Culture - As a Window and a Mirror
At Option Care Health team members bring their entire identity to work, and together they form the culture of the organization. Video can be both a window and a mirror - revealing that culture to those outside the organization and celebrating it with those who live it. This article explains how p3 partnered with Option Care Health to provide both reflection and visibility of their culture to their team members, potential recruits and customers.
How three topics form one idea
Option Care Health knew they had a winning culture and brand, but they wanted to bring it to life by hearing from the team members themselves. They identified three areas of focus that would help paint a full picture: “A Day in the Life,” “Generations,” and “Inclusion.”
The “Day in the Life” video provided insight into how the organization works as a whole, weaving together the work and values of team members in various roles. The “Generations” and “Inclusion” videos gave individual team members an opportunity to tell their own stories, illustrating how Option Care Health is a culture of belonging and great place to work for anyone and at any stage of their lives.
Preparing the roster
A crucial part of the pre-production process was building a roster of people to interview. Option Care Health leaders nominated people they felt would be good representations of the topics we wanted to highlight, then asked those people to answer some basic questions that were designed to elicit personal stories and insights. Once we the results were collected, the p3 mediaworks creative team worked in tandem with Option Care Health to select our ideal candidates for interviewees.
Capturing the culture
The production style of the videos needed to serve the message, so we designed a concept centered around filming the talent looking straight at the lens of the camera, which makes our interviews feel more candid and intimate - perfect for videos about a company’s culture.
We designed a whiteboard to serve as a backdrop behind our talent with a double-purpose: it could display a large cutout of the company logo on one side and be used as an interactive set piece for additional footage on the other side.
We asked all our interviewees to prepare an answer for filling in the blank of this statement:
“At Option Care Health, I can _______”
We filmed team members writing answers on a whiteboard and also gathered them to interact and add their thoughts to custom-branded magnets. We used the footage of their written answers and candid interactions to provide authentic visuals of their culture in action.
Maximizing the content
We often have more good material than we can fit into each video, so if we have it, why not use it? For this project, an integral part of our plan was to create shorter videos with the material that is typically “left on the cutting room floor.” This gave Option Care Health more videos they could post, which meant they could post videos at higher frequency and for different audiences.
The Results
On Option Care Health’s LinkedIn page, we can see how the video campaign as a whole performed once completed:
From likes and reposts…
…to comments…
Having the shorter-form videos even gave Option Care Health the flexibility to post a video and tie it to relevant events - like using Chassidy's video (“Fearless”) to tie into Women’s History Month. [show still of the post with caption mentioning Women’s History Month)
Amy Eiduke, Vice President of Communications, Culture and Community sent us this wonderful note:
“Our onboarding manager shared that since using [the videos] with onboarding new team members they have seen improvement of their understanding of our company and our culture.”
Be a Culture Champion
Effectively communicating characteristics of your culture can sometimes feel like a magic trick - how do you get people to feel the intangibles of working in your organization? With video, we capture the shadows those intangibles cast across your organization, and show them in a way that connects with your audience - inside and out.
