General Motors — Campaigns, Recruitment & Creative Direction
Overview
Recruitment campaigns and employer-brand content designed to support hiring visibility, audience engagement, and brand clarity across multiple formats.
This work includes campaign messaging, creative direction, video, print and digital collateral, and newsletter content created to reach early-career, technical, and function-specific talent audiences.
Areas of focus
Recruitment campaign messaging
Employer-brand direction
Print and digital collateral
Short-form and testimonial-style video
Audience-specific messaging
Talent community newsletter strategy
Project Scope
Summary
Recruitment content rarely lives in one place. It has to move across events, digital channels, candidate touchpoints, and ongoing employer-brand communication — often while speaking to very different audiences at once.
This work brought those moving parts together through campaign messaging, creative direction, collateral, video, and newsletter content that helped GM present a stronger, more connected talent story.
Context
GM’s recruitment content needed to do more than advertise open roles. It had to support hiring efforts across events, campaigns, digital channels, and candidate touchpoints while still feeling cohesive from one format to the next.
That meant building content that could attract attention quickly, adapt to different talent audiences, and carry a consistent employer-brand message across print, video, email, and campaign creative.
The work also needed to flex across different recruiting moments. Some content was built for campus and career-fair outreach.
Some supported function-specific recruiting or skilled trades visibility. Some extended the story over time through newsletter content and recurring campaign touchpoints.
The challenge was not just producing assets. It was building a connected system that could support GM’s hiring goals with more clarity, range, and consistency.
My Role
A key part of this work was shaping recruitment content that could move across campaigns, channels, and audiences while still holding together as one employer-brand story.
Across collateral, video, newsletter content, and campaign messaging, I helped bring structure, clarity, and creative cohesion to work that needed to flex without fragmenting.
That also meant working closely with stakeholders, leadership, Comms, and Legal to guide content through review, refine it against brand standards, and make sure it was strong enough to work in the environments where it would actually be seen.
Just as importantly, the work needed to stay practical. Each piece had to support a real hiring goal, speak clearly to its intended audience, and contribute to a broader system that felt more connected, repeatable, and useful over time.
Selected Examples
GM @ NeurIPS 2025 Tech Conference
NeurIPS 2025 marked GM’s first appearance at one of the world’s leading AI and machine learning conferences, creating a high-visibility opportunity to strengthen the company’s technology narrative, connect with top technical talent, and support executive presence in a highly competitive research environment.
My work spanned event communications, branded collateral, on-site storytelling, and post-event content designed to extend GM’s visibility before, during, and after the conference.
Event Signage / Technical Talent Engagement
NeurIPS 2025 — PhD Networking Mixer Signage
Event Recap / Editorial Storytelling
Conference Recap & Summary Article
This GM News recap translated GM’s first NeurIPS presence into a structured editorial narrative spanning executive mixers, technical talks, booth engagement, and broader themes in applied AI, autonomy, and robotics.
Built from on-site reporting and executive input, the piece helped turn a dense event schedule into a story that was legible, strategic, and externally publishable.
The process involved more than drafting copy. It meant gathering and aligning quotes, coordinating approvals, shaping event chronology into a readable arc, curating photography, and navigating the editorial and legal standards required to publish the story through GM News.
NeurIPS 2025 Event Booth Video
NeurIPS 2025 — Messaging Systems Behind the Event
Alongside the event’s visual assets and public-facing storytelling, I also developed supporting messaging used to help GM’s NeurIPS presence function as a coordinated communications system.
This work included executive bios, event email sequences, and technical research-promotion copy that supported executive engagement, technical recruiting, and AI storytelling across the conference.
Executive Positioning / Speaker Messaging
Executive & Speaker Bio Development
Positioning and bio development for executive- and speaker-facing event materials, designed to sharpen technical credibility and audience legibility across NeurIPS touchpoints.
Event Materials / Guest Experience
Digital Vehicle Experience Mixer Nametag System
Executive-facing booth video created for GM’s presence at NeurIPS 2025, developed under a compressed three-day turnaround to help represent the company’s AI and software credibility in one of the world’s most visible research-conference environments.
Built from more than an hour of dense GM Forward presentation footage, the piece had to distill complex material into something clear, confident, and externally legible.
The work involved narrative restructuring, editorial triage, pacing, music selection, and careful judgment around what to keep, remove, and reframe for a broader audience. The final video was delivered on time, shown throughout NeurIPS 2025, and received strong internal feedback from stakeholders and executive speakers at the event.
Event Signage / Executive Engagement
NeurIPS 2025 — Executive Networking Mixer Signage
Welcome signage designed for GM’s executive networking mixer at NeurIPS 2025, created to support a polished, high-visibility event for AI and autonomy leaders.
