Talent Brand is the public-facing ambassador of Twitter’s Employer Brand (@TwitterCareers). During the pandemic, Twitter doubled down on diversity and inclusion efforts, creating playbooks for distributed work and Inclusion & Diversity that other companies could follow.
Since attracting talent was more dependent on digital channels than ever before, Talent Brand needed a consistent visual identity that reflected Twitter's unique company culture and also met the needs of a fully remote recruitment team.
The Talent Brand playbook reflected Twitter's diverse and inclusive culture, and enabled the Talent Brand team to produce on-brand assets quickly and consistently.
Since attracting talent was more dependent on digital channels than ever before, Talent Brand needed a consistent visual identity that reflected Twitter's unique company culture and also met the needs of a fully remote recruitment team.
The Talent Brand playbook reflected Twitter's diverse and inclusive culture, and enabled the Talent Brand team to produce on-brand assets quickly and consistently.
Project type:
Brand Identity & Guidelines
Brand Identity & Guidelines
Role:
ACD - Design Strategist
ACD - Design Strategist
Deliverables
Playbook, branded assets, templates, image library, internal website.
Playbook, branded assets, templates, image library, internal website.
Twitter's
Talent Brand
Talent Brand
In-house collaborators
Program Lead - Megan Carlisle
Marketing Mgr - Dara O'Connell
Sr. Program Mgr - Marquis Bell
Producer - Ryan Leong
Copy - Jess Willis
Design - Mel Eusebio
Program Lead - Megan Carlisle
Marketing Mgr - Dara O'Connell
Sr. Program Mgr - Marquis Bell
Producer - Ryan Leong
Copy - Jess Willis
Design - Mel Eusebio
To reach Twitter's ambitious 2025 goal of having at least 25% of the overall US workforce be underrepresented minorities, the Talent Brand team had an influx of marketing and creative needs for their digital channels.
The problem
The team had been using bespoke marketing and creative solutions which were expensive, time-consuming, and led to inconsistencies across creative work and digital touchpoints.
With the help of the in-house team, we began the process by auditing Talent Brand's digital touchpoints and candidate user journeys and brainstorming solutions to speed up the design process without sacrificing quality.
For every interaction we had with candidates — via LinkedIn, hiring events, or during the interview process - it was critical that all touchpoints looked and felt like Twitter.
For every interaction we had with candidates — via LinkedIn, hiring events, or during the interview process - it was critical that all touchpoints looked and felt like Twitter.
The process
Templates were created for hiring programs, events, social posts, paid media, and emails. The Playbook provided guidance and clarity for how to effectively represent the brand, serving as an extension of the parent Twitter Brand Guidelines, but tailored specifically for Talent Brand.
