Engaging Job Seekers: A Case Study with SUNY Cortland
Lasting recruitment tool for ongoing hiring needs
Five videos from one shoot, maximizing ROI
Strengthened brand image
01.
Context
Like many institutions across the country, SUNY Cortland faced a daunting post-pandemic challenge: more job openings than applicants—and fewer qualified candidates than they hoped for. Recruiting new talent, especially for civil service roles, had become increasingly difficult.
They wanted to change that. But not just with job listings and salary breakdowns. SUNY Cortland wanted to spark interest by showing people why working there matters—what it feels like to be part of their community.
They partnered with our Riveo team to create a series of recruitment videos that would introduce prospective employees to the heart of SUNY Cortland: its people. The goal was to raise awareness, boost applications, and remind potential hires—faculty, staff, and civil service workers alike—what makes working at a SUNY institution uniquely rewarding.
“Riveo was very good at not only getting questions asked, but getting responses that really brought out the authenticity in the employees they were speaking with.”
Play the video to learn more from our client – Tracy Rammacher (Director of Marketing) and Fred Pierce (Former Director of Communications).
02.
Our Approach
SUNY Cortland carefully selected employees who not only had positive experiences on campus but could also express them in a way that felt warm, natural, and inviting on camera. Together, we created three distinct videos, each tailored to a different audience—faculty, professional staff, and civil service workers.
Filming took place right on campus, where interviewees shared why they chose Cortland, what keeps them there, and what makes the campus culture so special. We wove their words together with rich b-roll that showcased the energy of the environment, the beauty of the campus, and the genuine pride people take in their work.
Benefits of Recruitment Videos
- Attract more qualified applicants by showcasing your workplace culture and values.
- Stand out in a crowded job market with engaging, human-centered storytelling that goes beyond the job description.
- Create versatile content that can be repurposed across your website, social media, and ad campaigns to support ongoing hiring efforts.
03.
Outcomes
With the videos embedded on SUNY Cortland’s website and shared as part of their recruitment outreach, they now have a powerful, evergreen tool that brings their employer brand to life.
Instead of simply telling candidates what’s great about working there, the videos show it—through the voices of real employees who embody the mission and values of the institution. That authenticity shines through, especially in a time when people are craving connection, meaning, and stability in their careers.
Applications have remained strong since the videos launched, and SUNY Cortland now has a compelling way to cut through the noise and connect with candidates who care about more than just a paycheck. They’ve created a window into campus life—and invited others to picture themselves there too.
Results
- Created three targeted recruitment videos for faculty, professional staff, and civil service roles
- Repurposed footage to create additional 15- and 30-second ad spots for broader outreach
- Showcased authentic employee experiences to highlight SUNY Cortland’s culture and values
- Boosted visibility and engagement with job opportunities on the university’s website
- Provided a lasting recruitment tool to support ongoing hiring needs
- Helped attract more aligned, mission-driven applicants in a competitive job market
