LPL Financial (LPL) was founded in 1989 and is considered the largest independent broker-dealer in the United States. They provide brokerage and advisory services to more than 14K advisors and 700 financial institutions, who collectively serve a client base of millions of investors nationwide.
LPL needed assistance developing and editing videos for their recruiting and training efforts. LPL’s Human Resources department approached CGR to help them build a professional-quality video library to accomplish two distinct objectives:
- Position LPL as the premier employer for prospective new advisors.
- Create engaging training simulations for current advisors.
The videos needed to be flexible for a variety of uses including paid campaigns, group presentations, and publishing to intranets and private YouTube channels. It was also important that the video production match the esteemed caliber of LPL’s position in the market while respecting rigid industry regulations and brand guidelines.
Collaborating with LPL’s internal teams, our team of creative directors, producers, and editors created thoughtful approaches to develop assets for each objective.
THIS IS MY WHY
One of the most important stories for LPL’s recruitment team to tell was how their corporate culture supported the unique needs of their advisors and employees.
Conceptualized by LPL’s internal teams, the This Is My Why video series featured advisors and staff who told their story, and described how LPL Financial’s culture fostered both personal and professional development.
With selected candidates residing across the US, LPL used local internal teams to film each interview. With only the raw footage, CGR Creative’s team of editors identified and sequenced key clips, b-roll, and graphic assets to tell the individual stories of each advisor.
Hours of footage were edited to create engaging 3-5 minute videos that could be published to the organization’s website, shared on social media, and used for paid media placements.
As part of a highly-regulated industry, it’s critical for LPL Financial to keep its advisors current on ever-changing requirements and best practices. Working with LPL’s compliance department and local production experts, CGR Creative has planned, produced, and edited annual compliance training videos since 2016.
Each series required a 20+ person production team of producers, directors, camera persons, audio engineers, lighting experts, makeup artists, and hired actors. Our production leaders assisted in script refinement, performed location scouting, and coordinated all aspects of production planning, implementation, and editing.
With the direction and expertise of CGR Creative’s multimedia team, LPL Financial’s Human Resources and Compliance departments have been able to build a robust video library to support their recruiting and training efforts.
:: The This Is My Why video series contributed to a noticeable increase in social media engagement for organic and paid recruiting campaigns.
:: The compliance training videos have become a critical component of the advisor education toolkit, and have supported a positive trend in LPL’s compliance performance.