In Australia, they were locked in a battle for scarce talent and needed a way to attract more forklift mechanics.
We worked with their people and culture team to understand why applications were lower than expected.
BUSINESS ASSUMPTIONS
The application process was too slow. A better platform would fix it.
The Shift Zone
XY
Problem wasn’t the process – it was self-doubt.
LIVED EXPERIENCE
Suitable applicants weren’t applying because they didn’t think they qualified.
We uncovered a new approach: “Made for More”
A new way to attract, select, onboard and retain talent – built on truths already inside the organisation – and opening the door to a much wider talent pool.
Generated new quality applications and a lasting EVP
What shifted?
The focus shifted from assumptions about delays to the real change lever: candidate confidence. This unlocked stronger recruitment messaging and an employee value proposition (EVP) built from employees’ lived experiences.
TMHA came in ready to build the platform. We went upstream first – asking a different question: is there a different way to expand this talent pool?
1 Reframe
Through deep immersion with the business and its forklift mechanics, a different picture emerged – resistance to applying was about self-belief. More technology wouldn’t fix that.
2 Unlearn
Design for hesitation, not efficiency. Close the gap by sharing experiences of people already inside TMHA. They made the transition to a company that believes in the potential of every human being.
3 Focus
“Made for More” – a story built from real employee voices – told in unscripted videos, shared across social media, and reinforced in job ads – opened the door to new talent pools.
4 Shift
The outcome
What started as a recruitment campaign became a clear point of difference in the talent market.
Made for More evolved into a home-grown EVP that energised people across the business. Six years later, it remains the core positioning for TMHA Careers.
“I believe some magic has happened and you have absolutely made a massive difference to what TMHA’s EVP is today.”
Head of People, Toyota Material Handling Australia
