The Challenge

The Atlanta Community Food Bank is a powerful force in the fight against hunger, delivering over 9 million meals across metro Atlanta and North Georgia every month. But they knew that communicating their impact and culture to current and potential employees required more than mission-driven messaging. Their HR leadership wanted to deepen how they attract talent, support staff development, and engage partners in their vision.

​

The Approach
 

1. EVP Development
   It always starts with an inside-out approach. We conducted an Employer Brand Assessment through focus groups, field observations, and survey review to identify and clarify the most meaningful parts of the Food Bank’s culture. Using these insights, we built an Employer Value Proposition (EVP) aligned with their mission, vision, and people
   
   The result was a heartfelt brand expression: “Bring Your Whole Heart to Work.”
    

2. Employee Development Program
   To bring their newly created skills-based development framework to life, we held feedback and design sessions to name and launch the new initiative. Through an inclusive process, the program was named SEED (Skills-based Employee Engagement & Development). Then, a robust internal content ecosystem was built, including visual identity, explainer videos, FAQs, templates, and intranet assets.
    

3. Team Identity Redesign
   Recognizing the evolving role of HR, a guided working session was held to help the HR department reimagine their identity. We created a name together that better reflected their purpose: The People Experience Team that resulted in strong buy-in and alignment to a people-first culture.
    

4. Recruitment Marketing
   To support the shift toward skills-based hiring, we produced an interview-prep video that explains what candidates can expect when interviewing with the Food Bank. The video has equipped prospects with understanding and has helped to build trust.
    

5. Partner Engagement Strategy
   For the rollout of their Transforming Access Together initiative, I partnered with the Food Bank’s Partner Relations team to create a microlearning video series designed to educate and onboard partner organizations about the new service model.
    

The Winning Margin

• The EVP launch deeply resonated: employees responded emotionally (“people @ my table were crying”), and it became integrated into programs and assets like Values Achievement Awards, Department Spotlights, onboarding experience, and an upcoming careers page update.

• SEED was embraced across the organization, serving as the foundational driver for ongoing employee growth and engagement.

• The People Experience Team name change helped to foster trust, ownership, and clarity around the HR function’s role in supporting staff well-being and performance.

• Candidates reported feeling more supported and prepared thanks to the interview-prep video, shaping a more positive, informed candidate experience.

• Partner organizations gave strong feedback after the microlearning series; the videos helped simplify complex information and helped to foster early adoption of the new service model.