Portfolio

Veterans United wanted to strengthen recruitment across its branch network while creating a hiring experience that conveyed culture and felt human.

I led the creative and narrative development of a recruitment campaign designed to position the company as a community people want to be part of. The centerpiece was a longform recruitment booklet paired with a dedicated recruitment website, employee interviews, and supporting recruitment assets across digital and print touchpoints.

Most recruitment marketing focuses on job responsibilities written with corporate jargon. This campaign intentionally shifted the focus toward belonging and being a part of something bigger.

Veterans United already has national recognition. The challenge was making the Colorado Springs branch feel local, familiar, and genuinely invested in the community it served.

Instead of creating another transactional marketing campaign, I created Give Where You Live — a year-long community initiative designed to build trust through consistent local engagement, nonprofit partnerships, and story-driven events.

Each monthly event was built around a distinct local story — from trivia nights supporting mental health initiatives to back-to-school drives and military appreciation events — allowing the campaign to connect with multiple audience segments while maintaining one cohesive narrative.

Equally important was protecting authenticity. The campaign structure intentionally separated nonprofit giving from sales activity to maintain compliance standards and avoid "cause marketing" fatigue.