Employer Branding ✦ Creative Direction ✦ Social Media
Portfolio
Employer Brand — Farmers Insurance
Employer brand is about differentiation, credibility, and delivering on the promise candidates believe before day one. As Employer Brand Manager at Farmers Insurance, I led the employer brand lifecycle end to end, from Employee Value Proposition/People Value Proposition (EVP/PVP) development and creative direction through channel execution, recruitment marketing, and C-suite reporting, positioning Farmers as an employer of choice while strengthening trust across the full candidate journey.
Measurable Results and Business Outcomes
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9 out of 10 new hires report Farmers' culture matched their pre-hire expectations, reflecting strong alignment between employer brand promise and lived experience.
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4 out of 5 new hires confirmed that online content across social, the careers site, and the employer brand playbook accurately reflected their reality at 45 days.
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Reduced regrettable turnover by attracting higher-fit candidates through precision storytelling and full-funnel talent marketing.
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Generated millions of annual organic impressions across LinkedIn, Instagram, and TikTok, consistently outperforming industry engagement benchmarks.
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Drove significant applicant volume growth, positioning Farmers as an employer of choice in a competitive talent market.
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Presented channel analytics, brand performance metrics, and strategic recommendations to C-suite leadership quarterly to demonstrate ROI and inform long-term strategy.
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Contributed to workplace award submissions that reinforced Farmers' employer of choice reputation on national platforms.
People Value Proposition/Employee Value Proposition (PVP/EVP)
As of March 2026
Role: Employer Brand Manager and Creative Director who single-handedly built and activated the EVP/PVP across the enterprise, owning strategy, research, creative execution, and executive alignment end to end.
Goals
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Define a clear and compelling people promise for Farmers Insurance during a period of organizational transformation.
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Evolve a vague Employee Value Proposition (EVP) into a People Value Proposition (PVP) that resonates authentically with employees and prospective candidates.
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Create a single source of truth that clearly communicates Farmers' culture, values, and employee experience across all talent brand touchpoints.
Strategy
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Anchor the PVP in real employee sentiment and business reality.
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Align cross-functional teams around one consistent people story that reflects lived employee experience.
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Operationalize through a centralized employer brand playbook to ensure consistency, scale, and governance across the enterprise.
Tactics
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Renamed EVP to People Value Proposition (PVP), aligning with Zurich Insurance's global nomenclature and signaling a holistic, human-first shift in how Farmers communicates its employee experience.
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Participated in knowledge-sharing sessions with Zurich Insurance's global employer brand team, including facilitating focus groups with Zurich stakeholders to gather cross-organizational perspective during development.
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Led sentiment analysis across employee surveys, external review platforms (Glassdoor, Comparably, Reddit, Fishbowl), and owned social and employer brand channels (LinkedIn, TikTok, Instagram) to surface recurring themes, systemic gaps, and employee priorities.
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Facilitated company-wide focus groups to validate and refine the PVP with employees across functions and levels.
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Built Farmers' first Employer Brand Playbook to centralize and clarify messaging, creating a scalable governance framework for talent brand communications.
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Drove cross-functional alignment with People, Inclusion and Belonging, Legal, Communications, Marketing, Benefits, Talent Acquisition, HR, and CSR.
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Created a motion graphics trailer to serve as a high-impact visual asset to promote the playbook and generate interest across internal and external audiences.
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Activated PVP and playbook across the enterprise, contributing to the careers site and onboarding site to ensure consistent candidate and new hire experience from first touchpoint through day one.
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Presented the PVP framework and employer brand strategy to C-suite and senior leadership, building organizational buy-in and making the business case for employer brand as a strategic investment.
Results
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Established a unified People Value Proposition reaching 16,000+ employees and candidates.
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Delivered in-house what agencies charge $100K+ to produce.
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Strengthened Farmers' position as an employer of choice in a competitive talent market, and improved talent attraction, candidate experience, engagement, and retention through consistent, credible brand messaging.
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Delivered a scalable, modern, future-ready employer brand framework built to evolve with shifting workforce needs.
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Shared PVP framework and knowledge with Zurich Insurance's global employer brand team, contributing to enterprise-wide brand alignment across the broader organizational structure.
Branding
As of 2026
Role: Employer Brand Manager and Creative Director who built Farmers' Talent Brand visual identity from scratch, bridging corporate brand standards with talent-specific needs.
Goals
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Establish a cohesive and recognizable Employer Brand visual identity where none previously existed.
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Elevate Employer Brand to the same strategic importance as Corporate Brand.
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Strengthen candidate recognition, emotional connection, and confidence in Farmers' culture, mission, and employer brand promise.
Strategy
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Build a flexible but unified design system that adapts for each audience and use case while remaining unmistakably Farmers.
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Balance consistency with purpose-driven variation across recruitment marketing, onboarding, and employee engagement.
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Use visual cohesion to reduce confusion, reinforce belonging, and differentiate Farmers from competitors in the insurance talent market.
Tactics
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Designed a scalable Employer Brand visual system fully aligned to Farmers' corporate brand standards.
