Key Impact
25M Campaign Impressions • 271% Above Benchmark • 237% Time on Site Increase • 800+ Professionals Engaged • 500K Budget Managed
The Unique Challenge
• Fortune 200 company lacked employer brand differentiation in competitive talent market, failing to retain and attract top talent across 80+ countries and multiple business lines competing against industry-leading employers
• Global Talent Acquisition team (800+ professionals) needed cohesive employer brand narrative and compelling creative to compete for talent against industry leaders while enabling consistent candidate experience across diverse geographies
• Required integrated awareness campaign strategy balancing global brand message consistency with local market relevance across diverse talent segments and regional recruitment needs
• Needed scalable enablement infrastructure empowering distributed recruitment teams with tools, content, and training for consistent brand activation without centralized bottlenecks
The Strategic Solution
• Developed breakthrough Employee Value Proposition (EVP) “Empowering you to shape a brighter way” positioning JLL as employer of choice for purpose-driven professionals strategically aligning with our global brand strategy: See a brighter way
• Led integrated creative campaign featuring authentic employee storytelling across omnichannel touchpoints including digital advertising, social media, career site, and recruitment materials
• Directed creative strategy and execution working with agency partners (managed $500K annual budget) and internal stakeholders across global marketing and HR leadership
• Built comprehensive content ecosystem with 120+ employee stories enabling consistent narrative across all recruitment touchpoints while improving creative efficiency
• Designed scalable enablement tools including Employer Brand Champion program (24 talent acquisition members), social content strategy training, and self-service capabilities
Measurable Impact
• Achieved +167% Google career-related search interest within one year, surpassing top competitor by 10% and establishing JLL as destination employer
• Generated 25M campaign impressions averaging +271% above benchmark performance, demonstrating creative effectiveness and media optimization
• Delivered +237% average time on site improvement indicating higher engagement and candidate interest through compelling creative and storytelling
• Drove 36K quarterly nurturing engagements across integrated organic touchpoints, building always-on awareness and consideration among target talent segments
• Enabled 800+ global Talent Acquisition professionals with scalable brand tools and content, ensuring consistent candidate experience worldwide
Key Leadership Competencies
• Integrated campaign leadership connecting brand strategy, creative execution, and business results
• Authentic storytelling expertise driving emotional connection and engagement through employee narratives
• Stakeholder management and C-suite alignment navigating complex global organization and securing executive buy-in
• Global enablement strategy creating scalable tools empowering distributed teams while maintaining brand consistency
• Budget and agency management directing $500K annual investment across creative production and media partners while optimizing campaign performance and cost efficiency
• Content ecosystem development building 120+ employee story library creating scalable narrative framework enabling consistent brand activation across global recruitment touchpoints
