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Recruitment & Employer Branding

Building employer brand systems that attract talent while reinforcing culture and long-term growth.

Overview

Across multiple industries—including heavy equipment, healthcare, and service-based organizations—I led recruitment and employer branding initiatives designed to attract qualified candidates in competitive labor markets. These organizations operated across multiple locations and required a consistent employer brand that reflected culture, opportunity, and long-term stability.

My role focused on aligning recruitment marketing with broader brand strategy—ensuring hiring communications reinforced trust, professionalism, and organizational values across distributed teams.

Labor shortages across skilled trades and healthcare roles created urgent hiring needs. At the same time, organizations needed to protect brand integrity and avoid fragmented messaging across multiple locations.

The Challenge

Key challenges included:

  • Competing for talent in high-demand, labor-constrained markets
  • Maintaining consistent employer messaging across multiple locations
  • Appealing to both experienced professionals and entry-level candidates
  • Aligning recruitment communications with company culture and operational realities
  • Deploying hiring campaigns quickly without sacrificing brand standards

The Strategy

Aligning Employer Brand with Organizational Identity

Recruitment was approached as a brand trust initiative, not a short-term hiring push.

The strategy focused on:

  • Clarifying and articulating the organization’s culture, values, and growth opportunities
  • Developing consistent employer brand messaging across locations
  • Creating repeatable recruitment campaign frameworks
  • Designing scalable templates for digital and social hiring initiatives
  • Ensuring messaging aligned with leadership expectations and operational capacity

This ensured recruitment efforts felt authentic, professional, and aligned with long-term brand equity.

The Work

Employer Brand Systems & Recruitment Campaign Execution

  • Developed employer branding guidelines aligned with corporate brand standards
  • Created recruitment campaigns for technicians, drivers, healthcare staff, and operations roles
  • Designed digital and social assets optimized for local targeting across multiple markets
  • Crafted messaging emphasizing culture, opportunity, stability, and growth
  • Collaborated with leadership and operations teams to ensure accuracy and authenticity
  • Supported distributed locations with scalable templates and campaign frameworks

The Outcome

  • Stronger consistency in recruitment messaging across multiple locations
  • Improved engagement with employer brand content across digital platforms
  • Clearer articulation of culture and growth opportunities for prospective candidates
  • Faster deployment of hiring campaigns in high-need markets
  • Employer branding that reinforced organizational trust and professionalism

Why This Matters

Employer branding reflects how an organization presents itself to both current and future employees. This work demonstrates the ability to align hiring strategy with brand governance—building systems that support growth while maintaining consistency, clarity, and credibility across distributed teams.