Built In
A tech recruitment platform elevates the industry and its people.
During my tenure as a director of brand and creative, the two-sided platform helped tech companies stand out as employers of choice by telling the stories of their culture. I worked with teams across strategy, content and marketing, developing a portfolio that includes a brand refresh, thought leadership program, cross-channel marketing campaigns, TV spots, videos, social media and a podcast. I also partnered with C-suite to develop internal and external communications.
Built In projects
Brand building and stewardship
Built In had strong brand affinity among users but its brand hadn’t been captured and articulated.
PROJECT: The company’s first official brand, developed in partnership with the creative head, included a full brand portfolio: attributes, messaging, the long-running tagline “United We Tech,” personas, core values, vision, mission, origin story and more.
A brand book instituted guardrails as the company entered a growth phase.
MY ROLE: Working closely with the head of creative and design, I led discovery sessions, workshops, customer and employee interviews and empathy mapping to craft a brand that reflected our values.
Employer brand workshop
PROJECT: Developed and delivered interactive workshop to educate companies about the power of employer brand. As with all thought leadership, from webinars to white papers, the workshop’s two-fold purpose was to elevate Built In’s reputation as a relied-upon thought leader, helping convert professionals into leads.
HOW: Developed and delivered a model to help attendees transform from mere employers to employers of choice.
#UnitedWeTech campaign
We ran this campaign at the start of COVID-19. Using the hashtag #UnitedWeTech, tech companies across the world shared how they were helping mitigate the global crisis.
THE CAMPAIGN: One startup described their work helping overcome the ventilator shortage by 3D printing ventilator parts. Another posted about their online triage app to support overwhelmed hospital ERs. Equipping clients and community with #UnitedWeTech graphics to support the effort, the campaign shipped in a matter of days and provided hope in a dark time.
MY ROLE: As part of this full team collaboration, I developed messaging to introduce the campaign, executive messaging to encourage participation, landing page copy, seed posts to gain lift-off and surrounding articles.
#TheTechLife campaign
#TheTechLife campaign tells the story of customers with two story packages. The strategic underpinning was to celebrate the interesting stories of tech professionals who used the site, a hallmark strategy for every lifestyle brand.
MY ROLE: Created story concepts, scalable sourcing and interview process, led team of writers, edited stories and collaborated with social media lead to amplify results.
The Built In brand story
At the time of this project, Built In was well known but its origin story was not.
MY ROLE: Told story of company’s inception and evolution.
Content strategy:
Insider Spotlight Series
In-depth Q&As with original photography and a menu of story angles from which clients could choose, resulting in one of Built In’s most popular offerings.
MY ROLE: Concept, strategy, writing, editing.
Built In employer site
Built In’s first-ever B2B website and surrounding assets for employers and HR professionals.
MY ROLE: Crafted on-brand, customer-focused copy; created both written and video case studies; wrote copy for product, brand and ABM campaigns; supported awards programming; shaped social media.
Insider Profile pages
On partnering with Built In, customers received a profile page on which basic information was listed. To create more value for employers, I worked with the creative team to develop a premium version we called the Insider Page. With rich storytelling, original photography and micro-stories, Insider Pages became a high-value product.
PROJECT: Three “Insider Page” beta tests. When their success was proven, the offering became part of the Built In product suite.
MY ROLE: Concepting, writing, client management, video shoot direction.
Heat maps of the “Office 411” detail show it’s the most popular element.