50% Increase in Female Applications

How Australia Post increased female applications using authentic employee video

Postal

Challenge

Increase female representation across logistics and truck driving roles.

Build awareness of logistics careers among women.

Challenge misconceptions about what driving roles involved.

Give candidates a more authentic understanding of the employee experience.

Improve attraction, conversion and retention across the candidate journey.

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Solution

Australia Post partnered with VideoMyJob to put real female employees at the centre of its recruitment campaign, using authentic video stories to help more women see themselves in logistics careers.

Female drivers shared their experiences, including why they joined, their assumptions before starting and what the role was really like.

Using employee video, Australia Post was able to:

Showcase authentic stories from women already working in logistics.
Challenge perceptions and build awareness of driving careers.
Give candidates greater insight into roles before applying.
Create targeted video content throughout the recruitment journey.
Introduce candidates to hiring managers, recruiters and current employees.
Set clearer expectations around the role and application process.

The video strategy was supported by broader improvements to the employee experience, including female-friendly uniforms, upgraded amenities, buddy programs, training and more flexible shift arrangements.

Results

50%

Increase in female applications

Generated more than 1.5 million video views.

Received 8,683 applications.

Increased female applications by 50%.

Achieved 330 placements, exceeding the target of 272.

Maintained attrition below 10%.

Increased awareness and consideration of logistics careers among women.

Key takeaways

Authentic employee stories helped women see themselves in traditionally male-dominated roles.

Video helped Australia Post challenge misconceptions and provide a realistic view of logistics careers.

Candidate video supported the entire recruitment journey, from initial awareness through to application.

The campaign exceeded its hiring target while increasing female participation.

Combining authentic storytelling with improvements to the employee experience helped drive sustainable diversity outcomes.

Rebecca Houghton

Former Head of Resourcing & Careers, Australia Post

“We knew women could do these roles, the challenge was helping them see themselves in them. By showcasing employee videos of real women from our driving community and supporting candidates throughout the entire journey, we were able to change perceptions and significantly increase female participation.”

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