Elizabeth Carpenter
- Creative scope
- Positioning, messaging, candidate journey, campaign copy, and visual direction.
- Audience hypothesis
- Experienced technical and program professionals considering federal-contractor roles.
- Deliverables
- Campaign graphic, three message applications, candidate journey, and an editable campaign brief.
- Status
- Independent portfolio concept. Audience testing and hiring-team review are proposed next steps.
01 / THE BRIEF
Make the opportunity specific.
The creative brief is to build an employer-brand campaign around useful role information. The working hypothesis: candidates need a clear account of the work, team, location, and requirements before they can judge fit.
The concept pairs a memorable invitation with a repeatable role-information structure. It does not imply that any particular contractor currently uses this approach.
02 / THE MESSAGE SYSTEM
One promise. Three conversations.
Awareness / Social
Know the role. See your next move.
Start with the work you would do, the team you would join, and the requirements that matter.
Proposed CTA: Explore the role.Consideration / Role page
Before you apply, get the details.
What will you own? Where will you work? Which qualifications are required? Use the role brief to decide whether a conversation makes sense.
Proposed CTA: Read the role brief.Conversation / Recruiter follow-up
Bring your questions.
Tell us what you want from your next role. We’ll use the conversation to clarify responsibilities, working arrangements, and the next step.
Proposed CTA: Request a conversation.03 / CANDIDATE EXPERIENCE
Make every step useful.
Campaign → role brief
Lead with a clear invitation. The role brief would confirm responsibilities, work location, approved compensation information, employment terms, and the actual clearance requirements supplied by the hiring team.
Role brief → application
Explain the process and required materials. Avoid collecting sensitive clearance details in a public inquiry form.
Application → conversation
Provide a useful acknowledgement and the next-step expectations approved by recruiting. Do not promise a response deadline the team cannot meet.
Conversation → decision
Prepare consistent follow-up messages for advancing, waiting, or closing an application. Keep the candidate informed with verified details.
04 / VISUAL DIRECTION
Confident. Clear. Human.
Deep navy grounds the identity. Electric cyan provides contrast, while ivory keeps longer copy readable. Bold typography and an architectural grid make the message feel precise without borrowing government seals or official imagery.
The campaign graphic establishes the visual direction. The copy applications extend it across social, role pages, and recruiter conversations.
05 / VALIDATION PLAN
Test clarity before reach.
First, ask prospective candidates to explain the offer and identify missing information. Have recruiting and the hiring manager verify every role detail before any live campaign.
A future pilot could track role-page visits, application starts and completions, qualified applications under an agreed definition, and candidate feedback. No conversion rates, placements, or recruitment results are claimed for this concept.
Download the campaign brief ↓