Westpac joined the VMJ Pilot Program to explore innovative ways to connect with students and recent graduates—particularly through video, a medium today’s candidates resonate with. Jasmine emphasised the importance of providing a comprehensive candidate experience throughout the graduate lifecycle, including recruitment, onboarding, and ongoing development.
“We’re always looking at how we can improve candidate engagement,” Jasmine explained. “The VideoMyJob platform allowed us to showcase our people and culture in a much more human, accessible way.”
Through the pilot, Westpac created short, purpose-driven videos that reflected real roles, teams, and employee stories. These videos helped demystify what it’s like to work at Westpac, offering a transparent and relatable glimpse into daily life across different functions.
One of the standout successes of the pilot was the authenticity captured in the content. Instead of polished, scripted pieces, Westpac featured real employees speaking candidly about their roles, challenges, and what they enjoy most.
“We wanted students to see themselves in our teams,” said Jasmine. “Whether it was someone in customer care or corporate operations, we wanted to reflect the diversity and personality that makes Westpac what it is.”
This employee story video approach helped candidates feel more confident and informed before applying, breaking down the usual barriers in traditional recruitment marketing.
The partnership with GradConnection was key in helping Westpac extend the reach of the videos to a broad and diverse student audience. Jasmine highlighted how video helped bridge the gap for students in regional areas, those from underrepresented backgrounds, and others who may not have considered Westpac previously.
“The engagement we saw was really encouraging,” she said. “It reinforced how important it is to meet students where they are—and for many, that’s online and on video.”
Since launching the VMJ Grad campaign, Westpac has witnessed impressive results. The compelling short videos achieved:
Jasmine remarked, "This success is partly due to the authenticity of the videos, as prospective candidates are increasingly inclined to trust real testimonials from their peers."
For Westpac, the VMJ Pilot was not just about experimentation - it was about learning, adapting, and continuously improving the way they connect with future talent. Jasmine emphasised how the insights from this pilot are informing future recruitment strategies using content created with VideoMyJob.
“It’s given us the confidence to continue creating content that’s real, inclusive, and aligned with who we are as an employer,” she said.