Farmers Insurance — Talent Brand
Portfolio
As the Social Media and Creative Design Manager at Farmers Insurance, I drive the development and execution of innovative talent brand strategies to position Farmers as an employer of choice. By aligning these strategies with business objectives and leveraging the People Value Proposition, I help attract top-tier talent while strengthening the company's reputation in the job market.
I oversee creative workflows, manage social media platforms, and lead content creation efforts designed to boost engagement and elevate the brand across all digital channels. Additionally, I design, optimize, and analyze impactful graphics, photos, and videos that showcase the Farmers Insurance Talent Brand and Employer Brand. My role includes continuously refreshing talent branding initiatives to ensure Farmers remains an industry leader and stays relevant in an ever-evolving market landscape.
People Value Proposition (PVP)
Background and Challenge
In 2022, Farmers Insurance had only a vague understanding of its Employee Value Proposition. While I had previously outlined the overarching themes in the playbook I developed, it became clear that these themes lacked clarity and direction. As Farmers continued to change, grow, evolve, and rebuild, it became critical to refine organization’s focus on where it wanted to go and ensure the Employee Value Proposition was explicitly defined for both current and prospective employees.
In 2025, one of the first transformative steps I took was renaming the "Employee Value Proposition" to the "People Value Proposition (PVP)." This shift reflects a move from the traditional emphasis on job responsibilities to a more holistic, human-centered approach that prioritizes employee well-being, personal growth, and a profound sense of purpose. The PVP is meant to celebrate the diverse contributions employees make to the organization's mission and values beyond their individual roles. By focusing on the human experience of employment, the PVP fosters a greater sense of meaning and belonging while strategically positioning Farmers Insurance to attract and retain top talent in a highly competitive market. The PVP reinforces Farmers’ reputation as an employer of choice and highlights its commitment to putting people at the forefront of its growth and evolution.
Process
To determine the foundation of the People Value Proposition (PVP), I conducted a comprehensive sentiment analysis. This involved reviewing employee feedback from Employee Experience Surveys, external review sites such as Glassdoor, Comparably, Reddit, and Fishbowl, as well as external social media channels, including Farmers’ LinkedIn, @ThisIsFarmers on Instagram, and TikTok. By comparing recurring themes across these sources, I identified key challenges facing Farmers Insurance and pinpointed aspects employees valued most.
Delving deeper, I analyzed systemic issues within the organization and assessed its aspirations for the future. This allowed me to identify gaps that hindered Farmers from reaching its ideal state and formulate strategies to address them. Using this extensive research, I crafted the first version of the PVP. To ensure it truly resonated, I facilitated focus groups with employees across the company, leveraging their insights to refine and finalize the PVP. This collaborative process resulted in a clearly defined proposition that embodies Farmers’ mission and values while addressing both current employee needs and prospective talent expectations.
Results
The People Value Proposition (PVP) has proven to be a transformative framework for attracting, engaging, and retaining top talent, while cultivating a culture of growth, inclusion, and purpose. This comprehensive approach has not only positioned Farmers Insurance as an industry leader but has also solidified its reputation as an organization where people want to grow, contribute, and thrive. Additionally, the PVP also...
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Successfully attracted top talent by emphasizing what sets Farmers apart, making the organization stand out to prospective employees in a highly competitive job market.
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Enhanced employee retention by addressing key needs, aspirations, and well-being, fostering a loyal and committed workforce.
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Strengthened employer branding by positioning Farmers as an employer of choice, showcasing the company’s vibrant culture, mission, and values.
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Boosted employee engagement by aligning the PVP with organizational goals, focusing on personal growth and purpose, and creating a stronger sense of connection and motivation among employees.
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Improved organizational alignment by providing employees with a unifying vision, ensuring their contributions align with Farmers’ long-term objectives.
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Fostered inclusivity by highlighting Farmers' dedication to diversity, equity, inclusion, and belonging, creating a more welcoming and supportive workplace environment.
