The Challenge

In an industry facing severe talent shortages, Hilton Australia needed to showcase why hospitality, and specifically Hilton, is a great place to work for the long-term, to build a strong recruitment pipeline for the future.

Leveraging hero talent (Carli the dull co-worker) alongside earned media and a highly-targeted TikTok paid strategy, we positioned Hilton as the hospitality employer of choice, grabbed headlines, drove buzz online and created a whole new recruitment channel for the business.