Case Study

Indigenous Employee Storytelling


Coles Group


Inspiring video stories showcasing diverse lives of Coles employees to increase employment of Indigenous Australians

The Challenge

Coles engaged with CulturalPulse to effectively reach and engage the Indigenous community to increase Indigenous employment. Specifically, our mission was to share inspiring stories that highlight the success of Coles’ indigenous strategy by profiling and showcasing indigenous employees and suppliers. The stories were to celebrate the lives of diverse team members, exploring their connection to country, family, and community and in addition to highlighting a range of career opportunities across the business.

Working closely with Coles and consulting with Indigenous Advisor Campfire x, we ensured a culturally appropriate outcome that resonated with local communities. According to Brad Cooke from Campfire x, “the result of this collaboration is a heart-warming and uplifting insight into culture, strength and the beauty of sharing experience, connecting with local communities.”

Warning: Aboriginal and Torres Strait Islander viewers are advised that this video and website may contain images, voices and names of deceased persons.

The Approach

Insights and strategy
  • We conducted in-depth research to understand the unique needs and preferences of the Indigenous community.
  • We tailored our engagement to resonate with the Indigenous and Senior communities.
CALD Creative and Content
  • We developed two 3-minute employee videos and crafted five stories featuring indigenous suppliers.
  • From recruitment to script development, filming, narration, subtitling, and editing, our meticulous approach ensured each aspect resonated authentically.

The Outcome

CulturalPulse was successful in a number of key areas throughout the project which highlighted Indigenous employees and suppliers.

  • There was a significant increase in traffic to Coles’ indigenous landing page.
  • We received high-level internal engagement and positive feedback, particularly from those featured in the videos.
  • We had positive responses on Coles’ social media platforms which reinforced the resonance of the shared stories.

Our collaborative efforts with Coles have not only showcased the success of their indigenous strategy but have also fostered a positive connection with the Indigenous community.