Portfolio

Farmers Insurance — Employer Brand

Employer brand is about more than awareness, it’s about differentiation, credibility, and delivering on the promise candidates believe before day one. My differentiation as Employer Brand Manager at Farmers Insurance is leading the employer brand lifecycle end to end, from strategy and concept development through execution, optimization, and executive‑level reporting. This hands‑on ownership across every stage enables me to not only build high-impact employer brand initiatives, but also lead teams with a deep understanding of every lever that drives success.

By aligning talent brand strategy with business objectives and the People Value Proposition, I help position Farmers as an employer of choice while strengthening trust in the brand. I oversee creative workflows, lead content and channel strategy, and continuously evolve the employer brand ecosystem to ensure relevance in a rapidly changing market, translating insight into action and brand promise into lived experience.

Measurable Results and Business Outcomes

93% of new hires report that Farmers’ culture aligns with their expectations based on pre‑hire research, demonstrating strong alignment between employer brand promise and lived experience.
86% of new hires say the information they found online, across social media, the employer brand playbook, and the careers site, accurately reflected their experience after 45 days.
3M+ annual impressions across LinkedIn, Instagram, and TikTok, driving sustained visibility and relevance.
22% average engagement rate, outperforming industry benchmarks and signaling authentic resonance.
10–25% applicant‑volume lifts, positioning Farmers as an employer of choice in a competitive talent market.

People Value Proposition (PVP/EVP)

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

Define a clear and compelling people promise for Farmers Insurance during a period of transformation.
Evolve a vague Employee Value Proposition (EVP) into something that resonates with employees and prospective candidates.
Create a single source of truth that clearly communicates Farmers' culture, values, and employee experience.

Strategy

Anchor the PVP in real employee sentiment and business reality.
Align leaders and teams around one consistent people story.
Operationalize through a centralized playbook.

Tactics

Renamed EVP to People Value Proposition (PVP) to signal a holistic, and human-first shift.
Created the motion graphics trailer to serve as an impactful visual asset to promote the playbook and generate interest across audiences.
Led comprehensive sentiment analysis across: Employee surveys, External review platforms (Glassdoor, Comparably, Reddit, Fishbowl), and social and employer brand channels (LinkedIn, TikTok, and Instagram)
Identified recurring themes, systemic gaps, and employee priorities.
Facilitated company-wide focus groups to validate and refine the PVP.
Built Farmers' first Employer Brand Playbook to centralize and clarify messaging.
Drove cross-functional alignment with People, Inclusion and Belonging, Legal, Comms, Marketing, Benefits, TA, HR, and CSR.
Activated PVP and playbook across enterprise.

Results

Established a unified People Value Proposition, reaching 16K+ employees and candidates.
Strengthened Farmers' position as an employer of choice.
Improved talent attraction, engagement, and retention.
Increased alignment, clarity, and consistency across teams.
Delivered a scalable and modern future-ready framework for evolving workforce needs.

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Branding

Role: Employer Brand Manager and Creative Director who owned Talent Brand strategy and execution end-to-end, designing the visual system, creating assets, and bridging corporate brand standards with talent-specific needs.

Goals

Establish a cohesive and recognizable Employer Brand aesthetic where none previously existed.
Elevate Talent Brand to the same strategic importance as the Corporate Brand.
Strengthen candidate recognition, emotional connection, and confidence in Farmers' mission and culture.

Strategy

Build a flexible but unified design system that adapts for each audience while remaining unmistakably Farmers.
Balance consistency with purpose-driven variation.
Use visual cohesion to reduce confusion, reinforce belonging, and differentiate Farmers from similar carriers.

Tactics

Designed a scalable Employer Brand visual system aligned to Farmers' core brand.
Tailored aesthetics by audience and use case:
- Internship and early-career programs
- Executive and leadership communications
- Recruitment, onboarding, and internal engagement
Applied the system across: Employer Brand Playbook, PVP, Out-of-Home (OOH) advertising, marketing collateral, social media, and more.
Ensured all candidate and employee touchpoints felt calm, credible, and cohesive.

Results

Established a distinct, instantly recognizable Employer Brand for Farmers Insurance.
Elevated professionalism and credibility across all candidate and employee touchpoints.
Increased engagement and clarity across recruitment, onboarding, and social.
Strengthened differentiation in a crowded insurance market.
Positioned Farmers as a polished, people-first employer of choice.

