EVP Campaign
An employer brand campaign and scalable recruitment toolkit, uniting film, photography, social and web into a clear, authentic story.
YEAR
2024
Company
Capital One
SCOPE
Brand Storytelling, Art Direction, Video Direction
BRIEF
Capital One wanted to strengthen its employee value proposition, attracting high-calibre candidates while encouraging associates to take part in Great Place to Work voting. I was asked to lead the creative from concept through to delivery across multiple channels. The goal was to present a culture that felt inclusive, empowering and authentic, while making it easy for recruitment teams to deploy consistently at pace. The work needed to span film, photography, social, print and a refreshed careers site, all aligned to the One Good Thing brand. My role covered creative direction, art direction, execution and brand guardianship, working closely with HR, Recruitment, Legal and the in-house brand team.
Approach
I began by shaping a clear, plain-spoken narrative with HR and Recruitment around community, growth and impact. For the film, I developed a documentary-style approach that prioritised authenticity, creating a relaxed environment where associates could speak naturally. Neutral, welcoming settings, visible elements of the set and multi-angle coverage helped create a tone that felt honest and unforced. In parallel, I art directed an in-office photography series, working with an external photographer to capture genuine, unscripted moments within teams. The aim was to show real connection rather than staged interactions, supported by a consistent approach to lighting, framing and composition. This ensured imagery felt contemporary, confident and scalable across formats while remaining accessible and easy to pair with messaging. To take the campaign to market, I built a system of templates across Figma and After Effects, enabling social, print and web outputs to be produced quickly without drift. I updated the careers site to align with the external narrative, ensuring candidates experienced a consistent story from first touch through application. I also created an EVP playbook for recruiters, combining tone of voice, visual rules and practical guidance, allowing teams and partners to deliver work confidently and consistently without ongoing oversight.
Execution
The campaign was delivered across film, photography, social platforms, print and the careers site, supported by a cohesive set of templates and guidelines. From hero video and cutdowns to LinkedIn, Glassdoor and recruitment event materials, each output was designed to work natively within its context while maintaining a consistent and recognisable identity.
Outcome
The campaign established a clear and authentic expression of Capital One’s culture across channels. HR and Recruitment teams praised the clarity and quality of the work, with strong engagement leading to further use of video and photography across internal and external communications. Candidates experienced a consistent narrative across LinkedIn, Glassdoor and the careers site, while event materials gave recruiters a confident and cohesive presence. Internally, the campaign supported Great Place to Work engagement by providing a story associates recognised and were proud to share. The playbook and template system reduced rework and shortened production timelines, making it easy to adapt and scale the campaign while maintaining accessibility and compliance. The result was a practical, scalable employer brand toolkit that supported hiring goals while delivering a more human and credible candidate experience.
