How I Defined Content Strategy for a Global Recruiting Brand Campaign Across 65 Markets

(2023 – Ongoing)

My Role

Video talent casting
I owned the casting strategy for the Be More campaign, identifying and selecting the real employees to feature based on the psychological dimensions of the Be More mission. Each story was mapped to a specific candidate persona and motivational driver, ensuring the campaign reflected genuine variation in why people choose and stay at Bain, not a single narrative repeated eight times.

Landing page content and editorial management
Separately, I served as subject matter expert and editor for a small team of freelance writers producing the landing page copy that carried the Be More messaging across Bain's careers site. I wrote the briefs, reviewed drafts against the casting framework and campaign voice, and stepped in for full rewrites where needed, ensuring the written experience matched the psychological positioning established through casting.

The Challenge

Bain's global recruiting brand recognition was strong in some markets and inconsistent in others, with no unified story connecting candidates across 65 markets. Messaging varied by market, and the content meant to carry that story, both video and web, lacked a shared framework tying it back to what actually motivates a candidate to choose Bain.

The Approach

I built a casting framework mapping 8 candidate personas to 8 real employee stories, each one designed to hit a distinct motivational driver rather than repeating the same generic pitch. To carry that same psychological logic into the written experience, I directed a team of freelance writers producing the campaign's landing pages, briefing and editing their work against the casting framework so the video stories and the web copy reinforced the same positioning rather than operating as two disconnected campaigns.

The Outcome

The campaign delivered a unified global recruiting brand story across 65 markets, with video and web content working from the same psychological framework for the first time. Performance exceeded prior campaign benchmarks across engagement and reach.

A carousel-like profile of an employee’s career journey

A local office page example, highlighting the office culture and leadership

Performance

• 8 candidate personas mapped to 8 employee stories

• 40 videos produced across the campaign

• 200 landing pages produced and edited

• 65 offices unified under one employer brand story

Key takeaway

A campaign only feels cohesive when every format is built from the same underlying logic. Casting gave the story its emotional throughline; editorial oversight of the landing pages made sure that throughline survived the transition from video to written word.