Building a Global Talent Brand System
KnowBe4 • Talent Brand Manager & Brand Designer • 2021–2026
Designing scalable creative systems that unified a global employer brand across digital, editorial, web, events, and recruiting.
The Opportunity
When I joined KnowBe4, employer brand creative existed, but it didn’t yet exist as a system.
Different teams created recruiting materials in different ways. Graphics varied in quality, messaging shifted depending on the author, and there was no shared framework connecting careers websites, social media, recruiting events, editorial content, or print collateral.
As the company expanded globally, maintaining a consistent employer brand became less about designing individual assets and more about designing the infrastructure behind them.
My role evolved from producing creative to building the systems that allowed great creative to happen consistently.
My Role
Over nearly five years, I became responsible for the candidate-facing employer brand across digital, editorial, social, web, and events, all related to recruiting.
I developed the assets, systems, documentation, creative operations, and governance that connected every candidate touchpoint into one cohesive experience.
Responsibilities:
- Brand systems & governance
- Employer brand strategy
- Global careers experiences
- Creative operations & documentation
- Cross-functional creative leadership
My Design Philosophy
Early in my career, I believed a brand system ended with a style guide. Today, I believe that’s where it begins. The strongest brand systems aren’t documents that sit untouched in a shared drive.
Great systems help ordinary teams produce extraordinary work.
Good systems reduce friction, eliminate uncertainty, and make good design easier to create.
Building the System
I created a 55+ page Talent Brand Style Guide that became the operational handbook for employer brand across the organization.
Rather than documenting only logos and colors, the guide became the operational handbook for employer brand work across the organization.
It included:
Identity
- Logos
- Typography
- Color
- Photography
Content
- Editorial voice
- Social standards
- Blog guidance
Operations
- Canva templates
- Recruiting recommendations
- Global office messaging
- EVP
The guide became the onboarding resource for Talent Brand, HR leaders across global offices, and external creative vendors.
Instead of relying on tribal knowledge, teams now had one shared system for creating work.
55+ Pages: A living operational guide used across global HR and Talent Brand teams.
Designing for Scale
As recruiting demand increased, I deliberately shifted away from solving the same problems repeatedly.
Instead, I designed reusable systems. That included:
- Canva template libraries
- Design intake workflows
- Documentation
- Operational playbooks
- Creative naming conventions
- Editorial processes
- Quarterly content audits
- Creative production schedules
Rather than making individual assets faster, these systems made the entire team more effective.
Evolving the Employer Brand
One of the clearest examples of systems thinking was social media.
Originally, content solved immediate communication needs but lacked consistency across campaigns.
Over time, I developed repeatable content frameworks that balanced recruiting, employee stories, awards, blogs, events, educational content, and company culture while maintaining one recognizable visual language.
The goal wasn’t to make every post look the same.
It was to make every post unmistakably feel like KnowBe4.
Global Career Experiences
I owned the design governance for more than 30 global career pages, partnering with HR leaders across North America, EMEA, APAC, and LATAM to balance local authenticity with a consistent global employer brand.
DEI initiatives were reviewed alongside Diversity leadership.
Sustainability content was reviewed with Sustainability leadership.
Regional office pages were reviewed with local HR leaders.
Every update balanced local authenticity with global consistency.
Extending the Brand
A successful design system proves itself through consistency. The employer brand expanded across:
Digital
- Careers websites
- Social
- Recruiting campaigns
Print
- Editorial
- Flyers
- Swag
Experiential
- Events
- Environmental graphics
- Enterprise Village
Results: The success of this work wasn’t measured by individual deliverables.
It was measured by whether the organization became more capable of producing consistent, high-quality employer brand work.
Highlights:
- Built and maintained a global employer brand system used across HR and Talent Brand.
- Created a 55+ page operational style guide adopted by international teams.
- Supported 30+ global career pages.
- Produced and governed thousands of creative assets.
- Standardized editorial and visual guidelines across recruiting.
- Improved creative consistency through reusable systems and documentation.
- Contributed to KnowBe4 Talent Brand Team of the Year (2022).