Strengthening Employer Brand Visibility for a Federal Agency
Led content strategy and copywriting for a multi-channel branding campaign for a federal agency. Delivered 17M+ impressions, a 46% landing page engagement rate, and far exceeded CTR and video completion benchmarks across platforms - strengthening the employer brand and boosting candidate awareness.
Quick Snapshot
Client: U.S. federal agency (identity withheld under NDA)
Role: Lead Marketing Strategist and Copywriter, collaborating with graphic designers and media buyers
Primary Goal: Maximize impressions and brand engagement to strengthen candidate awareness
The Challenge
Amid competitive public and private sector hiring conditions, the agency needed to improve its employer brand visibility and connect meaningfully with prospective candidates - particularly tech professionals and students in engineering and computer science.
The campaign’s primary objective: maximize impressions and drive brand familiarity, laying the foundation for future applications.
The Approach
I led the content strategy and copy development, partnering with a cross-functional team of designers and media buyers to ensure a unified brand message across every touchpoint.
Key steps included:
Developing a new landing page aligned to the agency’s established tone of voice (a brand tone I had previously developed two years earlier).
Conducting message research, leveraging Universum data to validate the focus on workplace flexibility and work-life balance as top candidate priorities.
Crafting multi-channel copy to maintain a consistent, authentic voice across:
Programmatic video and display advertising
Streaming audio ads
Digital out-of-home placements (highways, metro stations)
Paid and organic social media (LinkedIn, Facebook, Instagram, X)
Each channel was tailored to optimize candidate engagement while reinforcing the agency’s core employer value propositions.
The Solution
The 2024 Summer Brand Campaign centered around themes of flexibility and well-being, supported by strong evidence from market research and designed to resonate with both early-career and mid-career professionals.
I wrote and strategized content for:
Video Ads - Emphasizing flexibility benefits through storytelling visuals and succinct CTAs.
Display Ads - Banner placements optimized for quick brand recall and click-throughs.
Audio Ads - Direct, humanized voiceover scripts streamed across music and podcast platforms.
DOOH Signage - Eye-catching messaging placed in high-traffic commuter zones.
Social Media Campaigns - Targeted, interest-based ads coupled with organic posts to engage existing followers and expand reach.
Additionally, I crafted a dedicated landing page focused on frictionless UX, concise messaging, and strong visual hierarchy to keep candidates engaged and progressing toward action.
The Results
Overall Performance Highlights:
17+ million impressions across all platforms.
1.9 million additional value-added impressions (~$20,000 in bonus media).
29,489 total ad engagements:
18,837 clicks to the landing page
10,652 social media interactions (likes, shares, reactions)
Landing Page Metrics:
46% average engagement rate during primary campaign window (June–August 2024)
66% engagement rate immediately post-campaign
Channel-Specific Success:
Programmatic Video Advertising:
3.1M+ impressions
70.13% video completion rate (well above 60-80% benchmark)
Streaming Audio Advertising:
845K+ completions
67.78% audio completion rate (far above 0.02% benchmark CTR)
Digital Out-of-Home (OUTFRONT Media):
8.7M+ impressions
0.39% CTR via mobile geofencing (double industry benchmarks)
LinkedIn Campaigns:
330K+ impressions
6,186 engagements
0.12% CTR and 59.01% video completion rate
*Details are limited due to project sensitivities and NDA restrictions. Additional examples available upon request.
