Image: Lucy Chisholm, HR Lead, APAC, Eventbrite
LaunchVic is helping raise the profile of Victorian startups and scale ups to improve access to talent via their new marketing campaign.
(AUS 2019) LaunchVic, a Victorian government agency charged with growing the Victorian startup ecosystem, is running a marketing campaign, “Scaleup Your Career”, to raise the profile of startups and scaleups as places to work in the minds of potential employees.
Research conducted with Victorian scaleups identified that they are looking for people with a growth mindset who are also adaptable and agile. LaunchVic calls these people ‘Change Makers’ and estimate that there are around 250 thousand of them in Victoria.
Discussions with these ‘Change Makers’ identified a low employer brand awareness of local and international scaleups and they had a propensity to assign the ‘risky’ perception of startups to them.
The campaign is designed to help scaleups improve their access to talent through raising their employer brand awareness, showcasing the benefits of working at a scaleup and providing ‘Change Makers’ with tips on how to land a job.
The campaign draws upon startup success stories in Melbourne, such as Eventbrite, Square, Culture Amp, Envato, Redbubble, Rome2Rio, Xero and Zendesk.
The 12 week campaign incorporates offline, online and experiential channels to create awareness and consideration. Static and out of home used to create awareness. Video and native advertising drill down into the unique benefits of working at a scaleup.
The campaign also incorporates a microsite that helps qualify people’s ‘Change Maker’ mindset. scaleup leaders can share what they look for in candidates and there’s a page with resources on what people should do to land a job at the scaleup.
“We are delighted to be part of the ‘Scaleup Your Career’ Campaign. With our APAC headquarters in Melbourne and plans to further expand in the region, we welcome LaunchVic’s support in helping us access talent.”
HR Lead, APAC