Goodboy × Mary BairdYour employer brand, refined by people who get both halves.
Mary Baird, PHR (Principal, The Simplifiers) has spent ten years helping companies simplify how work feels from the inside, in order to improve the employee experience. Goodboy has spent twelve years building brands people notice from the outside, in order to drive results. Together, we will audit your employer brand end to end, then make it better.
Why we teamed up.
Most employer brands are written by internal marketing and lived by everyone else. The gap between the two is where good candidates bounce and good people quietly leave. So we brought in the person who knows that gap best.
Mary Baird, PHR brings
EX consultant. Keynote speaker. Author of Squash the Sunday Scaries.
The employee experience lens. Someone who can clarify what it (actually) feels like to work at your company, how to fix it, and what kind of talent you want to attract for where your org is headed next.
Check her out
Goodboy brings
Senior studio. Twelve years, 132 brands.
Brand strategy and execution. How that story shows up everywhere a candidate or employee looks, and the team that helps you create one cohesive vision and then builds it.
How the audit works.
It's the same brand audit we run for every Goodboy client, pointed at your whole employer brand, with Mary's employee experience strategy layered on top. A professional team with a fresh set of keys who can help you drive results.
- 01
Employee Experience (EX) diagnostic
Mary Baird, PHRInput from leadership and employees on what working there actually feels like. Gain clarity where the day-to-day and the promise are drifting apart.
- 02
Employer brand audit
GoodboyEvery place your employer brand shows up: careers page, job posts, LinkedIn, Glassdoor and Indeed, onboarding materials, internal comms, benefits docs.
- 03
Gap report and roadmap
TogetherOne document. What to fix, in what order, and what it's worth. Written for HR leaders, not for a drawer.
- 04
Execution
GoodboyThen we build it. Test, iterate, and track the results. All done by the same team that wrote the report, so nothing gets lost in a handoff.
Three disciplines. One team.
Most marketing teams juggle three agencies: one for creative, one for strategy, one for media, and a project manager to keep the story straight between them. We are all three. A senior studio that makes the work, plans the work, and watches the numbers behind it.
- Founded
- 2013
- Clients
- 132
- Average partnership tenure
- 4 years
- Industries we serve
- All
- Creative Director
- Mark Foucault
- EX specialist (partner)
- Mary Baird
What happens after the audit.
The roadmap tells you what to fix. Then we fix it, from employer brand to recruitment ads to careers-page design, all under one studio so HR can keep focusing on people.
Employer Branding Campaigns
Mid-size companies compete for talent against bigger brands. We run paid LinkedIn campaigns, content strategy, and creative that make you the most compelling option for the best talent out there, looking for their next role.
Recruitment Marketing
Targeted ads on LinkedIn, Meta, and beyond, putting your open roles in front of qualified candidates. We measure cost-per-application and fine-tune things until the funnel works.
Social Media Management
Your LinkedIn and employer-facing social presence, built and maintained to attract talent. Posts that get reshared by the exact people you want to hire next.
Email Marketing
Internal communications, employee newsletters, and candidate nurture sequences. We handle the writing, design, and cadence so your HR team can focus elsewhere.
Web Design (Careers Pages)
Careers pages are often outdated and underperforming. We design and build high-converting career web pages that turn job-page traffic into qualified applicants that help you reduce your time-to-fill stats.
Graphic Design
Employee experience materials, onboarding decks, benefits communications, internal brand kits. We’ll provide top-notch designs that are cohesive and compound across every team and quarter.
Strategy
Helping HR leaders position their employer brand, plan content calendars, and align messaging across recruitment, internal comms, and leadership communications.
Selected work.
Drag to explore
Pajar · Costco
Twelve designs across four brands in two weeks. 150k units sold to Costco Canada.
Creative
Instant Pot · Instagram
Best-performing organic Reel to date — 243k+ views, no paid amplification.
Social
Instant Pot · Instagram & Facebook
Reversed declining engagement — 932k+ organic impressions in two weeks.
Strategy
Home furnishings · Instagram Shop
1,100% increase in purchases from social by adopting Instagram Shop early.
Performance
Luxury home brand · Meta · Shopify
5× ROAS lift by repairing the full customer journey, not just the ads.
Performance
Diet and weight loss program · DTC
856% ROAS and a new sales record for the 2024 Spring Program.
Performance
Finding Founders · Podcast
1m+ views and 1.6m+ reach at 7¢ per episode download.
Performance
Toronto Event · Events
6× ROAS, 4.4k tickets sold, +242% web traffic, $35k sponsorships.
Performance
Aizan · SaaS
End-to-end refresh — brand expression, product story, UX.
Web Design
Kovo · HealthTech
One Webflow template — every acquired brand absorbed without losing voice.
Web Design
Meet your new team.
Quick to respond, easy to work with, and obsessed with outcomes. Consider us an extension of your team.
Start with an audit.
Send a note and Mark will reply within 24 hours with a capability deck and a few case studies that fit what you're trying to do. No discovery-call gauntlet. No sales sequence.