Glassdoor Employer Brand Hub (Narrative Copy)

Opportunity

GOAT Group had a fragmented reputation on Glassdoor, with inconsistent reviews and minimal brand presence that didn’t reflect the company’s evolving culture. Candidates were forming first impressions based on outdated or unbalanced content. There was no centralized approach to how employees shared their experiences or how the brand responded to feedback.

Goal

To transform GOAT Group’s Glassdoor profile into a trusted reflection of its internal culture and values, increasing candidate trust and improving the company’s Glassdoor rating. The broader aim was to strengthen employer brand perception and drive higher-quality applicant engagement.

Solution

Led the end-to-end strategy and creative development for the company’s refreshed Glassdoor Employer Brand Hub.

Designed new copy frameworks that humanized the brand voice, emphasizing authenticity, innovation, and community.

Partnered cross-functionally with the People, Communications, and Creative teams to align employee testimonials, visuals, and leadership narratives.

Authored all primary copy for the Glassdoor “Why Work With Us” and “Life at GOAT Group” sections, ensuring tone consistency and cultural resonance.

Developed content prompts and storytelling guidelines that encouraged employees to share meaningful, values-driven reviews.

Within three months, GOAT’s Glassdoor rating increased from 3.6 to 4.0, and positive engagement with candidate audiences rose significantly.