Claire Prager of the Cheesecake Factory describes the making of this $30,000, four-minute video developed and produced in two months last year as “pretty painless” — which is not how I’d describe trying to finish off its entire dinner-size Thai Chicken Pasta.
Job seekers are viewing the video at a rate of about 40,000 per year. Their eyes are peeled for an average of 3:48 minutes. (The average for similar videos is 2:33.)
Prager, senior manager, talent selection, was responsible for the overall execution of the video, a task she says MadDash’s good work made easier. The video, aimed particularly at the passive job seeker, was posted on Monster, CareerBuilder, AHRE.org, and HCareers. The Cheesecake Factory shows it again during new-hire orientation (which, we report with jealousy, involves a meal at the Cheesecake Factory), as well as at college career fairs and other job fairs, and on the company’s careers site.
The Cheesecake Factory selected an Area Director, Senior Vice President of Kitchen Operations, Executive Kitchen Manager, and General Manager to play key roles in telling the story. While developing the video, it selected the following elements to include: