Engineers make life better

“Engineers make life better” was not a recruitment campaign so much as an employer branding campaign, designed to put Westpac on the map as a creative destination for software engineers.

We undertook thorough research into competitive and industry behaviours on LinkedIn. What stood out to us was the similarity between all the major players in engineering recruitment. Cliches of engineers wearing beanies and headphones and skateboarding into work encouraged us to zig where others were zagging.

Working closely with the Westpac TA team, WSC conducted internal in-depth interviews along with broader surveys to unearth the insights that underpin the campaign.

As a result we created a campaign of recognition and reward. Recognition that everything engineers do is to make life better/simpler/easier for their customers and their colleagues. And reward to shout out how Westpac is working hard to make their engineers’ lives better with bespoke job benefits.

To create our video campaign we photographed volunteers from Westpac's engineering staff and animated them with exciting halo imagery representing each benefit, and giving them the hero status they deserve. We even hid a binary coding 'easter egg’ in one of the images for added fun.

Launched on LinkedIn, the campaign put Westpac on the map as a creative alternative to the tech companies competing for engineers.

LinkedIn corporate environment was the perfect place for our short, snackable benefit-focused videos because they were colourful, to-the-point and unapologetically presented our engineers as the heroes they are.