Sharp People

How some of Australia’s largest employers are improving candidate experience

meeting, brainstorming, business-594091.jpg

November 22nd, 2022

A strong employer brand can be a game-changer for attracting top talent, increasing employee retention, and boosting engagement and motivation. In today’s competitive job market, you need to do everything you can to set your company apart from the rest. And that’s where employer branding comes in.

In Australia, leading organisation are recognising the importance of building a positive reputation as an employer to stand out and compete for skilled workers. This involves taking steps to improve their employer brand through unique perks and benefits, improving candidate experience, and effectively communicating with employees. They are also

leveraging social media and other digital channels to showcase their company culture and attract top talent. By investing in their employer brand, these companies can create a more engaged and motivated workforce, which can ultimately lead to improved business performance and growth. Here are some trailblazers in the employer branding space, that we can all learn from:


Have you ever applied for a job and never heard back, leaving you wondering if your application even made it to the right hands? Canva, the tech juggernaut, knows that a candidate’s experience has a direct impact on their employer brand, and they’re setting the standard for what a positive experience should look like.

Canvas talent acquisition team has been recognised for Excellence in Candidate Experience at the 2022 Internal Talent Awards, and for good reason. Despite receiving an overwhelming

number of applications, Canva has gone above and beyond to support all candidates, not just those who make the cut. Their secret? Lilypad is a TA platform created by Blackbird Ventures that helps connect candidates with their dream position in a tech start-up. By providing support to all candidates, Canva has not only created a more positive experience for applicants but has also seen a boost in their Candidate Net Promoter Score (cNPS), increasing from 83% in 2021 to an impressive 88% in 2022.

This positive experience has had a significant flow-on effect on Canvas public image, resulting in a whopping 245,000 job applications in 2021 alone. Canvas dedication to creating a positive candidate experience sets a new standard for the industry, and it’s a lesson that other companies can learn from. So, if you’re looking to create a positive employer brand, take a page out of Canvas book and show your candidates the support and respect they deserve.


Creating the perfect employer brand and employee experience is no easy feat. But one way to get it right is by providing benefits and perks that actually matter to your people and promoting them as part of your brand. At Sportsbet, employer brand is a true reflection of the company’s commitment to making work fun, engaging, and supportive for their employees. With ping-pong tables, karaoke sessions, and a strong sports culture, Sportsbet know how to emulate their company values, in employer brand. Their unique perks and benefits, like ‘Pawternity Leave’ for pet owners and extra paid leave, show that they truly care about their employees’ well-being.

Their TA leaders stay connected with employees to build targeted employee value propositions, ensuring that everyone feels heard and valued. At Sportsbet, it’s not just about work – it’s about creating an unforgettable employee experience that keeps people motivated, inspired, and happy.

How does this benefit the company culture and employer brand? Sportsbets Employer Branding & DE&I Manager contends, “While it’s not a hard metric, I think there is a general buzz around Talent and our employer brand in the last few months. Engagement with our team is at an all-time high and people are coming to us (not the other way around) to get involved and share their story with candidates.”


Showpo is an Australian-based online fashion retailer that offers trendy and affordable women’s clothing, shoes, and accessories. Showpo is like your cool best friend who always knows the latest fashion trends and loves to share them with you, and they have nailed embodying this in their employer branding.

The TA team at Showpo gets their hands dirty, creating candidate profile groups and really getting to know them. For example, they understand where prospective employees ‘hang out’ online, and utilise platforms including LinkedIn, TikTok, Instagram, Industry Awards, and Fashion Magazines to increase visibility and speak to their audience.

Showpo ensures candidates know they’ve got all the perks and benefits, like free snacks and a boss who always knows the best TikTok dances, and of course a fun and supportive work environment that encourages their employees to share their ideas and take ownership of their projects.

Appealing to your target audience can help you be more targeted in your messaging and create a distinctive employer brand. This is more likely to resonate with the right people for the job.

Just think about it: with a magnetic employer brand, you’ll be the company everyone wants to work for. The job market may be crowded, but with a strong employer brand, you’ll be the one everyone is clamouring to join. So, go ahead and get to know your candidates and invest in your employer brand -you’ll be glad you did!

Are you a proud advocate for your company’s employer brand? Could you provide some valuable insight into the Talent Acquisition and Recruitment industry? Then, why not take a shot at this year’s Internal Talent Awards? By applying, you could be in the running to win the prestigious award for Excellence in Employer Branding. It’s a chance to showcase your company, celebrate colleagues, network, and support an incredible industry. Don’t miss this opportunity to show off your skills and take your employer branding to the next level!