Case Study: Australia Post improves female participation in logistics with VideoMyJob

How Australia’s oldest employer addressed gender diversity with a multi-channel video strategy

Australia Post, one of Australia’s oldest employers and a major logistics and retail network, was facing a decline in female representation in logistics roles, especially truck driving. To address this gender diversity challenge, it partnered with VideoMyJob to create a recruitment video strategy that would raise awareness, improve understanding of the roles, and encourage more women to consider and apply for transport jobs.

VideoMyJob helped Australia Post deliver a multi-channel campaign using videos of female drivers, targeted social ads, expression-of-interest workflows, and role-specific video content to support candidate conversion and onboarding. The campaign generated more than 1.5 million views, 8,683 applications, a 50% increase in female applications, 330 placements against a goal of 272, and kept attrition under 10%, showing a significant measurable impact.

Australia Post