Built In
Built In, a tech recruitment platform, elevates the industry and its people.
Built In publishes stories to help tech professionals find innovative employers they want to join. I sat at the intersection of branding and content, working across strategy, creation and the amplification of a host of awareness- and affinity-building assets.
The resulting portfolio includes a suite of evolving brand assets, thought leadership from webinars to workshops, multimedia marketing campaigns, TV spots, videos, social media, a podcast and the promotions thereof.
As keeper of brand voice, also worked with C-suite team to develop internal and external messaging as well as sales decks.
Built In Sample Projects
Brand Foundations
Built In has strong brand affinity among users but, at the time of this project, its essence hadn’t been captured and articulated.
PROJECT: The company’s first-ever brand foundation book, which includes brand attributes, the long-running tagline “United We Tech,” messaging, personas, core values, vision, mission, origin story and more.
MY ROLE: Led discovery sessions, workshops and empathy mapping, as well as interviews with users and customers. Working closely with C-suite stakeholders and creative partners, the project unearthed essential truths about Built In that resonated with our audiences at an emotional level.
Employer Brand Workshop
PROJECT: Developed and delivered interactive workshop to educate companies about the power of employer brand. As with all thought leadership, from webinars to white papers, the workshop’s two-fold purpose was to elevate Built In’s reputation as a relied-upon thought leader, helping convert professionals into leads.
HOW: Developed and delivered a model to help attendees transform from mere employers to employers of choice.
#UnitedWeTech Campaign
At the start of COVID-19, this social media campaign honored the technology’s ability to uplift humanity. Companies shared their stories of stepping up, including a startup that helped overcome the ventilator shortage by 3D printing ventilator parts and a company that worked with hospitals to build an online triage app.
MY ROLE: Developed messaging, landing page copy, seed posts to gain lift-off.
RESULTS: #UnitedWeTech content drove 3.3K site visits in two months.
#TheTechLife Campaign
#TheTechLife campaign tells the story of customers with two story packages. The strategic underpinning was to celebrate the interesting stories of tech professionals who used the site, a hallmark strategy for every lifestyle brand.
MY ROLE: Created story concepts, scalable sourcing and interview process, led team of writers, edited stories and collaborated with social media lead to amplify results.
Our Story
At the time of this project, Built In was well known but its origin story was not.
MY ROLE: Told story of company’s inception and evolution.
Content Strategy:
Insider Spotlight Series
In-depth Q&As with original photography and a menu of story angles from which clients could choose, resulting in one of Built In’s most popular offerings.
MY ROLE: Concept, strategy, writing, editing.
Built In Employer Site
Built In’s first-ever B2B website and surrounding assets for employers and HR professionals.
MY ROLE: Crafted on-brand, customer-focused copy; created both written and video case studies; crafted promotional content for everything ranging from product to ABM campaigns to programs like awards programming; shaped social media and much more.
Insider Profile Pages
On partnering with Built In, customers received a profile page on which basic information was listed. To create more value for employers, I worked with the creative team to develop a premium version we called the Insider Page. With rich storytelling, original photography and micro-stories, Insider Pages became a high-value product.
PROJECT: Three “Insider Page” beta tests. When their success was proven, the offering became part of the Built In product suite.
MY ROLE: Concepting, writing, client management, video shoot direction.
Heat maps of the “Office 411” detail show it’s the most popular element.