Employer Branding ✦ Creative Direction ✦ Social Media
Portfolio
Social Media — Farmers Insurance
As Employer Brand Manager at Farmers Insurance, I led strategy and execution across TikTok, Instagram, and LinkedIn, transforming organic social into a core driver of recruitment marketing, candidate engagement, and employee pride. Since launching and scaling these platforms in 2019, I've owned the employer brand social ecosystem end to end: channel strategy, social-first content creation, community management, social listening, A/B testing, platform analytics, and C-suite reporting. Every result below was achieved through organic content alone, with zero paid media or ad spend.
Impact and Business Outcomes
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9 out of 10 new hires say Farmers' employer brand social channels gave them a strong, authentic understanding of culture before applying.
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4 out of 5 new hires report that employer brand social content enticed them to apply and/or join the organization, validating social media as a direct talent acquisition driver.
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Reduced regrettable turnover by attracting higher-fit candidates through precision storytelling and channel-specific recruitment marketing.
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3 out of 4 new hires were already familiar with Farmers' employer brand and values before joining.
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Millions of annual organic impressions across LinkedIn, Instagram, and TikTok, consistently outperforming industry engagement benchmarks.
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Significant applicant-volume lifts across all channels, reinforcing organic social media as a strategic recruitment marketing driver.
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Employee spotlight content drove meaningful engagement, giving team members a platform that boosted their confidence, self-worth, and visibility, impact they valued so highly that many included their features in year-end performance reviews.
TikTok Employer Brand Strategy
As of 2026
Role: Founder and sole owner of @ThisIsFarmers TikTok channel. Responsible for channel strategy, short-form video production, social-first content creation, platform analytics, editorial calendar management, content curation, and community management, entirely organically, with no paid media or ad spend.
Goals
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Reposition Farmers as a modern, forward-thinking employer of choice for early career and Gen Z talent audiences.
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Attract younger, highly engaged candidates through authentic, platform-native storytelling.
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Expand organic reach and applicant awareness through For You Page (FYP) discovery with zero paid budget.
Strategy
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Leverage TikTok's native trends and culture while staying true to the Talent Brand and People Value Proposition.
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Prioritize social-first, short-form video content centered on Talent Acquisition, supported by culture storytelling and trending formats.
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Build candidate trust through inside-out, employee-driven narratives that reflect the real Farmers employee experience.
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Define three content pillars: Talent Acquisition, People and Culture, and TikTok Trends, to maintain consistency and channel relevance.
Tactics
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Launched Farmers' first employer brand TikTok account from scratch, building the strategy, creative direction, and content production process solo.
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Researched platform trends, developed short-form video creative strategy, produced and edited all content, and analyzed performance independently.
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Inserted Farmers into organic conversations already happening on TikTok to build brand relevance without manufacturing it.
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Used platform-specific insights, social listening, and audience behavior data to continuously iterate content strategy and optimize "For You Page" reach.
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Leveraged AI-powered content workflows including Microsoft Copilot for caption development and Adobe Creative Cloud's generative AI for video resizing across formats.
Results
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Top-performing videos: 107.1K views and 298 likes; 95.1K views and 90 likes; 50.6K views and 686 likes — all organic.
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Attracted a younger, highly engaged early career and Gen Z applicant audience.
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Increased applicant volume through organic "For You Page" discovery and platform-native talent marketing.
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Improved candidate experience and self-selection by setting clearer role expectations through day-in-the-life and culture content.
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Built significant organic growth in employer brand social media presence with no recruitment marketing budget.
Turning a Viral Moment into a Brand Connection
In 2022, a music teacher named Mr. Finn (@itsmrfinn) used the Farmers jingle as a warm-up exercise for his class and posted the video on TikTok. Through active social listening, I spotted it immediately, recognized the organic brand affinity opportunity, and connected with the Farmers marketing team to activate a response.
I served as the liaison between Mr. Finn and Farmers, coordinating an effort that resulted in his class receiving Farmers branded swag and a surprise breakfast pizza delivery. Mr. Finn captured the entire story on TikTok, from the original jingle moment to the thank-you video, giving Farmers an authentic, feel-good employer brand story that no campaign budget could have manufactured.
The lesson: Real-time social listening is one of the most underused tools in the employer brand toolkit. Recognizing a genuine moment of cultural affinity and knowing how to activate it before it passes is a skill.
Instagram Employer Brand & Recruitment Marketing
As of 2026
Talent Tuesday Series
Role: Founder and sole owner of @ThisIsFarmers Instagram channel. Responsible for channel strategy, social-first content creation, Reels and Stories production, editorial calendar management, community management, social listening, and performance analytics, entirely organically, with no paid media or ad spend.
Goals
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Give Farmers a dedicated employer brand space to showcase culture, people, and values separate from consumer brand messaging.
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Support talent acquisition and recruitment marketing through organic, employer-focused storytelling that builds long-term pipeline.
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Build pre-hire brand recognition and long-term brand affinity with prospective and current employees.
Strategy
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Separate consumer and employer messaging to avoid audience dilution and ensure content reached the right talent audiences.
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Balance feed storytelling with high-impact, time-sensitive Stories content to serve both passive candidates and active job seekers.
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Center content on inclusion and belonging, corporate social responsibility, meaningful employee moments, and culture storytelling that reflects the lived employee experience.
Tactics
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Built and executed a fully organic Instagram recruitment marketing strategy from the ground up.
