Building a Global Talent Brand
KnowBe4 • Talent Brand Manager & Brand Designer • 2021–2026
Designing and evolving a global employer brand across creative, careers experiences, campaigns and brand systems.
12 COUNTRIES
Global Talent Brand support
Global Talent Brand support
30+ CAREERS PAGES
Managed and improved
Managed and improved
55+ PAGE GUIDE
Creative + editorial standards
Creative + editorial standards
~3x INDUSTRY BENCHMARK AVG. CTR
LinkedIn recruitment campaigns
LinkedIn recruitment campaigns
The Opportunity
When I joined KnowBe4, employer brand creative existed, but the system behind it was still developing.
As the company recruited across new markets and the Talent Brand function grew, the challenge became bigger than creating individual assets. We needed a recognizable creative expression, useful careers experiences, and shared standards that could work across teams, channels and countries.
Over five years, my role grew with that challenge—from hands-on Talent Brand design into creative direction, global careers content, brand governance and Talent Brand management.
My Role
Creative
Art direction · Campaigns · Social · Print · Events
Art direction · Campaigns · Social · Print · Events
Digital
Careers content · Web design · Candidate pathways
Careers content · Web design · Candidate pathways
Systems
Brand standards · Templates · Documentation · Governance
Brand standards · Templates · Documentation · Governance
Collaboration
Global TA · Regional HR · Recruiters · Leadership · Creative + web partners
Global TA · Regional HR · Recruiters · Leadership · Creative + web partners
Evolving the Employer Brand
One of the first opportunities was creating a more cohesive visual language for Talent Brand.
Creative was being produced across different recruiting needs, but it didn’t always feel connected. I developed a more recognizable expression through typography, photography, layout and recurring visual elements—while leaving enough flexibility for different audiences, campaigns and markets.
My goal wasn’t to make every post look the same. It was to make every post feel like KnowBe4.
Making Great Creative Easier to Scale
As the Talent Brand function expanded, creative decisions needed to become easier to understand, repeat and hand off.
I expanded the Talent Brand Style & Editorial Guide into a 55+ page working resource covering visual identity, editorial voice, social standards, recruiting recommendations, global office messaging and creative applications.
I supported it with reusable Canva templates, brand resources and documentation the team could use in everyday production.
The system included:
IDENTITY
Logos · Typography · Color · Photography
Logos · Typography · Color · Photography
CONTENT
Editorial voice · Social · Blog guidance
Editorial voice · Social · Blog guidance
CREATIVE OPERATIONS
Templates · Recruiting guidance · Global office messaging
Templates · Recruiting guidance · Global office messaging
The result: a shared creative standard that made the employer brand easier for Talent, HR and creative partners to understand and use.
Global Career Experiences
One Employer Brand. Twelve Countries.
Turning 30+ careers pages into a more useful candidate experience.
I managed careers content and creative across more than 30 global pages, partnering with HR and Talent Acquisition teams across North America, EMEA, APAC and LATAM.
The work ranged from everyday content updates to improving how candidates found information, understood the employer experience and moved toward an application.
Improvements I made to the Careers experience:
Improving job discoverability
In Kochi, jobs were associated with Kerala even though candidates might search specifically for the city. Updating location terminology helped create a clearer path to relevant openings.
Making global benefits actually global
A U.S.-focused benefits page evolved into a global hub featuring localized benefits and employer recognition for individual offices.
Creating a better next step
For programs like internships and the Sales Career Accelerator, the candidate pathway changed depending on availability: apply when applications were open; express interest when they weren’t.
Creative Across Every Touchpoint
Talent Brand wasn’t confined to the careers site or social feed. I designed and supported creative across the candidate experience—from digital campaigns and recruiter materials to events, print and physical environments.
Creative That Performs
Alongside visual quality and brand consistency, I used available campaign and channel data to understand what was getting candidates’ attention.
Lean Monthly Budget | LinkedIn recruitment media
~3x Industry Benchmark
Average CTR
Average CTR
~5x Industry Benchmark
Highest-performing campaign
Highest-performing campaign
For a sales networking event, creative and outreach helped fill roughly 50 RSVP spots, with UTM links and QR codes used to track sources of interest.
* Engagement and RSVP metrics represent campaign response—not downstream hiring attribution.
The Result Was Bigger Than Any One Deliverable.
Over five years, the work helped turn Talent Brand from a collection of creative needs into a more connected global brand experience.
The work changed over time. My role did too—from making individual pieces to helping shape the creative experience and systems behind them.
What started as a design role became five years of helping shape how KnowBe4’s Talent Brand looked, worked and scaled.