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Enhanced the company’s reputation internally and externally by ensuring employees feel valued and supported, leading them to share positive experiences that build trust and admiration for Farmers.
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Streamlined recruitment and onboarding through a compelling and consistent narrative that resonates with new and potential hires, resulting in a seamless and engaging onboarding process.
To complement the launch of the full playbook in 2022, it was essential to create a compelling announcement strategy that would not only inspire employees to engage with and share the playbook but also entice prospective employees to explore the culture at Farmers. Beyond developing the complete creative design for the playbook, I also took the initiative to create a dynamic motion graphic piece, which served as an impactful visual asset to promote the playbook and generate interest across audiences. The motion graphic, showcased on the left, was crafted to capture attention and effectively communicate the essence of Farmers’ culture and values.
Background and Challenge
In 2022, Farmers Insurance sought to create a resource that would help prospective, new, and current employees gain a deeper understanding of the company’s culture and value beyond its memorable commercials and slogans. While there was abundant information available—spanning employee benefits, resource groups, organizational culture, values, and mission—it lacked centralization and coherence. To address this, Farmers recognized the need for a playbook.
Process
The playbook, a pioneering initiative in Farmers Insurance’s history, was developed to streamline messaging, establish a unified approach, and eliminate ambiguity, all while reinforcing the company’s commitment to its people. To achieve this, I collaborated with key stakeholders across the organization, including the Chief People and Diversity Officer, Director of DEIB, Corporate Legal, Internal and External Communications, Marketing, Benefits, Talent Acquisition, and Corporate Social Responsibility. This cross-functional alignment was essential for ensuring consistency in both internal and external messaging.
Beyond stakeholder collaboration, I took full ownership of the creative design, encompassing layout, color schemes, and image selection to deliver a visually cohesive and engaging resource. When the playbook first launched in 2022, the copy was developed by the Farmers Talent Brand Specialist. However, following a reduction in force in 2023 that eliminated the role, I assumed full responsibility for all iterations of the playbook, including writing and refining the copy. My contributions have ensured the playbook remains a dynamic and impactful tool for supporting Farmers Insurance’s mission and values.
Results
The playbook is an essential resource for aligning Farmers Insurance’s organizational goals with the employee experience, ensuring the People Value Proposition (PVP) serves as a dynamic and actionable framework that drives talent attraction, engagement, and retention. Acting as a strategic guide, it defines, communicates, and implements the PVP seamlessly across the organization and externally. Key benefits include:
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Clarity and Consistency: The playbook ensures a unified message across all channels, reinforcing Farmers’ identity and values for both employees and prospective talent.
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Alignment of Efforts: Serving as a centralized reference point, it aligns teams on how to position and communicate the PVP, maintaining coherence in messaging. It also features approved content that can be repurposed across the organization as needed.
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Talent Attraction: By highlighting what makes Farmers unique and appealing, the playbook effectively draws top talent in a competitive job market.
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Employee Engagement and Retention: The playbook underscores the value Farmers provides to its employees, reminding them of their purpose and role within the organization, fostering stronger engagement and retention.
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Cornerstone of Employer Branding: It showcases Farmers Insurance’s mission, values, culture, and benefits, strengthening the company’s reputation as an employer of choice and an industry leader.
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Agility and Adaptability: The framework allows Farmers to adapt messaging to evolving employee expectations and market trends, while remaining true to its core values.
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Optimized Hiring Processes and Onboarding Experience: The playbook provides a consistent narrative that can be integrated into recruitment materials, job postings, and onboarding processes, ensuring a seamless and engaging experience for new hires.
By centralizing strategy and maintaining focus on its people, the playbook positions Farmers Insurance as a forward-thinking, inclusive, and highly competitive employer in today’s market.
