Join our Mob
‘Join our mob’ is our over-arching concept for Westpac Indigenous recruitment.
A deceptively simple, but powerful voice in Indigenous recruitment - it provides an inclusive, welcoming environment for candidates who identify or were thinking of identifying in their career.
Mob Way
To recruit senior Indigenous leaders we created a campaign to promote the ‘Mob Way Uplift Program’.
For this campaign we focused on the importance of connection - connection with your career, colleagues, senior management and most importantly culture. We visualised the benefit of these connections by animating Westpac's bespoke ‘weave’ design created by an Indigenous artist.
The LinkedIn campaign generated more than 540,000 impressions, reached more than 86,000 members and drove 2,630 website visits. Its click-through and engagement rates exceeded LinkedIn financial-services benchmarks, while video content generated above-average engagement, demonstrating strong market resonance with the Mob Way proposition.
The campaign attracted 81 applications, including 56 senior-level candidates. The team shared 55 candidate profiles across Westpac divisions, showing that Mob Way generated active engagement from hiring leaders rather than simply accumulating applications.
Mob Tech
We also launched ‘Mob Tech’, a highly successful tech cadetship program now in its third year. Here we created a video featuring our cadets with a customised logo for the program and focused on the promise of achieving your dreams.
In our day-to-day recruitment ‘Join our mob’ has become a welcoming shorthand to join an Indigenous-focused cohort at Australia’s oldest bank.