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.
Employer Value Props
Analysis
We wanted to talk about the company in a way that resonated with employees. I listened to more than 20 recordings of employees answering employer-focused questions. Using a Miro board, I compiled and analyzed the employee testimonials, organizing them into themes.
Launch
After presenting my findings to leadership, we decided on the five main themes for our employer value props. I wrote copy for each theme, including descriptions and “phrases that pay” to use in campaigns. We shared the new EVPs with the company.
Impact
Having these employer value props as a resource gave me and other employees a starting point for writing any employer-focused deliverable. The EVPs were based on what our own employees said, not something one or two people came up with on their own.
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Changed rigid, outdated language to more conversational, approachable phrases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.
Company Webpages
Inclusion
Worked with a team to create and maintain the page dedicated to inclusion efforts.
Careers
Owned making updates to Hudl’s careers page, including new copy and image sourcing.
Internships
Led and strategized with content, design and video interns as they crafted the page.
Branding Initiatives
What Does Hudl Do?
The Ask: A new video that would help the Talent Acquisition team explain what Hudl does.
My Impact: I was involved in every stage, from brainstorming and strategy, to script writing and creative direction.
Result: We showed who the company is, but in a fun and unique way.