CAI, a global IT services firm, had an award-winning culture, but wasn't telling the employer brand story effectively.

• Career site didn’t have content strategies to attract job seekers

• Glassdoor sat at 2.7 out of 5 stars without a response or monitoring system

• Recruiters lacked updated materials to represent the evolving brand consistently

• Awards lacked intention, failing to drive enterprise strategy

With a strong employee value prop (EVP) in place, I had to build the communications infrastructure to prove it.

I built an employer brand program to align messages on every channel — owned, earned, and review-based.

After partnering with Talent Acquisition to launch an interactive career site, I implemented a content strategy to attract job seekers to open roles. I mapped out candidate personas, monthly blog topics, and email campaigns. The career site became a communications channel to reach job seekers and convert them to applicants.

Supplementing the content strategy, we created content to support recruiters:

• LinkedIn banners and social posts for recruiters to showcase employer brand

• Career fair signs and one-pagers for onsite, and a Career Fair Playbook to prepare for and promote the event

• Recruiter Cheat Sheet of company information so every candidate touchpoint told a consistent story

To improve Glassdoor, I developed a weekly monitoring system to track analytics and respond to reviews in real-time. With a continuous stream of current and former sentiment analysis, we partnered with HR to build an employee listening repository that fed a Power BI dashboard for leadership. Annual campaigns to internal employees helped drive traffic to the review site to increase positive reviews.

And year-round, I ran a disciplined award submissions program, identifying and pursuing recognition that reinforced our brand and EVP.

• Improved Glassdoor rating from 2.5 to 3.8 stars driven by annual sentiment campaigns and structured employee listening

• Converted 154 job seekers into applicants in the first year of launching the content strategy

• Increased industry recognition with over 50 employer and product awards earned including Newsweek, Forbes, Stevie, Globee, Top Employers Institute, and Disability:IN’s Disability Index 100 score

• Streamlined recruiters’ messaging of company services, benefit offerings, and employee experience with enablement materials for recruiters

Some content was for internal use only. Confidential details were redacted.

• Veteran Recruitment One-Pager

• Bilingual Recruitment One-Pager

• LinkedIn Banner

• Career Fair Playbook (password protected)

• Talent Acquisition Cheat Sheet (password protected)