Careers videos and campaigns to compete for engineering talent against global tech brands.

hipages is a successful Australian technology company that runs an online marketplace connecting households and businesses with tradies.

The challenge.

As a local tech company that has grown quickly, hipages competes for engineers and other technical people with some of the largest technology employers in the world, including Canva, Microsoft and Meta. Those names are familiar to every engineer, and hipages needed to give people a clear reason to choose it instead.

The reasons were already there, and the task was to find them, put them into words and show them to the right people.

What we did.

We developed an EVP that leaned into hipages' point of difference, the real reasons people choose to work there over a larger name. We then built an EVP activation plan, with concepts and ideas that hipages could roll out across the organisation, both internally and externally.

We produced a suite of careers videos, with different videos for different parts of the business, so that engineers, product people and others could each see themselves at hipages. We then helped set up recruitment marketing campaigns to put those videos in front of the right people.

Two further pieces of work stood out:

• Dedicated campaigns to attract women and bring more diversity into the organisation, featuring female leaders at hipages talking about their experience
• Office walkthrough videos that are professional but also fun and a little quirky, giving candidates a feel for the culture and the facilities of an office that reflects how the team works

The outcome.

hipages now has an EVP built on what makes it different, an activation plan to keep that story alive, and a library of videos for each part of the business. The videos are supported by recruitment marketing so that they reach the people hipages most wants to hire, rather than waiting for them to find the careers page.

If you're competing with much larger employers for the same people, you can read more about our recruitment marketing.

For more on the thinking behind this work, read Candidates trust your people more than your careers page.