What It Is

Most employer brand work stops at the brand itself. An EVP gets written, a canvas gets built, a position gets defined — and then the hard question arrives: now what do we actually do with it?

This tool answers that question. It takes your employer brand positioning and helps you build a concrete content strategy for reaching a specific talent audience — one that's grounded in what your brand stands for, organized around what your audience actually cares about, and specific enough that someone can execute from it.

It doesn't write the content. It builds the plan the content gets built from. That distinction matters — the thinking comes first, the writing comes second, and keeping those phases separate makes both better.

When to Use It

Come here when you have:

• An employer brand position — an EVP, a canvas, a positioning statement, or a strong description of what makes your company a distinct place to work
• A specific audience to reach — a role type, a level, a market, a function you're trying to build a pipeline for
• A goal — awareness, pipeline, engagement, a specific hire, a new market launch

And you need a plan for how to get from brand to audience through content.

Works for any format: a monthly content calendar, a LinkedIn posting plan, an email nurture sequence, a targeted ad campaign concept, an event or webinar series. Tell the tool what you need and it will build the plan.

What to Bring

Your brand context. The more specific, the better. Generic positioning — "we're innovative and people-first" — produces generic strategy. If you have an EVP, a brand canvas, or specific proof points about what makes your company different, bring them. If what you have is still vague, the tool will tell you honestly what that means for the strategy — and then do its best with what's there.

A sense of your audience. You don't need a fully developed persona — but you should have a working sense of who you're trying to reach: what role, what level, what market, and roughly what they care about and what they're skeptical of. The tool will ask questions to sharpen this before building anything.

A format preference. Know roughly what kind of plan you need — a calendar, a sequence, a posting plan, a campaign concept. If you're not sure, the tool can help you figure that out.

How It Works

The tool moves through four stages — and doesn't skip any of them:

First, it gets your brand context and names any gaps honestly.

Second, it asks enough questions about your audience to make real content decisions — not a lengthy persona exercise, just what it needs to know.

Third, it identifies two or three thematic bridges — the places where what your brand stands for connects to what your specific audience cares about. These become the organizing logic for everything that follows.

Fourth, it builds the plan: content ideas, headlines, formats, channels, sequence logic — all connected to the themes, all specific enough to hand to someone who will build the actual content.

What You'll Get

A content strategy plan — not finished content. Depending on what you need, that might be:

• A monthly content calendar with working headlines, formats, channels, and two-sentence descriptions of each piece
• A LinkedIn posting plan with hook concepts, angles, and what each post is trying to accomplish
• An email nurture sequence outline with the purpose, subject line concept, core message, and CTA for each email
• A targeted ad campaign concept with audience, message territory, creative angles, and channel rationale
• An event or webinar series outline with titles, topics, formats, and brand rationale

When the plan is done, you take it into a content creation session — with this tool or another — and build the actual deliverables from it.

To Start

Share your employer brand context and tell the tool who you're trying to reach:

"Here's our EVP and I'm trying to build a pipeline strategy for experienced software engineers in Austin..."

"I have our employer brand canvas — I want to build a six-week LinkedIn content plan targeting passive mid-career project managers..."

"We've defined our employer brand positioning and I need an email nurture sequence for nurses we've sourced but haven't engaged yet..."

The tool will take it from there.