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.
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.”
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.”
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.”
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.