Internal Comms and Branding at Uber
Creating a brand and campaign for a DEI talent program
At Uber I led internal communications for a largest and diverse department of ~10k employees. This branding project, called “CST in Motion” focused on one of the org’s strategic priorities: internal mobility and DEI hiring.
Context: The idea was to promote talent from our customer-facing team (called the Community Specialist Team, or CST) to other teams at Uber. Top performing CST were invited to participate in an intensive development program called CST in Motion, and our goal was to get them hired. We needed to raise awareness of this talent pool across the other orgs at Uber.
Problem: A lot of stigma and misconception exist around customer-facing employees, and highly-qualified people were not being hired.
Solution: Create a robust and elevated brand with multi-media communications showcasing employee success stories, program and team information, and leadership endorsement of this talent pool to move the needle on internal mobility and diversity hiring.
My Role
Develop communications strategy and central messaging points; create assets, including:
Website with engaging branding highlighting team diversity [link not available due to internal site]
Leadership announcements
All Hands features (Company and Departments)
Biweekly newsletter
Video series featuring success stories (Biteable, iMovie)