case study
Dienst Justitiële Inrichtingen
Where freedom ends and begins again.
Employer branding and recruitment video content for and by the Penitentiary Institution Alphen aan den Rijn.
Dienst Justitiële Inrichtingen
Year
2021
Services
Strategy
Creation
Video production
Deliverables
Hero Movie
Recruitment Videos
Video teasers
Briefing
At PI Alphen aan den Rijn, the theme “Where freedom stops and begins again” is central. This applies to everyone working there and the corresponding work approach: complete focus on the detainee. To communicate this to the outside world and simultaneously encourage people to consider a job at this institution, we produced employer branding videos and recruitment content. Content that shows what happens behind the high walls and closed doors, and how everyone contributes to a successful reintegration into society.
Approach
In the overarching employer brand video, we chose to stay close to the theme “Where freedom stops and begins again.” Through the perspectives of various employees, we show how everyone within the institution stands ready for the detainee, contributes to overall safety, and what is involved in this process. By dividing the voice-over and having it spoken by different employees, we emphasize that the theme and focus on the detainee is shared by everyone.
Recruitment Videos
In addition to the employer brand video, we also produced recruitment videos and testimonials, offering a glimpse into the various roles and tasks at PI Alphen aan den Rijn. We used portrait shots of employees speaking, mixed with footage of the department and activities. To ensure these videos were unmistakably part of the same family as the other content, we applied the same shot types and shooting style.
Video Teaser
To drive engagement with the content, we used teasers—short, attention-grabbing versions designed to pique interest. These teasers were shared on the social media channels of PI Alphen aan den Rijn, with a link to the ‘work with us’ site where the full content could also be viewed.
