About

I help hiring teams show candidates what it’s actually like to work at your organization.

A workplace culture isn’t defined by key messages on your careers site or your company mission posted on the wall. 

It’s about what it feels like when something goes wrong, or when you’re working on a challenging problem. It’s about what a good day, and a bad day at work looks like because we all have them. It’s about the feeling you get when you leave the office or close your laptop at the end of the day. The feelings that don’t just turn off after work hours.

A new job changes your life.

And before people make that big decision, they want to know everything they can about what life could be like working at a new company.

I help bring those stories to life. I love talking to people about what work they get excited about, what makes them stay at companies, and how they work best. 

That’s what gets me excited about working in employer branding and recruitment marketing. It’s the impact it can have on helping people make big decisions about their next job, and helping hiring teams find the best people.

If you’re having trouble keeping up with hiring demands today, you’re not alone. You may be: 

  • Struggling to find quality candidates 

  • Tired of posting “we’re hiring” on social media with a link to the job description but don’t know what else to post

  • Aware that building your brand on LinkedIn is important but don’t know where to start

  • Repeating yourself in interviews when candidates ask about company culture and trying not to express it in over-used tag lines about your values


Imagine you had stories you could link candidates to after every interview to show what life is like at your company through the eyes of employees themselves.

Working with me means helping equip your hiring team with resources and stories to make their jobs easier. And helping candidates make the best choice for their next career move.

About Erica

I’ve always been drawn to stories and like to ask a lot of questions. My background is in journalism and communications, and I’ve worked in public relations, employee experience, and marketing roles. I’ve led and consulted on employer branding work for non-profits, agencies and tech companies.

I’m based in Waterloo, Ontario and a few days a week you can find me at a co-working space. I love salsa music and like to end the day by catching a Zumba class or getting crafty with some art or calligraphy.

What you can expect working with me

🎊 Your biggest cheerleader. I’m an empathetic optimist and you can count on me to get excited and hype you up. Whether you’re the first employer branding person in this role at your company, or you’re on a team, I’ll be in your corner cheering you on.

📝 Timely, engaging content through a process that works. You can expect email templates for reaching out to employees for stories, resources to help equip you and your team to champion this work internally, and training workshops for your recruiting team and hiring managers on how to build your employer brand.

👋 A new team member. Working together means a partnership where we have regular meetings to check-in, talk strategy and see what’s working, and what’s not. I’m the person who introduces themselves to new people in the office kitchen, and will happily volunteer to talk to strangers (weird, I know). That’s part of why I love this work, I get to meet new people all the time and be part of multiple client teams I work with.