Internship Program Branding

Goals:

Make the Internship Program appealing to a modern, Gen Z audience.
Replace outdated and fragmented materials with a cohesive and engaging brand.
Align the program with the broader Employer Brand while keeping it youth-focused.

Strategy:

Create a fresh, audience-first visual identity rooted in Employer Brand.
Balance brand consistency with relevance for early-career candidates.

Tactics:

Led a full visual and messaging rebrand of the Internship Program.
Defined creative direction and partnered with current interns for peer-driven insights.
Developed clear brand guidelines for consistency and scale.

Use the slider on the left to switch between viewing the collateral after and before the rebrand.

Social Media

Role: Employer Brand Manager overseeing strategy and execution of Farmers Insurance's Talent Brand across social platforms (LinkedIn, Instagram, TikTok).

Goals

Position Farmers as an employer of choice through authentic, people-first storytelling
Showcase the People Value Proposition (PVP) and culture to attract, inspire, and retain talent.
Ensure candidates clearly understand Farmers' culture before applying.

Strategy

Build a cohesive, multi-channel employer brand rooted in PVP and employee experience.
Tailor content by platform while maintaining a consistent voice, tone, and visual identity.
Use data and social listening to continuously refine strategy.

Tactics

Lead channel strategy, content creation, community management, and reporting across platforms.
Partner cross-functionally to align brand voice, visuals, and messaging.
Translate business goals into creative and high-impact campaigns.
Report results and insights to executive and senior leadership.

Results

Elevated Farmers' presence as a people-first employer.
92% of new hires reported that the social channels gave them a clear understanding of Farmers' culture.
86% of new hires reported that the Farmers Talent Brand channels enticed them to apply and/or join the organization.
Strengthened employer brand credibility, clarity, and pride among employees.

The People Who Make It Happen Initiative

Role: Employer Brand Manager who conceived and led the The People Who Make It Happen initiative, from concept to launch, partnering with Talent Development to identify featured employees, collaborating with HR and Legal to ensure compliance and employee eligibility, and owning end‑to‑end creative execution including site design, motion graphics teaser, and quote design.

Goals

Spotlight employees exemplify company culture, values, and career growth to reinforce the PVP/EVP.
Foster a culture of recognition and inspiration across the enterprise.
Help prospective candidates visualize career growth and development in action.
Support attraction of new talent by addressing top onboarding drivers, specifically career growth and development, as highlighted in onboarding surveys.
Demonstrate how Farmers puts action behind the PVP/EVP.

Strategy

Launch a long-term employee storytelling initiative that complements existing recognition programs while offering a more narrative and growth-focused approach.
Feature one employee per month across external social media platforms to maintain consistent visibility and momentum.
Rotate featured talent every six months to expand representation and reach across the organization.
Connect individual stories directly to career progression, development opportunities, and community impact.

Tactics

Partnered with leadership to identify employees with strong career trajectories using individual talent profiles.
Collaborated with HR to confirm employee eligibility and good standing prior to participation.
Worked with legal to ensure messaging alignment and compliance.
Designed and launched a dedicated page on the Careers page to house the initiative.
Produced creative assets including site page designs, visual quote treatments, and motion graphics teaser.
Activated the campaign across internal platforms, LinkedIn, Instagram, and TikTok for both internal and external audiences.

Results

Successfully launched The People Who Make It Happen initiative as a new and ongoing employer brand storytelling platform.
Established a repeatable monthly cadence for employee features across social channels.
Delivered an integrated experience spanning careers site content, social media, and internal communications.
Created a scalable framework to continually highlight employee growth, leadership, and community impact.

Previous Work

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Farmers Insurance — Employer Brand

People Value Proposition (PVP/EVP)

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

Define a clear and compelling people promise for Farmers Insurance during a period of transformation.

Evolve a vague Employee Value Proposition (EVP) into something that resonates with employees and prospective candidates.

Create a single source of truth that clearly communicates Farmers' culture, values, and employee experience.

​

Strategy​

Anchor the PVP in real employee sentiment and business reality.

Align leaders and teams around one consistent people story.

Operationalize through a centralized playbook.

​

Tactics

Renamed EVP to People Value Proposition (PVP) to signal a holistic, and human-first shift.

Created the motion graphics trailer to serve as an impactful visual asset to promote the playbook and generate interest across audiences.