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Tailored aesthetics by audience and use case including internship and early-career programs, executive and leadership communications, and recruitment, onboarding, and internal engagement.
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Applied the visual system across the Employer Brand Playbook, PVP, out-of-home (OOH) advertising, recruitment marketing collateral, social media content, experiential activations, live events, and more.
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Contributed employer brand creative assets to the careers site and onboarding site, ensuring visual consistency across digital candidate and new hire touch-points.
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Ensured all candidate and employee touch-points felt calm, credible, and cohesive, reinforcing brand trust at every stage of the talent lifecycle.
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Presented brand strategy and creative direction to senior leadership, securing organizational alignment and investment in a unified employer brand aesthetic.
Results
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Established a distinct, instantly recognizable Employer Brand for Farmers Insurance with no prior visual identity to build on.
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Elevated professionalism and credibility across all candidate and employee touch-points.
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Strengthened differentiation in a crowded insurance talent market.
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Positioned Farmers as a polished, people-first employer of choice with a brand presence that reflected the lived employee experience.
Internship Program Branding
As of 2026
Before Rebrand
After Rebrand
Role: Sole Creative Director and Employer Brand Manager, built Farmers Insurance's internship program brand from scratch, designing a complete visual identity and messaging system that modernized the program's presence for early-career and Gen Z candidates.
Goals:
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Make the Internship Program visually compelling and culturally relevant to a modern Gen Z audience.
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Replace outdated materials with a cohesive, Gen Z-relevant talent marketing system.
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Align the internship program with the broader Employer Brand while maintaining a distinct, youth-focused voice and aesthetic.
Strategy:
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Create an audience-first visual identity rooted in peer-driven insights.
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Balance corporate brand consistency with authentic relevance for early-career candidates.
Tactics:
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Led a full visual and messaging rebrand of the Internship Program from concept through execution.
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Partnered with current interns for peer-driven creative insights.
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Developed brand guidelines and recruitment marketing assets across social, digital, print, and experiential formats.
Results
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Delivered a cohesive internship brand that meaningfully strengthened the early-career talent pipeline, attracting a higher volume of qualified Gen Z candidates.
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Contributed to improved offer acceptance and candidate engagement by creating materials that authentically reflected what it felt like to intern at Farmers, not just what the program offered.
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Received positive feedback from both interns and leadership for the relevance, polish, and strategic alignment of the new brand.
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Produced guidelines and assets built to scale, giving recruiting and HR teams a consistent, ready-to-deploy system that didn't require ongoing creative oversight, reducing time-to-produce and improving brand governance.
Social Media
As of 2026
Role: Employer Brand Manager owning strategy and execution of Farmers Insurance's Talent Brand across LinkedIn, Instagram, and TikTok, including channel strategy, social-first content creation, community management, platform partnerships, and executive reporting.
Goals
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Position Farmers as an employer of choice through authentic, people-first storytelling across owned social channels.
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Showcase the People Value Proposition (PVP) and lived employee experience to attract, inspire, and retain talent.
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Ensure candidates clearly understand Farmers' culture, values, and career opportunities before applying.
Strategy
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Build a cohesive, multi-channel employer brand social presence rooted in the PVP and authentic employee experience.
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Tailor social-first content by platform while maintaining a consistent brand voice, tone, and visual identity.
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Use data, social listening, and A/B testing to continuously refine strategy and optimize performance.
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Manage platform partnerships with LinkedIn, Instagram, and TikTok to maximize reach, relevance, and engagement with target talent audiences.
Tactics
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Led end-to-end channel strategy, social-first content creation, community management, social listening, and performance reporting across LinkedIn, Instagram, and TikTok.
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Owned the full production lifecycle for employee spotlight content, partnering with business units to identify and source talent, coordinating with HR to confirm employee eligibility and good standing, writing scripts and interview questions, directing and working with featured employees through filming, editing final assets, and securing Legal approval before publication.
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Managed platform relationships with LinkedIn Talent Solutions, Instagram, and TikTok for Business, serving as the primary point of contact and ensuring platform tools, features, and advertising capabilities were leveraged effectively.
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Used Sprout Social for social media management, scheduling, community management, and analytics reporting, delivering regular performance dashboards to senior and executive leadership.
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Leveraged Microsoft Copilot for caption development and Adobe Creative Cloud generative AI for image expansion and video resizing.
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Partnered cross-functionally to align brand voice, visuals, and messaging across HR, Talent Acquisition, Communications, and Legal.
Results
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Elevated Farmers' presence as a people-first employer of choice across owned social channels.
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9 out of 10 new hires reported that the social channels gave them a clear understanding of Farmers' culture before applying.
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4 out of 5 new hires new hires said the Employer Brand content enticed them to apply.
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Generated millions of annual organic impressions, consistently outperforming industry engagement benchmarks.
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Strengthened employer brand credibility, clarity, and pride among both candidates and current employees.
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Employee spotlights cultivated a culture of recognition, boosting confidence, self-worth, and visibility so meaningfully that employees began including their features in year-end performance reviews.
