Brand

Crafting and maintaining a brand’s voice was one of my first priorities when I started my marketing career. It grew into one of my favorite projects to work on. From ensuring all initiatives are consistent across the board (i.e., brand guidelines), researching and promoting internal culture mantras (i.e., employee value props) or helping create the best impression for potential hiring candidates (i.e., employer branding) I’ve done it all.

Brand Guidelines

In 2020, I helped launch the writing guidelines for Hudl. Designed to be the single source of truth for how to sound like Hudl, it was a resource for any employee who wrote for the company. For the next five years, I owned updating the guidelines, making revisions whenever necessary.

My Medium article on the background and launch >

Employer Value Props

Research

I listened to more than 20 recordings of the answers employees gave to a set of employer-focused questions.

Analysis

Using a Miro board, I compiled and analyzed the employee testimonials, organizing them into themes, then presented my findings to leadership.

Launch

I wrote copy for each theme, including deliverables like descriptions and “phrases that pay” to use in campaigns.

Employer Branding

Job Advertisements

Problem: We needed to prioritize gender diversity and better accommodate imposter syndrome.

My solution: I spearheaded the reformatting of Hudl’s job ads and created a new editing process.

Changed rigid, outdated language to more conversational, approachable phrases
- “You Will,” “You Are,” “We Will” became “Your Role,” “Must-Haves/Nice-to-Haves,” “Our Role”
Became sole editor for all job advertisements being posted on Hudl’s website
- Every job ad was graded for gendered language and edited to follow writing guidelines

Result: Using websites like jobpagergader.com and AI services, our new job ads got consistently higher grades for gender diversity and content.