Rich Media should extend the employer brand in some way. To me, a good rich media ad should either collect data or engage the user in some unique expereince or both. The live streaming media used in the example above, could be used by asking a trucker to attach a camera in their truck. Hard to pull off for many reasons, but would be pretty unique. Or use a GPS tracker on a couple of truckers and let people track them through the banner. Of course, you could also create a game within a banner, have the ability to send a text message, poll users, search a jobs database, submit a resume, send an ecard home, whatever supports the campaign. You can do almost anything within a banner that you can do on a web site, so the possibilities are endless.