Employment Hero rewrites outdated fable in new recruitment campaign via Hero Collective

Employment Hero, a global leader in managing employment, has today launched the next phase of its brand’s evolution, leveraging the success of its Rabbit mascot to rewrite the age-old ‘tortoise and the hare’ fable. The next chapter in the Rabbit’s story has been brought to life by Hero Collective, Employment Hero’s in-house creative agency.

In the original tale, the hare is overconfident, careless, and ultimately loses the race. Employment Hero’s purple Rabbit is a different breed entirely – smarter, faster, and more strategic. The modern twist reflects the reality of today’s high-stakes hiring market, where speed, precision and adaptability matter more than ever, and “slow and steady” no longer wins.

Powered by the world’s first Employment Operating System (EOS), Employment Hero connects employers instantly to over 1.5 million candidates and delivers curated shortlists that match the right talent to the right roles in record time. The bold creative approach focuses on showing, instead of telling, that there’s a faster, smarter and more effective way to hire – saving businesses valuable time and money while uniting recruitment, onboarding, HR and payroll in one seamless experience. The result is decisive hiring without the detours, giving businesses the ability to act quickly, hire smarter and secure top talent before the competition does.

Building on the strong audience connection established when the Rabbit first appeared earlier in the year, the new creative pushes the character into fresh territory – transforming it into a confident, forward-looking symbol of decisive action and competitive edge.

With four creative focus areas – instant matches, Smart AI matching, seamless workflow and speed – rolling out across OOH, BVOD, radio, digital and social media in Australia, the campaign is designed to cut through in busy commuter hubs and high-attention digital environments alike. Wherever it appears, the message is impossible to miss: there’s a faster, smarter way to hire, and it’s already here.

Employment Hero Global Marketing Director Tasman Page discusses how launching the Rabbit mascot earlier in the year gave Employment Hero licence to push creative boundaries and play in a creative space traditionally reserved for B2C campaigns: “Launching the Rabbit mascot gave us a distinctive creative asset that we can really push the boundaries with, while bringing humour and joy to what is traditionally a dry topic for SMBs. We wanted to really challenge the role of the Rabbit to speak to one of the most problematic parts of running a business – which is hiring in a high stakes economy – to demonstrate that outdated, ‘slow and steady’ methods of recruitment no longer cut it.

“Our hiring solutions, including our market-leading AI powered SmartMatch technology, represent the future of hiring, so what better way to bring this to life by rewriting a 2600 year old story. Having an in-house team means we can walk the walk; leveraging a suite of AI creative tools across the Hero Collective for this campaign saved us countless hours – just like our recruitment solutions do for SMBs.”

Employment Hero has scaled to serve over 300,000 businesses and more than 2.5 million employees worldwide. While the technology behind EOS is powerful, the hero of this campaign is the outcome – better candidates, faster hires, and smarter recruitment – providing that in the race for talent, the right tools make all the difference.

Employment Hero
Global Marketing Director: Tasman Page
Head of Marketing ANZ: Monica Hu
Brand Lead, ANZ: Mariah Klay
Brand Media Lead (APAC): Hannah Elsbury
Growth Marketing Lead (APAC): Sisi Chen
Growth Marketing Manager (ANZ): Kristina Gojkovic
Global Head of Brand and Creative: Matt Poulier
Global Brand Lead: Sharon Ormes
Head of Creative & Design: Domenico De Rosa
Creative Services Manager: Stephanie Balchin
Creative: Andrew Cameron, Simon Dall, Angela Castles
Design: Juliana Bridi, Lars Wannop, Hannah O’Mahony
Motion Design: Apattra Hongsuwong, Dominique Nava, Angie Lozarus
Social and Content: Lara Munn, Bethanie Grozdanovski, Samuel Sinnott

Production
Director: Mitch Green
Producer: Stephanie Balchin, Sharon Ormes, Abigail Tabone
DOP: Miles Rowland
Camera Assist: Chris Braga
Sound Design: Voodoo Hack Sound
Online & VFX: Apattra Hongsuwong

Want to leave a comment? Share your thoughts in the comments box below, making sure to include your full name and email address.