GRAND FORKS, N.D. – Just ask the folks in the Grand Forks Herald newsroom and they’ll tell you how great it is to work there. However, in recent months, Editor Steve Wagner said they were finding it harder to attract new newsroom folks from outside of the region because they weren’t familiar with the Herald’s story and why it was such a great place to work.
So he changed his approach to recruiting, and also issued a challenge to the Herald newsroom’s multimedia group.
“I told them, ‘Let’s make a video and tell our story,’” he said. “It energized the staff working on it and it helped showcase their talents, while telling the story of how we connect to the Greater Grand Forks community.”
In addition, Wagner said in his new job postings on national jobs boards he’s providing web links of interest in the Grand Forks community, a tactic that has gained increased attention by job-seekers.
“That model worked, as we began attracting talented journalists who previously knew little or nothing about our community,” Wagner said. “I’m hoping the video will further reinforce the work we do here at the Herald and how we connect with the area to tell the stories of our readers.”
Wagner added that the unintended benefit of the video project was that the multimedia group ultimately produced a Herald marketing video that chronicles the important work the paper does, the community in which Herald staffers live, what the papers stands for, and what the paper wants to be to the community.
“The video project was an effort to tell our story, the connections we have with the community, what makes Grand Forks a special place and what values we hold dear,” Wagner said. “But, in telling our story, we’re really telling the story of the community as a whole.”