Talent Value Proposition

The Situation

Rocket had strong talent programs but lacked a singular strategy and narrative to tie them together. There was no clear articulation of what made Rocket distinctive in the talent market — and without that, it was difficult to prioritize talent strategies or consistently communicate the company's value to prospective or current team members.

The opportunity was to define a research-backed narrative that connected external perception with internal reality — and build a system that could travel across the entire team member experience.

My Role

I led HR strategy and narrative development for the TVP, partnering with Integrated Marketing and Communications (IMC) — who led brand framework and workshop facilitation — to ensure the story was grounded in team member reality, leadership intent, and cultural truth.

HR Strategy  ·  Internal Research & Analysis  ·  Narrative Development  ·  Executive Alignment  ·  Cultural Stewardship

The Approach

1. Ground in Real Audience and Internal Insight

Conducted qualitative and quantitative research with hundreds of prospective job seekers and team members, combined with internal analysis of pulse data and survey benchmarks — grounding the TVP in both what talent is actually looking for and where Rocket genuinely stands out.

2. Translate Insight into a Structured Framework

Partnered with IMC to shape the TVP within a consumer-style Value Proposition framework — mirroring and complementing the company's broader brand system — while ensuring the narrative stayed connected to team member realities and enterprise storytelling standards.

3. Connect Talent Messaging to the Full Lifecycle

Redefined the TVP from an attraction tool to a lifecycle system. Developed a training and socialization plan to help leaders consistently apply the narrative across hiring, onboarding, development, and communication.

The Work

• Internal research & benchmark analysis — Synthesized pulse data and survey insights to identify where Rocket differentiates in the market
• Talent value proposition framework — Defined what Rocket offers talent, matched to what job seekers are actually looking for — and backed by evidence
• TVP training & socialization plan — Leader enablement and champion network approach — engaging TMX experts to embed the narrative across the talent lifecycle

The Impact

The work established a clear, research-backed foundation for how Rocket defines and communicates its value to talent — fully aligned and approved by HR executive leadership with a defined path to activation.

The framework is now being re-engaged and evolved to incorporate acquisitions, positioning the TVP to scale as a unified narrative across a more complex, multi-company organization.