Expert marketing advice for summer casual recruitment drive - employer branding

Understanding generational nuances – tempting Gen Y to connect

Project: Through understanding the purchase triggers for the Gen Y audience, we were able to develop strategy, develop campaign creative and relevant media strategies for the Summer Recruitment Drive for Dreamworld.


Dreamworld needed its summer recruits to apply and then stay on with them so needed to build an employer brand strategy that would connect with the triggers for this generation.

To drive behavioural change, you need to connect with your audience and provide triggers that will engage them enough to act. We feel so passionately about behaviour change and generational nuances, we’ve delivered some 30min webinars on these subjects whilst lead strategist at Engine. Click here to watch the behaviour change webinar and here for the generational nuances webinar. Enjoy!


Dreamworld needed to recruit a large number of summer casuals (>600 staff) to meet their parks’ needs over the Christmas peak season (this was a significant increase (113%) on the prior year). Their primary target audience were not heavy users of traditional media, competitor companies were highly visible in the market at the same time and looking for exactly the same people.

Dreamworld had to not only stand out, but be the employer of choice for this market.


Adopt an alternative media and communication strategy with a strong, eye-catching headline to reach as many Gen Ys as possible; critical to positioning Dreamworld as a preferred employer.


By using an integrated approach (including press, cinema, Avant Card postcards, posters, online banners and in-park promotion) we were able to reach the elusive Gen Y target market and get our highly creative messaging across.




Dreamworld successfully hired enough staff for the summer season (600+ staff), of which almost 400 stayed until the end of the season and over 300 decided to stay in full-time employment.