Case Study: NSW Government boosts candidate attraction and engagement with ApplyDirect

How NSW Government increased candidate attraction and engagement by 367%

NSW Government partnered with ApplyDirect to modernise its talent attraction approach across the public service. The government needed to replace an outdated, fragmented jobs platform that delivered poor user experience, high bounce rates, low traffic and conversions, and limited visibility into recruitment data, while also creating a stronger employer brand for state government careers.

ApplyDirect built the “I work for NSW” customised career site, a centralised platform with robust search, ATS integrations, mobile-friendly design, CMS tools and analytics, all aligned to the NSW Government EVP. The results included 139% growth in engaged users, bounce rate dropping from about 70% to under 40%, 3.7 million new users, 29 million page views, over 64,000 jobs posted and more than 778,000 applications in FY2022, showing a major lift in candidate attraction and engagement.

NSW Government

Rahul Marwah

Manager