BACKGROUND
This project was for clients in the HR consulting and startup industries. The goal was to drive high-quality, genuine comments from each brand's core audience rather than surface-level engagement.
For the pay equity consultancy, I framed the question as something the brand was genuinely wrestling with rather than a test with a right answer, positioning Parity as a peer in the conversation rather than an expert above it. The result was a post designed to surface real perspectives from HR and People leaders, not polished takes.
For the startup incubator, I grounded the question in a specific moment rather than asking abstractly about resilience, because specific prompts produce specific and interesting answers. The result was a post that signals Hatch as a space for honest founder conversations, not just inspirational content.
