Turning Recruitment Into Storytelling: How WorkCover Queensland Builds Connection Through Authenticity

When candidates apply for a role at WorkCover Queensland, they don't just see a job description, they see the people and purpose behind it. That is no coincidence. Emily Millard, Senior Talent Specialist, has been intentional about building a recruitment experience that feels personal, consistent and true to the organisation’s values.

In this episode of the VMJPod’s Employer Brand Series – Brisbane Edition, Emily joins David Macciocca and Will Innes to unpack how storytelling has become a practical tool in talent acquisition. By blending recruitment fundamentals with creativity and collaboration, she is helping reshape how candidates connect with WorkCover’s mission and culture.

Embedding Storytelling in Recruitment

For Emily, employer branding is not a campaign. It is a mindset that informs every touchpoint with a candidate.

“We want candidates to recognise us at every stage,” she explains. “The same tone, the same warmth and the same sense of who we are should come through whether it is a job ad, an interview or a follow-up call.”

Her approach begins with small, repeatable actions — aligning job ad language, refreshing templates and introducing stories that highlight purpose.

“When we share stories that show the people behind the work, it helps candidates picture themselves here. It makes the process feel less transactional and more human.”

Collaboration That Builds Consistency

Partnership has been key to bringing this vision to life. Emily works closely with both marketing and hiring leaders to make sure the organisation speaks with one voice.

“Our marketing team helps us stay true to brand, but we add the talent lens — the why,” Emily says. “When we get that balance right, the messaging feels consistent across every channel.”

She has also involved hiring managers early in the process, guiding them to express the story of their teams with clarity and pride.

“When leaders tell their own story, it changes how candidates engage. They hear real passion, not just position descriptions.”

Authenticity Over Perfection

Authenticity is what drives engagement. Emily believes that content does not need to be polished to be powerful — it just needs to be real.

“We highlight everyday moments, the things that show our people’s character and care,” she explains. “Those are the posts that resonate most.”

These stories, often captured from within teams, have helped attract candidates who share the organisation’s values and strengthened internal pride at the same time.

Measuring Connection, Not Just Clicks

Rather than focusing solely on metrics like applications or impressions, Emily looks at connection and quality.

“When candidates tell us they felt understood or that the process felt different, that is success for me,” she says. “It means the story we are telling is landing.”

This focus on meaningful engagement has led to stronger referrals, more informed candidates and smoother onboarding experiences.

Lessons in Collaboration and Creativity

Emily’s advice for other recruiters is simple: start small, build trust and keep experimenting.

“You do not need a huge budget or an employer brand title to make an impact,” she says. “Start with your own roles, your own teams, and tell stories that feel true.”

By positioning storytelling as part of recruitment rather than a separate marketing exercise, she has created an approach that is scalable, authentic and deeply human.

Key Takeaway

Recruitment can be more than process — it can be storytelling that builds pride and connection on both sides of the hiring experience.

“When people see what we stand for, they are more likely to choose us,” Emily says. “And when employees see their stories being told, it reinforces why they are proud to work here.”

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