Sit on any flight and you'll see that most passengers ignore - or pay scant attention - to in-flight safety videos. 

Typically these are low budget animations which are easily over-looked. However airlines are recognising that - by developing more engaging and distinctively branded materials, they can drive up engagement and enhance their brands. 

The pioneers were Air New Zealand, but the latest BA safety video was produced in association with Comic Relief and uses famous comedians and celebrities in an overall much slicker production. Six minutes long, it covers the same serious content, but delivers it with more passenger empathy and a dash of humour. 

As result, in-flight engagement is much higher and the copy on YouTube has been viewed over 8 million times.

So next time you need to produce content around preparing for assessment centres, the recruitment process or onboarding, make sure it puts the user experience at the heart and enhances your employer brand