In 2025, logistics leaders face a recruiting paradox: demand is high, but trust is low. This case study shows how one legacy carrier used recruiting video marketing to replace generic job ads with real faces, real routes, and real conversations. You’ll see what they filmed, how they distributed it, and what changed when candidates finally met the people behind the uniforms—before applying.
Employer branding in logistics: the legacy challenge
“NorthRiver Logistics” (a 40-year-old regional transportation and warehousing firm in the U.S. Midwest) had a reputation for reliability with customers—and a reputation for being impersonal with candidates. The company ran a traditional recruiting engine: job boards, referral bonuses, and a careers page that listed requirements but said little about the work experience.
Leadership noticed three compounding problems:
- Candidate skepticism: Applicants assumed the company culture was rigid and outdated because the brand felt corporate and faceless.
- High drop-off after initial interest: Recruiters booked screens, but many candidates ghosted after receiving the job details or hearing shift expectations.
- Mismatch-driven turnover: Some hires left quickly, saying the role “wasn’t what I expected,” indicating a gap between the job description and the reality of the work.
NorthRiver didn’t need louder recruiting. It needed clearer recruiting. Their hypothesis was simple: if candidates could see the work, meet the team, and understand expectations upfront, the right people would self-select in—and the wrong fits would opt out earlier.
Recruiting and operations partnered to identify where trust broke down in the candidate journey. The answer wasn’t pay alone. It was uncertainty: “What will my day actually look like?” and “Will I be respected here?” Video offered a way to answer those questions credibly, using the people who lived the answers.
Recruitment video strategy: goals, audiences, and messaging
NorthRiver designed a strategy around three candidate truths:
- Candidates believe employees more than employers. The most persuasive message would come from drivers, warehouse associates, dispatchers, and frontline supervisors.
- Candidates need specifics. Vague “great culture” claims wouldn’t help. They needed schedules, equipment, routes, training, safety expectations, and how problems get solved.
- Candidates want to picture themselves succeeding. Clear pathways—especially for those switching industries—reduce anxiety and increase follow-through.
They set measurable goals aligned with the funnel:
- Top-of-funnel: Increase qualified traffic to role pages and grow completed applications from targeted geographies.
- Mid-funnel: Improve screen-to-interview conversion by addressing concerns before the first call.
- Bottom-of-funnel: Reduce early attrition by improving expectation-setting and fit.
The team defined three primary audiences and tailored messages accordingly:
- Experienced CDL drivers: Emphasize equipment standards, dispatch support, home-time predictability, and safety culture.
- Warehouse and forklift talent: Highlight training, team lead accessibility, shift transparency, and physical demands.
- Career-switchers (including military and trades): Show onboarding, mentorship, and how performance translates into advancement.
To keep the content honest and aligned with EEAT principles, NorthRiver established a review workflow. Operations verified every claim about schedules, route types, pay components, and training steps. Safety reviewed footage for compliance. Recruiting ensured accessibility and clarity.
Authentic employee storytelling: what they filmed and why it worked
NorthRiver avoided glossy “brand films.” Instead, they built a modular library of short videos, each designed to answer a single candidate question. This made the content easier to produce, easier to update, and easier to match to specific roles.
1) “A Day in the Life” role videos (45–90 seconds)
- Driver: pre-trip inspection, dispatch check-in, typical stops, how exceptions are handled, and end-of-shift routine.
- Warehouse associate: safety huddle, pick/pack flow, equipment check, break cadence, and how productivity is coached.
- Dispatcher: balancing service and driver needs, tools used, and escalation process.
These videos worked because they reduced ambiguity. Candidates could see the pace, environment, and leadership presence. The message wasn’t “this job is easy.” It was “this is what the job is.”
2) “Meet Your Manager” clips (30–60 seconds)
Frontline supervisors answered three prompts on camera:
- What do you expect in the first 30 days?
- How do you support someone who’s struggling?
- What does a good week look like here?
This format humanized authority. Candidates often fear poor management more than hard work. Seeing calm, specific leaders—speaking plainly—reduced that fear.
3) “The truth about…” myth-busting series (20–40 seconds)
- “The truth about overtime” (how it’s offered, when it’s required, and how scheduling works)
- “The truth about home time” (what’s predictable, what isn’t, and why)
- “The truth about safety write-ups” (what triggers them and how coaching happens)
This series built credibility by addressing uncomfortable topics directly. Candidates interpreted candor as competence.
4) Candidate-first benefits explainers (30–60 seconds)
Rather than listing benefits, HR explained what matters in practical terms: how fast coverage starts, what the company pays, and how to use programs. They included disclaimers on eligibility and directed candidates to a benefits summary for details. This helped avoid overpromising and improved trust.
5) Onboarding walkthrough (60–120 seconds)
New hires commonly worry about the first week. NorthRiver filmed the training room, the mentors, the evaluation steps, and the “who to call” list. They included a simple message: “You will not be left to figure it out alone.”
Candidate experience optimization: distribution across the hiring funnel
Video only matters if candidates actually see it at decision points. NorthRiver mapped the funnel and embedded content where it would remove friction.
Careers site and job pages
- Each job page featured one role video at the top and two supporting clips below: “Meet Your Manager” and “The truth about…”
- They added a short text summary under each video for accessibility and quick scanning.
- They placed a clear CTA under the video: “Apply in 3 minutes” and “Talk to a recruiter today,” letting candidates choose their comfort level.
