Life at Kraken - LinkedIn Page

Building a dedicated employer brand channel for candidates, employees, and investors.

Kraken had a strong mission, a distinct culture, and a deep bench of product, institutional, and employee stories. But those stories were spread across the company website, blog, careers page, culture materials, social channels, recruiting conversations, and internal communications.

The opportunity was to create a dedicated Life at Kraken LinkedIn presence that could serve as a clear, repeatable employer brand channel — one that helped candidates understand why Kraken existed, what it was building, how the company worked, and what kind of people thrived there.

The page was designed as more than a social profile. It was a recruiting surface, a content hub, and a proof point for Kraken’s Employee Value Proposition.

The Challenge

Kraken was competing for talent in a category that was fast-moving, highly scrutinized, and often misunderstood. Candidates needed more than a list of open roles. They needed context.

The employer brand challenge was to help candidates and adjacent audiences understand:

Kraken’s mission to accelerate the global adoption of crypto

The company’s remote-first operating model and high-ownership culture

The breadth of Kraken’s institutional, consumer, and product offerings

The seriousness of Kraken’s security, transparency, and trust positioning

The employee experience behind the public brand

How Kraken’s EVP showed up in real work, not just recruiting language

Why joining Kraken meant contributing to a larger financial infrastructure shift

At the same time, the channel needed to support multiple audiences:

Candidates evaluating roles and culture fit

Recruiters needing credible, shareable content

Employees who could amplify the company story

Hiring managers who needed stronger talent-facing proof points

Investors and external stakeholders watching Kraken’s growth, credibility, and talent market position

The goal was not to create a generic “life at company” page. It was to build a channel that made Kraken’s employee experience, mission, and market credibility easier to find, understand, and share.

What I Built

I developed the strategy for a dedicated Life at Kraken LinkedIn page as part of the broader employer brand system.

The work included:

  • Defining the purpose, audience, and role of the channel within Kraken’s talent brand ecosystem

  • Translating Kraken’s EVP into recurring LinkedIn content pillars

  • Creating a content architecture that balanced mission, culture, product, institutional credibility, employee stories, benefits, and open roles

  • Developing post formats and messaging frameworks recruiters and People partners could reuse

  • Connecting LinkedIn content back to Kraken’s careers page, culture page, blog, product pages, and institutional offerings

  • Designing the page as a recruiting surface that supported both passive candidate discovery and active recruiting conversations

  • Creating a rhythm for employee amplification and advocacy through pre-approved messaging and shareable content

  • Coordinating with Talent, People, Brand, Communications, Product Marketing, and Legal/Compliance stakeholders to ensure content was accurate, useful, and on-brand

The page gave Kraken a dedicated place to consistently tell the story of working at the company — not as isolated posts, but as a structured employer brand channel.

Collaboration

This work required cross-functional alignment across teams that each had a different stake in the channel.

I partnered with:

  • Talent to align content with recruiting priorities, open roles, candidate questions, and recruiter workflows

  • People to accurately represent employee experience, benefits, culture, and internal norms

  • Brand to make sure the page reflected Kraken’s voice and visual identity

  • Design to develop reusable social formats and a recognizable Life at Kraken presence

  • Communications to align employer brand content with broader company narratives and executive messaging

  • Product Marketing / Institutional teams to connect candidate storytelling with Kraken’s product ecosystem and market credibility

  • Legal / Compliance to ensure public-facing claims, benefits language, and product references were accurate in a regulated category

The channel had to feel human and candidate-friendly while still meeting the standards of a global fintech operating in a complex regulatory environment.

Channel Strategy

The Life at Kraken page was built around a simple strategic role:

Help candidates understand the mission, culture, work, people, and opportunity at Kraken — then guide them toward deeper proof points and open roles.

The channel needed to sit between high-level company storytelling and direct recruiting action.

It could introduce a candidate to Kraken’s culture, then send them to:

  • The careers page

  • The culture overview

  • Open roles

  • Product and institutional pages

  • Blog thought leadership

  • Employee stories

  • Remote-first content

  • Benefits and hiring process information

That backlinking strategy mattered. The goal was to use LinkedIn not as a dead-end social feed, but as an entry point into Kraken’s broader web ecosystem.

Why It Mattered

The Life at Kraken LinkedIn page gave the company a dedicated channel for employer brand storytelling and candidate education.

It helped turn Kraken’s EVP from an internal framework into an external recruiting surface — one that could be updated, shared, linked, and used across the hiring funnel.

The page supported a more consistent candidate experience by giving Talent teams, employees, and hiring managers a common set of stories and proof points. It also helped connect Kraken’s employee experience to its broader market credibility, showing candidates and investors that the company’s culture, mission, and product ambitions were part of the same story.