Our challenge was to balance the successful infrastructure history of Transurban with its unpredictable and exciting digital future. We did that with our employer brand idea: Let’s imagine the world smarter. Shown through authentic stories that demonstrated how Transurban people brought the future to life every day, the brand featured projections of the landscapes, cities and communities that Transurban assets shape and connect.
The creative was rolled out across a careers website as well as everyday touchpoints, like onboarding. Where the employer brand really came into its own, however, was in recruitment marketing. We trained Transurban’s talent attraction team to write best practice, on-brand job listings. Subsequent brand reviews rated our digital content as excellent, with independent software ranking job adverts as 96% best practice – an uptick of 58%.