CAPTURING WORKPLACE WARMTH: THE STRATEGIC ROLE OF CORPORATE VIDEO IN ARTICULATING ORGANISATIONAL IDENTITY AND EMPLOYER BRANDING AT EASTERN DECORATOR MALAYSIA

Abstract

This project documents the development of a corporate video for Eastern Decorator Sdn. Bhd., aimed at visually communicating the company’s organisational values and culture of care to both internal and external stakeholders. Using an adapted Agile methodology structured across planning, pre-production, production, and post-production, the project successfully translated abstract values into tangible visual evidence. The video strategically focused on documenting informal, employee-centred initiatives (such as "One Malaysia Breakfast Day"), thereby highlighting the critical role of everyday gestures of recognition in fostering employee motivation, loyalty, and a sense of belonging. The findings confirm that meaningful employee engagement extends beyond formal benefits. Furthermore, the project demonstrates that corporate video, due to its capacity for capturing authenticity and emotional resonance, serves as a powerful strategic communication asset. By visibly articulating the internal culture, the video strengthens organisational identity, enhances trust, and significantly supports external employer branding efforts in the competitive Malaysian talent market. The project thus offers valuable insight into leveraging multimedia for effective, mutually beneficial organisational communication.