How do you show grads the limitless possibilities of working at Optus before they apply?
Graduate Recruitment
Every year Optus opens applications for their graduate program: A two-year program where recruits can immerse themselves in a diverse array of opportunities.
With roles from marketing to tech, IT and beyond, Optus provides a world of learning opportunities and career pathway exposure across the business.
However, this point of difference wasn't as clear to potential candidates.
How could we change perception by showcasing what it feels like to experience innovative and exciting work that challenges and inspires?
Insight
Graduates are looking for careers with possibilities, not limitations. They aren’t just after a placement program, but one that takes them somewhere further.
Idea
It starts with, “Yes”. Instead of promoting the Graduate Program we wanted to create excitement and FoMO by showing the amazing possibilities of where you could go.
Bringing it to life
Through a highly targeted social campaign, we showcased five former Optus grad recruits in incredible situations within their current realm of work. We did this by creatively unravelling how they got there just by saying, “Yes”.
Staying true to Gen Z consumption habits, we filmed the pieces using the latest iPhone — ensuring mobile-first authenticity.
The campaign ran across Meta, Linkedin and TikTok — supported by a digital landing page for applications with more in-depth stories behind each graduate.
The videos made an effective impact on all channels, especially TikTok, outperforming the industry benchmark click-through rate for the platform. As a result, Optus doubled the number of grad applications on the previous year, while also noting an increase in quality of candidates.