Industry Recognition
In 2021, Farmers Insurance was featured in Alicia O'Brien's piece for Wilson, "7 Employer Brand Best Practices to Inspire You This Year,"
recognized among a select group of companies for a creative, trust-building approach to employer brand storytelling on social media.
Being named alongside industry-leading employer brands validated the strategic direction of the Farmers Talent Brand. Third-party recognition during a global pandemic, when most employer brand teams were playing it safe, confirmed that leading with employee truth, authentic storytelling, and employee-generated content is always the right strategy, even when the conditions aren't ideal.
The People Who Make It Happen Initiative
As of 2026
Role: Employer Brand Manager who conceived and led this initiative end to end, from employee identification through creative execution and cross-functional compliance.
Goals
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Spotlight employees who exemplify Farmers' culture, values, and career growth to reinforce the PVP/EVP.
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Foster a culture of recognition and inspiration across the enterprise.
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Help prospective candidates visualize career growth and development in action at Farmers.
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Support talent attraction by addressing top onboarding drivers, specifically career growth and development, as identified through onboarding survey data.
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Demonstrate how Farmers puts action behind the PVP/EVP through authentic employee storytelling.
Strategy
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Launch a long-term employee advocacy and storytelling initiative that complements existing recognition programs while offering a more narrative, growth-focused approach.
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Monthly employee features across social channels with 6 month talent rotation to expand representation and organizational reach.
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Connect individual stories directly to career progression, development opportunities, and community impact, reinforcing the employer brand promise at every touchpoint.
Tactics
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Partnered with leadership to identify employees with strong career trajectories using individual talent profiles.
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Collaborated with HR to confirm employee eligibility and good standing prior to participation.
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Worked with Legal to ensure messaging alignment and compliance across all published content.
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Designed and launched a dedicated page on the Farmers Careers site to house the initiative and support the overall careers site experience.
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Produced creative assets including site page designs, visual quote treatments, and motion graphics teasers.
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Activated the campaign across internal platforms, LinkedIn, Instagram, and TikTok for both internal and external audiences.
Results
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Successfully launched The People Who Make It Happen initiative as a new, ongoing employer brand storytelling and employee advocacy platform.
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Established a repeatable monthly cadence for employee features across owned social channels.
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Delivered an integrated experience spanning careers site content, social media, and internal communications.
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Created a scalable employee advocacy framework to continually highlight employee growth, leadership, and community impact.
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Served as a modern recognition channel, giving employees across all levels and salary grades meaningful visibility and celebration.
CRM Recruitment Marketing
As of 2026
Role: Employer Brand Manager and Creative Director who led the full lifecycle of employer brand communications, including contributing to building and managing a talent community and AI-powered candidate pipeline engagement program to keep qualified candidates warm, connected, and ready for outreach when roles became available.
Goals
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Keep past applicants warm and engaged for future role opportunities through proactive candidate relationship management.
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Build and grow a talent community of candidates who opt in to hear from Farmers.
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Ensure candidates feel connected to the Farmers employer brand even when no immediate role is available.
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Demonstrate how Farmers' culture, community, and values align with candidates' lived experiences and backgrounds.
Strategy
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Apply a demand generation marketing approach to proactively nurture and grow a pipeline of qualified candidates before roles became available, reducing time-to-hire and improving candidate quality at the point of outreach.
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Design a segmented email communication strategy using audience segmentation to tailor messaging based on resume signals, career history, and candidate interests.
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Position Farmers as more than just an employer, as a community worth being part of, using personalization to create relevance and emotional connection with each talent segment.
Tactics
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Built and executed email campaigns within Phenom CRM, targeting the talent network of past applicants and opt-in candidates.
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Leveraged Phenom's AI-powered resume parsing to match candidates to relevant content, ERGs, and messaging based on their unique backgrounds and experiences.
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Applied audience segmentation to create personalized email journeys informed by resume attributes including military service, career breaks, and industry background.
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Highlighted relevant Employee Resource Groups (ERGs), including Veterans & Advocates and Caregiver Connect, matched to candidate profiles using AI-driven resume signals.
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Tied email content to cultural moments including Veterans Day and Memorial Day to drive relevance and authenticity.
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Conducted A/B testing on subject lines, messaging, and content formats.
Results
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Grew and sustained an engaged talent community of warm candidates ready for recruiter outreach when roles became available.
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Strengthened the candidate pipeline by maintaining relationships with qualified applicants over time, reducing cold outreach and improving recruiter efficiency.
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Contributed to reduced time-to-hire by keeping pre-vetted, brand-familiar candidates accessible and engaged.
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Improved candidate quality by ensuring interested, informed candidates already understood Farmers' culture before being contacted.
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Improved the candidate experience by making applicants feel seen, valued, and connected, even before being hired.
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Drove stronger cultural alignment from day one, with new hires already feeling a sense of belonging before starting their role.
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Pioneered the use of AI and Phenom's resume parsing technology within Farmers' employer brand and recruitment marketing strategy, setting a new standard for personalized candidate engagement at scale.
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Reinforced Farmers' employer brand as a company that builds relationships rooted in shared values, not just job offers.