Turning team spirit and ambition into a standout employer brand
Our “Make Your Mark” campaign captures the energy, pride and opportunity at the heart of Bishopp, Australia’s leading regional outdoor advertising company.
Employer branding is about clearly articulating what it is really like to work in a business, so the right people can see themselves thriving there for the long term. For the Bishopp Group, it was about being visible to candidates who share their energy, pride and ambition, and who want to make a meaningful contribution.
WhiteSpace Marketing partnered with Bishopp to uncover and define an authentic employer brand that truly reflected the heart of the company. Through in depth interviews across all levels of the business, people spoke passionately about ownership, opportunity and the impact they can make. What resonated most was the pride employees felt in shaping their own careers and leaving their mark on the business.
This insight became Make Your Mark, now the cornerstone of Bishopp’s entire employer branding campaign, both internally and externally. We brought it to life through a flexible messaging framework rolled out across recruitment, internal communications and employer brand assets, including billboards, digital content, social tiles and careers content. The result is a clear and consistent employer brand that attracts the right candidates, strengthens engagement and brings Bishopp’s culture to life.
Connecting language
and essence
We conducted in-depth interviews across
every level of the business, to uncover
what truly drives Bishopp’s people in
their own language, their own nuance.
A Unifying Message for existing
AND new
“Make Your Mark” has become the
consistent foundation that connects effort,
opportunity, and belonging across
recruitment, onboarding and
internal communications.
Turning the campaign
into action
The new employer brand was
launched through creative executions
including billboards, digital assets,
and internal communications, breathing
life into ‘Make Your Mark.”
About Bishopp
As Australia’s leading regional outdoor advertising company, Bishopp knows the power of visibility. To support their growth they needed an internal story as compelling as their public one for retaining their existing team, build on their already-strong culture, and recruit their perfect fits.
WhiteSpace Marketing partnered with Bishopp to define and articulate their employer brand , delivering a unifying narrative that captures the company’s culture, values, and drive to help every team member “make their mark.”
The Challenge
Bishopp’s business success has been built on innovation, energy and growth, yet their internal and recruitment communications didn’t fully reflect this.
Across multiple locations and departments, from construction and traffic to sales, admin and management, Bishopp’s team shared a common spirit, but it wasn’t clearly expressed in a single voice. The challenge was to:
- Unearth the authentic values and motivations that united Bishopp’s people.
- Develop a flexible system of words and visuals that could work across formats: from internal communications to recruitment advertising and outdoor signage.
- Create messaging that would resonate internally and attract the right candidates externally.
Our Strategic Approach
Conversational Interviews
Across Key Stakeholders and team members, understanding their connection and feelings about the business
Dissecting and condensing
Reviewed the words, identified the repetitive keywords and feelings to create a single tagline that represents the entire team
Word pillars, mid and long form
Development of supportive text to be incorporated into socials, email campaigns, recruitment posts, billboards and the website careers page
Rollout to assets
Development of creative across social tiles, billboards, seek banners, webpage design, internal email marketing and more
The Big Win
Bishopp’s new employer brand gave them a clear and authentic voice in the competitive recruitment landscape.
It captured what their people already knew, that Bishopp is a place where effort turns into opportunity, and where individuals are supported to grow, contribute, and make their mark.
Since the rollout, Bishopp has used the platform to:
Improve internal engagement and alignment across teams.
Attract values-aligned candidates.
Build pride and consistency in their people communications.
Make Your Mark now sits at the heart of Bishopp’s recruitment, induction and internal messaging.
On the fence? There’s no harm in a chat.
Most people wait to reach out to a branding agency on the Gold Coast when they have the perfect idea or moodboard. You don’t need any of that.
If you’ve even had the thought your branding isn’t right or working for you, we can chat and make it work. It all starts with a free, no-pressure chat.
Drop us a message or give us a call and we’ll go from there at your pace.
