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That's Life at
Capital One
As Senior Brand Copywriter for Capital One
Talent Brand, I was given permission to murder the corporate robot. And refresh our old tech recruiting messaging with the voice of a human.
CHALLENGE:
Tech Candidates hate
when we use the word
"innovation."
In a Capital One study group, the word "innovation" inspired not so positive fanfare for its use in tech recruiting.
It's become robotic jargon in an industry duking it out for tech's top talent. So, the solution was to cut back on it: to say "innovation" without actually saying it (most of the time anyway).
The result was messaging that was more charismatic, universal, and more human.
Including a refreshed Talent Brand voice that distilled everything into our Employer Value Proposition:
That's Life at Capital One.
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