Case Study
Cox Automotive
A global recruitment film series built around real colleague stories
CLIENT
01
The Challenge
Attracting digital talent in a highly competitive global market.
Cox Automotive needed to recruit new digital talent to support its transformation for the future. The challenge was standing out in a crowded recruitment landscape, competing with global tech giants such as Google, Microsoft and Facebook — while still feeling authentic to Cox Automotive’s culture.
They required recruitment content that could work globally, resonate locally, and appeal to candidates who cared as much about people and purpose as they did about technology.
02
The Approach
Putting real colleagues and real stories at the heart of recruitment.
Rather than creating a single, generic recruitment film, we proposed a flexible content suite built around authenticity. A flagship film would tell the overarching story of Cox Automotive’s culture and vision, supported by a series of shorter vignette films focused on individual colleagues.
To shape the storytelling, we surveyed 1,000 people on what mattered most when choosing an employer. Career progression, opportunities to travel, and a strong sense of community emerged as key motivators. These insights guided both our narrative and our casting decisions.
We interviewed potential contributors remotely to identify the strongest stories, before sending a Paradigm director to film colleagues across the globe — including Manchester, Bangkok, Munich, Brisbane, Toronto, São Paulo, Bangalore and Shanghai. Local crews and equipment were used in each location to ensure cultural sensitivity and authenticity.
03
The Outcome
A global recruitment toolkit built on credibility and human connection.
The result was a powerful suite of recruitment films and photography that Cox Automotive could tailor by role, region and campaign. The content worked both externally — helping attract new digital talent — and internally, reinforcing culture and pride among existing colleagues.
By focusing on real people and real experiences, Cox Automotive gained recruitment content that felt credible, human and competitive on a global stage.
