Do you write our employer value proposition?

We help structure and present it on the site. EVP research and employer-brand strategy are usually led by your HR team or a specialist and are scoped separately.

Can you integrate our vacancies?

Yes. Vacancy listings can be connected to your ATS or recruitment system where it offers a feed or API. Licensing and configuration inside the ATS stay with you or the vendor.

Is an internal employee portal part of this service?

No. Internal HR and employee platforms are a separate brief with different users and governance. This page covers public storytelling and career experiences.

Will this improve our hiring numbers?

We do not promise hiring or engagement results. We design a clearer candidate journey and a structure your teams can keep current, and agree with you how it will be measured.

Story and career

Corporate Storytelling and Employer Brand Experience

Complex organisations rarely lack a story. They lack a structure that lets people find it: a group with many companies, a portfolio across sectors, a value chain or a transformation that only makes sense when the parts connect. Candidates are one of the audiences who need that structure.

Short answer

MadeByCat turns corporate storytelling into information architecture: portfolios, sectors, value chains and transformation stories organised into paths for customers, investors, partners, media and candidates. For candidate audiences we design public employer-brand and career experiences — candidate journeys, career IA, employee stories and vacancy or ATS integration. Internal HR and employee platforms are a different brief. We do not claim hiring or engagement results.

Who this is for — and who it is not for

This page is for organisations whose structure, portfolio or direction is hard to explain on a conventional corporate site, and for teams that need a public career experience connected to the corporate brand.

It is not the right page for internal employee portals, learning or performance platforms, or recruitment advertising campaigns.

Holdings and groups with several companies, brands or sectors.
Industrial and B2B companies whose value chain is invisible from product lists.
Organisations going through a transformation, repositioning or new brand platform.
HR and communications teams that need a careers experience consistent with the corporate brand.

The business problem

When the story lives only on an about page, visitors who arrive at a subsidiary, a product or a vacancy never see how the parts connect. Investors, partners, journalists and candidates each piece together a different picture.

Corporate storytelling as information architecture

We treat the narrative as structure. The relationships between group, companies, sectors, services and value chain become navigation, page hierarchy and content models, so the story survives wherever a visitor enters.

Portfolio and sector maps that explain how companies relate to the whole.
Value-chain and transformation stories expressed as findable sections, not one long page.
Narrative hierarchy: what every visitor should understand first, second and only if they look further.

Stakeholder paths

Customers, investors, partners, media and candidates arrive with different questions. Each gets a path that starts from that question and connects back to the same corporate story.

Employer brand and career experience

For candidates, the website is often the first serious contact with the organisation. We design the public career experience as part of the corporate site, not as a detached job board.

Employer value proposition and culture expression are part of our capability: we help structure and present them. We do not present any client’s EVP, culture claims or employee quotes unless they are the client’s own approved content.

Candidate journey from first visit to application.
Career information architecture: roles, teams, locations, early-career and experienced paths.
Employee story formats and content models editors can keep current.
Vacancy listings and integration with the client’s ATS or recruitment system.

Public career experience vs internal HR platforms

A public career experience serves candidates who do not yet work for the organisation. Internal HR, learning, performance or employee information platforms serve current employees, with different access, data and governance. We do both kinds of work, but we treat them as different briefs and do not present internal platform work as employer-brand work.

Corporate brand and employer brand consistency

The careers experience uses the same design system, terminology and company structure as the corporate site, so candidates meet the same organisation investors and customers see. Where companies in a group recruit separately, the structure shows how each relates to the group.

Craft and engineering

Storytelling depends on execution: a clear content model, interaction and motion used with restraint, accessibility to WCAG 2.2 AA as a target, performance budgets, solid engineering and a CMS that lets editors keep the narrative and vacancies current after launch.

Method

Projects follow the Madebycat Loop: align on audiences and story, discover content and stakeholders, architect narrative and career IA, design, engineer and launch, then operate and evolve with communications and HR teams.

The Madebycat Loop

Deliverables

Typical deliverables, agreed in a written scope:

Narrative and stakeholder map.
Information architecture for corporate story and careers.
Content models for companies, sectors, stories, roles and vacancies.
UX/UI design within the existing or renewed design system.
Front-end, CMS and ATS or vacancy-feed integration.
Editorial guidance for keeping stories and vacancies current.

Scope and what is not included

Included: the structure, design, build and CMS work described above.

Not included unless contracted separately: EVP research or employer-brand strategy consulting, recruitment advertising and paid media, video production, ATS licensing or configuration inside the vendor’s system, and internal HR platforms.

Decision criteria

Questions worth asking any partner for storytelling and career work:

How will the story be reflected in navigation and content models, not only in copy?
Which stakeholder paths are planned, and where do they start?
How will vacancies and employee stories stay current after launch?
How is the public career experience kept separate from internal HR systems?
Can the team show published cases with multi-company or multi-audience structures?

Verified examples: corporate storytelling

Published case studies where narrative structure was part of the work. Each page states our exact role.

Verified examples: candidate audiences in corporate IA

Cases whose records name candidates as an audience or include a careers structure. They show the career audience planned into the IA; they are not presented as employer-brand results.

Frequently asked questions

Do you write our employer value proposition?: We help structure and present it on the site. EVP research and employer-brand strategy are usually led by your HR team or a specialist and are scoped separately.
Can you integrate our vacancies?: Yes. Vacancy listings can be connected to your ATS or recruitment system where it offers a feed or API. Licensing and configuration inside the ATS stay with you or the vendor.
Is an internal employee portal part of this service?: No. Internal HR and employee platforms are a separate brief with different users and governance. This page covers public storytelling and career experiences.
Will this improve our hiring numbers?: We do not promise hiring or engagement results. We design a clearer candidate journey and a structure your teams can keep current, and agree with you how it will be measured.

Make the organisation easy to understand

Tell us how your organisation is structured, who needs to understand it and where candidates enter today. We will propose a narrative structure and a scope.