LENS: CENTRAL INTELLIGENCE AGENCY
The CIA’s latest recruitment video works to encourage women and ethnic minorities to apply for roles within the organisation. It uses employee storytelling and key emotive language to target a specific audience of recruits.
The two-minute video tells the story of 36-year old Latina agent, Mija, as she personally walks through her education, career and personal journey to the CIA.
Mija's voice plays over the clips in a scripted tone that resembles an acceptance or celebratory speech. She talks about the challenges and obstacles she overcame to become an officer at the CIA.
She proudly discusses her heritage and identity as 'a woman of colour', 'cisgender millennial’ and ‘a mom with generalised anxiety disorder’.
The campaign aims to increase diversity and recruit women and ethnic minorities. The agent states ‘I am intersectional, but my existence is not a box-checking exercise,’ as she is filmed in action as a CIA employee.
The video is part of the CIA’s wider recruitment campaign titled ‘Humans of CIA’, which aims to humanise the organisation and attract a wider pool of incoming talent.
It ends with a call to action as Mija states 'I am unapologetically me and I want you to be unapologetically you, whoever you are.'
The campaign message 'Command your space' is made clear at the end of the video and in the captions posted on social media.
Public responses to the video have been mixed and it has received widespread criticism and commentary internationally. Read more about the global headlines and political backlash surrounding the campaign here.