VMJPod: Reimagining Graduate Attraction Through Authentic Video

VMJPod Grad Recruitment Series | Hosted by David Macciocca | Special Guest: Steven Nield

In the latest episode of the VMJPod Graduate Recruitment Series, David Macciocca sits down with Steven Nield from GHD to explore how their graduate recruitment team embraced the VideoMyJob (VMJ) Activator Program to tackle brand confusion, engage candidates more authentically, and bring a new level of personality into their hiring process.

And no — they’re not the hair straightener company.

A Brand Identity Problem — and a Big Opportunity

Steven begins by sharing a long-running challenge GHD has faced in the grad space: confusion around their name. Despite being a global professional services firm, many students still mistakenly associate GHD with haircare. That confusion formed the backbone of this year’s graduate recruitment campaign — one GHD approached with a healthy dose of humour and authenticity.

“It actually formed the crux of this year’s campaign — owning the misunderstanding and flipping it into something memorable,” Steven explains.

This need to stand out led them to the VideoMyJob Activator Program, designed to help companies humanise their employer brand using short-form video storytelling from within their own teams.

From Static to Storytelling: Life Before and After VMJ

Before VMJ, GHD’s employer brand was largely confined to traditional channels — long-form copy, corporate imagery, and often slow production cycles.

Steven describes the shift VMJ enabled:

• Quicker turnaround times for content creation

• Real voices from inside the business

• Greater relatability for student audiences

“What was compelling was being able to get hiring managers and grads on camera without needing a production crew — it felt real, because it was.”

Building Confidence Across the Business

One of the biggest surprises? How quickly the business embraced it. Many were initially nervous about being on camera, but the low-pressure setup and collaborative environment made it easy to get started.

Steven notes that people saw the value almost immediately — especially once they saw themselves on LinkedIn or featured in a recruitment campaign.

“It became a bit of a ripple effect — once one team did it, others wanted to get involved too.”

The Results: More Engagement, Better Conversations

GHD didn’t just produce more content — they produced more relevant content. Videos addressed real questions students were asking, showed the faces behind the job ads, and helped demystify the culture at GHD.

“It wasn’t about going viral — it was about starting better conversations with the right people.”

Final Thoughts

For GHD, the VMJ Activator Program was more than a marketing tool — it was a mindset shift. It gave their recruitment team a modern, agile way to tell their story, and helped their brand connect with students in a way that felt authentic, inclusive, and uniquely GHD.

🎥 Watch the Full Episode Here 

🎙️🎧 Listen to the Podcast Here