kraken

Employer Brand & Employee Value Proposition

A digital graphic with the title 'The Kraken Employee Value Proposition' on the left and a stylized illustration of a kraken in the center. The background is dark blue.
A young man sitting on a white cushioned bench, writing in a small notebook with a pen. He is wearing a gray polo shirt and cream-colored pants, with his left leg crossed over his right. Behind him is a framed abstract art piece and a large potted plant with green leaves. The room has natural light streaming in, creating soft shadows on the wall.

The challenge

Kraken is one of the world's oldest and most trusted cryptocurrency exchanges. When I joined in 2022, the company had a strong internal culture rooted in its crypto mission, but the story wasn't operationalized: no Employee Value Proposition, no shared message architecture, and no repeatable system for turning real employee experience into consistent, talent-facing communication across teams and channels.

Illustration of the Earth with robotic hands reaching out from different directions and the moon in the background, symbolizing global remote work.
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Digital illustration with futuristic computer elements, floating coins, and abstract lines, captioned 'Crypto and the age of alternative payroll', Kraken Future of Work logo.
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A digital illustration featuring an abstract kraken with tentacles surrounded by stars and dynamic lines, with the text 'The Kraken Employee Value Proposition' on a dark purple background.
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what i did

I built the employer brand function from the ground up by creating a narrative system the People team could steward over time. The first major initiative was developing Kraken's Employee Value Proposition — a message spine that would anchor all talent-facing communications.

I led the EVP development process end-to-end, starting with stakeholder interviews across the C-suite and People leadership to separate what was true and proven from what was aspirational. I partnered closely with the Chief People Officer on culture and values, ensuring the EVP reflected real employee experience rather than marketing language. I structured the framework around four pillars — mission alignment, autonomy and flexibility, collaborative culture, and crypto conviction — then translated those pillars into reusable proof points, story prompts, and candidate-facing messaging that could be applied consistently across channels (career site, LinkedIn, recruiting content, and internal comms).

Alongside the EVP, I created the #LifeAtKraken talent brand — a clear voice and set of guardrails that made the story repeatable. I rewrote and optimized career site copy, redesigned how job descriptions communicated culture and expectations, and built templates the talent acquisition team could use at scale across regions.

Recognition awards and badges for workplace recognition and achievements, issued by Newsweek and other organizations, featuring titles like 'Most Loved Workplaces,' 'Top 30 for Remote Jobs,' and 'Top 100 Teams to Watch,' with a purple background and decorative laurel wreaths.

The results

  • Kraken recognized on Newsweek's Most Loved Workplaces list — US, UK, and Global — ranking #14 worldwide as the only crypto company listed

  • EVP became required reading for all prospective candidates before their first interview

  • 95% of employees reported understanding company values and how to apply them daily

  • 81% employee engagement rate vs. 31% industry average (Gartner)

  • 94% of employees reported understanding how their work connected to the company's mission

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