Portfolio
Social Media — Farmers Insurance
As Employer Brand Manager at Farmers Insurance, I lead the strategy and execution of the Talent Brand’s social presence across TikTok, Instagram, and LinkedIn, transforming social media into a core driver of recruitment, engagement, and employee pride. These channels bring Farmers’ People Value Proposition to life, offering an authentic, inside-out view of culture that resonates with candidates and employees alike.
Since launching and scaling these platforms in 2019, I’ve owned the employer brand social ecosystem end to end: channel strategy, creative direction, content development, community management, social listening, analytics, and executive reporting. Through close partnership with senior leaders and cross‑functional teams, I align voice, visuals, and messaging to translate business and talent priorities into campaigns that build relevance, scale, and enduring brand equity.
Impact and Business Outcomes
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92% of new hires say Farmers’ employer brand social channels gave them a strong, authentic understanding of company culture.
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83% of new hires report that employer brand social content enticed them to apply and/or join the organization.
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78% of new hires were already familiar with Farmers’ employer brand and values before joining, demonstrating strong pre‑hire brand recognition.
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3M+ annual impressions across LinkedIn, Instagram, and TikTok, driving sustained visibility and relevance.
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22% average engagement rate, signaling meaningful audience connection.
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10–25% applicant‑volume lifts, reinforcing social media as a strategic talent acquisition driver.
TikTok
Role: Founder and sole owner of @ThisIsFarmers TikTok Channel. Responsible for channel strategy, content creation, analytics, calendar management, curation, and community management.
Goals
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Reposition Farmers as a modern, forward-thinking employer.
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Attract younger and highly engaged talent through authentic storytelling.
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Expand reach and applicant awareness with no paid budget.
Strategy
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Leverage TikTok's native trends and culture while staying true to
the Talent Brand. -
Focus content primarily on Talent Acquisition, supported by
culture and trends. -
Build trust through inside-out, employee-driven storytelling.
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Define three content pillars: Talent Acquisition, People and
Culture, and TikTok Trends.
Tactics
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Launched Farmers' first TikTok account.
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Researched trends, developed creative strategy, produced content, and analyzed performance solo.
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Added Farmers to the conversations that were already happening on TikTok.
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Iterated strategy using platform-specific insights and audience behavior.
Results
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Attracted a younger, highly engaged applicant audience.
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Increased applicant volume through organic "For You Page" discovery.
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Improved candidate experience through clearer role expectations.
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Increased significant growth in social media presence.
Talent Tuesday Series
Role: Founder and sole owner of @ThisIsFarmers Instagram Channel. Responsible for channel strategy, content creation, analytics, calendar management, curation, and community management.
Goals
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Give Farmers a dedicated space to showcase culture, people, and values.
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Support Talent Acquisition through organic, employer-focused storytelling.
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Build long-term brand affinity with prospective and current employees.
Strategy
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Separate consumer and employer messaging to avoid audience dilution.
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Balance feed storytelling with high-impact, time-sensitive stories.
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Center content on inclusion, belonging, culture, corporate social
responsibility, and meaningful employee moments.
Tactics
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Built and executed a fully organic Instagram strategy.
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Developed five content pillars: People & Culture; Corporate Citizenship; Jobs, Awards, and Benefits; Technology and Innovation; Insurance.
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Launched Talent Tuesday, a weekly stories campaign highlighting open roles.
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Produced campaigns including ERG highlights, employee spotlights, and volunteer events.
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Managed community engagement, listening, analytics, and reporting.
Results
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Increased candidate mentions of Instagram as a pre-application touchpoint.
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Strengthened employer brand visibility and engagement.
Role: Employer Brand and Social Strategy Lead for Farmers Insurance's enterprise LinkedIn presence.
Goals
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Transform LinkedIn into a high-performing recruitment and engagement channel.
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Establish a strong, professional Employer Brand presence.
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Drive visibility to open roles and the heart and soul of Farmers.
Strategy
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Elevate tone and visuals to meet LinkedIn's professional expectations.
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Leverage employee advocacy to amplify reach.
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Serve multiple audiences (prospective candidates, employees,
consumers, and agents) through clear, structured content pillars.
Tactics
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Introduced consistent cadence, cohesive visuals, and active community engagement.
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Defined five content pillars: People & Culture; Corporate Citizenship; Jobs, Awards, and Benefits; PR and marketing; Insurance.
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Developed shareable content to empower employees as brand advocates.
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Partnered with PR, Marketing, Communications, and Distribution teams for alignment.
Results
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LinkedIn became a top driver of applicant awareness and engagement.
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Elevated Farmers' reputation as an employer of choice.
Social Media Toolkit
LinkedIn Header Images
Offer Accepted Images
Brag Badges
Role: Employer Brand Manager who conceptualized and led the end‑to‑end strategy for an employee social media toolkit.
Goals
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Increase employer brand credibility by shifting storytelling from corporate channels to employee voices.
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Make it easy and safe for employees to share career milestones and achievements on social media.
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Expand organic reach to passive candidates through employee networks.
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Strengthen employee pride, engagement, and advocacy across the organization.
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Support higher‑quality, better‑aligned candidate pipelines and referrals.
Strategy
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Leverage employee‑led storytelling to humanize the employer brand and build trust through authenticity.
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Create a scalable, always‑on social presence powered by employees.
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Reduce friction and uncertainty around social posting by providing branded, legally approved assets.
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Reinforce equity in visibility by giving all employees access to the same high‑quality tools.
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Recognize both traditional performance (sales) and non‑traditional contributions (ERG leadership).
Tactics
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Developed a centralized social media toolkit housed on the onboarding site and accessible to both new hires and current employees.
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Created branded LinkedIn headers to help employees visually connect their personal brand back to the organization.
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Designed “Offer Accepted” images with legally approved caption language so new hires could confidently share milestones.
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Launched brag badges for ERG leaders to recognize community leadership and impact beyond formal job duties.
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Created brag badges for top sales producers, enabling individuals to celebrate personal success and leaders to highlight team wins.
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Enabled multi‑channel use of assets, including LinkedIn profiles, personal social channels, and email signatures.
Results
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Increased authenticity and trust in employer brand messaging by amplifying real employee voices.
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Extended employer brand reach organically through employees’ diverse and expansive personal networks.
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Improved candidate self‑selection and cultural alignment through transparent and employee‑driven content.
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Strengthened referral impact by keeping the employer brand top‑of‑mind within employee networks.
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Boosted employee engagement and pride by visibly recognizing achievements and leadership contributions.
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Established a scalable and sustainable employer brand model that reduced reliance on paid media and one‑off campaigns.