Kraken Careers Page
Content strategy for a global remote-first careers experience
Kraken had a strong internal culture and a clear mission: accelerate the global adoption of crypto so more people can achieve financial freedom and inclusion. But the careers experience needed to make that story easier for candidates to understand, trust, and act on.
The careers page had to do more than list jobs. It needed to answer the questions a serious candidate would bring to a high-growth, remote-first crypto company:
What is Kraken building?
What does the mission actually mean?
What kind of people thrive here?
How does remote-first work in practice?
What benefits and expectations come with the culture?
What does the hiring process look like?
Why should someone consider joining now?
I partnered across Design, Brand, Talent, People, and Web to shape a careers page that connected Kraken’s employer brand to a clearer candidate journey — from first impression to open roles.
The Challenge
Kraken was operating at global scale, with a remote-first workforce across countries, languages, functions, and time zones. The company had a distinct culture and a high-conviction mission, but the candidate-facing experience needed a stronger content system.
The careers page needed to:
Kraken’s mission without assuming crypto fluency
Translate the Employee Value Proposition into concrete candidate-facing language
Make remote-first work feel credible, practical, and differentiated
Connect benefits, culture, hiring expectations, and open roles into one coherent experience
Balance ambition with clarity in a highly scrutinized, fast-moving category
Give Talent teams a stronger foundation for recruiting conversations
Work within Kraken’s broader brand system and web experience
The goal was not to create generic “great place to work” copy. It was to help candidates understand the work, the culture, the expectations, and the opportunity — clearly enough to self-select in or out.
What I Did
I led the content strategy and copy development for Kraken’s careers page, translating the employer brand system into a structured web experience for candidates.
The work included:
Developing the page narrative and content hierarchy
Turning Kraken’s Employee Value Proposition into candidate-facing web copy
Partnering with Design and Brand on section flow, emphasis, and voice
Working with Talent and People teams to clarify hiring-process messaging, benefits language, and candidate expectations
Connecting careers copy to related proof points, including culture content, remote-first thought leadership, and hiring process resources
Writing and refining page copy for mission, culture, benefits, inclusion, hiring process, and calls to action
Ensuring the page supported both high-level employer brand storytelling and practical candidate decision-making
The result was a careers page that moved beyond recruitment marketing language and gave candidates a clearer view of what Kraken was building, how the company worked, and what kind of people would be successful there.