How Bupa's Three-Person Team Is Building an Employer Brand at Scale

A lean team. A massive frontline workforce. And a content strategy that finally matches the ambition.

Customer Snapshot

Company: Bupa Australia (APAC) 

Team: 3 people managing employer brand and EVP across Australia, New Zealand, and Hong Kong 

Industry: Healthcare (insurance, aged care, dental, optical, medical centres, mental health, retail) 

Use cases: Practice tours, global mobility storytelling, day-in-the-life video, executive AMAs, employee advocacy

The Challenge: Testimonials Weren't Enough

Bupa is a global business. The APAC region spans aged care, dental, optical, retail, clinical settings, and mental health clinics, with a workforce spread across Australia, New Zealand, and touches Hong Kong. Managing employer brand and EVP across that landscape falls to falls to just three people - one of those is Becca, Employer Brand, Content and Talent Intelligence Manager.

Their remit is substantial. As Becca describes it, "Everywhere an EVP touches, basically, is where we are." That includes talent marketing, the careers website, campaigns, data and analytics, candidate experience, and employee experience.

What their content strategy looked like before Vouch tells a familiar story:

"It was just grabbing testimonial quotes and grabbing testimonials to turn into blogs. And it was very samey. I would say we didn't even have a lot of it because we knew it just wasn't as effective as it could be."

The team knew a shift was coming. The question was timing, budget, and the right tool. When the business need finally aligned, the direction was clear. In a world shaped by LLMs, evolving SEO, and social media, Becca put it plainly: "You have to be more proactive and you have to be showing content and meeting talent where they are."

Getting Started: A Grassroots Approach

Bupa didn't launch Vouch with a single big rollout. The team built momentum steadily, starting with employees who had already participated in employer brand content and working outward from there.

For some use cases, a mass link works well. For others, something more personal is needed. "For a lot of the use cases that we use Vouch for, to get it really going is genuinely that one-on-one walking them through it. It's really worth spending 20 minutes with them to talk about what it is, why we're doing it, and slowly build it up from a grassroots perspective."

Their talent acquisition team has been central to that effort. "Our talent acquisition team are absolutely fantastic for that because it's their hiring managers. They know the practice in and out, the team know the people in and out. They know who they've just hired, who's really great. They know which practice manager is fantastic or who's got a really great bubbly receptionist that would be up for doing it."

Five Use Cases Bringing the EVP to Life

1. Practice Tours

"Some of our favorite ones are definitely our practice tours. We've got our employees out in dental practices, giving us tours of the practices of what they look like. Some of them have state of the art study rooms. So it's really cool to be able to film that, put it to a visual and then use that in job ads for that practice, across social media for that practice."

The result goes directly into job ads for that specific practice and across social media. Localised, visual, and grounded in real life rather than aspirational copy.

2. Global Mobility

Bupa runs a global mobility program that sends employees on placements to locations around the world. This was a great example for Becca of a program that should always be done with video.

"When you're watching people in Poland, Spain, London, when they're coming across to Australia and taking their shots of the Harbour Bridge and the Opera House, there are just always some things that should be visual. It's been a real game changer in being able to demonstrate the global breadth of Bupa through our people."

Vouch is built into the onboarding process for the program itself. Participation is voluntary and the team is clear that content creation is not part of anyone's core role. "A lot of them are really happy and proud to share what they've been up to.

3. Day-in-the-Life with AI Editing (Ask Vouch)

When the team first started using Vouch, they assumed they would need to learn video editing from scratch. Then Ask Vouch, the platform's AI editing capability, changed how they work entirely.

"I think the hardest part about video editing is getting started because you just sit there and you've got, let's say for our day-in-the-life videos, 35 prompts. So you're sat there with 35 videos and you don't know where to begin. Just being able to say to the AI, build me a day-in-the-life video, nothing more than 60 seconds and only use videos from X person. And then it gets you started and then you can jump into the cutting it down, reordering them."

The result: "I managed to edit four day-in-the-life videos in probably like 90 minutes."

4. CPO AMAs

When Bupa's new Chief People Officer joined, she was looking for an opportunity to connect on a personal level with a team of over 1,000 people across APAC. The Employer Brand team and Vouch made it practical and scalable.

"Our CPO sends out a weekly email every Friday to the entire people team. Within that email, there's a link to submit a question anonymously. Those questions get inputted into Vouch. She goes in, picks a question, records a video response, and that gets embedded in the week after's email. It's a really nice way that we get to hear from her each week. She now gets to connect in a more personal way and speak to specific questions that the team have asked. It's a great way for somebody that senior to be able to connect with everyone."

5. Customer Expo: Scaling Advocacy

Bupa's annual internal employee event, a customer expo designed to ensure customers stay at the heart of our employees' purpose, is becoming the launchpad for a much wider advocacy push. This year, four different teams are using Vouch as part of their event presence to capture content for themselves.