Employment Hero appoints Special Group to global brand brief


Employment Hero, the pioneering all-in-one recruitment, HR software, payroll and benefits platform, has appointed independent creative agency Special London on a global brand brief, following a competitive pitch.

The pitch was run by Employment Hero.

Employment Hero

Employment Hero operates across five markets, is used by 300,000 SMEs and over two million of their employees globally. The service enables these businesses to hire across 150 countries, paying out $100bn in salaries per annum through payroll.

Already on a strong growth trajectory, Employment Hero is partnering with Special to fuel its next era of expansion with the creation of an ambitious global brand platform to drive penetration in key markets including the UK, US, Australia, New Zealand, Singapore and Malaysia.

Special Group UK will collaborate with Employment Hero, synergising brand strategy and creative execution. This partnership is designed not only to enhance the current brand identity, but also to strategically position Employment Hero for sustained success and impactful global expansion.

The appointment of Special Group UK coincides with Employment Hero’s 10th anniversary.

Founded in 2014 by Ben Thompson, CEO, and Dave Tong, CTO, the company has disrupted the market with its vision to provide businesses with a scalable, cloud-based platform that makes it easier to manage payroll, HR and benefits.

In the past decade, Employment Hero has evolved from a B2B SaaS to a centralised AI-powered employment infrastructure for employers, job seekers and employees.

Employment Hero launched its superapp Swag in 2023, after identifying employees’ need for a tool to help them gain control of their finances and make work more rewarding.

The response to the Swag launch was so positive that in 2024, the app broadened its scope into recruitment, welcoming job seekers alongside employees.

Matt Poulier, Global Head of Brand at Employment Hero, said: “As the Global Head of Brand at Employment Hero, I am thrilled to announce our partnership with Special Group UK, a pivotal moment in our journey towards global leadership in the employment industry.

“Our success in Australia has set a strong foundation, and now, as we expand globally, Special Group UK’s remarkable strategic acumen and creative vision stand out as the catalysts for our next phase of brand evolution.

“Special’s exceptional approach in the global pitch process showcased a deep understanding of first-principle thinking and a commitment to challenging the status quo. This aligns perfectly with our mission to break down barriers and deliver unparalleled value to both our B2B and B2C audiences worldwide.

“We’re confident that this collaboration will not only cement our positioning as a global leader but also drive our brand towards a future-focused and universally resonant identity.

“It’s an exciting era for us, and we’re eager to see where this partnership leads us in reshaping the employment landscape, with Special Group UK by our side.”

Jennifer Black, Partner & CEO of Special London, said: “From the beginning of our relationship with Employment Hero we were struck by the ambition, energy and pioneering spirit of this organisation and everyone who has built it.

“It is a brand that is truly disrupting the world of work for the better, so we are thrilled to be their partner to deliver bold strategic thinking and ambitious creative that matches their aspirations for the business and brand.

“The team is absolutely lovely to boot and we’re already running at pace to bring our collective thinking to life. This brand is going to change the world, we are delighted to play a part in that journey.”