The final piece combined conference branding, executive speaker information, and strong on-site clarity in a format that held up both as a designed asset and a real-world event deliverable.
Welcome signage designed for GM’s PhD networking mixer at NeurIPS 2025, created to support a more targeted event for PhD students, early-career researchers, and AI/AV talent. The piece translated the mixer into a polished, high-visibility experience while clearly surfacing the speaker, audience, and event purpose in a format built for on-site use.
The final design balanced conference branding, speaker information, and event clarity in a way that supported both technical credibility and talent-focused engagement, helping the mixer feel intentional, branded, and easy to navigate in the live event environment.
Event Communications / Email Strategy
Event Email Messaging
Invitation, confirmation, and reminder email copy developed to support executive networking and PhD talent engagement before and during the conference.
Nametag templates created for GM’s Digital Vehicle Experience Mixer, designed to carry the event’s branded identity into one of its most practical guest-facing touchpoints.
Separate employee and guest versions supported a clearer on-site experience while reinforcing a more cohesive visual environment across the event.
Research Promotion / Technical Messaging
Research Promotion Support
Supporting promo copy created to help position the PROFIT paper within GM’s broader AI, autonomy, and research story at NeurIPS.
Meet GM: Digital Vehicle Mixer Event
The Meet GM: Digital Vehicle Experience Mixer created a smaller, high-touch forum for conversations about the future of transportation, digital vehicle design, and next-generation in-vehicle experiences. Built around collaboration across industry, academia, and technology, the event was designed to spark meaningful discussion around where mobility is headed and how progress can accelerate.
My work helped shape the event’s visual identity and guest-facing experience through branded signage, nametag templates, and event photography that supported a more cohesive on-site presence.
Event Signage / Guest Experience
Digital Vehicle Experience Mixer Welcome Sign
Welcome sign designed for GM’s Digital Vehicle Experience Mixer, created to establish a clear branded entry point for an event centered on digital vehicle experiences, transportation innovation, and cross-industry collaboration.
The final piece combined event naming, GM brand cues, and an invitational “Welcome innovators” message in a format that held up both as a designed asset and as real-world event signage.
Event Photography / On-Site Storytelling
Digital Vehicle Experience Mixer Event Photography
Event photography created for GM’s Digital Vehicle Experience Mixer to capture the atmosphere, guest interactions, featured vehicles, and overall branded environment of the evening.
The images helped turn a live, invitation-driven event into a more durable visual record that could support internal visibility and post-event storytelling.
Additional Hiring Event Assets
Beyond larger flagship events, this work also included fast-turn hiring collateral developed for recruiting events across different regions and functions. These assets ranged from welcome signage and on-site materials to event flyers and out-of-home creative, helping extend GM’s hiring presence across multiple formats and audiences.
These assets ranged from welcome signage and on-site materials to event flyers and out-of-home creative, helping extend GM’s hiring presence across multiple formats and audiences.
Hiring Event Signage / Candidate Experience
Manufacturing Hiring Event Welcome Sign
Welcome sign created for a GM hiring event, designed to give the space a clear branded entry point and help candidates understand the event flow as soon as they arrived.
The piece combined a simple step-by-step structure with GM brand cues and manufacturing imagery to make the experience feel more guided, approachable, and organized.
Hiring Event Flyer / Recruitment Communications
DMAX Electricians Hiring Event Flyer
Recruitment flyer developed for a DMAX electricians hiring event, created to communicate key role information, event logistics, and registration details in one clear, candidate-facing format.
The piece promoted in-person interviewing for Industrial Electrician – Journeyperson roles, highlighted the starting rate and full-time status, and organized the event schedule, location, QR registration, and preparation details into a more accessible layout.
Out-of-Region Creative / Hiring Visibility
Lake Orion Electricians Hiring Billboard
Billboard creative developed to support hiring visibility for electrician roles at GM’s Lake Orion plant. Designed for quick readability at scale, the piece used bold location-based messaging, event timing, and a clear careers URL to turn a fast glance into a direct recruitment touchpoint.
Executive Video / Narrative Editing
Executive Highlight Reel
Impact
This work helped extend GM’s event storytelling into something more visible, cohesive, and strategically useful across recruiting, editorial, and communications efforts.
It connected live experiences to branded assets, video, photography, executive messaging, and recap content that carried the story forward after the event itself.
Helped turn major GM event moments into multi-format storytelling across visual, editorial, and social channels.
Extended the life of live events through recap content, executive messaging, and publishable follow-through.
Supported high-visibility technical and recruiting initiatives with branded assets, photography, video, and event collateral.
Contributed to a more polished, connected event presence across teams, audiences, and platforms.