---
title: VMJPod: Reimagining Graduate Attraction Through Authentic Video
description: Steven Nield from GHD explores how their team embraced the VideoMyJob Activator Program to tackle brand confusion and engage candidates more authentically
---

[VideoMy Blog | Tools, Tips And Insights For Talent Teams](https://blog.videomyjob.com)

# [VMJPod: Reimagining Graduate Attraction Through Authentic Video](https://blog.videomyjob.com/vmjpod-with-steven-nield-ghd)

 Written by [Megan Alexander](https://blog.videomyjob.com/author/megan-alexander) | May 20, 2025

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

#### In the latest episode of the **VMJPod Graduate Recruitment Series**, [****David Macciocca ****](https://www.linkedin.com/in/videoemployeestories/)sits down with[** Steven Nield**](https://www.linkedin.com/in/stevennield/) 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](https://youtu.be/d7e01-PIPwU) 

### 🎙️🎧 [Listen to the Podcast Here](https://open.spotify.com/episode/0XT2txoRw1wtBoKN3F5QNH?si=fa27ede170884662)

 

[View full post](https://blog.videomyjob.com/vmjpod-with-steven-nield-ghd)

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