In 2018, Expedia, Inc. rebranded to Expedia Group, Inc. to more accurately represent the collection of brands that make up the organization (hello, HomeAway!). They wanted to communicate specific elements of their culture like their commitment to creating a great culture for women engineers. And, they had a brand new kununu profile to pair curated employee stories in video and photos to accompany their strong employee-generated reviews.
Expedia also promoted this content on LinkedIn. The videos we created together achieved 4x the click through rate, compared to their traditional recruitment marketing content.
What we did
Stories Inc. interviewed Expedia Group team members to uncover stories that accurately depicted the employee experience. Because kununu profiles have great spaces to show both universal culture and job category content, we created short videos for each purpose. As we learned more and more about Expedia Group’s culture, we were able to narrow down exactly what candidates should know about the employee experience and set off to illustrate diversity, global work scope, and the experience of women in technology at Expedia Group.
We had a fantastic space to work with: a “British pub” in their Bellevue office (complete with a British-style phone booth) that team members typically use for celebration and socializing.
Expedia Group – Culture
When creating bite-sized videos that showcase corporate culture, it’s essential to communicate only the essential points. That’s why stories can work so well. Here, we focused on a few of Expedia Group’s Guiding Principles, using stories to bring them to life. Using real stories, candidates can see and trust that the Guiding Principles aren’t just corporate sayings but are truly part of the fabric of working at Expedia Group. For reinforcement, we created motion graphics to highlight the relevant principle.
Women at Expedia Group – Technology
Our three female storytellers, Deepthi, Priyanka, and Urja spoke eloquently about their experiences as women in the traditionally male-dominated technology space. They described the support, mentorships, and opportunities they’ve received at Expedia Group. We loved Deepthi’s story as the centerpiece of this video.
Expedia Group – Passion for Travel
Through the interviews, in addition to content about culture and women in technology, another strong theme emerged: a passion for travel.
We couldn’t leave these stories on the cutting room floor. So, we created a bonus video focused solely on travel as a differentiator for Expedia Group. Priyanka’s story helps candidates see themselves working at Expedia Group, and benefiting from the travel perks!
Substantive and curated visual content adds extra insight to candidates researching Expedia Group by way of their kununu profile, complementing the reviews from Expedia Group employees. We loved working on this project and bringing to life the unique experience of working at Expedia Group.
For more on our kununu partnership, click here.