Elevating Your Employer Brand with Video: Lessons from Transurban's Success

In today's digital landscape, the utilisation of video content has proven to be a game-changer for many recruitment marketing and talent acquisition teams.  

This is echoed by Maggie Partsi, the Marketing and Diversity, Equity, and Inclusion Lead at Transurban, when she was a recent guest on our VideoMyJob Podcast giving us insights into how her team leverage video for their employer brand and recruitment marketing strategy. 

Maggie Partsi’s Role and Vision at Transurban

Maggie wears many hats at Transurban. With a robust background in digital marketing, strategy, and copywriting, coupled with her experience in HR and recruitment, Maggie brings a unique perspective to her role. Her dual focus on marketing and diversity, equity, and inclusion (DEI) allows her to intertwine creative content strategies with DEI initiatives seamlessly.

"Our mission is to promote the idea that everyone belongs at Transurban," says Maggie. "We incorporate this into all our content, making sure that our marketing initiatives reflect our commitment to diversity and inclusion."

The Power of Video in Recruitment

Transurban’s engagement with VideoMyJob has transformed their approach to recruitment marketing. "The play button is one of the most compelling calls to action on the internet," Maggie asserts. This insight led her to pioneer video content within the company, driving engagement and interaction.

One standout initiative involved creating videos for the traffic control room—a captivating yet overlooked aspect of Transurban’s operations. These videos not only showcased the daily activities but also highlighted the importance of each role, thus humanizing the work environment for potential hires.

Measuring Success: From Views to Applicants

One of Maggie’s key strategies is the meticulous measurement of the impact of their video content. "It's not just about creating the content; it's about proving its effectiveness," she explains. By tracking metrics such as engagement, reach, impressions, and conversion rates to applications and hires, Transurban can validate the success of their video initiatives.

Their approach also includes a focus on DEI metrics. For instance, featuring women in traffic control roles led to a notable increase in female applicants and hires. This quantitative validation helps in communicating the value of video content to the broader business.

Overcoming Adoption Challenges

Introducing new methods, such as video content, often meets with resistance. Maggie shares, "People are naturally apprehensive about new things. But showing them the success stories helps ease their worries." She emphasizes the importance of making participants comfortable and ensuring that the video creation process is enjoyable and pressure-free.

"We’re not aiming for Titanic; we’re aiming for TikTok," she adds humorously, underscoring that authenticity and relatability often trump high production values.

Beyond Recruitment: Internal Communication and Brand Advocacy

While recruitment remains a significant focus, Transurban also leverages video for internal communications and brand building. Internal videos foster a better understanding of different teams' roles, promoting internal mobility and collaboration. Additionally, social media snippets help build brand awareness and advocacy, turning employees into brand ambassadors.

Building a Sustainable Content Library of Employee Stories

Maggie’s strategy involves creating a reusable content library. "We have a ‘Meet the Team’ YouTube channel, featuring videos about different teams and roles, which we can use across multiple job postings," she shares. This approach not only saves time but also ensures consistency and broadens the reach of their recruitment efforts.

Key Takeaways for Businesses

For organizations looking to implement video in their talent strategies, Maggie’s journey with Transurban offers several key insights:

1. Start Small and Measure: Begin with a pilot project, measure its success, and use the data to make a case for broader implementation.
2. Focus on Authenticity: Relatable content can be more impactful than highly polished videos.
3. Gradual Build-Up: Create a content library that can be reused for various roles and teams.
4. Comprehensive Metrics: Track not just engagement but also conversion metrics to demonstrate real business impact.
5. Inclusive Content: Highlight diversity in your videos to attract a broad range of applicants.

Maggie's experience illustrates that incorporating video into your talent strategy isn't just about keeping up with trends—it's about creating meaningful connections, showcasing your workplace culture, and ultimately attracting and retaining the best talent. 

Watch the Full Episode Here