Case Study: Bendigo and Adelaide Bank

Three standout metrics

One

new unified employer value proposition

One

fully integrated talent acquisition system

Multiple

opportunities to attract talent instead of reliance on job boards

The voice of the customer

“We increased our spend on job boards, but we weren’t seeing conversion rates. We needed accurate recruitment data to see what was working, what wasn’t, and compare apples with apples.”

Belinda Leon, Employer Brand Specialist, Bendigo and Adelaide Bank

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What wasn’t working

Bendigo and Adelaide Bank is a proud regional and community-focused bank in South Australia, employing 7,000 people and helping over 1.9 million customers achieve their financial goals.

After shifting recruitment from individual business units to a centralisedcentralized function, the hiring team faced new pressures. A deep dive into recruitment data revealed critical inefficiencies:

Job boards drove 59% of applications but delivered only 2% of hires;
They didn’t have the data to compare sourcing channel effectiveness or inform strategic decisions;
Other talent attraction channels, such as social media, were under-utilisedutilized.

The turning point

Belinda Leon and the team completed a full assessment of sourcing channels, applications, hiring processes and workflows. The data was clear: there was an opportunity to attract top talent through careers sites, social media and employee networks instead of solely relying on expensive, inefficient job boards.

The shift began in three phases:

Re-validating the employer value proposition

The team completely re-scoped the EVP to ensure content, values and benefits spoke to target talent segments. Then they created candidate personas, editorial calendars and tailored messaging to reach them.
Showcasing the opportunities of transformation

Using bespoke landing pages for key business areas engaged internal and external candidates in the vision behind major transformations happening across divisions.
Creating talent pipelines

The team used multiple calls to action to capture candidate interest, then partnered with business units to build talent pipelines.

The solution in action

Bendigo and Adelaide Bank used PageUp to shift from reactive job board dependency to proactive, multi-channel talent attraction and recruitment.

Key initiatives included:

Easy-to-edit careers site builder

Launching new internal and external careers sites with personalisedpersonalized job recommendations and dedicated landing pages gave the team new, wholly owned channels for talent sourcing.
Talent pooling and segmentation

Multiple calls to action captured candidate details while PageUp’s talent pooling functionality segmented different groups for targeted messaging, even before jobs went live.
Employee ambassador program

Encouraging employees to participate in photoshoots and share stories on social media (including successful internal career moves) showcased what working at the bank really felt like.
Internal talent mobility integration

Linking talent pipeline work to internal mobility efforts ensured internal candidates received development opportunities and were included in succession planning.
Data-driven sourcing optimisationoptimization

Using PageUp analytics to track conversion rates, drop-off rates and content engagement across landing pages helped the team decide which channels and content merited further investment.

The impact

Hard ROI

One centralisedcentralized team for all recruitment
One unified employer value proposition
One platform managing internal and external talent pipelines
Multiple owned sourcing channels

Soft ROI

Shifted from relying on expensive job boards to diversified sourcing.
Data-driven insights replacing guesswork on channel effectiveness.
More engaged talent pools through personalisedpersonalized candidate journeys.
Stronger internal mobility culture with development opportunities.

What surprisedsurprised us the most

“Launching the internal careers site and external landing pages, along with personalisedpersonalized job recommendations and content offered a better candidate experience, particularly for internal mobility.”

Belinda Leon, Employer Brand Specialist, Bendigo and Adelaide Bank.