Amazon | Amazon Robotics Career Stories
In October 2024, Amazon announced its “most advanced fulfillment center” yet in Shreveport, Louisiana. There seems to be a misconception that robotics are coming for people’s jobs. At Amazon, it’s the opposite. All of these robotics need humans to train, maintain, and fix them, and Amazon provides free on-the-job training that lead to high-paying roles. To demonstrate that anyone can pursue a career in Robotics, we took a proactive approach and created a series of employee profiles featuring women who’ve done just that.
Lina Hernandez
Role: Co-Director, Editor
Project Overview
In March 2024, a forwarded email hit my inbox including a note from Lina to Amazon’s CEO, Andy Jassy. In the note, Lina told Andy about the financial stability she’s gained by growing a career at Amazon. Like you do when Andy passes along an inspiring story, we assembled a team and were off to New Jersey to film Lina’s story. Working in collaboration with the Reputation and Marketing Insights (RMI) and PR teams, I led the production and post-production execution of six unique deliverables for internal and external-facing channels.
About Amazon article
Credits | Co-Director: Ben Herson | Producer: Jill Tegman | Production Company: Gradient Films | DP: Kyle Couture | AC: Jon Martinez | Sound: Kevin Hagen
Elia Velazquez
Role: Co-Director, Cam Op, Gaffer, Editor
Project Overview
Before taking OIC and RMI’s joint collaboration on the road, we pressure-tested it locally in Seattle. We leaned into Elia’s quirky personality to combine OIC’s employee-facing docu-style with RMI’s experience creating public-facing ads to create something truly unique.
Credits
Co-Director: Ben Herson | Producer: Jill Tegman | DP: Esai Cruz | AC/ Grip/ Color: Katya Mironenko | VFX: Byron Raphael | Sound: Jeremiah Sheets | Mix: Brian Sloss
Exec Amplification
Performance Results
Elia
The cross-team collaboration was a success and earned us the trust and support to create more content together, including Lina’s. As of 9/30/24, the video has directly driven 2,935 employees to Amazon’s Career Choice website and have above-average performance on open rate, engagement, and like rate
Open Rate: 5.5% vs 4.8% (14.5% above average)
Engagement Rate: 21.4% vs. 18.3% (16.9% above average)
Like rate: 7.4% vs. 5.1% (45% above average)
Lina
The success of this video was included as a “What’s Working” example in OIC’s Q3 Quarterly Business Report, with the longform hero video performing 30% above the YTD engagement rate benchmark on A to Z (21.2% vs. 16.3%) and earning 24,596 views on @amazonvestlife on instagram (43% above Q2 benchmark). The social assets were amplified on LinkedIn by executives Sandy Gordon, Beth Galetti, Ofori Agboka, and Udit Madan. The content performed well externally, with engagement on X beating benchmark by 26%, and establishing a recirculation rate of 21.21% on About Amazon (against a benchmark of 7.43%). Additionally, by OIC owning the production, we provided a cost savings of at least $16.5K to our partner teams.
