The challenge
The company had genuine expertise and interesting roles. But from the outside, none of that came through — neither candidates nor B2B audiences could tell why these people were worth talking to.
The approach
Instead of just rewriting copy, I rebuilt the entire narrative for two audiences at once. For HR — sharper value proposition and better vacancy rhythm. For marketing — a calmer, more proof-driven tone across all channels.
This project is a great example of why “just rewrite the copy” doesn’t work when the problem goes deeper. The real challenge was getting HR brand and B2B communication to stop existing in parallel universes.
What was the problem
Picture this: the same company is saying different things to different people. One image on the outside, another on the inside. Candidates see one thing, clients see another. Nobody fully understands what this company actually does and why it’s great to work with them.
That’s exactly what was happening. The expertise was there. The culture was there. Interesting projects, too. But a unified, clear signal to the outside world? Missing.
What I did
The key wasn’t to “write more” — it was to align the meaning:
- identified the strengths that genuinely matter to each audience;
- removed vague descriptions of roles and projects;
- made every publication part of one proof line, rather than a random post.
What happened
Impact Capital got a clear, mature communication system. Marketing and HR stopped competing for attention — and started working as one team. The 5× and +670% numbers aren’t my marketing — they’re real metrics from their channels.