It’s 2017. Amazon opens in Australia, PwC is named LinkedIn’s best company to work for and every second person is an entrepreneur.
How do you reach employees who’d never considered working for you?
A new era.
In 2016, Optus was in the early stages of a major transformation. As a business – and a brand – the company was pushing well beyond the walls of telco to become one of Australia’s leading entertainment providers.
From a hiring perspective, this meant Optus was looking to new talent pools. It needed people with broadcast experience. Consultants from top-tier firms. Tech start-up wonder kids. But attracting that kind of talent is easier said than done, especially when Optus’ true ambition and capabilities weren’t entirely visible to the outside world.
Life at Optus
In reality, Optus is fundamentally disrupting the telco category – and on top of that, employee tenure and engagement is incredibly high. It’s common to encounter employees who’ve been with the company for 10, even 20 years. People are actively encouraged to start in one role, up-skill, and create their own path within the business as it pushes further into new and emerging opportunities.To convey this to the outside world, Optus needed an employer brand that embodied the excitement of the company’s future, while remaining true to the challenger spirit that had stuck with its people since day one.
