Amazon’s internal People Technology team isn’t just keeping pace with HR innovation – they’re setting the standard. Their commitment to building proprietary solutions, as showcased in their captivating People Technology video, demonstrates a bold move towards self-sufficiency in a world often reliant on third-party systems. This video, with over 37,000 views on YouTube, isn’t about selling you a product; it’s a strategic play to magnetize the best minds in the tech world.
OBJECTIVES
- Attract Talent: The primary objective is to position Amazon People Technology as an appealing workplace for potential employees.
- Showcase Innovation: Highlight the department’s focus on using technology to solve complex HR challenges.
- Reinforce Brand Image: Strengthen Amazon’s overall brand image as an innovative and employee-centric company.
THE HOOK
The video opens with a visually captivating aerial shot of the cityscape, immediately establishing a sense of place and scale. This imagery, often associated with documentaries or high-budget productions, subverts expectations for a corporate video. Within seconds, the iconic Amazon logo is superimposed, solidifying the brand association, but the lack of any promotional messaging keeps the tone intriguing.
- Visual Appeal: The high-quality, cinematic visuals create a sense of grandeur and sophistication.
- Intrigue and Curiosity: The absence of an immediate explanation about the video’s purpose sparks curiosity, prompting viewers to wonder what the video is about.
- Subtle Brand Integration: The logo placement is prominent yet understated, avoiding a heavy-handed promotional feel.
WHY IT WORKS
- Authenticity: The video relies heavily on employee testimonials, presenting a genuine glimpse into the company culture.
- Focus on Employee Experience: By showcasing employees from diverse backgrounds, the video emphasizes the importance of people and culture at Amazon.
- Visual Storytelling: The use of compelling visuals, rather than relying solely on talking heads, keeps the audience engaged.
- Subtle Call to Action: The video implicitly invites viewers to explore career opportunities without being overly promotional.
TAKEAWAYS
- Humanize Your Brand: People connect with people. Featuring real employees makes your brand relatable and trustworthy.
- Show, Don’t Tell: Visuals are powerful storytelling tools. Use them to create an emotional connection.
- Focus on Value: Instead of directly selling, demonstrate the value you offer.
KEY ELEMENTS
- Introduction (hook): Cinematic opening shot of cityscape and subtle Amazon logo reveal.
- Problem statement: Briefly implied – the challenge of managing a large workforce and candidate experience.
- Solution (product/service): Amazon People Technology and its innovative use of technology.
- Benefits and features: Ownership, innovation, creative freedom, and a fast-paced environment.
- Call to action (CTA): Implied – encouraging viewers to learn more about Amazon People Technology and potential career opportunities.
MAKE IT YOURS
- Subtle Call to Action: Instead of a hard sell, encourage viewers to learn more through your website or social media.
- Showcase Your City/Location: Capture the essence of your company’s environment.
- Feature Your Team: Let your employees be the stars. Highlight their personalities and passion.
- Focus on Company Culture: Communicate the unique aspects of your work environment.
- Highlight Innovation: Showcase how your company leverages technology or unique processes.
MAKE A VIDEO!
Looking to create a video like this one, but tailored specifically for your product? You can easily adapt this successful marketing video format to work for your product using our custom AI prompt.
Simply copy and paste the prompt below into your favourite AI assistant like ChatGPT or Claude to generate an original script based on this video. Don’t forget to add your product details to the “Key Information” section at the top before you run it.
Key Information
- Product Name: [PRODUCT NAME]
- Product Description: [SHORT DESCRIPTION OF YOUR PRODUCT]
- Key Features: [DESCRIBE 3-5 KEY FEATURES OF YOUR PRODUCT YOU WANT TO EMPHASIZE]
- Target Audience(s): [AUDIENCE(S) E.G. TECH SAVVY MEN AGED 18-45, EVERYONE]
Instructions:
You are an expert video marketer and scriptwriter. Adapt the Reference Script provided below to produce an engaging video script for my product. Use the “Key Information” above and ensure you include ALL of the key features.
Production Notes:
- Identify and adhere to which script framework the reference script uses (E.g. E.g. Problem-Agitate-Solution (PAS), Before, After, Bridge (BAB), The Promise, Picture, Proof, Push (PPPP), AIDA (Attention, Interest, Desire, Action), Hero’s Journey, Explainer Video Script, The Storytelling Approach, Testimonial Video Script, FAQ Video Script, Direct Response Video Script).
