EMPLOYER BRAND CAMPAIGNS

Engineers make life better

Our latest campaign for Westpac Talent Acquisition dives into the tough recruitment environment of in-demand software engineers.Working closely with the Westpac TA team, WSC conducted internal in-depth interviews along with broader surveys to unearth the insights that underpin the campaign.

While Westpac worked hard to make life better for their engineers with new job benefits, we wanted to recognise the fundamental truth of their role - that engineers make life better for everyone. We also sought to distinguish ourselves from the beanie and skateboard cliches of engineering recruitment, so we photographed our engineering staff and gave them exciting halo imagery, giving them the hero status they deserve.

Launched on LinkedIn, the campaign is already gaining traction and distinguishing Westpac as a creative alternative to companies competing for engineers.

Awards - best Use of Paid Social Media - Rally Awards 2023

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Calling uncommon minds

Westpac Group runs one of the top four graduate programs in Australia and we were honoured to bring their theme of ‘Uncommon Minds’ to life. By interviewing Grads, we discovered their unique stories and created a dynamic celebration of these individuals. The colourful storytelling imagery stood out from bland, corporate grad campaigns.
Our Uncommon Minds campaign aroused the curiosity on potential graduates and resulted in a rich, diverse cohort of grads in the 2022 intake.

Key Results:
LinkedIn campaign:

Outperformed CTR industry benchmark by 62%
Outperformed Engagement Rate industry benchmark 373%

Awards:
SEEK best Employer Brand Initiative 2022 beating out EY, Transport NSW Serco,
AGRIA Winner
No 4 Top 100 graduate Employers 2022 Australian Financial Review.

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Backing Women in Tech

We designed a virtual hub to represent Westpac’s Women in Tech campaign at the 2023 International Women’s Day virtual conference.

Within the virtual hub we housed a video we wrote, filmed and produced to share the three main programs Westpac is running to support women in tech. Our Leap, Thrive, Rise video featured some of the many Westpac leaders and staff who champion women taking the leap into tech, helping them thrive in tech and sponsoring their rise to leadership roles in tech.

As always the video and it’s insights came after many one on one conversations with Westpac staff members to bring their true stories and experiences to life.

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Join our mob

‘Join our mob’ was conceived as a deceptively simple, but powerful voice in Indigenous recruitment - an inclusive, welcoming environment for candidates who identified or were thinking of identifying in their career.

‘Join our mob’ was a welcoming shorthand to join an Indigenous-focused cohort at Australia’s oldest bank. It didn’t talk down to candidates, but welcomed them in a fresh, authentic way, in their own colloquial community language.

As an encouragement to candidates, our videos and sharing posts featured Indigenous employees, a diverse group from a variety of banking sectors, who identified themselves through their Mobs.

Westpac employees from Bunjalung, Darkinjung, Buluwai, Wiradjuri, Ngemba, Kamilaroi and Dunghutti Mobs were engaged to share their experience over seven videos and over 15 social media stories.

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