Maybaum launches honest image film for AKB
For its latest HR campaign, Aargauische Kantonalbank (AKB) decided on the spur of the moment to team up with Maybaum Film—thereby ushering in a new perspective.
Banks have to contend with a dusty and conservative image. The Aargauische Kantonalbank is no exception. But what really goes on behind the blue K: No obligation to wear a suit in many departments, a personal "you" culture, flexible working hours and many other aspects that stand for a contemporary and forward-looking corporate culture.
The bank teamed up with Maybaum Film to capture and convey the modern working atmosphere in a genuine, authentic and approachable way. The result is a cinematic change of perspective.
Shot entirely from the "point of view", viewers experience the everyday working life of two protagonists at AKB. From the morning encounter at the status meeting to cross-departmental work processes and meetings, as well as the action-packed lunch field hockey lesson, to the end of the working day with the kids picking up their dad after work.
"The employees were totally unimpressed by the camera and were completely in their element. The filming was great fun - our camera team practically became one with the AKB team," says Flavio Alraun, project manager and responsible person on set.
A working day at AKB
Recruitment videos often fail due to their credibility. In many cases, testimonials - or even actors - are used to convey a distorted, embellished image of the company to jobseekers. The truth is that such statements should be treated with caution. In the end, the reality of hard day-to-day work often looks different from scripted dream scenes.
Prospective job applicants can now gain a varied and genuine insight into what happens at AKB even before they apply. The film is not only designed for customer advisors, but also for a large number of existing job profiles. In addition to using the main film for the website and YouTube channel, cut-downs are used in a user-friendly way, for example in the form of video posts on the social media channels LinkedIn and Instagram. In general, the campaign aims to increase traffic to the job portal.
As companies are in a constant state of change, image films can quickly lose their relevance. Flavio Alraun sees this as an exciting challenge: "The video has a modular structure. This means that scenes can be exchanged, removed or added to as required. The film can also be expanded with additional elements to adapt it to its presentation purpose."
Responsible at Aargauische Kantonalbank: Sandra Aebli (Communications); Roman Spieser (Human Resources Management). Concept, script and production: Maybaum Film.
