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When Darrel began his career with Lord Selkirk School Division nearly three decades ago, he was certain it wouldn’t last. Convinced he wasn’t performing well as a new teacher, he assumed his contract would quietly expire at the end of the term. Instead, his administrator surprised him by extending it without hesitation… without even asking.
It’s a simple story, but one that reveals so much about LSSD’s values. They don’t just say they are committed to their staff; they show it. They believe in people, invest in them, and grow alongside them.
This is the power of storytelling. A statement like “we value our staff” is easy to write on a presentation or in a brochure. But hearing Darrel tell his story with the humour, vulnerability, and gratitude that can’t be scripted — communicates those values in a way that feels alive and deeply believable.
Capturing the Heart of LSSD
Earlier this year, I had the opportunity to produce a ten-minute recruitment video for LSSD. Over three days, we filmed fifteen interviews with teachers, principals, and support staff. Some had spent more than thirty years in the division, others just a handful. Yet, their voices came together in a tapestry of belonging, respect, and appreciation.
The goal was never to produce a polished, scripted commercial. Instead, it was to let people like Darrel speak for themselves, and in doing so, allow their lived experiences to embody what makes LSSD remarkable.
The Impact
The response was both humbling and heartening. Teachers and students embraced the video, and I began hearing about community leaders in Selkirk who had watched and shared it. University education department directors described it as moving and impactful, noting how authentically it represented what makes LSSD special.
The video didn’t “go viral” in the traditional sense (just a few thousand views) but within the community, it created a kind of micro-viral ripple effect. It sparked conversations, led to new projects with other school divisions, and continues to resonate months later. Even now, when I visit schools across the division, I’ll occasionally hear, “Hey, you made that recruitment video, didn’t you?”— a small reminder of the connection a sincere story can create.
Lessons Learned
What I took away from this project is simple but important: authentic voices communicate corporate values more effectively than scripted statements ever can. When organizations choose to show rather than tell, by letting people share their own stories, the result is trust, resonance, and impact.
In LSSD’s case, it wasn’t a scripted list of values that made people feel something. It was the laughter, the tears, and the uniquely articulated reasons staff members gave for why they stayed. That is what made the story compelling, and that is what made the message believable.
This project was a reminder of why I do the work I do at Reimer Digital. Whether for schools, non-profits, or businesses, my goal is the same: to help organizations tell their stories in ways that are authentic, human, and lasting. Because when people see and hear real voices, they don’t just understand your values, they believe them.