Video Marketing for Talent Teams

When a large professional services firm decided to launch a new global brand and people value proposition, they faced a unique challenge: how do you create consistency across hundreds of thousands of employees in a network of corporations that are used to being locally led?

Jessica Tucci, who has spent fifteen years in employer brand and people experience, recently joined the VMJPod to share how she helped navigate this massive transformation, and why starting internally is the only way to build an authentic external brand.

Starting an employer brand from scratch is daunting enough. Try doing it for a brand that doesn't exist yet, with a 12-month deadline to build an entire digital bank from the ground up.

That's exactly the challenge Brie Mason faced when she joined AMP to head up and Employee Experience and EVP.

In this special edition of the VMJPod's Employer Brand Series, our series co-host is in the hot seat, talking to David Macciocca and VideoMy's Gavin Lamb to share the unconventional strategies that not only attracted talent to a nameless startup but proved employer brand could lead the entire go-to-market strategy.

When Natasha Sweatman talks about Telstra's brand ambassador program, her enthusiasm is infectious. As Telstra's Employer Branding and Digital Content Specialist, Natasha oversees what they call their "Telstra influencers" – a network of nearly 200 employees who bring the company's employer brand to life.

In this edition of VMJPod's Employer Brand series, Natasha talks to hosts David Macciocca and Brie Mason to discus the evolution, challenges, and unexpected rewards of building one of Australia's most robust employee ambassador programs.

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.