Built the employer-brand discipline.
I established the first employer brand function, connecting positioning, audience strategy, content and digital recruitment.
Head of Brand & Marketing, Talent & Culture
Lowe's
I built Lowe's first employer brand function, for a 300K+ person company.
- 300K+
- employees
- 75 to 80%
- lower cost-per-apply
- 60 to 80%
- faster time-to-fill, critical roles
- +14%
- quality-of-hire in six months
- Scope
- Employer brand positioning, audience strategy, content and digital recruitment.
The situation
Lowe's had a beloved consumer brand and no employer brand.
What I did
Linked brand strategy to measurable performance.
I connected who Lowe's needed to attract and why they would choose it with recruitment performance.
Connected content and digital recruitment
I translated audience strategy into content and digital recruitment for the talent and culture function.
What changed
Recognized work
The work received the Freedom Award and W3 Award.