Playbook
Branding
Background and Challenge
Before I stepped into the role of Social Media and Creative Design Manager, Talent Branding lacked a cohesive look and feel. The assets were disjointed, appearing as standalone pieces with no clear sense of unity or brand recognition. Recognizing that Talent Brand and Employer Brand are as critical to the organization's success as the overarching Corporate Brand, I identified the need to establish a consistent and recognizable design system. This effort was essential to reinforcing the organization’s Talent Brand identity, particularly to appeal to prospective candidates and strengthen their connection to our mission and culture.
Process
The development of a cohesive aesthetic for the Talent Brand has been a dynamic and continually evolving process. Different initiatives and target audiences required unique and purpose-driven collateral. For instance, the internship program needed an approach that resonated with a younger demographic, while executive announcements required a more refined and professional aesthetic. By tailoring the overall look and feel to align with the specific purpose and audience, I ensured that each piece of collateral effectively communicated the organization’s values and strengthened its Talent Brand identity.
Results
Maintaining a consistent talent brand aesthetic has proven to be instrumental in reinforcing Farmers Insurance’s identity and elevating its Talent Brand presence across multiple channels. By establishing a cohesive and visually appealing framework, the organization has achieved the following:
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Strengthened Brand Recognition: The unified aesthetic has ensured that employees, prospective talent, and external audiences can instantly identify and associate visuals with Farmers Insurance. This reinforces familiarity and enables the organization to stand out among competitors, particularly in the insurance sector, while showcasing what makes it unique and appealing to job seekers.
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Enhanced Professionalism and Credibility: Consistency in design and messaging conveys a polished and professional image, signaling the organization’s commitment to excellence and enhancing its credibility across all touchpoints.
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Fostered Trust and Authenticity: A visually consistent talent brand has conveyed reliability and transparency, reassuring both current and prospective employees that Farmers Insurance is dependable and values its people.
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Improved Engagement Across Platforms: By creating thoughtfully designed and intentionally crafted materials, the cohesive aesthetic captures attention and drives increased interaction across social media channels, recruitment materials, and internal communications.
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Amplified Organizational Values: Serving as a visual representation of Farmers’ culture, mission, and values, the updated talent brand aesthetic has strengthened emotional connections and reinforced the organization’s ideals.
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Unified Messaging Across Channels: A consistent branding system ensures that talent brand messaging resonates equally across social media platforms, recruitment campaigns, onboarding content, and internal communications. This alignment eliminates confusion and amplifies the impact of the brand’s outreach efforts.
Ultimately, a consistent talent brand aesthetic not only strengthens Farmers Insurance’s image but also fosters trust, enhances engagement, and ensures its identity is effectively communicated to both internal and external audiences. This strategic approach positions Farmers Insurance as a standout employer in the industry, delivering a seamless and impactful experience for all stakeholders.
From the People Value Proposition (PVP) playbook to department overviews and role expectation guides provided after phone screens, to the drip campaigns designed to keep new hires engaged and excited between offer acceptance and their start date, and even the personalized social materials for new hires to announce their roles on their own channels—the need for a consistent, professional aesthetic was clear. Establishing a cohesive design system not only communicates professionalism but also helps new hires feel a sense of calm and belonging even before their first day. Moreover, with Farmers Insurance often being mistaken for other carriers, maintaining a unified and recognizable visual identity significantly reinforces brand recognition and strengthens its presence in the market.
Overall Look and Feel
Trying to attract interns to an insurance company can be...difficult. Especially when recruiting materials rely on outdated, inconsistent designs that fail to resonate with modern audiences. In 2021, I spearheaded a comprehensive rebrand of the Internship Program to bring cohesion, clarity, and a fresh perspective to its messaging. The goal was to create a visually appealing and strategically aligned brand that would engage and inspire a new generation of interns, while still staying connected to the updated Talent brand aesthetic.
After crafting the initial strategy and designs, I collaborated with the current internship class to gather insights into what would resonate most effectively with their peers. This collaborative approach, combined with input from key stakeholders, guided the development of comprehensive brand guidelines that ensured consistency while speaking directly to the interests and aspirations of the target audience.
Use the slider on the left to switch between viewing the collateral after and before the rebrand.
Internship Program Branding
