One employer brand, built for every market.

The Problem

Candidates searching for Procter & Gamble found three different career portals, and regional sites across 34 country subdomains each told the employer story their own way. A global company such as P&G needed one story that every market could still make its own.

The Approach

In an instrumental role, I defined and executed Procter & Gamble’s global digital talent acquisition strategy. My work spanned full career site implementation, performance analytics, persona-based content messaging and scalable global-to-local activation plans—bolstering P&G’s brand message pillars and “reasons to believe” across dozens of international markets.

Digital Strategy & Platform Integration

• Unified three disconnected digital properties into a single dynamic, tech-enabled career site leveraging comprehensive cross-site audit findings
• Designed personalized experiences aligned to user data and candidate decision journeys
• Guided implementation across internal and agency partners to ensure consistency and scalability

Content Messaging Approach

• Developed a global content framework rooted in candidate persona attributes
• Translated employer brand pillars into a scalable narrative that resonated globally and locally
• Embedded messaging across UX, social and content touch points to ensure clarity and brand consistency

Social Distribution & Global Activation

• Architected a tactical global and regional social distribution plan
• Addressed local market barriers while applying best practices in employer brand activation
• Enabled internal and agency partners across markets to activate consistently and confidently

Data-Based Consulting & Performance Strategy

• Analyzed site and campaign performance to inform strategy shifts and regional recommendations
• Consulted across stakeholder groups to align on global KPIs and localized outcomes
• Used insights to optimize engagement, increase relevance and support ongoing platform iteration

What We Built

• A single career site, relaunched in spring 2018.
• A global content strategy built on one prime-prospect persona.
• Social guidelines and training for regional teams, so each market could adapt the story without rewriting it.

The Result

• Messaging framework adopted globally and adapted regionally
• Scalable social strategy supporting both global brand consistency and local resonance
• Strengthened trust and visibility with talent audiences through relevant, data-backed content
• A talent community of 46,860 candidates by January 2019