Job boards and programmatic ads
- They used vertical-friendly cuts for mobile feeds and included captions on every asset.
- Instead of broad slogans, each ad led with a single verified claim (for example, “Set start times for this lane” or “Paid training week”).
Text and email nurturing
- After a candidate started an application but didn’t finish, they received one message with the onboarding walkthrough and a link to schedule a call.
- Before the first interview, candidates received the “Meet Your Manager” clip and a one-page expectations summary.
Recruiter enablement
Recruiters used video like a toolkit. When a candidate asked about overtime, they didn’t “handle the objection” with rehearsed lines. They sent the specific myth-busting clip and offered to answer follow-ups. This lowered back-and-forth, reduced miscommunication, and kept the tone respectful.
In-person and community touchpoints
- NorthRiver played silent, captioned loops at hiring events.
- They equipped referral champions with QR cards linking to the role videos.
Candidate feedback shifted quickly. Recruiters reported fewer “basic info” calls and more conversations about fit, schedule, and growth—exactly the topics that predict retention.
Measuring recruitment ROI: metrics, results, and credibility
NorthRiver treated video as a performance channel, not a branding vanity project. They set up a simple measurement system aligned to outcomes. Because results vary by market, role, and seasonality, they focused on directional improvements and leading indicators that correlate with hiring success.
What they measured
- Engagement: video completion rate on job pages and click-through rates from ads to role pages.
- Conversion: application completion rate, screen-to-interview rate, and interview-to-offer rate.
- Quality and fit: offer acceptance rate and early-tenure attrition indicators (for example, 30–90 day retention and voluntary quits).
- Recruiter efficiency: time spent per hire and number of touchpoints required to move a candidate forward.
What changed (observed outcomes)
- More self-selection: NorthRiver saw fewer unqualified applications in roles where expectations were clearly shown, which improved recruiter throughput.
- Higher interview readiness: Candidates arrived with better questions and fewer surprises about shift patterns, physical demands, and performance standards.
- Improved offer confidence: Recruiters reported fewer last-minute drop-offs because candidates felt they “already knew” the environment.
- Reduced early regret: New hires cited the videos as a reason they felt prepared, suggesting the content improved expectation alignment.
Why the results were credible
- Claims in videos were verified by operations (routes, schedules, tools) and HR (benefits, eligibility).
- They used real employees in real settings with minimal scripting, which reduced the risk of “too polished to be true.”
- They updated videos when policies changed and retired content that no longer matched reality.
One of the most important insights: video didn’t just increase volume. It increased clarity. That clarity improved speed, reduced friction, and created a better match between candidate expectations and the job.
Change management for HR teams: governance, production, and scalability
Many HR leaders hesitate because video feels complex. NorthRiver succeeded by keeping production lightweight and governance tight.
A practical production model
- Small crew, repeatable formats: A two-person team captured most footage in half-day sessions at terminals and warehouses.
- Template-driven scripting: Each video followed a standard outline: what you do, what success looks like, what’s hard, what support exists, and how to apply.
- Caption-first editing: Every video included captions to support silent viewing and accessibility.
Consent and trust
- Employees volunteered, and participation was not tied to performance reviews.
- They allowed re-takes and offered employees final review for comfort, while retaining editorial control for accuracy.
Compliance and safety
- Safety reviewed visuals for PPE, yard practices, and equipment usage.
- HR reviewed language around pay, benefits, and eligibility to prevent misleading claims.
Keeping content current
- They maintained a simple content inventory: role, location, supervisor, policies referenced, and last review date.
- They planned quarterly check-ins to confirm nothing critical had changed (especially scheduling, lanes, and training steps).
Answering the question every HR team asks: “What if it shows flaws?”
NorthRiver didn’t hide the hard parts. They framed them with context and support: physical demands, weather, peak season pressure, and the importance of safety. Candidates who disliked those realities opted out early, which protected both the company and the candidate from a bad fit.
FAQs
What types of recruiting videos work best for logistics roles?
Short role reality videos, manager introductions, onboarding walkthroughs, and myth-busting clips perform well because they answer practical questions about schedules, safety, physical demands, equipment, and support.
How long should recruiting videos be?
Most NorthRiver assets were 20–90 seconds. Use 60–120 seconds for onboarding or training walkthroughs. Aim for one question per video, with captions and a clear next step to apply or talk.
Do we need professional production to get results?
No. Credibility matters more than cinematic quality. Good audio, steady framing, real workplaces, and clear captions are typically enough. Use repeatable templates and verify every factual claim.
Where should we place videos to improve applications?
Put the role video at the top of the job page, then use supporting clips in follow-up texts/emails after application starts, before interviews, and inside recruiter outreach to address common concerns.
How do we measure ROI on recruiting videos?
Track job-page engagement, application completion, screen-to-interview conversion, offer acceptance, recruiter touchpoints per hire, and early-tenure retention signals. Compare trends by role and location to isolate where video reduces friction.
How do we keep videos accurate as policies change?
Maintain a content inventory, schedule quarterly reviews with operations and HR, and retire or re-edit any video referencing schedules, lanes, pay components, or benefits that have changed.
NorthRiver’s experience shows that video works when it replaces guesswork with evidence. By filming real work, real leaders, and real expectations, the company turned recruiting into a transparent conversation instead of a sales pitch. The takeaway is simple: build a small library of truthful, role-specific videos, distribute them at key funnel points, and measure outcomes that reflect fit—not just volume.