01 — Project details
In the wake of the “Great Resignation,” companies across industries were facing a critical question: How do we retain and attract top talent in a rapidly shifting workforce landscape? Markstein saw an opportunity to position itself as a strategic partner in employer brand development—but needed a thought leadership piece to drive that conversation.
02 — My Role
I was tasked with crafting a white paper that would:
Define what an employer brand truly is (and isn’t)
Break down why it’s more important than ever
Show how internal and external communications shape employee experience
Offer actionable strategies companies could use to strengthen their own employer brands
I worked closely with internal stakeholders to shape the structure and messaging, conducted research to ground the content in current trends, and ensured the tone was both authoritative and approachable.
03 — Results
The white paper helped position Markstein as a trusted voice in the employer branding space, providing thought leadership that resonated with HR professionals. It became a valuable resource in business development conversations, offering strategic insights that sparked meaningful engagement with potential clients.
Additionally, excerpts from the piece were repurposed into blog posts, social content, and a video from our founder—extending its reach and reinforcing the agency’s expertise across multiple platforms.