Here’s How SodaStream Dropped the Ball on Its New Recruitment Video

SodaStream unveiled a recruitment video on YouTube on January 31 of this year. Creatively, it’s one of the best I’ve ever seen. In addition to creating a great video, the company supports the initiative with a microsite.

That said, there are a few things it failed to do that really sabotages the goal of getting the most out of a recruitment advertisement like this. Let me count the ways.

  1. Bad title. The company uploaded the ad to YouTube and titled it “SodaStream’s Join the Revolution.” Now, the problem with that is the undeniable fact that so few people actually search Google in with this key phrase. The company would’ve done itself a big favor by having a title along the lines of “Jobs at SodaStream – Join the Revolution” or similar.
  2. Bad description. Aside from a list of credits, which is totally useless if we’re talking about recruiting people, here is the actual text: “Watch what happens when SodaStream’s CEO meets ‘The Mountain’ and puts him to work! Some people save the planet, others move mountains. At SodaStream, we do both, before our lunch break.” Thankfully, the words “work” and “SodaStream” are in this description, because that’s all it has going for it. In addition to this copy, SodaStream could’ve talked about where they’re hiring, what they’re hiring, how they’re hiring, etc. YouTube gives you unlimited space, and SodaStream failed to strategically use it.
  3. No link. The body copy should have a direct link to This is such a simple tactic that so few employers implement. Don’t make job seekers go to Google or somewhere else looking for a link, and many don’t know you can click the video or even watch the entire video.
  4. Failure to share. As of this writing, SodaStream has yet to add this video to the company’s Videos page. I appreciate the fact that this is the corporate site, but why not pimp your employment video with your consumer content? Plus, the embed on the corporate site would help the YouTube video gain visibility on search results. By the way, good luck finding job postings on, but that’s a whole separate blog post.
  5. Neglecting anonymous employee review sites. SodaStream did a bang-up job sharing the video on Facebook and Twitter, but the vides are absent on Glassdoor and Indeed, the two most-popular review sites in the world. In fact, SodaStream hasn’t even claimed its page on these two popular job search destinations.
  6. Overlooking Google AdWords. If the company doesn’t care about organically ranking on Google for “jobs at SodaStream,” it should at least spend a little cash and show up as an advertisement. Same on YouTube, the second most popular search engine on the planet. Now, I may not be seeing ads, because I’m not targeted, but I doubt it.

Year after year, companies spend big money at the behest of high-priced agencies, and beautiful ads are the result. Unfortunately, again and again, the execution on these videos in regards to actually moving the recruitment needle are disappointing at best, a total waste of money at worst.

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Making a great recruitment video is not the end. In fact, it’s just the beginning.

Joel Cheesman has over 20 years experience in the online recruitment space. He worked for both international and local job boards in the late ‘90s and early ‘00s. In 2005, Cheesman founded HRSEO, a search engine marketing company for HR, as well as launching an award-winning industry blog called Cheezhead. He has been featured in Fast Company and US News and World Report. He sold his company in 2009 to He was employed by EmployeeScreenIQ, a background check company. He is the founder of Ratedly, an app that monitors anonymous employee reviews. He is married and the father of three children. He lives in Indianapolis.


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