Dan Tappan, writer.

Indeed lifecycle & strategy

In the US, 88% of businesses are small businesses. I worked with Indeed’s SMB team (small-to-medium size businesses) on strategy and creative for their employer lifecycle experience. The 10+ programs included projects designed to aid Indeed across Acquisition, Retention, Reactivation, and Churn.

From messaging frameworks to final copy, I closely partnered with client stakeholders to ensure we elevated Indeed’s existing communications in a way that felt like a natural evolution for the brand and improved performance.

Email journeys

The most intensive projects were the 5+ email journeys across the entire SMB ecosystem. Each journey started with leveraging user insights and then continued with building out a cadence flow chart and strategy to help visually convey the who, what, and when of each comm. Ironclad logic was necessary to account for every possible use case.

content strategy & copy

Before starting on any one email, I created detailed content strategies based on my team’s modular design system. Every component was planned ahead of time before putting pen to paper, ensuring that each email followed a narrative that would serve its primary - and often secondary - purpose.

I wrote dozens of emails for Indeed and assisted in creating a robust and unified design system that could be used to create emails for any employer comm.

how-to videos

About a year after my initial engagement with Indeed, I led a small creative team in creating a handful of Indeed Employer Dashboard “how-to” videos. I wrote 3 scripts in total and collaborated with designers, animators, and voice talent to bring each video to life.