How do you bottle the magic of a great workplace? For The Parmar Collection, a high-end hospitality group, the answer was simple: let the people who love working there tell the story themselves.
In the fast-paced hospitality industry, it’s the team that creates the unforgettable guest experience. The Parmar Collection struggled to attract enough of the right talent during their busiest seasons because it was hard to show what makes their culture so special.
They needed to capture that intangible feeling—the teamwork, passion, and pride—in a way that was completely authentic.
We knew the only way to tell this story was through the voices of the team itself. We put the employees of Winstanley House front and centre, creating a relaxed and fun environment for them to share their real experiences on camera. By focusing on their words, actions, and smiles, we were able to capture the true essence of their employer brand and what it really feels like to be part of the team.
According to Rachael, “The Parmar Collection are ‘always on’ when it comes to recruiting”, eager to constantly upskill, and it had been a struggle to attract enough of the right talent when the seasons required it.
“Through the employer brand project and Co.lab’s video, they now have a constant stream of applicants through their website, some applying to open vacancies but others purely speculatively – they’ve got a crystal clear idea of what it’s like to work at The Parmar Collection through the video, so they already have a good idea that they’d be a good fit for the company”.
By creating the video to be an employee- first perspective, it reaffirmed The Parmar Collection’s commitment to investing in the current pool of talent.
“A housekeeper even cried when she watched it – she said it summed up perfectly why she worked there, and made her feel so proud to be part of the Parmar team. That’s pretty special!”
“What I expected – easy and fun. But what I hadn’t anticipated is the care and attention Dan put into every single shot, every single word that an employee said. He spent so much time making them feel comfortable but also ensuring that we captured the essence of their new employer brand that the client was after. He was determined to create an absolute top-quality product and wouldn’t go home until he was happy. His attention to detail was unreal.”
“I knew it would be good because I was at the venue when Dan was filming and interviewing employees, but it was only when Eleanor sent the first edit over that I saw how it all came together. I got goose pimples! They’d captured it perfectly and it really did bring their employer brand to life, all through the words, actions and smiles of their people.”
“It’s a no-brainer if you want to bring your employer brand to life through video storytelling. Dan’s your man!” – Rachael Warner
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