USING AUTHENTIC NARRATIVES TO ATTRACT TALENT
PROJECT TYPE
Employer brand, editorial strategy, talent communications
MY ROLE
Editorial strategy and calendar, Storytelling, Employer brand positioning, SEO, agency management
Talent Acquisition launched a new careers site with a blog. They came to communications looking for internal stories they could repost externally, which surfaced the actual problem. The blog didn't need more content. It needed an editorial strategy behind it.
THE STRATEGY
The old well-being communications told people what they should be doing. I wanted to show them what was already happening around them. Instead of leading with tips and resources, I looked for stories that could make those resources feel relevant. An employee's cancer journey opened the door to a conversation about prevention. A working parent's experience highlighted caregiving support. An ERG spotlight showed how connection and community contribute to well-being.
At the same time, I wanted employees to immediately recognize well-being content wherever they encountered it. I developed the vision for a dedicated Well-Being Corner brand and partnered with external vendors to create the logo, masthead, icons, and overall visual system.
BEFORE AND AFTER
** sample issue, design system shown with placeholder content.
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