For a company that had never used video within its business, Careys can be seen as a massive convert to its use, to communicate its brand values to both internal and external stakeholders.
As a company that has undergone rapid growth in 2015, June saw Careys commission CIB to promote the brand as sponsors to a race meeting at Ascot, positioning it as an integrated multidisciplinary group providing civils, demolition, housebuilding and resource recovery through a unique self-delivery method. This was a springboard to launch the communications initiative of Vision, Mission & Values.
The Group is very close to its employees and CIB was commissioned to candidly express their views, encompassing a root and branch approach from the Group MD, to Heads of Department, HR and accounts, right through to the lads on site and those running and maintaining plant. The approach was to interview each individual, with an open brief – tell us why you work at Careys? As a production team, it was one of the most enjoyable projects we have undertaken, as the genuine feeling for the company spilled out, to really underpin the Careys line ‘We Care’.
The reception to this film, both internally and externally, spurred Careys to reconsider its approach to communications. This was no better demonstrated in the address that the MD of the Civils Division gave via video to the site teams. Rather that expend days and days travelling the country, delivering the same message, the team at CIB recorded a straight to camera piece, then uploaded and shared for internal viewing. A 6-day shoot to underpin site training for all new employees quickly followed this.
2015 culminated in a 7 day multi-site shoot, to record a view of the year for all of the constituent companies, as well as messages of goodwill from all heads of department, to round of a successful trading period for Careys, one that has seen them embrace, at some pace, the use of video.