As ASIC seeks to expand its supervisory role and enforce stronger penalties in the financial services sector, attracting and retaining top talent becomes crucial for driving their change agenda.
Our research revealed that ASIC’s purpose and work might be unclear to the market, leading to a need for a stronger employee brand. Surprisingly, workshops with their teams uncovered a highly collegiate environment, where employees are driven by a powerful desire to make a meaningful impact through innovative work. This revelation presented an opportunity to reframe ASIC’s employment brand with a human focus, emphasising the importance of meaningful work and a sense of belonging, trust, and purpose.
Through our creative approach, we position ASIC as a 21st-century employer, aligning the target audience with a recruitment experience that tells authentic human stories to dispel any misconceptions. “Be the Change” serves as a positive and aspirational call-to-arms, inviting individuals to become change agents in transforming Australia’s financial sector. The energised and forward-focused creative device, tone of voice, and content portray ASIC’s passionate, innovative, and change-oriented culture, positioning the organisation as an aspirational and value-driven workplace.
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