Driving Diversity Through Brand-Led Recruitment Marketing

At A+E Networks, diversity was not just a value. It was a commitment that needed to be reflected in who the company reached and who felt invited to apply.

 

The challenge was clear. Traditional recruitment channels were not delivering the breadth of candidates the organization wanted to see. To build a stronger and more representative talent pipeline, we needed a new approach that treated recruitment like a brand campaign rather than a job posting exercise.

 

I led the development of a digital-first, multi-channel recruitment strategy in partnership with the creative and internal communications teams. We designed a campaign specifically for diverse communities, using storytelling and brand voice to communicate what it truly meant to work at A+E Networks.

 

LinkedIn became the primary platform for activation, supported by targeted digital media that met candidates where they already were. The campaign focused on inclusion, culture, and opportunity rather than open roles alone, positioning A+E as a place where different voices could belong and thrive.

 

The results demonstrated the power of marketing thinking applied to hiring. The campaign drove a 44 percent increase in BIPOC candidates and a 58 percent increase in female candidates, significantly expanding the diversity of the applicant pool.

 

What began as a recruitment initiative became a proof point that brand, media strategy, and purpose could come together to create real organizational change. The campaign showed that marketing can do more than sell products. It can shape culture and open doors.