Seek: Culture Playbook
INDUSTRY: Employment & Recruitment
SEEK is a leading employment marketplace in Australia, with a growing presence across the Asia Pacific region—including Vietnam, Japan, Singapore and Malaysia. As the organisation expanded, aligning people across cultures became critical to preserving a sense of purpose and belonging.
The Challenge
As SEEK’s footprint across Asia grew through acquisitions, so too did the cultural disconnect between regions.
The Australian headquarters held most of the influence, while APAC teams felt their local identities and ways of working were being overlooked. For example, Australia’s casual, social-office culture didn’t translate well in countries where alcohol isn’t a typical form of connection. SEEK needed a shared culture that went beyond geography—one that was authentic, inclusive, and aligned with its evolving purpose and values.
The Solution
We worked closely with SEEK to co-design a cultural campaign that bridged the gap between regions, without imposing a one-size-fits-all model. Our approach included:
Deep listening: one-on-one interviews, regional workshops, and the creation of a Change Champion group across APAC.
Rich insight gathering: local conversations held in native languages to uncover subtle cultural truths.
Thematic analysis of current culture and future aspirations across geographies.
Collaborative development of a refreshed Culture Playbook, articulating SEEK’s values, behaviours, and what connection looks like in different contexts. Honouring SEEK’s heritage while bringing to life a more globally inclusive and performance-focused culture.
The Outcome
The campaign helped SEEK reframe its culture as something co-owned across borders—not driven from the centre. The Our Seek Culture Playbook is now a creative and strategic tool used to guide behaviours, spark conversations, and embed values at scale. It strengthened a sense of unity across teams and laid the foundation for a more inclusive, high-performing future.