JBS Foods Australia
Honest recruitment for industrial work
Recruitment content for JBS's Dinmore processing facility, one of the largest plants in the Southern Hemisphere. We filmed 12 employee interviews across roles like boners, slicers, and kill floor staff. Delivered a long-form recruitment video, social media campaign series, animated logo, and lower thirds for ongoing internal use.
The Challenge
Recruiting for a meat processing facility isn't easy. The work is physical. The roles aren't glamorous. Boners, slicers, rendering labourers, kill floor staff. These are essential jobs that keep Australia's largest meat processor running.
Traditional recruitment marketing doesn't work here. Stock footage and corporate polish feel fake. Candidates can spot inauthenticity immediately. They want to know what the work actually looks like, who they'll work alongside, whether the environment is genuine.
JBS needed real stories from real employees. Multiple video formats for both long-form content and targeted social ads. Assets the internal team could continue using. All filmed on location at their Dinmore facility, one of the largest processing plants in the Southern Hemisphere.
The Solution
We spent days touring the Dinmore facility filming across departments. Boning room, hide plant, kill floor. Twelve employee interviews. Different roles, different perspectives. All coordinated through InCahoots agency, who managed the broader recruitment campaign strategy.
The interviews showed the breadth of work. Rendering labourers talking about their day. Slicers explaining the skill involved. Supervisors discussing career progression. Real people describing real work. Not actors. Not scripts. Just honest conversations about what it's like to work at JBS.
One production delivered multiple formats. A long-form recruitment video showing the full story. Social media ads targeted at specific roles. Each piece optimized for its platform. PPC campaigns could target rendering labourers with one video, slicers with another. Same production, different applications.
We created assets that keep working. Animated JBS logo for internal communications. Lower thirds that the internal team can use in their own videos. Tools that let JBS continue telling their story beyond the initial campaign.
Two-camera setup with professional audio and lighting. B-roll across the entire facility. Interview footage from 12 employees. Color grading and editing that made industrial work look real, not polished. Final delivery: long-form video, social campaign series, animated logo, lower thirds, and raw B-roll for future use.
Behind the Production
Filming in an active processing facility. Twelve employee interviews. Multiple video formats from one shoot.
On the Floor
Filming in an active meat processing facility has logistics. Safety protocols. Equipment restrictions. Scheduling around production shifts. We worked around the operation, not the other way around.
Location scouting showed which areas could tell the story visually. Boning room for the skilled work. Kill floor for the scale. Hide plant for the less visible roles. Two-camera setup let us capture interviews and b-roll efficiently. Professional audio mattered. Processing plants are loud.
The footage needed to look authentic. Not sanitized. Not over-produced. Industrial work doesn't photograph like office jobs. We showed it as it is.
Twelve Different Stories
A dozen interviews meant coordination. Different shifts. Different departments. Rendering labourers work different hours than supervisors. We had to fit into their schedules, not force them into ours.
Each interview brought a different perspective. New employees talked about learning the job. Experienced staff discussed career progression. The diversity of voices made the campaign credible. One corporate spokesperson wouldn't have worked. Twelve real employees did.
InCahoots managed the broader campaign strategy. We handled the production. The partnership worked because roles were clear.
Multiple Formats, One Shoot
Long-form video for depth. Social ads for targeting. The same production served both needs.
Social campaign videos got cut for specific roles. An ad targeting boners showed boners talking about their work. Rendering labour ads showed rendering labourers. PPC campaigns could match content to the role being recruited. More relevant. Better conversion.
Animated logo and lower thirds gave JBS tools they'd use beyond the campaign. Internal communications. Training videos. Future recruitment content. Assets that continue working long after we delivered.