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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 Instagram Stories campaign featuring open roles with direct apply links, creating a seamless candidate journey from content discovery to application.
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Produced employee spotlight campaigns, ERG storytelling, volunteer event coverage, and culture content designed to attract higher-fit candidates through authentic representation.
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Managed community engagement, social listening, A/B testing on content formats, analytics, and executive reporting.
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Used Adobe Creative Cloud's generative AI for image expansion and content resizing across formats and aspect ratios.
Results
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Talent Tuesday drove significant applicant-volume lifts for featured roles, validating Instagram Stories as a direct recruitment marketing driver.
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Increased candidate mentions of Instagram as a pre-application touchpoint, confirming the channel's role in the candidate journey.
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Strengthened employer brand visibility, engagement, and pre-hire brand recognition among both active and passive talent audiences.
LinkedIn Strategy
As of 2026
Role: Employer Brand and Social Media Strategy Lead for Farmers Insurance's enterprise LinkedIn presence, responsible for channel strategy, employee advocacy programs, social-first content creation, community management, analytics, and executive reporting.
Goals
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Transform LinkedIn into a high-performing recruitment marketing and candidate engagement channel for both active applicants and passive talent pipeline audiences.
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Establish a strong, professional employer brand presence that positions Farmers as an employer of choice within a competitive, multi-audience landscape.
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Drive visibility for open roles, culture storytelling, and the Farmers People Value Proposition across a 248,000+ follower audience.
Strategy
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Elevated tone and visuals to meet LinkedIn's professional expectations, balancing an aspirational employer brand voice with the credibility of a nearly 100-year-old organization.
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Unlike Instagram and TikTok where employer brand operated on dedicated channels, Farmers maintained a single LinkedIn presence, requiring content to serve a broader multi-audience mix: recruitment marketing, PR, marketing, sponsorships, employer brand, and more.
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Built and activated an employee advocacy program to organically amplify employer brand reach across a 16,000+ employee base, extending content distribution well beyond the company page.
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Served multiple audiences, prospective candidates, current employees, consumers, and agents, through clearly defined content pillars and structured channel strategy.
Tactics
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Introduced a consistent publishing cadence, cohesive visual identity, and active community engagement to elevate the channel's employer brand presence.
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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, social-first content designed to empower employees as brand ambassadors and organic talent marketing advocates.
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Partnered with PR, Marketing, Communications, and Distribution teams to ensure brand voice alignment and cross-functional messaging consistency.
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Leveraged Microsoft Copilot to support content development and caption drafting, improving publishing velocity without sacrificing brand voice.
Results
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LinkedIn became a top driver of applicant awareness and candidate engagement, including passive candidates entering the future talent pipeline.
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Grew and sustained an audience of 247,000+ followers against a company size of 16,000+ employees, a scale that reflects the channel's reach and employer brand equity well beyond internal audiences.
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Elevated Farmers' reputation as an employer of choice within a competitive, multi-audience landscape.
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Employee advocacy content extended organic reach significantly beyond the company page, amplifying recruitment marketing impact through authentic employee voices.
Employee Advocacy & Social Media Toolkit
As of 2026
LinkedIn Header Images
Offer Accepted Images
Brag Badges
Role: Employer Brand Manager who conceptualized and led the end-to-end strategy, design, and launch of Farmers Insurance's employee advocacy and social media toolkit, creating a scalable, always-on employer brand content system powered by real employee voices.
Goals
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Increase employer brand credibility and candidate trust by shifting storytelling from corporate channels to authentic employee voices.
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Make it easy and legally compliant for employees to share career milestones and achievements across personal social media channels.
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Expand organic recruitment marketing reach to passive candidates through employee personal networks.
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Strengthen employee pride, engagement, and brand advocacy across the organization.
Strategy
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Leverage employee-led user-generated content (UGC) to humanize the employer brand and build trust through authenticity at scale.
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Create a scalable, always-on social media presence powered by employees, reducing reliance on paid media and one-off campaigns.
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Reduce friction and uncertainty around social posting by providing branded, legally approved assets that protected both the employee and the organization.
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Reinforce equity in visibility by giving all employees, regardless of level, function, or salary grade, access to the same high-quality employer brand tools.
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, embedding employee advocacy into the candidate journey from day one.
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Created branded LinkedIn headers to visually connect employees' personal brand back to the organization, strengthening employer brand presence across personal networks.
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Designed legally approved "Offer Accepted" images with compliant caption language so new hires could confidently share career milestones.
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Launched ERG leader brag badges to recognize community leadership and belonging contributions beyond formal job duties.
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Created top sales producer brag badges enabling individuals to celebrate personal success and leaders to amplify team wins across social channels.
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Enabled multi-channel use across LinkedIn profiles, personal social media, and email signatures for maximum organic distribution.
Results
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Increased authenticity and candidate trust in employer brand messaging by amplifying real employee voices through user-generated content.
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Extended employer brand and recruitment marketing reach organically through employees' diverse and expansive personal networks, reaching passive candidates outside the company's owned channels.
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Improved candidate self-selection and cultural alignment through transparent, employee-driven content that gave prospective hires a realistic preview of the employee experience.
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Boosted employee engagement, pride, and belonging by visibly recognizing diverse contributions and achievements.
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Established a scalable, sustainable employer brand model that reduced reliance on paid media and one-off campaigns while maintaining consistent brand presence across the talent lifecycle.