Client: Job Connector by MIT

Industry: Education / Workforce Development

Location: Cambridge, MA

Services: Corporate Video Production, Recruitment Videos, Testimonial Videos

Deliverables: 8 Videos

Production Timeline: 4 weeks

The Challenge:

The Job Connector by MIT’s mission is to provide accessible career advising and workforce development programs for Cambridge residents looking to join the diverse range of careers in construction. Previously, Job Connector relied on its website and photography to market the program. Adding professional recruitment videos and authentic testimonial interviews helped increase awareness, attract more applicants, and better explain the opportunities available through the program. Before hiring Avenue One, potential students didn’t have a full understanding of the program’s goals and experience. 

The Production:

MIT contacted Avenue One Productions for a 4 week corporate video production featuring a recruitment course for students looking to join the construction workforce at their flagship location on Main Street in Cambridge, MA. Professional recruitment videos and testimonial interviews became essential marketing assets to increase awareness, improve student enrollment, and better communicate the value of the program. As a Boston corporate video production company, Avenue One Productions helped Job Connector create recruitment videos that could be used across the Greater Boston area. Our team managed every stage of production, from creative planning and interview direction to filming, editing, color grading, sound design, and final delivery. Because filming took place while active classes were in session, our crew worked around instructors and students without disrupting the learning environment. Interview setups were designed to feel conversational rather than scripted, allowing students and instructors to speak naturally about their experiences. Throughout production, our team focused on capturing authentic interactions, classroom instruction, and hands-on construction training to create a genuine representation of the program.

Creative Approach:

Our creative strategy focused on two objectives. Avenue One was chosen as a premier partner to execute the 8-video recruitment campaign. The creative approach for this project had 2 primary goals. The first goal was to produce a recruitment video explaining what prospective students would learn by attending the program. This was accomplished by reviewing more than 10 hours of raw footage and interviews, identifying the strongest moments, and editing them into a polished two-minute recruitment video.

The second goal was to film testimonial interviews featuring past students and instructors to highlight the importance of building career connections early in the workforce journey. We carefully selected interview subjects who could authentically showcase the impact of Job Connector by MIT. By featuring both current students and graduates who successfully transitioned into full-time careers in the construction and building trades, we were able to highlight the program’s real-world outcomes and demonstrate how workforce training can create meaningful career opportunities. Their personal stories helped bring the mission of Job Connector to life while giving prospective students a better understanding of the experience, career pathways, and opportunities available through the program. These interviews became a key component of the recruitment video campaign and were also repurposed into shorter social media segments to increase awareness and engagement. The final videos needed to feel authentic and polished while allowing students and instructors to share their experiences naturally rather than relying on scripted messaging. Avenue One approached the testimonial video production process by creating a comfortable interview environment where participants could share genuine experiences rather than deliver scripted responses.

Avenue One created an 8-video recruitment campaign with the following deliverables:

• What is the Job Connector by MIT?

• Why Choose Job Connector by MIT?

• Testimonial Recruitment for Job Connector by MIT

• Why Job Connector by MIT is important for students

• (4) Social Media Cutdowns

Tim Downing, the Program Administrator, loved the videos and said ‘The videos look great, really high quality and well-made and they do a great job of making the Job Connector look good’.

Results:

• Produced 8 recruitment and testimonial videos

• Captured more than 10 hours of footage

• Conducted interviews with instructors and former students

• Created evergreen marketing assets for the MIT website and social media

• Improved the program's ability to communicate its mission to prospective students before they applied

Following the project, Job Connector left Avenue One Productions a five-star review on Google.

Conclusion:

The videos now serve as the primary recruitment assets on MIT's website, helping prospective students better understand the program before applying while providing Job Connector with evergreen content for its website, presentations, email marketing, and social media. The campaign created evergreen recruiting content that they can use across its website, presentations, email marketing, and social media.