- Do not copy the scenarios from the reference script. Invent your own scenarios that will work with the product.
- Use the same tone and style as the reference video script (e.g. Formal, Informal, Humorous, Serious, Narrative, Persuasive, Educational, Empathetic, Authoritative, Inspiring), e.g. if the tone is humorous use a similar style of humour, but create original dialogue and avoid copying any catchphrases.
- Focus on clear visuals and dialogue that are easy to film and edit.
- Include on-screen text to emphasize key points.
- The video should be achievable with basic equipment (smartphone or basic camera) and simple editing software.
Here’s a reference script based on the Amazon People Technology video:
Reference Script:
SCENE 1:
Visuals: Sweeping aerial shot of the Seattle cityscape on a bright, sunny day. The Space Needle is prominently visible.
Audio: Uplifting, contemporary instrumental music begins softly.
(0:02) The Amazon logo fades in over the city, remaining for a few seconds.
SCENE 2:
Visuals: Transition to a shot of unique, futuristic-looking sculptures in a modern plaza. People are walking by, interacting with the space.
Audio: Music continues, building slightly in intensity.
(0:08) Cut to a close-up of Emma, a UX Designer at Amazon People Technology, smiling warmly.
Emma: People Technology is building products for people that work here at Amazon. So our customers aren’t people that shop Amazon. It’s our customers are people that work at Amazon. So our friends, our co-workers…
Visuals: Quick cuts showcasing diverse Amazon employees collaborating in an office setting, walking and talking in hallways, enjoying a social gathering on a rooftop terrace.
SCENE 3:
Visuals: Cut to Joe, a System Engineer, standing in front of a glass wall with abstract patterns.
Joe: We are the stewards of all the technology that manages all of the people that make Amazon successful from start to finish.
Visuals: More shots of employees in various work settings, including a meeting room with a whiteboard full of equations, a casual outdoor discussion on a rooftop, and individuals working at their desks.
SCENE 4:
Visuals: Cut to Elaine, a Director of Product Experience, seated in a bright, modern office space.
Elaine: The projects we’re working on are around the candidate experience. So we are a very large employer globally um and we’re looking to use technology and innovation um to automate much of the candidate experience, streamline it, make it more delightful for our uh future employees.
Visuals: A montage of employees collaborating, brainstorming, and working individually, highlighting a dynamic and energetic work environment.
SCENE 5:
Visuals: Cut to Morgan, a Manager of Software Development, standing in a casual office space.
Morgan: The one thing about Amazon that I can truly say since I’ve been here is that as I look around, every time I’m looking for something different, there is something new we’re doing.
Visuals: Shot of a woman working on a laptop at a table on a rooftop terrace with the Space Needle in the background. Transition to a meeting room where employees are discussing ideas in front of a whiteboard. Then, two employees walk up a staircase, laughing and chatting.
SCENE 6:
Visuals: Cut back to Elaine in the office.
Elaine: Amazon advocates for ownership. Advocates for individuals to innovate, to be creative, to identify areas of opportunity, to really deliver and drive in what they believe in in terms of um improving an experience um improving technology.
Visuals: Two employees are working together at an outdoor table, looking over documents. Cut to a meeting room with an employee enthusiastically presenting at a whiteboard. Transition to a close-up of an employee smiling during a team meeting.
SCENE 7:
Visuals: Cut back to Morgan in the office.
Morgan: Think about not just what you’re building today, but how you have to evolve it for the next generation of thought processes.
Visuals: More dynamic shots of employee collaboration, brainstorming, and individual work.
SCENE 8:
Visuals: Cut back to Emma, smiling brightly.
Emma: I would say that the most exciting part about my job is having the ability to innovate and and drive what internal design looks like at Amazon.
Visuals: Two female employees collaborating at a whiteboard.
SCENE 9:
Visuals: Cut back to Elaine.
Elaine: Every day is amazing. So I love working for Amazon. Every day I learn something new and the pace at which we change is phenomenal. The opportunities for employees is the best I’ve ever seen in my career.
Visuals: Two employees enjoy coffee and conversation on a rooftop patio. Two female employees laugh together by a whiteboard. A group of employees celebrate a success in a meeting room, laughing and smiling.
SCENE 10:
Visuals: Fade to white. The Amazon logo appears centered on a white background.
Audio: Music fades out.