Transfer the Learning
Make the reasoning behind each stage available to teams beyond the original engagement.
Strategic Leadership
Employer Brand & Recruitment Marketing
Framework & Process Development
Turning specialist expertise into a repeatable agency capability.
Portfolio overview
My Role
Creative Director.
The Need
Hiring an employer-branding expert brought valuable new learning to both the client engagement and our team. Working through the process revealed an opportunity to turn that experience into a shared method, enabling other teams to apply the learning and understand the value of each stage.
What I Created
An end-to-end employer-branding and recruitment-marketing process that connects audience research, personas, employer positioning, messaging, creative execution, and optimization. The guidance explains both how to carry out the work and why each stage matters to the client and the campaign.
A Glimpse of the Work
The method, made tangible.
A compact view of the thinking and tools behind the work. Select the image to explore it.
Portfolio visual summary of the process and supporting persona guidance. This is an overview, not a client research excerpt.
My Contribution
Process development and capability building: Reece Quiñones. After hiring the specialist and working through the engagement, I translated the learning into a structured process that different teams could repeat. The work connected specialist expertise with practical guidance, helping build a lasting capability across the agency.
How to Build Personas
Persona development starts with evidence: listening to people, reviewing audience information, and looking for meaningful patterns. The supporting guidance connects those patterns with goals, frustrations, motivations, and the conditions that shape a decision. Personas become a reference for positioning, messaging, and creative rather than a collection of demographic assumptions.
From Specialist Knowledge to Shared Practice
The learning from the initial engagement became a sequence that other teams could follow: understand candidates, define the employer proposition, develop messages and creative, and learn from campaign delivery. Persona guidance supports that sequence by connecting research with motivations, barriers, and decision needs. The process carries the reasoning forward while leaving room for each client’s context.
Collaborators
The employer-branding specialist engaged for the initial work, together with Hatcher research, strategy, creative, digital, and account colleagues. My role was to turn that shared experience into guidance that other teams could apply.
The Result
Different teams subsequently applied the process for two additional federal agencies and a state department. That repeatability helped Hatcher expand its employer-branding and recruitment-marketing practice and strengthen its position as an award-winning leader in the field.
From Analysis to Action
What the Method Makes Possible
Connect Research With Creative
Give positioning, messages, and creative a common reference in candidate needs and motivations.
Build a Repeatable Capability
Apply a consistent process across engagements while adapting to different employers, audiences, and campaign evidence.
Supporting Guides & Papers
Employer Brand & Recruitment Marketing
Recruitment and employer-brand framework
Employer Brand & Recruitment Marketing
Persona-development guidance
This portfolio summary introduces the purpose of the work. Full guides and internal working materials remain private.
Related Campaign Work
Explore the audience and communications challenges that give this area of practice its context.