase in hires through owned, organic channels.
Nearly 50% of hires now come through owned, organic channels
Authentic employee-generated content attracted better-informed candidates, not simply more applicants.
One employee recording became 5 - 7 reusable content assets, dramatically increasing content output.
Reduced reliance on paid advertising by building an engaged talent community.
Flexible content campaigns allowed AFCA to respond quickly to changing recruitment priorities.
Employee ambassadors gained confidence and greater internal visibility, supporting career progression.

‍

Matthew Lant

Head of Talent Acquisition, AFCA

"Candidates don't want the polished, corporate message - they want the real story. VideoMy has helped us amplify authentic employee voices at scale, making it easier to connect with candidates in a way that's genuine and meaningful."