The Challenge.

Optus, one of Australia’s largest telecommunications companies, employs more than 8,000 people across the country. When it comes to recruitment, they compete against some of Australia's largest tech giants, and hire 2,500 candidates on average per year with minimal budget.


Optus needed an employer brand strategy that would help to reduce the cost of hire, time to fill roles, whilst also increasing awareness of career opportunities and attracting candidates who may not otherwise have thought of Optus as a future employer.

The Solution.

I developed and launched a bespoke employee advocacy program that inspired Optus’ people to celebrate, promote, and showcase their career in an authentic way on LinkedIn through a united hashtag, #OptusLife. 

The Results.

Optus was recognized and featured in a global case study by LinkedIn's HQ in Silicon Valley for the design and launch of this employee advocacy program.

Key metrics within the first six months: 

  • 1.1 million organic views from #OptusLife employee-generated content.

  • 17% increase in candidate applications.

  • Saved over $150K in recruitment marketing costs.

  • 100% of participants felt 'more engaged' as an employee from being part of the program.

  • Won ‘Gold’ for Innovative Use of Technology in HR at the 2020 APAC Stevie Awards.