Led comprehensive sentiment analysis across: Employee surveys, External review platforms (Glassdoor, Comparably, Reddit, Fishbowl), and social and employer brand channels (LinkedIn, TikTok, and Instagram)

Identified recurring themes, systemic gaps, and employee priorities.

Facilitated company-wide focus groups to validate and refine the PVP.

Built Farmers' first Employer Brand Playbook to centralize and clarify messaging.

Drove cross-functional alignment with People, Inclusion and Belonging, Legal, Comms, Marketing, Benefits, TA, HR, and CSR.

Activated PVP and playbook across enterprise.

Results

Established a unified People Value Proposition, reaching 16K+ employees and candidates.

Strengthened Farmers' position as an employer of choice.

Improved talent attraction, engagement, and retention.

Increased alignment, clarity, and consistency across teams.

Delivered a scalable and modern future-ready framework for evolving workforce needs.

​

​

Branding

Role: Employer Brand Manager and Creative Director who owned Talent Brand strategy and execution end-to-end, designing the visual system, creating assets, and bridging corporate brand standards with talent-specific needs.​

Goals

Establish a cohesive and recognizable Employer Brand aesthetic where none previously existed.

Elevate Talent Brand to the same strategic importance as the Corporate Brand.

Strengthen candidate recognition, emotional connection, and confidence in Farmers' mission and culture.

Strategy​

Build a flexible but unified design system that adapts for each audience while remaining unmistakably Farmers.

Balance consistency with purpose-driven variation.

Use visual cohesion to reduce confusion, reinforce belonging, and differentiate Farmers from similar carriers.

​

Tactics

Designed a scalable Employer Brand visual system aligned to Farmers' core brand.

Tailored aesthetics by audience and use case:

Internship and early-career programs​

Executive and leadership communications

Recruitment, onboarding, and internal engagement

Applied the system across: Employer Brand Playbook, PVP, Out-of-Home (OOH) advertising, marketing collateral, social media, and more. ​

Ensured all candidate and employee touchpoints felt calm, credible, and cohesive. ​

Results

Established a distinct, instantly recognizable Employer Brand for Farmers Insurance.

Elevated professionalism and credibility across all candidate and employee touchpoints.

Increased engagement and clarity across recruitment, onboarding, and social.

Strengthened differentiation in a crowded insurance market.

Positioned Farmers as a polished, people-first employer of choice.

​

Social Media

Role: Employer Brand Manager overseeing strategy and execution of Farmers Insurance's Talent Brand across social platforms (LinkedIn, Instagram, TikTok).​

Goals

Position Farmers as an employer of choice through authentic, people-first storytelling

Showcase the People Value Proposition (PVP) and culture to attract, inspire, and retain talent.

Ensure candidates clearly understand Farmers' culture before applying.

Strategy​

Build a cohesive, multi-channel employer brand rooted in PVP and employee experience.

Tailor content by platform while maintaining a consistent voice, tone, and visual identity.

Use data and social listening to continuously refine strategy.

Tactics

Lead channel strategy, content creation, community management, and reporting across platforms.

​Partner cross-functionally to align brand voice, visuals, and messaging.

Translate business goals into creative and high-impact campaigns.

Report results and insights to executive and senior leadership.

Results

Elevated Farmers' presence as a people-first employer.

92% of new hires reported that the social channels gave them a clear understanding of Farmers' culture.

86% of new hires reported that the Farmers Talent Brand channels enticed them to apply and/or join the organization.

Strengthened employer brand credibility, clarity, and pride among employees.

The People Who Make It Happen Initiative

​​​​

Goals

Spotlight employees exemplify company culture, values, and career growth to reinforce the PVP/EVP.

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.

Strategy

Role: Employer Brand Manager and Creative Director who owned Talent Brand strategy and execution end-to-end, designing the visual system, creating assets, and bridging corporate brand standards with talent-specific needs.

Strategy

Internship and early-career programs

Applied the system across: Employer Brand Playbook, PVP, Out-of-Home (OOH) advertising, marketing collateral, social media, and more.

Ensured all candidate and employee touchpoints felt calm, credible, and cohesive.

Role: Employer Brand Manager overseeing strategy and execution of Farmers Insurance's Talent Brand across social platforms (LinkedIn, Instagram, TikTok).

Strategy

Partner cross-functionally to align brand voice, visuals, and messaging.

Strategy