KIPP DC Public Schools
How a Charter School Network Turned Their Career Page Into a Recruitment Engine
Client: KIPP DC Public Schools
Project Type: Talent Acquisition and Recruitment Video
Deliverables: One long-form hero video and multiple short-form clips
KIPP DC is one of the most recognized charter school networks in the Washington, D.C. area. They serve thousands of students across multiple campuses and rely on mission-driven educators to make it work. But even a well-known network needs to tell its story in a way that actually moves people.
The Challenge
Student enrollment was stable. Staff recruitment was not.
KIPP DC's career page was loaded with text and short on humanity. Potential applicants were landing on the page and leaving without a real sense of what it felt like to work there. The page described the job. It did not sell the culture. And in a competitive hiring market, that gap cost them candidates.
The Approach
We developed a full "Hero" video built around one question staff candidates always ask first: what does it actually feel like to work here every day?
The long-form video anchored the career page and told that story from the inside. KIPP DC also posted the video on their YouTube channel and used it directly in email campaigns to prospective candidates. Short-form clips pulled key moments from that footage and extended the reach across social platforms. Every piece was built to do one job: make the right candidate feel seen and curious enough to apply.
The Results
The career page went from a static information block to a high-trust recruitment tool. The YouTube post gave the video a permanent home that prospective staff could find through search. The email campaigns put the story directly in front of candidates already in the pipeline, giving them a real look at campus culture before their first conversation with HR. Together, these three touchpoints created a consistent narrative that moved passive browsers into active applicants.
The Takeaway
Text tells. Video sells. If your career page reads like a job description, you are losing great candidates before they ever hit apply. The right story, told on video and distributed across the right channels, does the work for you around the clock.
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