Match Made in Purpose: SEEK Volunteer Turns 25
Twenty-five years ago, a bold idea and a values-led partnership quietly reshaped volunteering in Australia.
In 1999, SEEK was a dot.com start-up in St Kilda - ambitious, purpose-driven, and ready to shake up the job classifieds space. They were out to challenge the likes of Monster and CareerOne – not just by being smarter, but by doing good.
That’s when I stepped in – at the helm of my matchmaking company Cavill + Co.
With no deep pockets but plenty of purpose, SEEK needed a cause that aligned with their business – and a credible non-profit partner. I worked directly with the Founder and Head of Marketing to develop a brief that was strategic, not symbolic. It captured SEEK’s business, societal and partnership goals. We studied their audience, market gaps, brand DNA and what would make a real impact. They wanted to make systemic change, not partake in tokenism.
The answer? Volunteering.
The solution? A digital platform that matched people to volunteering opportunities.
The partner? Volunteering Australia.
I prepared a detailed Expression of Interest that positioned SEEK not as a donor, but a strategic partner. The EOI detailed all that SEEK could offer – passion, technical know-how to build a matchmaking site, and funds to power the program. Volunteering Australia saw the alignment instantly – especially as they were already considering going digital, with Boston Consulting Group (BCG) already on board to help. The stars aligned.
In 2000 – designated the UN International Year of the Volunteer – SEEK Volunteer launched: a free, national platform connecting Australians with volunteer opportunities. Free for charities. Free for the public. The impact was immediate - and enduring.
Systemic impact
Since launch:
- Over 4 million Australians have used SEEK Volunteer.
- More than 10,000 non-profits have advertised volunteer positions.
- Over 24,000 volunteer opportunities listed annually.
- 7-8% post-COVID increase in volunteering activity (2023 figures).
The initiative also delivered back to SEEK:
- Enhanced brand reputation among clients.
- Greater employee pride and motivation.
- A powerful proof point for SEEK’s commitment to purpose - years before CSR or “purpose” was even a trend.
Beyond the stats, the ripple effects have been profound. The platform has saved non-profits millions of dollars creating their own portals, while making volunteering more accessible to young people. For them, it’s not just giving back – it’s a chance to build skills, explore career paths and connect with purpose. Volunteering also boosts wellbeing, reduces isolation and fosters empathy – helping shape a more socially conscious generation.
And it didn’t stop at our shores – in 2015, SEEK Volunteer expanded to New Zealand, extending those benefits across the Tasman.
In 2012, research revealed that awareness of SEEK Volunteer was low and charities’ need for volunteers was high. SEEK decided to go beyond offering a great free tool and took a stand for volunteering. SEEK ran a bold awareness campaign, created by Leo Burnett. With just $70,000, they rallied media owners and celebrities to donate time and space. The result?
- A 555% spike in enquiries
- $3 million in donated media
- $20 million in added labour value for charities
The campaign won three IAB Awards and cemented SEEK as a champion of volunteering.
Still Relevant in 2025
SEEK now has a sophisticated Sustainability Strategy, and SEEK Volunteer sits squarely within its Social Impact pillar. The initiative continues to deliver on SEEK’s purpose: helping people live more fulfilling and productive working lives.
So why has this program lasted where so many fail?
Because it was set up the right way.
We took the time to find the right fit – not just the hot cause of the moment. We identified SEEK’s unique value beyond dollars. We asked hard questions, challenged assumptions, and found an alignment strong enough to survive rebrands, staff turnover – even ownership changes.
It’s not just a good-news story.
It’s a blueprint for building a social impact program that’s built to last.
Hailey Cavill-Jaspers
Recognition
- Prime Minister's business & community partnerships award in 2003.
- Finalist in the AFR (Australian Financial Review) corporate partnership awards in 2004.
- AFR BOSS (Australian Financial Review) best places to work award winner 2024.
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