Video Marketing for Talent Teams

Employer brand is often discussed as an external exercise. Careers pages, social content, campaigns designed to attract talent. But in member-based and purpose-led organisations, credibility does not start on the outside.

In this Sydney edition of the VMJPod Employer Brand Series, David Macciocca and Brie Mason speak with Manuel Lopes, Employer Brand and Communications Lead at CPA Australia, about what it really takes to build belief in an employer brand before it ever reaches the market.

Manuel’s work sits across employer brand and communications, giving him a front-row seat to the internal realities that shape how an organisation is perceived externally.

Starting a new employer brand role can feel equal parts exciting and overwhelming, especially when the role is newly created or not fully understood across the business.

In a recent episode of the VMJPod Employer Brand Series, Rachel Mehlan, Talent Acquisition and Management Lead at AstraZeneca joins hosts David Macciocca and Brie Mason to share practical advice drawn from more than two decades in recruitment and talent.

Her insights offer a clear roadmap for employer brand and talent professionals looking to build credibility, align with business goals, and create impact quickly. Read on to learn how to hit the ground running in a new Employer Brand role.

At Atlassian, recruitment is not just about filling roles. It is about building trust. Steve Bousfield, Senior Recruiter, believes that every interaction with a candidate leaves an impression on the brand — and that trust is built through honesty, empathy and follow-through.

In this episode of the VMJPod’s Employer Brand Series – Brisbane Edition, Steve joins David Macciocca and Will Innes to discuss what authenticity really looks like in recruitment, and how recruiters bring the brand’s values to life from the very first conversation.

Recruitment marketing is often treated as a bolt-on to talent acquisition — something you deploy when hiring gets tough or applications dry up. But in this episode of VMJPod’s Employer Brand Series, hosts David Macciocca and Brie Mason are joined by recruitment marketing leader Elizabeth Clerke, (Candidate Experience, Strategy and Engagement Lead at Westpac), to explain why that mindset limits impact, and why recruitment marketing works best when it’s deeply embedded inside TA.

The modern recruitment landscape has fundamentally shifted. Today’s candidates don’t simply apply for jobs – they research companies, scrutinise employer brands and make informed decisions about where they want to build their careers. In this environment, a strong Employee Value Proposition (EVP) activation strategy isn’t just beneficial; it’s essential for attracting top talent.

Whilst traditional recruitment methods still have their place, video content has overwhelmingly become the most powerful tool for communicating your EVP and employer brand. From dramatically increasing application rates to building trust with potential candidates, employee videos offer measurable benefits that forward-thinking HR, recruitment and employer branding professionals can no longer afford to ignore. 

We looked into what candidates genuinely look for when choosing their next role, and the data reveals a clear truth: companies that harness the power of authentic employee storytelling through video aren’t just staying competitive – they’re setting the standard for modern employer branding.

When Belinda Willis, Head of Talent Acquisition and Mobility at Deloitte, talks about employer brand, she doesn't mince words. For her, it's not a nice-to-have marketing function—it's the cornerstone of effective talent acquisition. In a recent episode of the VMJ Pod's employee brand series, Belinda shared why employer brand deserves a seat at the leadership table and how it transforms reactive hiring into proactive attraction.

Employer brand is often talked about as storytelling, creativity or content. But inside organisations, its success is usually decided somewhere else entirely: in budgets, priorities and credibility.

In this Sydney edition of the VMJPod Employer Brand Series, David Macciocca and Brie Mason are joined by employer brand expert, Daniel Connolly, to unpack how employer brand teams can move from reactive support function to trusted business partner.

With a background spanning employer brand, employee experience, learning and organisational development, Daniel brings a practical, commercial lens to a question many teams wrestle with: how do you prove employer brand is solving a real business problem?

For years, employer brand teams have focused on polishing messages, refining careers pages and optimising campaigns to stand out in crowded markets. But as Gen Z moves further into the workforce, many of those playbooks are starting to show their age.

In a Sydney edition of the VMJPod Employer Brand Series, David Macciocca and Brie Mason sat down with Alex McVeigh, founder of She Graduates and a long-time employer brand leader, to explore what is changing and why trust has become the defining factor in talent attraction today.

With more than 15 years of experience spanning Deloitte, Deutsche Bank, Commonwealth Bank and Alinta Energy, Alex has seen employer branding evolve from the inside. What she is seeing now feels less like an incremental shift and more like a reset.

Sometimes progress in employer branding starts with one person deciding to move. Shannon Taylor, Talent Acquisition and University Relations Specialist at Bechtel Corporation, saw a chance to make early careers communication stronger and decided not to wait for approval.

In this episode of the VMJPod’s Employer Brand Series – Brisbane Edition, Shannon joins David Macciocca and Will Innes to share how she brought new ideas to life through persistence, data and creativity. Her story is a practical reminder that momentum is built through action, not permission.