Boosting Talent Engagement through Video: A Case Study on Rockwell Automation

Rockwell Automation is a global leader in industrial automation and digital transformation. The company is committed to innovation and excellence, and it uses advanced technology to help businesses operate more efficiently and effectively. Rockwell Automation's talent team plays a crucial role in the company's success, using highly produced videos to tell the company's story and engage with its talent. However, the COVID-19 pandemic posed a significant challenge to this strategy, forcing the team to find a new way to produce these videos and maintain their engagement efforts.

Rockwell Automation, a global leader in industrial automation and digital transformation, faced a significant challenge when the COVID-19 pandemic forced its talent team to halt the production of highly produced videos. These videos were a crucial part of the company's strategy to tell its story and engage with its talent. The sudden inability to produce these videos posed a threat to the company's talent engagement efforts and required a swift and effective solution.

To overcome this challenge, Rockwell Automation turned to iCIMS Video Studio. This solution enabled Rockwell employees to produce custom branded video content directly from their phones and laptops, eliminating the need for a costly production studio. The iCIMS solution also provided professional editing capabilities, integrated social publishing, custom templates, and real-time analytics dashboards. The videos produced by the employees highlighted representation, showcased diversity, and spotlighted employees making a difference at the company. These videos were then featured on the company's career site, landing and campaign pages, and in internal campaigns. The team also utilized the data collected to make decisions and improvements based on metrics, tracking conversion and engagement rates per job and even conducting A/B testing.

• The implementation of iCIMS Video Studio has had a significant impact on Rockwell Automation's operations. The ability for employees to produce custom branded video content directly from their devices has not only saved the company the cost of a production studio but also allowed for a more authentic and personal way of telling the company's story. The videos have successfully highlighted representation and diversity within the company, and have spotlighted employees making a difference. This has boosted engagement and allowed the company to continue its talent engagement efforts despite the challenges posed by the pandemic. Furthermore, the real-time analytics dashboards have provided valuable insights, enabling the team to make data-driven decisions and improvements.

• Generated over 8,400 impressions using employee videos

• Inspired viewers to watch 40% of videos to completion

• Boosted engagement rate on its career page, company homepage, and students/early career page to 7% on Rockwell’s career page