Viasat video highlights its local roots to amplify talent attraction efforts
As a global communications company, Viasat has focused much of its marketing efforts on promoting its products, services, and most of all, its global presence. In 2017, the company did not focus much on employer branding or highlighting its individual office locations (even its headquarters in Carlsbad), making talent attraction efforts more difficult in the increasingly saturated San Diego tech ecosystem. Viasat’s San Diego team came to EDC seeking ways to attract top talent.
In 2018, EDC presented Viasat with the opportunity to raise its local profile through a “San Diego at Work” talent video – part of the SD: Life. Changing. talent video series. The video not only highlights a Viasat employee who moved here from the Bay Area (key competitor metro), it also authentically highlights the company’s life-changing communications solutions and career growth opportunities.
Viasat is a global company with nearly 30 locations around the world. With San Diego as its headquarters, the company needed to ensure it continued to attract quality workers. However, Viasat’s did not have resources allocated to promote a specific location.
EDC highlighted Viasat in the San Diego: Life. Changing. campaign, as part of its “San Diego at Work” talent video series. By taking on most of the heavy lifting and video production, EDC allowed the company to authentically tell its story, mission, and San Diego roots, without having to involve as many company resources.
In the first week alone, Viasat’s talent video incurred more than 10,000 organic views. It also provided the Viasat Marketing team with engaging content to use across all of their digital channels and platforms.
“San Diego: Life. Changing. has been a phenomenal partnership as we’ve worked to increase our talent brand visibility. Through our employee feature video, we were able to showcase the value of working in San Diego and provide viewers with a peek into life on campus. The team was responsive, helpful, and offered services that have brought a huge value add to our team. Thanks, San Diego Regional EDC!.”
– Natasha Azevedo, Global Employer Brand Manager, Viasat/p>
Viasat is a global communications company that helps connect consumers, businesses, governments, and militaries around the world. It’s developing a global communications network to power high-quality, secure, affordable, fast connections to impact people’s lives anywhere they are—on the ground, in the air or at sea. Viasat is headquartered in Carlsbad, CA.
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