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That's Life at
Capital On
e.

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 say "innovation" without actually saying it (well, for the most part that is). 

​

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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Charley Arrigo
Charley Arrigo
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