Building DoiT's Employer Brand During Hypergrowth

Employer branding wasn't in my job description. I built it anyway — and drove an 800% increase in applicants.

Year :

2020-2022

Company

DoiT

The Background

DoiT had just raised $100 million, was scaling aggressively across regions and functions, and was competing for top talent against companies with bigger brands, larger recruiting budgets, and seemingly unlimited venture capital. There was no employer branding function. No careers site. No narrative for candidates. Nothing.

My role was focused on generating pipeline and revenue, not employer branding. But like any early-stage startup employee will tell you, I saw a gap and I decided to fill it.

I partnered closely with Talent Acquisition to build the stories, campaigns, and experiences that helped candidates understand who DoiT was and why they should choose to build their careers there. From launching careers.doit.com from scratch to producing a video campaign that generated 50,000+ views, I transformed hiring from a transactional process into a brand experience.

What I Built: Careers Site - Launching careers.doit.com from the ground up

I partnered with an external design agency and DoiT's Talent Acquisition team to create careers.doit.com — developing the messaging, structure, and content strategy behind DoiT's entire candidate experience. The goal was to move beyond job listings and build a destination that reflected the company's culture, growth trajectory, and employee value proposition.

At a time when candidates had more choices than ever, the careers site became a foundational touchpoint — helping prospective employees understand not just what roles were available, but why DoiT was worth joining and what was in it for them.

What I Built: Recruitment Campaign - Attracting Top Sales Talent

In Fall 2021, competition for experienced field sales professionals was intensifying — and DoiT was growing too fast to rely on passive hiring.

I built the Accelerate Your Career with DoiT campaign from the ground up: a dedicated landing page, social creative, and messaging designed specifically for ambitious sales candidates. Instead of generic recruitment language, I led with what actually moves top performers — high earning potential, high-velocity deals, and a rapidly expanding territory with real upside.

I developed 6 ad variants across Facebook, LinkedIn, and Instagram, built detailed candidate audience profiles, and partnered with our performance marketing agency to reach the right people with precision targeting.

The result: an 800% increase in applicants.

What I Built: Video Campaign - Women of DoiT

Cloud and DevOps have historically been heavily male-dominated fields. To highlight the women shaping DoiT's success, I partnered with an external agency to develop the Women of DoiT video campaign — managing the entire production end to end: agency management, budget, script creation, interview logistics, editing, internal communications, and a full promotion plan. The video featured women across the organization sharing their experiences and perspectives, helping candidates envision themselves at the company while reinforcing DoiT's commitment to building an inclusive culture. It became one of DoiT's most engaged employer brand assets.

50k+ views · End-to-end production · Agency creative direction

What I Built: Employer Brand Creative

Beyond flagship campaigns, I developed employer branding assets used across all recruiting initiatives — company banners, culture-driven storytelling initiatives like Fathers of DoiT, and recruitment marketing materials. I also worked with our HR and Employee Experience teams to create swag baskets of DoiT merchandise - after all the best company ambassadors are employees themselves. Together, these created a more human and cohesive candidate experience across every channel candidates encountered DoiT.

The Results

1. An 800% Increase in Applicants

The Accelerate Your Career campaign and careers site together drove an 800% increase in applicants — transforming DoiT's ability to compete for top sales and technical talent during the height of the tech hiring boom.

2.DoiT competed for talent with companies far larger than itself

Targeted campaigns and a strong careers experience helped position DoiT as a compelling destination for high-performing candidates — despite competing against household names with far bigger recruiting budgets.

3. I built a lasting, critical function from scratch

Employer branding wasn't part of my formal role or KPIs, but I stepped in to fill a critical business gap. I built DoiT's employer branding function from the ground up, executing campaigns and stories that secured top talent during a pivotal growth period. The foundational function and the exact brand identity I created remain a core part of the company's talent acquisition strategy today.