Case Study

Sony raises local profile through talent video


Known for its hi-tech television sets, cameras, speakers, and now robotic dogs, Sony Electronics has long established itself as a household name. Yet most people do not know about its large presence in San Diego – not even San Diegans. As part of its community relations and talent acquisition goals, Sony came to EDC looking for ways to raise brand awareness as a San Diego company.



With unemployment at a 50-year low and San Diego’s continued growth as a tech hub, Sony Electronics found itself in a war for top STEM talent, fiercely competing with other local tech giants, like Qualcomm and Illumina. Sony came to EDC looking for ways to increase its local profile and attract talent from other regions.

EDC Solution

EDC proposed highlighting the company in the San Diego: Life. Changing. campaign as part of its talent video series. These videos would allow the company to authentically tell its story, mission, and San Diego roots.


EDC produced two video profiles that highlight some of Sony’s core values: women in technology, women in leadership, and diversity and inclusion. These videos provide Sony’s marketing and talent acquisition teams with tangible resources that they can leverage for various purposes and on several different platforms, including the Behind the Brands event on February 6.


“EDC has been a great partner in sharing what it’s like to work at Sony. Its San Diego: Life. Changing. campaign has created a platform for us to showcase both our San Diego and deep technology roots that enable thousands of innovative consumer products worldwide. The talent video profiles they produced speak to our values of promoting women in tech and women in leadership, and will serve as valuable resources for our recruitment efforts”

– Lee wills, Head of Talent Acquisition & Culture Sony North America


About Sony

Sony is a creative entertainment company with deep technology organization that enables thousands of products and brings experiences directly to consumers through our innovative products in TV and audio, gaming platform and movies. Sony offers opportunity for growth and values fresh ideas and great talent.

Are you a San Diego company looking to attract talent? We’re here to help.

Get in touch